By Bradley Scheftner

Nestle Kit Kat Sustainability

Recently my friend picked up a Kit-Kat bar at the store. When she decided to eat it, she offered me a piece handing me the package. When I looked at the packaging I noticed it said: “100% Sustainably sourced coca“. When I saw this, I immediately was skeptical when I remembered it was a Nestle product.

We have talked in class about how Nestle is known for doing some less than ethical things and not always being truthful with its business practices. I was surprised to learn on the Nestle website that “KitKat is the first global confectionery brand to be sourced from 100% sustainable cocoa.” I was stunned by this and did some more investigating on Nestle’s sister website Nestle Coca Plan.  After going through the website and watching the linked videos on the website, it appeared to be very scripted and lack any tangible physical values as to what makes them sustainable, other than saying “we’re sustainable”.

I went to the World Cocoa Foundation which is set up to create ethical and sustainable sourcing of cocoa framework, and Nestle’s initiative seemed to hit these points but not really explain how well, or to what extent. So I did more research and found that the Nestle Cocoa Plan has come under fire in the past but recently has picked up its acts in becoming truly sustainable. This confirms the validity of the UTZ Certification which certifies the product uses 100% sustainable cocoa.

What all of this research and thought led me to think, was about some of the discussions we had in class and that we had related to our readings. Particularly, when we talked about sustainability affecting consumer purchasing habits. Particularly the different shades of green that (Barcelona, et al., 2011) talked about. This tactic, in my opinion, is strategic by Nestle to reach a particular type of green consumer, as well as help, confirm Nestle as being a better company than in the past. As a result I feel its more of “feel-good factor” shade of green. Aligning with what I previously stated.

Finally, I wonder if this is something consumers are keeping Nestle accountable for in the long run, and how a shift in consumer awareness and/or shade of green could possibly shift Nestle back into its old deceiving ways.

 

Sources:

Barcelona, R. G. (2011). New Tools to Capture the Elusive Green Consumer: Reviving a Revolution. IESE Insight,(8), 21-28. doi:10.15581/002.art-1891

http://www.nestlecocoaplan.com/

https://www.nestle.com/brands/allbrands/kit-kat

https://www.worldcocoafoundation.org/

Nestle Cocoa Plan: Not Quite Enough

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