“Our Purpose begins with these simple words… Real food that matters for life’s moments,” Campbell President and CEO Denise Morrison said at the Sustainable Brands 2014 conference in San Diego, California on June 5, 2014.
Morrison explained that as consumers increasingly hold brands and businesses to a higher standard, businesses need a clear and singular purpose that serves as a filter to make decisions and a set of beliefs that define who they are, what they stand for, and what they mean to the consumer.
“We make real food for real people. They trust us to provide food and drink that is good, honest, authentic and flavorful – made from ingredients that are grown, prepared, cooked or baked with care. People love that our food fits their real lives, fuels their bodies, and feeds their souls. And they appreciate knowing what goes into our food, and why – so they can feel good about the choices they make, for themselves and their loved ones,” Morrison explained on the meaning behind the purpose.
As Morrison leads the charge to reshape Campbell’s future with a purpose that honors the heritage of the 145-year company, she reflected on the changes Campbell has seen since the company’s founding in 1869, but focused on what hasn’t changed—the beliefs that have driven the company:
Morrison closed her discussion at Sustainable Brands with a reflection on the role Campbell plays in the lives of its consumers. “Whether shared or enjoyed alone, every single product we make connects people – to each other, to warm memories, to what’s important today – and invites them to live those moments a little more richly. It is our Purpose… and it is our future.”
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