CSR Awards: Annual Report – McCain Foods Ltd

Our Journey: McCain Foods’ First CSR Report

Although corporate social responsibility has been central to McCain Foods’ business philosophy since its founding more than 50 years ago, the company, until recently, always kept a low-profile when it came to performing good deeds. But an increasingly competitive marketplace, particularly one where consumers are demanding that brands be more socially responsible, changed that mind-set. Hence, McCain Food’s CSR report was launched.

The CSR Grindstone

After conducting internal research that indicated that 85% of employees believe McCain Foods was socially responsible but was lax when communicating its progress in this area, coupled with requests from key customer McDonald’s on the company’s agronomy and supply chain practices, McCain hired the Toronto-based Global Communications firm to write its first CSR report. Over a six-month period, Global Communications worked on compiling and writing the company’s CSR success stories, analyzing its progress and identifying opportunities in this area, while adhering to the Global Reporting Initiative guidelines for writing a sustainability report. On Oct. 16, 2009, the report was introduced via the company’s Web site (www.mccain.com).

Unveiling a Hit

Since the report’s debut, the company’s CSR page on its Web site has generated 1,800 hits, spiking on the day of launch and increasing by more than 1,300%. Overall response to the report has been positive, as an audit of employees singled out the content and format as sources of praise. â– 

Honorable Mentions:

Singer Associates & Aimco: Corporate Citizenship Report —
After interviewing key company personnel, reviewing internal documents and poring through news stories, Singer Associates and Aimco created a comprehensive report highlighted by a striking cover photo collage and thoughtful perspectives from external stakeholders.

Unum: 2009 Social Responsibility Report —
Unum’s dedication to protecting communities, employers, employees and their families was outlined in its Annual 2009 Social Responsibility Report. Short sidebars with facts and figures artfully conveyed Unum’s CSR efforts.

Waste Management: The Color of Our World —
Waste Management’s detailed report included methods to ensure that the planet is passed to the next generation in better shape than before, as well as the company’s environmental and social best practices.

Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference


Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.