|Denise M. Morrison, president and CEO of Campbell Soup|
“As we continue to evolve as a purpose-driven company, many of our beliefs have diverged from the rest of the food industry and from our trade association,” Denise M. Morrison, president and CEO, said during a July 19 corporate analyst meeting.
Over the past several years, Morrison said Campbell Soup has taken ownership of its company purpose and has made the phrase “Real food that matters for life’s moments” a fabric of who it is. The company’s purpose continues to be the single most important change in Campbell Soup’s culture in the past few years, she said, and has fundamentally changed the way the company thinks, talks and acts about its food.
Morrison said Campbell Soup has taken important steps to be a leader in transparency, including the launch of whatsinmyfood.com, and continues to believe that transparency is the single most important ingredient in the recipe for earning consumer trust, especially with new generations who demand to know where their food comes from and how it's grown.
In addition to announcing the company’s withdrawal from the GMA, Morrison said Campbell Soup is partnering with the Sage Project to raise the bar on food transparency. Through the use of design and technology, Sage has developed a new food data platform with reimagined food labels to allow consumers to locate the information they need about the food they eat, Morrison said.
“This represents a quantum leap forward in giving consumers the information they are demanding about their food. Sage’s customizable digital lens includes meaningful information about calories, nutrition, product attributes and where the food was made.”
“Campbell is the first major food company to embrace the platform because we believe it delivers the information consumers are increasingly demanding,” Morrison said. “This commitment to transparency is matched by our investments to make our food better and healthier. As previously discussed, we’re investing $50 million over the next few years to make the kind of food that consumers are looking for, the kind of food that we’re proud to serve at our own tables.”