working in the community - food and drink federation booklet v10 lo res fin.pdf · working in the...

Celebrating 5 years of theCommunity Partnership Awards

Working in the Community

the food industry in action

02 www.fdf.org.uk

About FDFThe Food and Drink Federation (FDF) represents the interests of the food and drink industry, the largest

manufacturing sector in the UK. FDF focuses its activities on three core priorities:

Food Safety and Science

Health and Wellbeing

Sustainability and Competitiveness

FDF’s role is to help our members operate in an appropriately regulated marketplace to maximise their

competitiveness. We communicate our industry’s values and concerns to Government, regulators,

consumers and the media. We also work in partnership with key players in the food chain to ensure our

food is safe and that consumers can have trust in it.

03www.fdf.org.uk

IntroductionFood and drink manufacturers have a long history of supporting their local communities

- making a positive difference to the everyday lives of people throughout the country.

This report showcases just some of the hundreds of industry backed initiatives that

take place each year; schemes that are helping to educate, inspire and develop people

in all sorts of ways.

Recognising this work was the inspiration for the FDF Community Partnership Awards,

which were launched in 2002. These awards celebrate the fact that companies of all

sizes are lending a helping hand, whether that’s through working with local schools,

hospitals, sponsoring sports activities or supporting cultural, social and civic projects.

All the case studies in this report have won one of our awards in the past five years.

They’re great examples of best practice – and help explain why the food and drink

industry plays such an important role right at the heart of Britain’s communities.

Julian HuntDirector of Communications, FDF

04 www.fdf.org.uk

apetitoIn recognising the importance of supporting its community of employees,

apetito set up the Staff Foundation to support the cultural, sporting and

charitable activities its employees were involved in outside working

hours. The Staff Foundation provides funding for equipment or sponsors

events, making sure community activities thrive.

The scheme is truly geared for staff participation, with employees

actively encouraged to approach the Foundation for funds for any

activity they are involved in. Funding decisions are made by a committee,

which is made up of employees representing all areas of the business

- this helps encourage staff to request funding.

Since its creation, the Foundation has predominantly supported a wide

range of sporting and cultural charitable activities in the company’s

local communities. Around £320,000 worth of funding has been allocated

to date by the Foundation.

Examples of donations include purchasing soccer strips for youth and

junior teams; support of the local majorette troupe with the purchase

of mats and leotards; purchasing musical instruments for a pre-school;

buying mess tents for a scout troop; and purchasing stable blankets

for a Riding for the Disabled Group.

Culture, Media and Sport category winner 2007

05www.fdf.org.uk

Cadbury Trebor BassettCadbury Trebor Bassett had been working with the Business Action on

Homelessness campaign for a number of years, offering work placements

and Job Coaching to the campaign’s homeless clients. In 2005, a review

of the Job Coaching programme revealed that the Job Coachers required

further support.

Cadbury worked with the Homelessness campaign to develop a pilot

called ‘Super Coaches’, to provide a higher level of support and mentoring

to the Job Coaches. Cadbury’s support for the pilot scheme came in a

number of ways:

In-kind giving: providing access to Cadbury’s professional Super

Coach who then shared their expertise and materials; supporting the

design and then printing materials for the pilot.

Employee time: eight Cadbury Job Coaches volunteered to be

Super Coaches, and were replaced as Job Coaches by new

employees. One full time employee was selected to support the pilot

and the wider homelessness programme over nine months.

The resulting Super Coach pilot scheme meant that 75% of those clients

matched with a Job Coach and Super Coach sustained employment for

at least the first three months of employment compared to 27% of clients

matched with just a Job Coach.

Local Community category winner 2007

CerestarCerestar, a Cargill company, has created a number of initiatives to

support the workforce in their day to day roles as well as helping

its local community.

One initiative focuses on the company’s young trainees, who are

encouraged to participate in the Essex Experience, a project

organised by Essex Scouts and Guides that provides trainees with

team building, decision making, management and first aid skills.

These skills not only help the trainees in their daily roles and

personal development, but are also used constructively when over

150 children from schools throughout Essex attend a weekend

activity camp, where trainees each take responsibility for a group

of ten young people.

