david beller yang-yang chen april 25, 2007 mba292 corporate social responsibility prof. kellie...

David BellerYang-Yang Chen

April 25, 2007

MBA292

Corporate Social Responsibility

Prof. Kellie McElhaney

Environmental Stewardship

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Agenda

Project Scope Methodology Findings & Recommendations

Team & Company Introductions

Why We Picked This Project

Student Consultants David Beller

2nd yr public policy student with background in organic agriculture in Santa Cruz

Yang-Yang Chen1st yr MBA with background in agricultural microfinance in Kenya

Corporate Liaison Kristen Hussey

previously Customer Relations Manager

What makes Driscoll’s different?

Proprietary Varieties Recognized Brand Year-Round Availability

.

Company

Products:

Mission:To “continually delight berry customers.”

Agenda

Team & Company Introductions

Methodology Findings & Recommendations

Project Scope

What We Set Out to Find Out

1. Assess Driscoll’s environmental footprintfocusing on key petroleum uses

2. Benchmark by highlighting best practices

3. Provide recommendations about key

opportunitiesScope: Strawberry production in California

Why this Project was Initiated

Internal Awareness There’s a growing interest

within the company about reducing impacts

External Demands There’s also growing

accountability demands from consumers

Changing Environment At the same time, there’s a

shift in the climate making environmental awareness more central to Driscoll’s business

Company

Employees

Consumers

Growers

The Business Case

Rising Petroleum Prices

Cost Savings

Customer Demands

IndustryLeader

Brand Reputation &Link to Mission

Value Creation

Risk Mitigation

Agenda

Team & Company Introductions Project Scope Methodology Findings & Recommendations Methodology

Methodology Site Visits

Oxnard: Fields, cooler, office Watsonville: Company HQ

Benchmarking Competitors Related businesses

Extensive Interviews Driscoll’s staff Affiliated growers Potential suppliers

Resources We Tapped Into

Driscoll’s Executive Team: Miles Ryder, CEO Product Quality: Emett Linder Kristen Hussey Production: John Siletto, Jason

Andrade, Alec Duarte, Larry Kodama Packaging: Lynn Avery & Aleesha

Pruett Marketing: Gloria Chillion Nursery Operations: Steve Griffith Transportation: Dawn Irwin Coolers: Rick Reyes Sales: Tim Youmans Organics: Brian McElroy Philanthropy: Kelley Bell Logistics: Angel Lopez Product Quality: Nolberto Magana Facilities: Joan Bassman

Among others…

Affiliated Growers

Louie Valenzuela, Ryder Hector Gutierrez David Martinez, Marz Farms Jose Tinoco & Marty Madesko,

Grower Liaisons

Other Industry Professionals

Peter DeGroot, Recycler Jon Rippee Tom Jones, CA Strawberries

Commission Jeffrey Steen, Citrus Grower Bob DeRose, Trucking Contractor

A big thank you!

Agenda

Team & Company Introductions Project Scope Methodology Findings & Recommendations Findings & Recommendations

What it takes to produce a carton of strawberries

Gas & diesel

PlasticsFertilizers

Pesticides

Water

Electricity

Bottom Line: It’s an extremely resource intensive business.

Field to Fork Mapping

SeedlingsNurseryR&D CoolerGrower Market Consumer

Trucking Trucking

Key Petroleum Usages

Electricity

PlasticFuel

Coolers

Water Pumping

Drip Tape

Bed Mulch

Fumigation PlasticOn Farm

Tractors & Trucks

Nursery OperationsTrucking

Trucking to Customer

Clamshells

Field Operations

Key Findings:

Recommendatio

n:

Rationale:

Steps Ahead:

2. Provide access to information

1. Build grower buy-in

3. Develop strategies to manage

technical challenges

4. Increase recycling channels

Hundreds of lbs/yrAlready happeningViable option now

►Target 100% recycling of field plastics within five to ten years.

VisibleLarge impactProven solutionsCost savings

Packaging

Key Findings:

Recommendation:

Barriers:

Options:

2. Recycling logo or back of main label

1. Supplemental sticker

3. Education outreach

4. Political / industry involvement

Largest plastics usage.Exceeds field plastics.Focused on recyclability rather than recycled.

►Establish the Driscoll’s brand as being a responsible environmental steward. Influence barriers.

Difficult to measure.Opportunity to be a leader.

Environmental Stewardship at Company Headquarters

Engaging the office and setting goals for stewardship will be a catalyst for broader change within the company.

Vision:

Recommendation:

HQ

R&D Nursery Coolers Trucking Field Operations

Support task force. Keep dialogue moving. Set goals.Engage the Driscoll’s team. Start with the small items first. Do what you can. But find edgier areas to get people talking.

Push the envelope. Select more difficult areas to serve as culture benders.

Next Steps:

Implementation Strategies

Short-Term Medium-Term Long-Term

Ensure clear leadership, responsibility, and accountability with each effort.

Implement system to measure usage & monitor progress.

Define priorities and within them, set reasonable timeline & goals.

Focus on core commitments to produce visible value.

Medium-Term Long-Term

Thank you!We’d love to tell you

more!

davidbeller@berkeley.edu

yangyang_chen@haas.berkeley.edu