Weetabix Corporate Sustainability
Weetabix Food Company
Bringing the Weetabix personality into Sustainability Reporting
If you were to walk the corridors at the Weetabix Food Company or head into Weetabix Mills, you may have overheard the phrase, “we believe in doing the right thing, even when no one is looking”.
But when it comes to sustainability, more and more people – from consumers and customers to government stakeholders and the media – are now looking, and asking businesses to be upfront about their sustainability efforts.
Since it began in 1932, the Weetabix Food Company has been rooted in sustainable practices: strong relationships with local farmers, nutritious, minimally processed products, and close connections to the local community.
Our task was to help Weetabix create a sustainability report that would reflect the DNA of the company and stand alongside modern-day reporting practices.
We started with a benchmarking exercise to understand best practices in sustainability reporting, learning some key lessons for Weetabix along the way.
Spending time with each of the subject matter experts within Weetabix was important in order to help us understand the detail, but we also took this as an opportunity to get to know the personalities behind the strategy. We wanted to bring those personalities and perspectives into the final report to retain the distinctiveness of Weetabix’s focus on people and the friendly tone that is central to the company’s identity.
Working with our design studio, we also reflected this in the look and feel of the report. To complement images of wheat fields, we commissioned a fresh library of photographs to bring the focus back onto the people that make Weetabix what it is: the farmers, employees, apprentices and community members.
In the age of Covid, the focus of any sustainability report should encompass the way in which an organisation has looked after its people, so we went out of our way to gather employees’ stories from the pandemic to sit alongside the company’s official data.
The final report gave a transparent view of Weetabix’s progress against key sustainability measures, but more than that, it also captured the human side of the story, bringing to life the daily efforts that everyone at Weetabix is putting in to do the right thing (whether someone is looking or not!).
This was a
Project for Weetabix Food Company