Recognising the importance of rewarding employees for giving up

their time, and contributing to others’ lives and the environment,

Cargill has created a worldwide award scheme – ‘Cargill Cares’ -

to highlight employee’s work in the community. One operator at

the Tilbury site received an award for his work as Akela to a cub-

scout pack.

The Essex Experience ran in 2005. The Cargill Cares initiative

continues to run.

Workplace Community category winner 200506 www.fdf.org.uk

07www.fdf.org.uk

Coca-ColaDuring the 2003/2004 season, the Coca-Cola English Schools

Cup encouraged 40,000 players from over 2,600 schools to play

20,000 hours of football.

Europe's largest schools football tournament, which has been

running since 2002/2003, gives 12-13 year old boys and girls

the opportunity to get active in a sport they enjoy with the thrill

of playing regional finals, semi finals and finals in Football League

and Premiership Stadia across the country.

Coca-Cola has been a long term supporter of football at all

levels, from grassroots to the World Cup for over 30 years, with

its commitment to domestic football having been recently

cemented through its sponsorship of The Coca-Cola Football

League. By supporting schools football and providing unique

and aspirational football experiences, Coca-Cola is encouraging

pupil participation in group sporting activities as well as making

dreams come true for young footballing talent.

This initiative is still running.


DanoneThe Danone Nations Cup tournament involves millions of children

from the four corners of the world, making their dreams a reality.

Danone’s offices around the world arrange for teams of children to

take part in the final tournament, which has grown to involve 32

countries and 2.5 million children. Danone UK decided in 2005 to

take on the challenge of arranging a country-wide hunt for a team

to represent England at the Danone Nations Cup (Final) 2005 in

Lyon.

While Danone contributed the full cost of running the regional events

and sending the final ‘Team England’ to Lyon, a group of dedicated

Danone UK employees gave their time to form a voluntary project

team to co-ordinate a wide range of tasks including: arranging the

UK’s participation in the tournament; organising the regional heats

which took place throughout England; acting as team leaders at

the events; and answering children’s queries via the website.

Each child received a day’s training with professional coaches at

the regional event, ensuring they improved their skills and confidence

whether they were selected or not. The final selected team was

taken to Lyon to represent England in the tournament, competing

against 31 other countries for the Cup.


Culture, Media and Sport category winner 200608 www.fdf.org.uk

09www.fdf.org.uk

General Mills UKThe Hillingdon Book of the Year programme is a literacy initiative

involving local school children from Early Years to secondary

school age. General Mills took over responsibility of the programme

after changes in central Government funding meant the scheme

was due to close.

General Mills saw that the scheme had a huge potential for the

local Hillingdon community and felt it would be a tragedy for the

children if the scheme closed. The company and the Borough

Library Services saw the potential to develop the scheme and

extended it to cover a wider range of ages to provide even more

benefits to the community.

The programme involves children reading 21 newly-published

books, and provides them support to explore, discuss and vote

for their favourite books. This has been developed for the Early

Years age group to include illustrations to assist the children’s

participation in discussions about the books.

40 local schools are currently involved in the programme, and

since its development there has been an upturn in literacy

performance statistics in the schools involved.

Education category winner 2007

GivaudanGivaudan’s ‘Community Involvement’ initiative involves all levels of staff at the

Bromborough site taking a team approach on deciding how best the company

can work with the community. In 2003, the site had a strong focus on education

and charitable work, spanning a wide range of activities including:

organising Givaudan’s involvement in the Children Challenging Industry

Project, which aims to improve children's understanding of the chemicals

industry

building a sustainability garden within the grounds of the site, for local

schools to plant flowers and shrubs and study their growth and development,

complementing their curriculum work

regular visits to local schools by Givaudan employees explaining about

the work the company does on flavours, food safety and hygiene

allocating community work time as a percentage of their total working

hours, and

actively encouraging and taking part in a whole host of chartiable events

such as 'It's a Knockout', the London Marathon, walks and skydives.

This initiative ran in 2004. Givaudan continues to run a community

involvement programme.


