David Beller Yang-Yang Chen April 25, 2007 MBA292 Corporate Social Responsibility Prof. Kellie...
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David Beller Yang-Yang Chen April 25, 2007 MBA292 Corporate Social Responsibility Prof. Kellie McElhaney Environmental Stewardship at
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Transcript of David Beller Yang-Yang Chen April 25, 2007 MBA292 Corporate Social Responsibility Prof. Kellie...
David BellerYang-Yang Chen
April 25, 2007
MBA292
Corporate Social Responsibility
Prof. Kellie McElhaney
Environmental Stewardship
at
Agenda
Project Scope Methodology Findings & Recommendations
Team & Company Introductions
Why We Picked This Project
Student Consultants David Beller
2nd yr public policy student with background in organic agriculture in Santa Cruz
Yang-Yang Chen1st yr MBA with background in agricultural microfinance in Kenya
Corporate Liaison Kristen Hussey
previously Customer Relations Manager
What makes Driscoll’s different?
Proprietary Varieties Recognized Brand Year-Round Availability
.
Company
Products:
Mission:To “continually delight berry customers.”
Agenda
Team & Company Introductions
Methodology Findings & Recommendations
Project Scope
What We Set Out to Find Out
1. Assess Driscoll’s environmental footprintfocusing on key petroleum uses
2. Benchmark by highlighting best practices
3. Provide recommendations about key
opportunitiesScope: Strawberry production in California
Why this Project was Initiated
Internal Awareness There’s a growing interest
within the company about reducing impacts
External Demands There’s also growing
accountability demands from consumers
Changing Environment At the same time, there’s a
shift in the climate making environmental awareness more central to Driscoll’s business
Company
Employees
Consumers
Growers
The Business Case
Rising Petroleum Prices
Cost Savings
Customer Demands
IndustryLeader
Brand Reputation &Link to Mission
Value Creation
Risk Mitigation
Agenda
Team & Company Introductions Project Scope Methodology Findings & Recommendations Methodology
Methodology Site Visits
Oxnard: Fields, cooler, office Watsonville: Company HQ
Benchmarking Competitors Related businesses
Extensive Interviews Driscoll’s staff Affiliated growers Potential suppliers
Resources We Tapped Into
Driscoll’s Executive Team: Miles Ryder, CEO Product Quality: Emett Linder Kristen Hussey Production: John Siletto, Jason
Andrade, Alec Duarte, Larry Kodama Packaging: Lynn Avery & Aleesha
Pruett Marketing: Gloria Chillion Nursery Operations: Steve Griffith Transportation: Dawn Irwin Coolers: Rick Reyes Sales: Tim Youmans Organics: Brian McElroy Philanthropy: Kelley Bell Logistics: Angel Lopez Product Quality: Nolberto Magana Facilities: Joan Bassman
Among others…
Affiliated Growers
Louie Valenzuela, Ryder Hector Gutierrez David Martinez, Marz Farms Jose Tinoco & Marty Madesko,
Grower Liaisons
Other Industry Professionals
Peter DeGroot, Recycler Jon Rippee Tom Jones, CA Strawberries
Commission Jeffrey Steen, Citrus Grower Bob DeRose, Trucking Contractor
A big thank you!
Agenda
Team & Company Introductions Project Scope Methodology Findings & Recommendations Findings & Recommendations
What it takes to produce a carton of strawberries
Gas & diesel
PlasticsFertilizers
Pesticides
Water
Electricity
Bottom Line: It’s an extremely resource intensive business.
Field to Fork Mapping
SeedlingsNurseryR&D CoolerGrower Market Consumer
Trucking Trucking
Key Petroleum Usages
Electricity
PlasticFuel
Coolers
Water Pumping
Drip Tape
Bed Mulch
Fumigation PlasticOn Farm
Tractors & Trucks
Nursery OperationsTrucking
Trucking to Customer
Clamshells
Field Operations
Key Findings:
Recommendatio
n:
Rationale:
Steps Ahead:
2. Provide access to information
1. Build grower buy-in
3. Develop strategies to manage
technical challenges
4. Increase recycling channels
Hundreds of lbs/yrAlready happeningViable option now
►Target 100% recycling of field plastics within five to ten years.
VisibleLarge impactProven solutionsCost savings
Packaging
Key Findings:
Recommendation:
Barriers:
Options:
2. Recycling logo or back of main label
1. Supplemental sticker
3. Education outreach
4. Political / industry involvement
Largest plastics usage.Exceeds field plastics.Focused on recyclability rather than recycled.
►Establish the Driscoll’s brand as being a responsible environmental steward. Influence barriers.
Difficult to measure.Opportunity to be a leader.
Environmental Stewardship at Company Headquarters
Engaging the office and setting goals for stewardship will be a catalyst for broader change within the company.
Vision:
Recommendation:
HQ
R&D Nursery Coolers Trucking Field Operations
Support task force. Keep dialogue moving. Set goals.Engage the Driscoll’s team. Start with the small items first. Do what you can. But find edgier areas to get people talking.
Push the envelope. Select more difficult areas to serve as culture benders.
Next Steps:
Implementation Strategies
Short-Term Medium-Term Long-Term
Ensure clear leadership, responsibility, and accountability with each effort.
Implement system to measure usage & monitor progress.
Define priorities and within them, set reasonable timeline & goals.
Focus on core commitments to produce visible value.
Medium-Term Long-Term
