How can you communicate CSR initiatives in the food industry?

1 - élaborer une Stratégie de Communication RSE à travers divers canaux. 2 - éduquer et Sensibiliser 3 - Impliquer les Parties Prenantes 4 - Mesurer l'Impact environnemental, Social et économique

In CSR Communications, it's important to reach out to all the stakeholders. In CSR initiatives regarding vegetables, it is not just important to plan communications to the world-at-large about the impact of the initiative undertaken, but also for us to plan communications effectively within the Beneficiary community. This is what will lend authenticity to the communications: the belief and conviction that the CSR initiative has indeed “touched” one’s community. I always propund the theory of “Communication being most effectively conveyed when it is “inside-out”. Regarding the rest, the magic communications formula of “story telling; real pictures that tell the real story; perfect timing; perfect placement” pretty much sums it up.

Based on the message that one wishes to convey, the message can be developed. Choosing the right medium is equally important . The strategy must also include alternatives , a follow up plan and a closure.

The Food Industry is very sensitive and therefore, one needs to be very careful to think through the way that food messages will be received. In the middle of a food insecurity crisis brought about by say drought, floods or conflict the the food industry must factor in the way that food becomes a power tool. In this time an age where food and health are more tightly related and conversations around food are guided by political correctness one must be careful that the messages are not misinterpreted. It is also important to appreciate the politics around food for instance the GMO debates and the way that these issues raise temperatures.

undertake sufficient research into the local food culture look out for opportunities to incorporate findings from such research in your production process, that way adding value to the food culture and nutritional habits of your host community. Choose one food production process in the community, adopt it and communicate its underlying nutritional benefits in your outreach programmes.

Avoid the greenwash accusation! One real-life example I have recently seen is a large restaurant/FM provider who made great claims about their local food sourcing and being able to carbon-label their menu. The evidence-base to support this was, at best, questionable. So, build initiatives and communications on verifiable information, and get third party certification against ISO 14064 or ISO 14001 to evidence this. Then you are bullet-proof!

Keep it simple and ask yourself some questions first. Would you want your children to be a consumer of your product? Why or why not? How are you going to ensure you are producing something that will benefit the planet and people who your company is targeting? Get feedback from your constituents and be bold in your vision for a green and healthy environmentally friendly and people friendly product.

It is important to not underestimate your audience when it comes to scientific facts and figures. Everybody can understand if the information is put in a simple way, compiled in a series of small nuggets instead of tedious 100-page pdf's. Also, be as enthusiastic about your achievements as honest about your limitations (but remember: replace the "our company cannot do it because (...)" with "at the moment, our company must/shouldn't (...) but we are actively working to achieve XXX by XXX". Make it feasible, but keep it ambitious.

Organizations should rely on crucial evidence to shape its response to ESG, utilizing data points to understand vulnerability, needs, and operation impacts. Indicators play a pivotal role in generating reliable evidence, offering standardized benchmarks for measuring elements related to food security. Indicators widely used by both the private and public sectors (including the academia) enhance credibility, ensuring comparability and precision in measurements. Organizations can continually enhance their own Indicator Compendium. A compendium covers programmatic, cross-cutting, and management indicators, providing a structured foundation for collecting, interpreting, and reporting on data.

Uma das características centrais da transparência em um relatório de RSE é a clareza e a completude da informa??o fornecida. Isso significa que o relatório deve ser claro e específico sobre as atividades e resultados das iniciativas de RSE da empresa. Além disso, o relatório deve ser completo e incluir uma ampla variedade de informa??es, tais como dados sobre o desempenho da empresa em quest?es de sustentabilidade, ética e transparência. Outra característica importante da transparência é a verifica??o independente dos dados e informa??es fornecidas. Isso pode incluir a auditoria de terceiros ou a revis?o por especialistas e consultores externos.

People relate to faces and stories, so bring it home even the messaging about the initiative must be well considered and must speak to a legitimate need to change people's lives rather than just to tick boxes, so make it personal, personalised quotes from beneficiaries and organisational leadership. Food is associated with the heart, warmth, and memories of place and time- so everything that comes from the food industry must be seen come from the same place.

Here’s a good example: Create a video series showcasing the journey of a dish from farm to table. Feature local farmers, highlight sustainable practices, and emphasize the positive impact on the community. Include interviews with chefs, farmers, and customers to capture the essence of your commitment to responsible sourcing and corporate social responsibility.

