What was the motivation or defining moment that led to the creation of this innovation? Tell the story.
Fonterra is a young company that formed in 2001. The business evolved when several small companies, previously overseen by a government dairy board, united as a single commercial entity. With this shift came a growing sense of ‘what we stand for’ as a company and a desire to contribute to the community.
A corporate social responsibility framework was set up and a sponsorship committee created. As one of New Zealand’s largest companies, Fonterra touches urban and rural communities across the country. It was important that initiatives give back to all New Zealanders at a grass roots level. Experts were consulted on how best to do this.
Through research, we saw a real need in the youth nutrition sector, discovering that 10% of New Zealand children start the day on an empty stomach. We recognised the importance of educating them that eating breakfast makes a difference to their day and chose this philosophy to drive an initiative. We knew that the proven nutrition of our products, particularly Anchor Mega Milk, could benefit the wellbeing of these children, and chose to make this product available within a breakfast initiative.
We sought a partner who shared our philosophy and commitment. Sanitarium, one of NZ’s major health food companies, agreed to come on board and supply Weet-Bix; a great nutritional complement to Anchor Mega Milk. Together, we established the KickStart Breakfast programme as a means to deliver these products to the NZ kids who need them most.
Please name and provide a personal bio of the social innovator behind this initiative.
The social innovators behind KSB are Sarah Risell, Fonterra’s Corporate Brand Manager and Mark Roper, Sanitarium’s Marketing Director.
Sarah and Mark have been vocal supporters of corporate social initiatives within their respective businesses and recognise that through community partnerships such as KickStart Breakfast, “doing good is good for business.”
What resources would you need to take your initiative to the next stage?
Marketing/communication resource to deepen engagement with kids and schools:
- The KSB website, live in May 2009, will promote competitions that complement the school curriculum e.g. using digital media, kids can make their own KSB TV ad.
-Online database system to streamline administration e.g. ordering milk, cereal, signing up new schools.
- Additional financial resource to meet the product cost to supply more NZ schools.
How did you hear about this contest and what is your main incentive to participate? (Confidential)
We looked for a way to bring KSB to the attention of a wider audience while at the same time gauging the strength of this initiative against others in the global corporate community.
We consulted experts in the area of corporate social responsibility (CSR) who recommended the Changemakers organisation, and in particular the Designing for Better Health competition, as an ideal way to do this.