Ethics and Product Consumption Paper
Kathleen Jones
Mkt/431
May 4, 2015
Nicholas Sherwin

Ethics and Product Consumption Paper
Kellogg’s Company is a multinational food manufacturing company headquartered in Battle Creek, Michigan. The company began in 1906 with the Kellogg brothers, Will Keith Kellogg and Dr. John Harvey Kellogg. ("Kellogg's A Historical View", 2015). Kellogg’s Global Code of Ethics provides balanced and practical business advice to help them think broadly, act decisively and drive results in a way that is legal, ethical, and responsible. ("Kellogg's ", 2015). They demonstrate commitment to integrity and ethics, show respect for and value individuals for diverse backgrounds, experience, styles, approaches, and ideas, listen to others, and assume positive intent. They hold themselves accountable for actions and results, focus on finding solutions, commit to decisions, involve in decisions and plans, keep promises, commit to success and well-being of their employees, and embrace in achieving a healthy and safe environment.
In 2013 Kellogg refreshed their Global Code of Ethics, the previous version was primarily a series of specific guidelines and focused on the K Value of integrity. Today their values are part of their DNA. They guide the way they work with their business partners, within their communities and with each other, through integrity, accountability, passion, humility, simplicity and a focus on success ("About Kellogg Company", 2015).

Honesty The first pillar of the marketing code of ethics is to be honest, do not deceive, cheat, or steal, build a good reputation, and to be loyal to family, friends, and country At Kellogg their integrity statement states that demonstrate a commitment to integrity and ethics, show respect for and value all individuals for their diverse backgrounds, experiences, styles, approaches, and ideas, listen to others for understanding, and assume positive intent. ("About Kellogg Company", 2015).

Responsibility The second pillar of the marketing code of ethics is to do what you are supposed to do, think before you act and be accountable for your words, actions, and attitudes. Kellogg’s values include taking personal accountability for their actions and results, keep promises and commitments made to others, personally committing to the success and well-being of teammates, and focusing on finding solutions and achieving results. ("About Kellogg Company", 2015).

Caring Be kind, compassionate, empathetic, charitable, forgiving, and grateful. Kellogg’s values state that they show pride in their brands and heritage, promote a positive, energizing, optimistic and fun environment, and value, promote and fiercely protect their reputation. ("About Kellogg Company", 2015)
Respect
Honor the worth and dignity of all individuals, treat others the way you would want to be treated, act courteously, civilly, peaceably, and nonviolently. Kellogg’s values state that they show respect for and value all individuals for their diverse backgrounds, experiences, styles, approaches, and ideas, listen to others for understanding, and assumer positive intent ("About Kellogg Company", 2015).
.Fairness
Be consistent, open, and treat all people equitably, consider all sides and make decisions on the facts without favoritism or prejudice, play by the rule, and avoid careless accusations. The Kellogg’s values state that they take personal accountability for their actions and results, actively engage in discussions and commit to decisions once they are made, keep promises and commitments made to others, learn from mistakes and successes in equal measure, deal with people and issues directly and openly, and work across organizational boundaries and levels and break down internal barriers ("About Kellogg Company", 2015).
Citizenship
The next pillar of marketing code of ethics is Citizenship. This pillar says to obey laws in good faith, do your share to improve the well-being of fellow citizens and the community, protect the environment, and volunteer. At Kellogg, they involve others in decisions and plans that affect them, personally commit to the success and well-being of teammates, delight their consumers and serve their customers through the high quality of their products and services, are open to personal change and continuous improvement, value openness and curiosity to learn from anyone, anywhere, and deal with people and issues directly and openly ("About Kellogg Company", 2015).

Kellogg’s company already provides the consumers with the nutrients and ingredients they want and need, such as fiber and whole grains, reducing the amount of sodium and sugars, for health related reasons, at the same time offering great tasting foods. Kellogg’s Company could make further progress as a good corporate citizen when it comes to consumption of its products by giving back to the community, which could be done in many ways. One way this could be done is by sponsoring children with autism, through fundraising, donations, or even getting involved with the schools and foundation, by hosting an event to raise money for autism. Many children with autism go without the help they need to succeed. Many schools are equipped to handle and help children with autism, but the funding is high and in some cases unavailable. Another way that Kellogg’s could make further progress as a good corporate citizen when it comes to consumption of its products is by using less energy in the process of making their goods or by using recycled green packaging. Most of their packaging is through plastics and cardboard. Recycling is good for the economy, educes water pollution, it creates more jobs, reduces waste, when it goes to the landfill it is just compacted and buried, it’s good for the environment, it requires far less energy, uses fewer natural resources, and keeps waste from piling up, saves energy, preserves landfill space, prevents global warming, protects wildlife, reducing the damage of forests, wetlands, and rivers, and creates new demand for more recycled products, decreasing waste and helping the economy. Over the years Kellogg has continued to respond to America’s renewed awareness of the importance of nutrition and fitness, creating new foods with commitment to nutrition. They evolved from being primarily a cereal company to being a cereal, snacks, and frozen foods company. Throughout their transitions, they were always guided by their passion for people, quality, innovation, and nutrition. They are committed to maintaining consistency of service to valued customers, partners, suppliers, and other key stakeholders. They have been acknowledged through many rewards. At Kellogg they look to the heritage and values of their founder to keep them grounded and focused and to help deliver on their commitments.

References
About Kellogg Company. (2015). Retrieved from http://www.kelloggcompany.com/en_US/our-values.html?id=35 http://www.kellogghistory.com/history.html References

Kellogg's A Historical View. (2015). Retrieved from http://www.kellogghistory.com/history.html
Kellogg's . (2015). Retrieved from http://www.kelloggcompany.com/en_US/about-ethics.html