posters promoting healthy eating habits and exercise, and instructions for planting the yogurt cup gardens and keeping the plants healthy. It would not be feasible for every school in the nation to get involved during the pilot year. Therefore, Dannon will be approaching schools in the communities the company is already operating in, such as White Plains, New York; Minster, Ohio; Forth Worth, Texas; West Jordan, Utah; and Portland, Oregon, ("Our Company," 2014). Further, Dannon will satisfy all three pillars its current CSR program seeks to engage: health and nutrition, nature, and people. By promoting healthy snacks like yogurt, Dannon can help revolutionize the diets of young people and parents alike, promoting a healthier America. TerraCycle and Investing in Sustainability As was previously established, one of the fundamental pillars of the proposed CSR communication approach is a focus on environmental sustainability. Dannon's commitment to this endeavor will be established through a partnership with a recycling company called TerraCycle. According to TerraCycle’s writer and publicist, Jeff Kranz, TerraCycle is a company that creates recycling solutions for waste that is typically considered non-recyclable (Personal Communication, 2014). One wa y that TerraCycle collects waste is from what they call “Brigade Programs” (Kranz, J., Personal Communication, 2014). Brigade Programs are categorized by waste stream, meaning there are different Brigade Programs for products such as personal care items, candy bar wrappers, and even cigarette butts (Kranz, J., Personal Communication, 2014).
DANNON 16 Individuals, classes, teams, families, or other organizations can participate in a Brigade and begin collecting waste to send to TerraCycle. According to Mr. Kranz, Brigade participants earn points for each unit of waste shipped to TerraCycle, and these points can be redeemed for monetary donations to the non- profit of the participant’s choice (Personal Communication, 2014). Shipping this post-consumer waste to TerraCycle is made free for participants by corporate sponsors (Kranz, J., Personal Communication, 2014). The recommendation is that Dannon sponsor a yogurt tub collection Brigade with TerraCycle. Sponsoring a yogurt tub collection Brigade will allow for all yogurt tubs shipped to TerraCycle, regardless of brand, to be recycled. This presents Dannon with the opportunity to not only ensure that their waste is disposed of in a sustainable manor, but it makes participation for all brands in the yogurt industry at large more environmentally responsible. It is also possible for Dannon to benefit from this partnership because, depending on the terms of sponsorship, TerraCycle will do PR work for Dannon (Kranz, J. Personal Communication, 2014). In addition to the possibility of added publicity, being environmentally conscious is beneficial to Dannon in terms of return on investment. Arguably, when companies are socially responsible, consumers perceive the companies positively. As is elaborated upon in the "genuiness" discussion found
- Summer '17
- Corporate social responsibility, yoghurt, The Tipping Point, Groupe Danone, Dannon, Dannon Institute