In my last couple of posts, I’ve pondered the relative evilness of Kraft, Kellogg, and Safeway in the context of breakfast cereal. Today I’m going to try to get some clarity on the question by looking at a few resources for data on the companies.
I’ve been meaning to blog about Responsible Shopper for a while now. A project of Co-op America, it summarizes
the social and environmental responsibility (or lack thereof) of some
180 companies and brands.
While the site doesn’t profile Kraft directly, it does link to a U.S. campaign that calls on consumers to boycott the company and let its executives know about their opposition to its use of GMOs.
Responsible Shopper does profile both Kellogg and Safeway. And GMOs are mentioned in both write-ups. Safeway is also criticized for “maintaining unfair terms of trade” and “its struggle to keep employee benefits at a minimum.”
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Ethiscore, which I’ve blogged about before, actually has a Breakfast Cereal category among its reports (granted, it’s one of the subscriber-only reports, but hey—I’m a subscriber, and I have no qualms about sharing). And unlike Responsible Shopper, it provides numerical ratings.
It just so happens that among the 35 entries in the cereal report are Grape-Nuts and Kellogg’s Breakfast Cereals. Now, personally I think it’s a bit odd to compare one specific cereal with a whole family of cereals (especially since Grape-Nuts is a member of the huge Post family), but I’ll take what I can get. And here’s what I got: Grape-Nuts scores a 4, and Kellogg’s Breakfast Cereals gets a 9. This is on a scale of 1 to 20, mind you, so neither number is very good: 0 to 4 is “very poor,” and 5 to 9 is “poor.”
Ethiscore gives Grape-Nuts the biggest black marks for environmental reporting, animal rights (“use of gelatin”), workers’ rights (“concerns over Indonesian palm oil supplier”), irresponsible marketing (“marketing unhealthy food to US children”—hmm, I get the feeling it is talking about Kraft, not just Grape Nuts), and political activities (WHO lobbying). It’s also criticized for using genetically engineered ingredients.
Kellogg’s biggest dings are for environmental reporting, irresponsible marketing, and political activities (“possible GMOs” are also mentioned, but keep in mind that Ethiscore is based in the U.K., where GMO restrictions are much stronger than in the U.S.).
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Now check out this cool resource I found last week: Covalence SA is a Geneva-based company that plots the ethical reputation of some 200 multinationals over time using inputs from companies, media outlets, and
NGOs, consumer organizations, and the like (in fact, anyone can submit data). It does this via its EthicalQuote system, which lets you pick a sector and specific companies within it, and view and compare graphical representations of their reputations. The only drag is that data from the past 12 months isn’t included in the free, public version of EthicalQuote—the up-to-date version will set you back $3,800(!). Warning: I couldn’t get EthicalQuote to work in Firefox, only Internet Explorer.
To get EthicalQuote’s assistance on my cereal quest, I selected the Food & Beverage sector, highlighted Kraft and Kellogg, hit the Draw button and then the Fit button. Bingo: From mid-2002 until mid-2006, the green line representing Kellogg generally follows an upward slope—as opposed to Kraft, which dives way down until early 2005, when it starts heading upward. In the end, Kellogg has clearly beat out Kraft on reputation.
A neat feature of the tool is that if you grab and move the vertical red line over the graph, positive and negative data summaries pop up. So I got to read (among many other items) that in 2004, Ethical Corporation magazine wrote that Kellogg was named in a report by the U.K.’s Consumers’ Association complaining that manufacturers were contributing to diet-related health problems by “lacing” their products with unhealthy ingredients.
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So, to summarize, Responsible Shopper isn’t a fan of Kraft, Kellogg, or Safeway. And since both Ethiscore and EthicalQuote (neither of which mention Safeway) give Kellogg higher ratings than Kraft, I’ll consider Kellogg the less evil company. But that doesn’t mean I think they’re grrrrrreat.