Posts Tagged ‘csr’


Going green never tasted so good

April 7, 2009

Spring sounds egg-cellent

Cadbury eggs have milk chocolate shells and creme "yolks."

Cadbury eggs have milk chocolate shells and creme "yolks."

Despite the snowy forecast in Northeast Ohio, I am thrilled to say that spring has sprung! And with thoughts of flowers, little chicks and bunnies comes the ultimate vice in my Easter basket: that’s right, it’s Cadbury season.

Cadbury chocolate has been a staple in England since the 1800s, winning even monarchs over with its creamy recipe. Cadbury created a variety of chocolate flavors, including Fruit & Nut and Caramello, but its most famous product is the Cadbury Crème Egg.

Introduced in 1923, the Cadbury Crème Egg became an instant hit in the UK. A milk chocolate shell filled with white and yellow crème, the Cadbury Egg is a much sweeter version of the original (incredible, edible) egg.

In 1982, the Hershey Corporation initiated a marketing campaign that sent Crème Egg sales through the roof. Hershey’s “clucking bunny” campaign got Americans on the Cadbury Egg train, and the corporation soon obtained the right to manufacture and sell Cadbury brands stateside.

Available only during the Easter season, Cadbury Eggs are irresistible this time of year. And thanks to Cadbury’s movement to conserve energy in all aspects of its business, you don’t even have to feel (as) guilty indulging.

Purple Goes Green

In July 2007, Cadbury initiated the Purple Goes Green program, setting targets to reduce its impact on the global environment. The company aims to:

  • reduce carbon emissions 50 percent by 2020
  • reduce standard packaging 10 percent and seasonal packaging by 25 percent
  • implement water reduction programs in all “water-scarce” sites
  • advocate green business practices with colleagues, suppliers, customers, peers and consumers

The Cadbury Purple Goes Green Web site says:

The Cadbury Purple Goes Green initiative sets a vision for our company to tackle climate change. We intend to shrink our global environmental footprint by cutting our energy use, reducing excess packaging and managing our water use.

Cadbury's Purple Goes Green logo.

Cadbury's Purple Goes Green logo.


By the end of 2007, Cadbury had already reduced its carbon emissions by 3 percent, and the company expects to reduce emissions 10 percent by 2010. Cadbury has implemented several “green” initiatives in its sites around the world to help achieve its Purple Goes Green targets.

  • Wind turbines now provide all electricity in Ireland, reducing carbon emissions almost 40 percent.
  • A 640-panel solar installation in a New South Wales, Australia factory roof produces enough energy to power 21 homes while saving 140 tons of greenhouse gas emissions — the equivalent of taking 35 cars off the road.
  • New  combined heat and power plants in Rockford (US) and Nagoya (Japan) save energy.
  • Packaging is being reduced and will be completely recoverable or biodegradable by 2020.

Consumer involvement

Cadbury has taken its green initiative straight to the consumer via its Web site, The site encourages all to view Cadbury’s social responsibility goals and offers tips to help consumers become more environmentally friendly. The site invites visitors to leave feedback concerning the company and its environmental efforts.

Cadbury Global Affairs Director Alex Cole said, “We have created an interactive asset that reaches beyond responsible investors and analysts. is about sharing our views and contributing to the public debate on ethical sourcing, responsible consumption and the environment.”

Sweet Success

With these and continuing environmental efforts, Cadbury’s Purple Goes Green initiative is reducing its environmental impact while producing some of the most popular candies in the world. In the spirit of new beginnings, Cadbury shows the positive impact a global corporation can have on the world’s well-being.