Corporate Social Responsibility (CSR) programmes and projects embarked upon by several companies have over the years had positive and profound effects on the quality of life of the recipients and residents concerned. These are means of reaching out to the needs of the immediate business communities and the general public. By forging a symbiotic relationship with them, such have often led to the improved profit margin for the companies’ products and popular services.
While some embark on direct building of physical structures such as road construction or repairs, provision of bore holes, refurbishing of dilapidated classrooms and health centres, others go into public enlightenment on issues of national, educational importance or healthcare delivery.
So far, there is ample empirical evidenceon ground to show that amongst the multinational food and beverage companies, Cadbury Nigeria Plc. stands out as one of the best, when it comes to its CSR programmes. This has expectedly earned it a groundswell of encomiums from not only the teeming customers but the public in general.
Perhaps, there are lessons to learn from such projects, their concept, execution and the direct impact they have on the intended beneficiaries. In specific terms, some of its well-known CSR activities are the annual reward for the best teachers in the country, termed Bournvita Teachers Award (BTA). It used to come with honour plaque, a GSM phone with line, N100, 000 and one-year supply of Bournvita. Another Bournvita Veteran Teachers Award was introduced in 2004to recognise the contribution of retired teachers aged 55 years and above.
Other CSRs include Lagos Television (LTV) Christmas funfair, Bournvita Cos Fun Park in Ibadan, Calabar children carnivaland Ramadan seasonal reward for Muslim consumers. There is also thebreast cancer awareness campaign for mothers, as well as children to support breast cancer awareness campaign undertaken by children.Chief amongst its brands are Cadbury Bournvita, TomTom, Trebor, Buttermint, Cadbury Hot Chocolate, Cosy, Solite.andTang.
Months ago, Cadbury Nigeria launched a healthy lifestyle programme to bring nutrition education, active play and fresh foods to at-risk children and their respective families. The company joins nine other countries in the Mondelez International family in this initiative, which will involve a $50 million multi-year commitment to promote healthy lifestyles and address obesity.
The programme, which is expected to run over a three-year initial period, is targeted at children and families in nine schools. It will operate in schools beginning with Cadbury Nigeria’s host community in Agidingbi and Ikeja, Lagos. The foundation would partner Helen Keller International to teach children the importance of proper nutrition, physical activity and gardening through in-school and after-school activities. It should be noted that the Foundation is the community partnership arm of Cadbury. It owns 74.99 per cent of its shareshere in Nigeria, while the remaining 25.01percent of shares are held by a diverse group of indigenous, individual and institutional investors.
According to the Director, Cooperate and Government Affairs, Cadbury Nigeria Plc, BalaYesufu the project is the first Mondelez International Foundation-funded effort in Nigeria, which complements their corporate social responsibility (CSR) initiatives. With this move, Cadbury Nigeria has joined nine other countries in the Mondelez International family in this initiative to promote healthy lifestyles and address obesity.
In his words: “The Foundation is focused on three pillars namely: investing in community programmes that promote active, healthy lifestyles to help improve the lives of children and their families around the world; providing humanitarian aid through cash and product when disaster strikes; and inspiring our colleagues to contribute their time and talent to charitable causes. These community partnerships are transforming the lives of more than a million children in 14 nations spanning five continents.
“It is expected that if children imbibe these healthy habits, they will grow up to become healthy adults that can contribute meaningfully to our national development. We are happy to partner with Helen Keller International, a reputable international NGO, in this initiative,” he added.
Furthermore, it has been revealed that Helen Keller International, a partner in the project has trained 130 stakeholders, including teachers, nutritionists and agriculturists that will ensure its success, which will run over a three-year period with a target of reaching about 6,000 children and families in nine schools within Ikeja Lagos, Cadbury’s host community. President, Mondelēz International Foundation, Sarah Delea noted that making a positive impact on the people and the planet is a driving motive for the foundation.
Still on its CSR programmes, it would be recalled that Cadbury Nigeria Plc announced the donation of 100 cartons of Bournvita to assist victims of flood disaster that ravaged several rural communities in Etsako, Edo State. That was back in December, 2018.
Yesufu had explained that the management of the company approved the donation to provide some relief to those affected, after Etsako Club ’81, a socio-cultural group that represents the interests of the affected communities, had approached the company for assistance following the natural disaster.
The President of the Club, Barrister Asamah Kadiri, who led the team on a visit to the company expressed gratitude to Cadbury’s management for the prompt response and magnanimity. “The generous and invaluable support of organisations like yours make the society a great place to live in,” Kadiri said.
In fact, years of researches have shown that CSR programmes do have positive effects on methods of production, competitiveness, community development, customer retention and performance by organisations.
It is however, hoped that before food and beverage companies engage in CSRs they carry our researches to identify the most critical needs of the host communities. Their input is necessary as they know exactly where the shoe pinches them most.
Another important aspect of such projects is the need to let the local or state governments know exactly what the companies intend to do for the people concerned. This may sometimes bring in the professional competence of related civil servants by way of advice. It could also reduce the cost implications.
By and large, Cadbury Nigeria has shown its relevance in Nigeria’s effervescent and competitive business environment. Being the first to recognise and reward the long-neglected teachers is a noble initiative that commends it to the customers and the public at large. So is the healthy move by bringing nutrition awareness to the doorstep of several families through the children and of course the home makers. Well done!
Ayo OyozeBaje
