Meat industry often underestimated importance of CSR activities
Bonn scientists examine the implementation of sustainability and social responsibility in the meat industry
"Do good and talk about it ..." - this old PR wisdom also applies to the themes of sustainability and corporate social responsibility, the gain in the food industry is becoming increasingly important. In particular, the meat industry social requirements are increased. should therefore communicate about their activities in the field of CSR (Corporate Social Responsibility, Corporate Responsibility) as a potential competitive advantage over the trade are very important for the company in the value chain of meat. To get a first look at the communication of the company, by employees of the department "Market research of agriculture and food industry" at the University of Bonn at InterMeat 2010 in Dusseldorf a (non-representative) was conducted survey. The survey was conducted as part of the project FIN-Q.NRW (Research Network Innovation through quality communication) instead, which has set itself the goal of improving the quality of communication in the North Rhine-Westphalian meat industry. One of the three main topics concerned with the possible development of CSR standards, or at least of recommendations for the meat industry.
Where does the meat industry stand when communicating CSR activities to its business partners?
To find out, a total of 154 companies were surveyed at the InterMeat trade fair. Only 39 (25%) were able to provide information about their CSR activities in at least one of the three areas of environment, social and animal welfare. The proportion of German companies was higher at 31% than that of foreign companies (11%). Both verbal and written information on the subject was taken into account. It turned out that three quarters of the companies that were able to report on their CSR activities were certified according to one or more quality standards (e.g. QS, IFS, BRC, organic). If companies are obliged and trained to routinely record certain process flows, this also makes it easier to explain CSR activities. The survey also showed that employees were not always able to provide information about CSR measures because these were apparently not communicated sufficiently within the company.
The survey therefore does not provide an inventory of the CSR activities in the industry and their communication via other channels. Building on the available results, the Bonn scientists want to use a further survey to provide an overview of the CSR commitment that companies have already implemented in the meat industry. In addition, it is to be examined what possibilities there are for implementing CSR activities within the framework of standards and certifications and thus improving communication both externally and internally.
The FIN-Q.NRW project is funded by the state of North Rhine-Westphalia and the European Fund for Regional Development and is coordinated by the international research and development network GIQS eV at Bonn University.
Source: Bonn [GIQS]
