Campbell Canada has committed to helping reduce hunger in Canada through donations of 1 million pounds of food annually to Food Banks across Canada and contributing to the Food Banks’ community kitchen programs. Employees wanted an additional way to help alleviate hunger. This led to the formulation of “Nourish”. Each can of Nourish is a complete meal containing 3 food groups from Canada’s food guide.  Each can contains two servings of vegetables, includes fibre and has 18 grams of protein. It is also an excellent source of zinc and iron. Nourish is packaged in a can with a pop top lid so no can opener is required. The product does not require water to be added, can be eaten hot or cold and can be safely stored for 24 months.
 

The initial goal was to distribute 100,000 cans to food banks in Canada (the product is also very suitable for disaster situations such as the Haiti earthquake for the reasons cited above).  All  promotion was done through Facebook  http://www.facebook.com/CampbellCanada#!/CampbellCanada?sk=app_261676567203556 [2]   - a total of 300,000 cans have been donated since the beginning of 2011.  The product is now also available in stores with the proceeds going to hunger alleviation. 

Phil will talk about aligning CSR with corporate goals and activities, the use of social media in the campaign, development of the product, convincing a skeptical public about CSR initiatives and will be available to answer questions.