10 www.fdf.org.uk

HJ HeinzHeinz created the ‘Heinz Learning Academy’ initially

as a pilot scheme at its Luton based manufacturing

site. Aimed at employees and the local community,

it provides tutor and computer-led training courses

in English, French, leadership and team management.

The success of the Luton pilot has led to the scheme

being rolled out to other Heinz sites across the country.

The Learning Academy has gained the support of

Trade Unions and the EU Social Fund, and in Heinz’s

own words, created “a real buzz on the factory floor”

- instilling enthusiasm and motivation into its

employees’ everyday lives.

This initiative ran in 2005.


11www.fdf.org.uk

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Kellogg’sKellogg’s has sponsored the Amateur Swimming Association’s (ASA)

Award programme since 1998. In 2006 Kellogg’s expanded the

relationship with the ASA by announcing a three-year £3m programme

which is designed to promote swimming as a great way to get the

recommended amount of physical activity.

The programme reaches across the whole of Kellogg’s business,

providing a genuine social responsibility programme incorporating

sponsorship, a community programme, on-pack promotions and

employees.

There were three key objectives behind Kellogg’s expanded partnership

with the ASA:

encourage people to swim

communicate to consumers, especially young people, the importance

of physical activity and promote swimming as a great way to get

the 60 minutes of physical activity per day as recommended by the

Government’s Chief Medical Officer

encourage employees to get involved in the programme by designing

activities which suit the different working patterns of Kellogg’s

employees.


13www.fdf.org.uk

Kraft Foods UKKraft’s health 4 schools programme encourages schools to engage pupils

in practical activities which focus upon food, health and active play and

thus gain an understanding of the importance of a healthy lifestyle. Around

75 schools in its local community of Gloucestershire are currently involved

in the scheme.

Health 4 schools provides support through funding; support from trained

facilitators who help schools to plan and implement the programme; and

guidance to schools on how to sustain the programme for the long term.

It focuses on four strands of activity: growing and learning about food;

learning to cook; eating breakfast and active play.

Kraft provides the schools with a support package to assist them in developing

the programme into a sustainable part of the school’s activities.

The pack includes:

a cash award of £3,500 to purchase materials to support the programme

training and professional development

a manual and supporting website

access to facilitators with specialist knowledge of school grounds

and outdoor activities

a dedicated health 4 schools coordinator.


14 www.fdf.org.uk

Macphie of GlenbervieMacphie of Glenbervie’s community initiatives are integral to the company’s

corporate objectives, and as a result it is engaged at many levels throughout

the communities in which it operates, from local to national and industry-

wide. The company’s most recent initiative is its ‘Support, Security and

Safety Community Programme’.

Amongst the many activities Macphie has developed under the Programme,

the company:

has developed a sustainable partnership with Home-Start of

Kincardineshire, an organisation which offers support and practical

help to families which may at times feel vulnerable. Home-Start supports

parents of young children and a number of Macphie employees are

now acting as volunteers

worked in partnership with Tayside Fire & Rescue to run a number of

campaigns to raise awareness of fire safety and prevention, using the

high standards of safety in transferable skills and awareness to improve

safety in the home

developed its Portlethen Primary Schools Challenges – involving five

schools, the schools take part in a number of challenges which lead

them through designing a product, its design, costing, production,

marketing and packaging, raising awareness of the issues facing

businesses in the food industry.


15www.fdf.org.uk

Mars UKMars UK works closely with the local authorities and voluntary

organisations in the towns where it has production sites, to assess

the needs of those local communities and decide on where the

company can best add value.

As a result, the company supports a large variety of initiatives,

focused around four key themes that reflect and complement the

areas of its business – education, pet welfare, health and wellbeing,

and the environment.

Mars’ employees get involved in a number of ways, including: giving

time for education initiatives such as the Right to Read, Young

Enterprise and providing presentations on mentoring and job seeking;

re-vamping a Skills Centre kitchen and communal area for Nacro,

a crime reduction charity; training young people in interview

techniques, making presentations and other business skills;

sponsoring Earth Balloons to promote sustainability in schools and

in the wider community; and delivering Good Food Hygiene

programmes to schools during National Food Safety Week.

The Skills Centre kitchen initiative and the Good Food Hygiene

programmes ran in 2006. The others continue to run.