Tornar a comunica??o de RSC (responsabilidade social corporativa) mais envolvente e memorável pode ser feito através de várias estratégias. Em primeiro lugar, é importante construir uma narrativa poderosa e envolvente que reflita os valores e miss?o da empresa. Isso pode incluir a cria??o de conteúdo visual e narrativo que capture a aten??o e o interesse dos auditores. Em segundo lugar, é importante usar linguagem clara e simples que seja fácil de entender para os auditores. Isso pode ajudar a tornar o conteúdo mais acessível e memória. Em terceiro lugar, é importante encontrar maneiras de envolver e engajar o público-alvo na comunica??o de RSC.

In CSR communication, incorporating storytelling and visuals adds depth and resonance to your message. For instance, sharing anecdotes about individuals impacted by CSR initiatives or showcasing employees and partners involved in these efforts humanizes your brand. For example, a company may share a video highlighting the journey of a community empowered through its CSR projects, alongside compelling infographics depicting measurable outcomes. By weaving storytelling and visuals into CSR communication, organizations create a compelling narrative that resonates with their audience, fostering greater connection and impact.

Beyond visuals and storytelling, think well in advance. ESG and related CSR releases that are rushed out with little planning are likely to have less impact. A sharp, strong lead is the key to a good CSR release. It can determine whether or not a journalist, researcher or a fund manager decides to write up a story based on your CSR. Content in the form of stories, photos or videos is vital to the production of communications activities. Visuals come from the field, where ESG impacts happen, remind colleagues about the importance of capturing images that can nurture the communications activities of the organization and remind them to share the photos and videos stored on their devices.

Socialize the ESG strategy. Organizations can solicit staff’s inputs in the early stage of the development of the CSR and the revision and inputs from academia and public entities on a second stage. Once the CSR is finalized, organizations need to make sure to socialize CSR it with staff first, they are the ambassadors of the company to the market and shareholders. Organizations can set up meetings with key staff including heads of areas to present and explain the main components of the CSR. After, the company can do the same with selected players from academia, media, and public sector, who can endorse and spread the word. Use webinars, on-site workshops, social media to energize staff around the CSR communications.

I use social media channels to reach people who are interested in CSR projects, also advertise our organization's projects on social and print Media platforms to reach more people.

Imagine transforming your stakeholder dialogues into a symphony of collaboration. Begin by orchestrating an empathetic overture, where you actively listen to their unique melodies of ideas. Harmonize your responses, blending acknowledgment and validation into a crescendo of appreciation. Integrate their voices into the score, allowing each instrument to contribute its distinct notes. Finally, conduct the dialogue with a rhythm that dances between transparency and inclusivity, ensuring every stakeholder feels not just heard, but an integral part of the symphonic collaboration.

When it comes to listening to your stakeholders, you must find ways to attest the truthfulness of their answers, as well as their real commitment (not the ideal scenario). For instance, if a client tells you that "she/he would buy more local/organic produce if access just gets easier", then test the scenario on a small scale or at least ask follow-up questions such as "even if the price is 150-200% the price of non-organic, GMO produce?". This will test the level of commitment to habit change, which, in the end is as hard for individuals as for companies.

Avoid bolt-on CSR partnerships that don’t have a natural connection to your business. It makes much more sense to engage authentically with orgs, charities, and services that operate in food-related spaces. This is much more likely to engage your stakeholders (clients, suppliers, employees, customers).

There’s a lot of food that goes wasted and adds up to the food loss category - the food wasted can be meaningfully used if the poor and hungry are fed. Community Linkages, reach out programmes, stakeholder dialogues , mid day meal initiatives etc will all benefit in minimising this food waste. This will also add to the sustainable perspective of CSR.

Choosing the right CSR initiatives that can support and synergize the value chain. In the food industry, the raw material producers i.e the farmers play a vital role and directed initiatives to wards their well-being, financial stability, sustainable production etc will go a long way in giving back to the community and environment. Communicating these initiatives through the right channels would help build trust among the stakeholders.

Align your CSR with who you are as a business and what you know best. If you are in the food industry, what you know is food, food security, supply chains, etc. How can you utilise your knowledge and sources to address related issues such as food waste and scarcity? In addition, always aim to reduce your negative harm first before considering any philanthropic endeavours.

One general practice of CSR in the food and agri sector is to report to broad audiences instead of focused groups. In my experience, organizations usually prepare investor/client/donor relation reports that tailored following a more comprehensive annual CSR. Annual General CSR are a key accountability document produced by offices on a yearly basis that inform all public how the entity uses the shares/funds/profits and how its activities affects their citizen corporate responsibility, including not only the environment but also society and governance. Their purpose is to tell the organization’s performance story in an accurate, transparent and evidence-based manner by assessing the effectiveness, efficiency and economy of operations.