Mission, Vision, and Corporate Values: Statements of the Top Ten Companies Regarding Nutrition and Health

By Maria Fernanda Elias and Sonia Tucunduva Philippi.

Published by Organizational Cultures: An International Journal

Format Price
Article: Print $US10.00
Published Online: December 29, 2015 $US5.00

The World Health Organization (WHO) states that the food industry is a key player in the promotion of healthy eating and in the fight against non-communicable diseases (NCDs). Despite widespread knowledge on the relevance of the strategic statements of companies, very little empirical research has been performed on corporate documents produced in Brazil, especially with regards to the positioning of companies on nutrition and health. The purpose of this study is to examine the strategic statements of 10 major packaged food companies in Brazil to determine whether issues related to nutrition and health are being considered. An exploratory document analysis was performed to gather information on the missions, visions and values of the organizations. Then, a classical content analysis was applied to examine entries related to titles and concepts used. Leading food companies account for 33.7% of Brazilian market share. The “sustainability” concept is central to the design of strategies. Concepts associated with nutrition and health are also mentioned frequently and reinforced in the form of clear targets by most companies. Though terms such as “growth” and “return to shareholders and investors” are frequently included in corporate statements, they are secondary in that greater emphasis is placed on the preservation of the planet and of communities via principles of shared value creation. The lack of annual corporate reports that are specific for Brazil hinders the identification of corporate strategic statements and, hence, the execution of projects and actions for promoting health, as the characteristics, habits and demands inherent of the local population are not considered. However, concepts associated with nutrition and health are growing increasingly common in corporate strategic statements, suggesting alignment with WHO recommendations on private sector engagement in the fight against NCDs.

Keywords: Strategies, Management Indicators, Creating Shared Value, Nutrition, Health, Corporate Value, Branding

Organizational Cultures: An International Journal, Volume 15, Issue 4, December 2015, pp.15-26. Article: Print (Spiral Bound). Published Online: December 29, 2015 (Article: Electronic (PDF File; 462.671KB)), ISSN: ISSN 2327-8013.

Maria Fernanda Elias

PhD(c), Department of Nutrition, University of São Paulo, Sao Paulo, Sao Paulo, Brazil

Holds a postgraduate degree in Marketing by the School of Advertising & Marketing (ESPM); PhD (c) in Applied Human Nutrition at Universidade de São Paulo (USP); Master Degree in Public Health (USP). Member of The Health, Wellness & Society Knowledge Community. Fluency in English, Spanish and Portuguese languages. Main research areas: Food Industry, Communication and Marketing, Public Health.

Sonia Tucunduva Philippi

Professor and Researcher, Department of Nutrition, Public Health School, University of São Paulo – USP, Brazil

Professor and Researcher in the Department of Nutrition, Public Health School, University of São Paulo – USP (Brazil). Graduated in Nutrition & Dietetics at University of Sao Paulo, holds a Master Degree and a PH.D. in Public Health by the same University. Dr. Sonia is a member of Scientific Journals Editorial Board and Referee, has 13 books published and developed a professional software for nutritional analysis. She is also responsible for the Brazilian Food Guide Pyramid. Main areas of expertise are Human Nutrition and Health, Public Health, Food Composition, Nutritional Guides.