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HP And Kraft "Green Invest" In Brazil

How these corporations create their philanthropy value chain.

We all know by now that Brazil is a hot model regarding innovative environmental initiatives. I'd like to note one company, Hewlett Packard, which is leading the way with important green investments. It's a great model for any company seeking to enter another country and make a forprofit—and nonprofit—difference.

Hewlett Packard gets strong recognition for what we call the "Philanthropy Value Chain."[1] The Philanthropy Value Chain is a term we've coined which tracks and rewards progress for each company's creation, production and maintenance of its operations. It helps the company and the consumer feel good about what is being produced.

Hewlett Packard's focus is on "Conscious Choice." Through its partnership with the Akatu Institute, they mobilize citizens around environmental responsibility. The Akatu Institute is a Brazilian organization focused on creating conscious consumers. A portion of sales from all of HP's environmentally-friendly products go to this Institute, which has raised more than half a million dollars.

What happens next? HP has taken their investment along the "Philanthropy Value Chain" further. These funds are used to help 2,000 schools in Brazil raise awareness about over-consumption. They then teach young children to focus on sustainability, allowing nature and our environment to survive.

The final part of the Philanthropy Value Chain was HP's creation of a Green Awards program. Green Awards recognize employees who make environmental improvements inside HP Brazil.

So a Key Takeaway for all of us: An impressive, thorough effort by HP along Philanthropy Value Chain lines. Their program is holistic, incentivizing HP employees, touching Brazil's citizens, educating a newer, younger population of children, and raising funds.

May all our companies, present and future, incorporate green as part of thinking, being and operating.


Another superb company in Brazil is Kraft. Kraft's innovation is that it invests early in astute farming techniques combined with significant school education on humanitarian efforts and nutrition education. Much of Kraft's efforts in Brazil focus on training for improving cacao production for over 220 cacao-farming families. It's a strong statement which allows them to engage Clif Bar's 'cradle to cradle' production[2], respecting the environment at all points.

Kraft knows that how they produce their goods, each ingredient, counts in how it builds or tears down our world. And in this increasingly socially responsible society, customers want to know that the ingredients are appropriately made, mixed, farmed. It's not only the right thing to do, it's also a smart consumer play.

Additionally, Kraft outreaches directly to schools. The Kraft Foundation works with INMED Partnerships for Children, launching a school-based nutrition program within Brazil. It provides $2.25 million over three years to help children up to the age of 14 learn about good nutrition, physical activity, basic hygiene and sanitation.

Key Takeaway: Kraft's Philanthropy Value Chain has two important components—the farming community and the education community. Sometimes a business' Philanthropic and Business Investments can take a two-pronged approach.

By focusing on both farms and schools, Kraft is ensuring that their corporate and community needs are being met. Food production is top-quality and efficient for their products. Yet they are also helping young children establish good habits in eating, cleanliness, fitness. Both of these initiatives help safeguard health for a corporation's profits; it helps ensure health for Brazil's burgeoning generation.


HP and Kraft follow the Philanthropy Value Chain through engagement in multiple sectors. Sometimes it's direct funding. Sometimes it's investing in education, or rewarding your employees. But always, the Philanthropy Value Chain delivers: in profit, in people, in a long-term purposeful use of our world.


[1] Philanthropy Value Chain: The for-profit world has many value chains which track progress and connection along the production line. The most well known would be the supply chain. The Philanthropy Value Chain describes all the points in the "production process" of philanthropy that a company leverages. This is a term originated by CSR expert Pamela Hawley.

[2] For more information, see "Clif Bar's Cradle to Cradle—Not Cradle to Grave" on Pamela Hawley's blog.