Kenco Coffee Vision Internal Launch - Kenco & GolinHarris

The team developed the idea of holding a one day event for employees, in a setting that reflected the theme of sustainability. The venue chosen for the one day event for employees was the eco conference centre at the award-winning Sheepdrove Organic Farm in Berkshire.

130 target employees spent an exciting and informative day at Sheepdrove. The event was structured to maximise information sharing and interaction. The tone was set right at the start with employees receiving a “paperless” teaser invitation, attendees were discouraged from taking their own transport to the venue - coach transport was provided, and Al Gore's ‘An Inconvenient Truth' was shown during the journey.

Presentations were given by Kraft senior executives, representatives from the Rainforest Alliance, guest speaker Ben Tuxworth from Forum for the Future and Diago Llach, a farm manager from El Salvador, these were alternated with hands-on activities and interactive workshops within smaller groups.

Employees took guided tours through three rooms that were dressed to bring the three principles at the heart of the Rainforest Alliance - environment, economy, society - to life. They were also taken on tractor tours of organically-reared livestock, and shown reed bed irrigation as examples of sustainable practices.

The session also included the unveiling of the Kenco Employee Carbon Footprint League Table. This was put together with information collated from the employees and include ideas for how to make their everyday life greener.

Attendees left the event with a re-useable jute bag and a booklet on the Rainforest Alliance. This was also distributed to staff unable to attend, including factory workers. After the event 90% of those attending said their opinion on Kraft's commitment to sustainability had improved, and 92% felt more informed and engaged with Kenco's current plans. In addition, “very good” and “excellent” levels of understanding about the Rainforest Alliance increased from 25% to 96%, and 98% felt what they had learnt would actively help them in their current role. Every single employee said they wanted to be involved in similar events in the future.

The event delivered against Kenco's goals, engaging the UK team in the Rainforest Alliance story, and getting each individual's personal commitment to the initiative. It was a particular success in terms of employee understanding of the key messages and impact on their motivation levels. For a relatively small outlay, the results show a significant shift in
attitudes, a clear commitment to the cause and strong likelihood of behavioural change. The format for the launch event and much of the collateral produced has since been used as a template for briefing sessions with key retailers.

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