Company Spotlight: Kraft Foods, Inc
Kraft Foods, Inc. is the largest candy, food, and beverage company, headquartered in the United States and the second-largest in the world (after Nestlé). It markets many brands in more than 155 countries. The company is headquartered in Northfield, Illinois and Its European headquarters are just outside Zürich, Switzerland
Canadian-born and of German origin, James L. Kraft started a wholesale door-to-door cheese business in Chicago in 1903; its first year of operations was "dismal", losing US $3,000 and a horse. However, the business took hold and Kraft was joined by his four brothers to form J.L. Kraft and Bros. Company in 1909. As early as 1911, circulars and advertisements were in use by the company. Over the next 13 years, the Kraft Bros. expanded their cheese business internationally. During this time, the company invented pasteurized processed cheese that did not need refigeration and was able to patent and sell 6 million pounds to the US Army during World War 1. In 1924, the company changed its name to Kraft Cheese Company and became a public company.
Over the next 85 years, Kraft Foods continued expanding their product through multiple acquisitions and evolved the household name into the brand we recognize today.
Hunger and malnutrition are the greatest threats to health and well-being around the world. Nearly one in every six people doesn’t get enough to eat. As one of the world’s largest food companies, Kraft is committed to helping change that by fighting hunger and promoting healthy lifestyles.
Over the past 25 years, Kraft Foods has donated more than $770 million in cash and food. Since 1997, they’ve provided more than one billion servings of food to those in need. And, through the Kraft Foods Foundation, they have recently pledged $180 million over three years to get more food, better nutrition and information to children and families.
But it’s not just about the food you eat. It’s about how you live. That’s why Kraft Foods helped develop healthy lifestyles programs for children in the U.S., Russia and many other places. These programs will help gets kids running and playing, making informed food choices, and preparing healthy snacks and meals.
Kraft Foods is the world’s second largest food company with annual revenues of $42 billion
- Millions of times a day, in about 150 countries, consumers reach for their favorite Kraft Foods brands. And, in the U.S., our products are present in more than 99 percent of households.
- Kraft Foods proudly market nine brands with revenues exceeding $1 billion, including: Kraft, Jacobs, LU, Maxwell House, Milka, Nabisco and its Oreo brand, Philadelphia, and Oscar Mayer. More than 50 additional brands have revenues greater than $100 million. More than 40 of our brands are at least 100 years old.
- More than 80 percent of their revenues come from products that hold the No. 1 share position in Kraft’s respective categories. And, more than 50 percent of the corporate revenue is driven by categories where their market share is twice the size of the nearest competitor.
- 98,000 employees strong, work tirelessly to make delicious foods consumers can feel good about. We make our products at 168 manufacturing and processing facilities worldwide.
- Kraft makes a difference by fighting hunger and supporting healthy lifestyles. Since 1997, we have provided more than 1 billion servings of food.
- Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500, the Dow Jones Sustainability Index and Ethibel Sustainability Index.
At a glance Corporate Awards and accomplishments:
Corporate Reputation and Responsibility
- World’s Most Respected Companies, Reputation Institute – 2009 (third consecutive year)
- Corporate Reputation Top 10 (Canada), “Marketing” magazine – 2009 (second consecutive year)
- Ozone Layer Protection Award, US Environmental Protection Agency -- 2009
- Banksia Foundation Agriculture and Food Award for sustainability practices, (Australia) – 2009
- The New York Academy of Medicine honored Kraft Foods for our long-standing commitment to health and wellness (2009)
- 100 Best Companies, “Working Mother” magazine -- 2008 (seventh time in the past eight years)
- 100 Best Companies for Multicultural Women, “Working Mother” magazine 2009(second consecutive year)
- 100 Best Places to Work in IT, “Computerworld” magazine -- 2009
- 25 Noteworthy Companies, “DiversityInc” magazine -- 2009
- Top 50 Best Employers for Latinas, “Latina Style” magazine – 2009 (second consecutive year)
- Top Companies: The place where everybody wants to work, “Grupo Editorial Expansión” – 2009 (third consecutive year)
- Gold award, Nabob coffee (Canada), Advertising Research Foundation Ogilvy Awards – 2009
- Silver award, Ritz crackers (US), Advertising Research Foundation Ogilvy Awards – 2009
- #1 Food Brand, Philadelphia cream cheese (United Kingdom), Superbrands survey – 2009
- Best Brand, Côte d'Or chocolate (Belgium), Gfk Group market research – 2009
Published by: The Fundraising Journal January 2010
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