(Image retrieved from: huffingtonpost.com)
There are many brands that have taken social or ethical responsibility. One of them is Annie’s Homegrown. I believe this brand is socially, environmentally and ethically responsible. Founded in 1989 in Hampton, Connecticut and with its current headquarters in Berkeley, California, they produce pastas, dressings, condiments, snacks, and pizzas among many products. Its founder, Annie Withey believed that it is possible to build a socially conscious and successful business (“Mission,” 2018, p.1).
(Image retrieved from: gmo-awareness.com)
Since its beginning, it has never used GMO ingredients, no synthetic pesticides or fertilizers, and has followed farming practices that take care of the planet Earth. This makes them ethically and environmentally responsible. They strive to behave ethically and responsibly for their communities, shareholders, and stakeholders. They participate in several programs that help their local communities and donate to organizations as well (Duensing, Kretz, Barbarick & Bhukham, 2013, p.1). I believe they are socially and environmentally responsible when giving back to the community all that they know and teaching others how to promote a healthy planet. They fund FoodCorps, an organization which goes to schools and teaches students about gardening and healthy eating. They give grants to students for gardens in schools and scholarships to undergraduate and graduate students interested in Agriculture Studies. Also, they educate their workers how to live more sustainably, and even have an edible organic garden in the company where their workers can enjoy growing their own food. Annie’s does this and other things for its workers, community and the society. Kolberg mentions three levels of ethical development, I believe Annie’s company is in the higher level of Post-conventional Morality because they are trying to make the best decisions in favor of the health of the planet, consumers and achieve the company values.
(Image retrieved from: cropscience.bayer.com)
I believe this company conducts business in a socially responsible way because the founder was a dreamer of a “better/conscious world.” She thought not just about having a business, but about helping others too. I think that is a good dream to be willing to achieve. I believe she worked hard over the years to make it a reality. Probably she can’t help all people by herself, but educating and helping others to make this planet a better place for living is admirable. Now, many more businesses are on the same path of being socially responsible. Currently, Annie’s keeps the core values upon which it was founded by producing healthy food and helping others to live in a more healthy and sustainable way. It is a founding member of the Climate Collaborative and they’ve made commitments in seven areas: agriculture, energy efficiency, food waste, forests, packaging, transportation, and short-lived climate pollutants (“Climate Change,” 2018, p.1). Also, they are being responsible when they give donations to several places in the U.S., and serve in volunteering programs to help their community. A company’s actions of social responsibility can make consumers more willing to buy their products.
No incidents of failing to conduct business in an ethical or socially responsible manner have appeared in the news about this brand. The only thing that can be mentioned is fears that customers had about their products following a corporate buyout. Some people thought that Annie’s might lose the quality it always had since they were purchased by General Mills in 2014. As a customer, I need to admit I was concerned too. But years have passed, and it continues tasting as good as before the purchase. There are no signs of GMO ingredients. It looks like the new owners decided to respect Annie’s mission of making products with organic or natural ingredients.
I feel that the company is green for the environment and profit. Like any other business to continue existing, we can’t deny the importance of earning profits. Personally, I don’t think it is wrong. If a business doesn’t produce earnings, eventually it will fail. Also, businesses like Annie’s can’t forget who the main consumer is in this time: Millennials. They are currently the largest generation of people, and they prefer businesses that are socially and ethically responsible. They want companies to be actively invested in the betterment of society and the solution of social problems, that prioritize “making an impact” on the world around them. They want companies to be open and honest about their efforts. And, Millennials want companies to involve their customers in their good works (Landrum, 2017, p.1). Annie’s brand has been positioned in the market for a long time as an organic or natural brand, and environmentally careful, so to change this image would only cause customers to flee. Their farming practices have always been “green” for the environment. I believe they have been successful because they have not abandoned their beginning principles of creating healthy products and feeding people with them. The proof is the transparency of how their products are made as well as the social and environmental activities they do for the well-being of this planet. I believe Annie’s Company, and any business, will get positive results by being green for both profit and the environment.
References
Climate Change (2018). Annie’s. Retrieved from:
http://www.annies.com/farm-to-yum/climate-change
Duensing, Megan; Kretz, Katarina; Barbarick, Kristi; & Bhukham, Bhavisha (2013).
Annie’s. Business Ethics & Society. Retrieved from:
https://businessethics30group1.weebly.com/annies.html
Edmans, Alex (2015). The Social Responsibility of Business. TEDx London Business School. YouTube Video. Retrieved from:
“https://www.youtube.com/watch?v=Z5KZhm19EO0
FoodCorps (2018). Retrieved from:
It started with a mission (2018). Annie’s. Retrieved from:
http://www.annies.com/our-mission/about-annies
Landrum, Sarah (2017). Millennials Driving Brands To Practice Socially Responsible Marketing. Forbes. Retrieved from:
Marketing Strategy – Ethical Behavior in Marketing- What Are Marketing Ethics (2013). Marketing Strategy. YouTube video. Retrieved from:
“https://www.youtube.com/watch?v=cX5Wz9fElJk
Why is Social Responsibility Important to a Business? (2018). Investopedia. Retrieved from:
https://www.investopedia.com/ask/answers/041015/why-social-responsibility-important-business.asp
EK Marketing Blog by Ericka Koehler 