Increasing consumer concerns over sustainability, carbon footprints and food miles, mean that businesses must take account of how their actions impact on society.

Corporate social responsibility is an issue in which we all have a stake. Our actions today will influence the lives of future generations through, for example, how we try to protect the environment. As more and more companies adopt a policy of social responsibility, those that fail to do so risk being left behind in today’s increasingly competitive marketplace. According to a survey carried out by B2B Marketing magazine, the B2B sector is proving slower than B2C to embrace this change – 51% of B2B companies do not have a CSR policy in place. CSR is a strategic opportunity and to be delivered successfully, needs dynamism, creativity, imagination and a degree of opportunism.

So how do I start a CSR strategy?
• Clarify your core values and principles.
• Make sure you know who your key internal and external stakeholders are and what issues affect your relationship with them.
• Get the top team on board, most CSR policies have been implemented at the instigation of the CEO.
• Understand how the CSR strategy is aligned to your business strategy and HR practices.
• Communicate consistently.
• Engage employees – or CSR won’t have an impact.
• Effectively measure and evaluate CSR otherwise the effort and investment will be based on assumptions and not results.

Successful CSR can bring benefits such as a distinct position in the marketplace, protecting your brand, building credibility and trust with current and potential customers and employees.

CSR will continue to move up the corporate agenda. In a crowded marketplace companies strive for a unique selling point which can separate them in the minds of the consumer. B2B organisations can benefit too from building a reputation for integrity and best practice.

Within foodservice there is a need for more emphasis on corporate responsibility. There is a greater awareness of food miles and the environmental implications, which is one of the reasons for an increased focus on local sourcing. Why not adopt a thought leadership stance and enter into voluntary co-operation with the government? One way could be to provide greater transparency on food labelling or an increased focus on growing and sourcing healthier options.

There is a need for change, let the food industry be seen to be leading the way.

Call The Hub today and maximise your communications budget in an intelligent and effective way.

Have a read of our second journalist interview with Diane Lane of Caterer.

What is your favourite restaurant?
I love La Petite Maison in Mayfair for its simple Nicoise cuisine delivered with such flair.

What’s the best editor freebie you’ve been given?
Any cakes sent to the office because they make me really popular.  

How have you seen innovation improve foodservice over the last five years, and what single product stands out most?
Sous vide cooking has taken the industry by storm and produces fantastic results so it would have to be the water bath.

This month we were amused by:

Flash mob ad, the best complaint letter ever, computer tan and real time statistic widgets.

The Hub PR & Marketing Ltd | 9 Old Yard, Brasted, Westerham, Kent TN16 1JP t: 01959 564449 w: www.thehubonline.co.uk
Registered in Britain No.: 05094148 VAT No.: 836 0293 32