Baking & Snack - October 2017 - 42

SOCIAL RESPONSIBILITY

"It's not enough to avoid bad behavior.
A company has to engage in positive
social and environmental impact."
Thao Pham, Clif Bar Family Foundation

Clif Bar & Company CEO
Kevin Cleary (left) rakes
up mulch with employees
at a community garden in
Richmond, CA, during its
annual all-employee community volunteer days.
Clif Bar & Company

could easily research online and engage through social
media to better understand the values of the brands they
choose. Because of that, Clif can be proactive more often
than reactive. "It's not enough to avoid bad behavior. A
company has to engage in positive social and environmental impact," she said. "The speed and ease through
which consumers can get this information today has
certainly upped the game."
Consumers, particularly younger ones, are holding businesses to higher standards. According to a
study by public relations and marketing agency Cone
Communications, nine out of 10 consumers expect companies to operate responsibly and address social issues.
Whether meeting or exceeding expectations through environmental efforts, philanthropy, ethical labor practices
or volunteerism, these initiatives make a difference in
consumers' purchasing decisions.

Empowering the people
A community is built by the people living in it; many
companies recognize that. To create a culture of CSR
and community, employees must be encouraged to get
involved.
The most recent "Global Corporate Sustainability
Report" by Nielson indicated that 81% of millennials expect their favorite brands to make public declarations of
corporate citizenship. That can mean sustainable practices or exceptional treatment of their employees and the
people they do business with.
Grupo Bimbo, Mexico City, has a massive CSR program that invests in the social welfare of its employees. It
provides free educational services to help employees com-

42 Baking & Snack October 2017 / www.bakingandsnack.com

plete high school and offers supplementary medical care
and financial assistance for dependents' care. It also has
a microfinance program to help its smaller retailers manage working capital shortages and pay for small capital
improvements. Investing in Bimbo's workforce increases
morale, efficiency and effectiveness and improves performance and retention while strengthening the company's
distribution chain, according to its website.
At the baseline, a manufacturing facility cannot risk the
safety of workers, according to Ms. Pham. The next generation of CSR is focusing on how a company can improve
people's well-being. Clif Bar & Company kept that in mind
when designing its bakery in Twin Falls, ID. In addition to
providing a $15 minimum wage, the bakery also designed
its facility with a host of elements to create a pleasant work
environment unique for manufacturing. Features include
a fitness center with personal trainers, a private room for
nursing moms, an onsite community garden and biophilic
design elements that include large windows and skylights
throughout the entire space. Biophilic design is an architectural approach mimicking nature and natural elements
within the building's environment.
"A company's employees are its greatest asset to communicating its CSR successes and efforts," Ms. Pham
said. "They are your most compelling and authentic CSR
ambassadors." She added that articulating a company's
social conscience is key, but employees who champion
that strategy are just as important.
Clif has helped 274 employees buy electric, hybrid
or biodiesel-fueled vehicles through its Cool Commute
program, which provides a $6,500 cash incentive toward
the purchase price of the vehicle.

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