16 www.fdf.org.uk

Nestlé UKThe Nestlé Children’s Book Prize is one of the UK’s largest

awards for children’s literature and every year involves over

50,000 children in choosing the nation’s best children’s books.

The Prize is designed to promote high standards in children’s

literature and to encourage children to develop a love of reading

through a project-based competition which is aligned to the

National Curriculum.

Nestlé established the Book Prize in partnership with the reading

charity, Booktrust, in 1985. There are three rounds to the Book

Prize, starting with a panel of adult judges who select a shortlist

of books in three age categories. At the same time, around

2,000 school classes complete a creative exercise appropriate

to their age, and the winning 50 classes from each age category

are chosen to take part in round two as Young Judges.

They read the shortlisted books, choose their favourite and

complete a curriculum-based project on their favourite and

winning book. From the round two projects submitted, one

class from each age group is chosen to attend the award

ceremony in London to see the authors receive their prizes.



17www.fdf.org.uk

PepsiCoPepsiCo UK & Ireland believes that investment in training is fundamental

to the success of the business. PepsiCo's Walkers Snacks Food

plant in Peterlee, based in the District of Easington in East Durham,

introduced its Learning Centre back in 2001. The Centre is open

primarily to Walkers employees but also to their families and other

members of the community including schools and local SME’s, and

has been a fantastic success since its launch.

The Centre has become the focal point for learning for individual self-

development as well as improving skills for business needs. The level

of training and skills development available has recently been extended

by becoming a full time ‘Learndirect’ centre. This enables everyone

using the facility to achieve a number of qualifications including City

and Guilds Certificates in numeracy and literacy and a range of

National Vocational Qualifications (NVQs).

The success of the Centre has led to the Peterlee site sharing its best

practice with other PepsiCo sites and other companies in the area.


Workplace category winner 2006

Tate & LyleTate & Lyle believes that promoting healthy living and lifestyle in the workplace

is fundamental to its business. By creating a safe and healthy workplace it

improves the quality of life for its employees and enhances their contribution

to the company.

One of the major initiatives the company has undertaken is its ‘Active Back

Care Management Programme’. The objectives of the scheme are to prevent

musculoskeletal injury through education; train managers in early recognition

of an injury; and provide an early treatment programme based on current

best practice to speed up an employee’s return to full health.

As well as providing musculoskeletal assessments, manual handling training

courses and Back Care Classes, the company runs a yearly back-care

awareness campaign to highlight the issue with staff, where presentations

on back care are given covering the facts about back pain, treatment and

preventative care.

Healthy backs require healthy diets and good fitness levels. The company

also runs a weight reduction programme, focusing on lifestyle changes rather

than quick-fix diets, and arranges for regular visits from exponents of

complementary therapies such as reflexology, back massage, chiropody,

Indian Head Massage and Tai Chi.

Workplace category winner 2007

18 www.fdf.org.uk

Unilever UKFor the past eight years Unilever’s ‘From Field to Fork’ initiative

has been a flagship community education programme which

teaches children about plant science, sustainability and promotes

healthy eating.

The initiative is funded entirely by Unilever and involves the

training of up to 30 student teachers each session on the ‘From

Field to Fork’ programme.

Once trained, the aim is for the teachers to then go out to schools,

with the support of the resource pack, to educate children on

the project. Assuming that each teacher uses the pack with just

one class of 30 pupils, one session run by Unilever will benefit

900 children.

To date the initiative has reached 8,500 teachers and an estimated

250,000 children throughout the UK.

This initiative ended in 2007.


19www.fdf.org.uk

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WarburtonsWarburtons’ community initiatives aim to service local needs

through engaging employees with their local communities. Its

employees throughout the UK, supported by the board, are

encouraged to identify the needs of their community and suggest

ways in which to fulfil them.

The resulting wide range of activities provides a real bond

between the Warburtons’ sites and their local communities, and

cover:

the ‘Use Your Loaf’ road safety campaign

school breakfast clubs

support for local lollipop patrols

sponsorship for an under-11 football team, and

chairing the Bolton Coronary Care Unit fundraising initiative.

These initiatives ran in 2004.


