purchase that was already likely to happen (Marquis et al., 2011). Dannon’s long history of CSR commitment, although not advertised, is not a secret. There is a section on Dannon’s website called “Dannon Cares” where the company communicates its CSR initiatives. They also release a sixteen page CSR overview that provides consumers with information regarding what areas Dannon has prioritized as well as their commitment to overall health and nutrition. Corporate social responsibility manager, Gayle Binney, was the only full-time employee dedicated to CSR. She feels comfortable with Dannon not overly promoting its CSR with the public, because, as previously mentioned, Dannon’s CSR programs were always an internal initiative and never designed for public relations (Marquis et al., 2011). Dannon’s global parent company Danone, instilled the company’s CSR strategy which was to embody its commitment to health. Danone modernized its focus on health in 1994 when then-CEO Antoine Riboud began to concentrate on products that were advantageous to wellbeing
and health. It was not until later when the company re-focused on four core areas: dairy, bottled water, infant nutrition, and medical nutrition. The company views its CSR as a sincere, integral part of its business model and thus, there are three areas of focus mentioned in the case study: nutrition & health, people, and nature (Marquis et al., 2011). Dannon’s most impressive CSR initiative is the Dannon Institute, which was established in 1997. The Dannon Institute is a non-profit, independent foundation that promotes quality in the field of nutrition through research, communication, and education. The institute has invested millions of dollars towards nutritional education programs which is supported through two programs: The Nutrition Leadership Institute & a children’s nutrition education program called “Celebrate Eating Healthy.” The Nutrition Leadership Institute focused on Dannon’s commitment to leadership and research within nutritional sciences and consisted of training programs that equip participants with the knowledge, skills, and strategies necessary to be leaders in their place of employment as well as in the field of nutrition. Additionally, Dannon piloted a fellowship program for a student who concentrated on the health benefits of yogurt and probiotics who would receive a $25,000 scholarship to advance their studies in the functional and nutritional benefits of yogurt. The Dannon Institute additionally recognized that nutrition education could possibly be the most important during the formative preschool years. According to the Dannon Institute, preschool is the pivotal stage in which children begin to develop crucial eating habits, so promoting these healthy eating habits is important. This prompted the development of the preschool nutrition education program, as previously mentioned, “Celebrate Eating Healthy,” which supported teachers and educators by allowing access to free nutrition- based lesson plans. The program also supported parents by giving them access to supplemental resources to reinforce the learnings from school to home (Marquis et al., 2011).
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