21www.fdf.org.uk

About the Community Partnership AwardsRecognising the food and drink chain’s longstanding commitment to the community, the FDF Community Partnership

Awards provide a showcase for the sector’s widespread activities in Corporate Social Responsibility.

Launched in 2002, the Awards reward those UK food and drink chain organisations, at the heart of Britain’s

communities, which are making a positive difference to the everyday lives of people and/or the environment.

The industry is full of people, from senior executives to delivery drivers, who play their part. There are plentiful

examples of companies which spend hundreds of thousands of pounds on community-based partnerships, either

in employees’ time, funding or support in kind. The initiatives themselves are wide-ranging and include:

apprenticeships in the local community

education initiatives teaching students how businesses operate

job coaching for the homeless

sponsorship of local amenities such as police stations, post offices and the ambulance shop

school resources including healthy lifestyle packs, cookery and food hygiene classes and breakfast clubs

sports schemes including cycling and swimming, and

a back care scheme.

The Awards continue to evolve and the categories now cover initiatives in education, culture, media, sport, the

local community and the workplace community.

FDF is proud to recognise the valuable community involvement of staff and companies throughout the food chain,

and looks forward to doing so in the years to come.

Previous Community Partnership Award Winners

Local CommunityCadbury Trebor Basset gold, 2007

Macphie of Glenbervie Ltd: silver, 2007

Harry Tuffin Ltd: bronze, 2007

Compass Group UK & Ireland Ltd: highly commended, 2007

Loch Fyne Oysters Ltd: gold (SME), 2006

Tate & Lyle Plc: gold (large), 2006

Danone Ltd: silver (SME), 2006

Hall & Woodhouse Ltd: silver (large), 2006

Noel Chadwick Ltd: bronze (SME), 2006

Mars UK: bronze (large), 2006

Cadbury Trebor Bassett: winner, 2005

Oakland International: winner, 2005

Wellbeing Springs: winner, 2005

William Lloyd Williams & Son: highly commended, 2005

The Hook Norton Brewery: highly commended, 2005

Tate & Lyle Plc: highly commended, 2005

Givaudan: silver (SME), 2004

United Co-operatives: gold (pilot schemes), 2004

Warburtons: highly commended (large), 2004

EducationASDA: gold, 2007

Compass Group UK & Ireland Ltd: silver, 2007

Kraft Foods UK Ltd: bronze, 2007

General Mills UK Ltd: highly commended, 2007

Kellogg’s: highly commended, 2007

General Mills UK Ltd: gold (SME), 2006

J Sainsbury Plc: gold (large), 2006

Nestlé UK Ltd: silver (large), 2006

Macphie of Glenbervie Ltd: silver (SME), 2006

Everards Brewery Ltd: bronze (SME), 2006

Unilever UK Ltd: bronze (large), 2006

Tate & Lyle Plc: winner, 2005

Coca-Cola: winner, 2005

Kraft Foods UK Ltd: winner, 2005

HJ Heinz: highly commended, 2005

Tate & Lyle Plc: gold (large), 2004

Unilever UK Ltd: bronze (large), 2004

R Mathiesons and Sons: gold (SME), 2004

Unilever R&D, Colworth: bronze (SME), 2004

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Culture, Media and SportKellogg’s: gold, 2007

Soreen Ltd: silver, 2007

apetito: bronze, 2007

Danone Ltd: gold (SME), 2006

Kellogg’s: silver (large), 2006

Coca-Cola: winner, 2005

Nestlé UK Ltd: winner, 2005

General Mills UK Ltd: winner, 2005

Nestlé UK Ltd: silver (large), 2004

WorkplaceTate & Lyle Plc: silver, 2007

PepsiCo UK & Ireland: gold (large), 2006

Danone Ltd: gold (SME), 2006

Tate & Lyle Plc: silver (large), 2006

Aimia Foods Ltd: bronze (large), 2006

Cerestar (a Cargill company): winner, 2005

Midlands Co-op Dairies: winner, 2005

Midlands Co-operative Society Ltd: winner, 2005

6 Catherine Street, London WC2B 5JJtel 020 7836 2460email [email protected] www.fdf.org.uk

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