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Unilever's mayonaise brand Hellmann's uses buzzwords "real" and "local" foods in its current multimedia advertizing campaign. There are CSR, sustainability and marketing implications of this strategy relevant to a wider discussion of corpobligation. 
Hellmann's Campaign calls consumers to join the "Real food movement": "As part of Hellmann's commitment to healthy and informed eating we believe that fresh, locally grown ingredients should be brought back to Canadian tables." Real is an interesting term to describe food, because the opposite would either be imaginary or fake food. Putting aside delicious imaginary delicacies s like manna or liger burgers (lion-tiger hybrids), Hellmann's is likely contrasting its ingredients to products that are full of artificial flavours and highly processed foods. This has potential to appeal to consumers trying to get back to basics.
Consumers are also concerned about local farmers and communities in a world of economic crisis. "Local" food labelling allows consumers to contribute to their community through everyday consumption. Hellmann's also encourage community and household gardens. But is Unilever a force for local food?
A Multi-Local Multinational - Glocalization in Action
As a multi-local multinational we aim to play our part in addressing
global environmental and social concerns through local actions and in
partnership with local governments and organisations. - Our Values, Unilever Canada
Unilever states it "aims", but does not promise to, address "environmental and social concerns" through local actions. Does this amount to a statement of corporate social responsbility? It would be more encouraging if Unilever committed to address its impacts on communities and the environment. However, its overall commitment to local food perhaps can act as a "level" for local organizations, communities and governments to encourage follow through on Unilever's promises to source locally, encourage healthy eating and sustainable practices.
Further, Unilever's statement of purpose takes into account ideas of corporate social responsibility: "Our corporate purpose states that to succeed requires "the highest
standards of corporate behaviour towards everyone we work with, the
communities we touch, and the environment on which we have an impact." The "highest standards of corporate behavious" is not defined and would likely be determined by context. The environment of legal compliance, market conditions and wider consumer pressure could make these standards high indeed. In Canada, Unilever also has a foundation, The Unilever Canada
Foundation, which donates approximately 1% of Unilever Canada’s pre-tax profit
towards its community initiatives.
Local and fresh except...
Unilever has subsidiaries in many countries but aims to tailor products to local conditions. Canada is not going to have fresh vegetables, fruit or much of anything else year round becaues of our winters, but do Unilever's other products promote local or fresh food consumption? Unilever is essentially a packaged and processed food producer. Products like the following suggest that there is room for improvement:
- The acquisition of Bestfoods in 2000 brought us leadership in the
culinary category. Knorr is now our biggest brand, with €2.3 billion
sales in over 100 countries and a product range covering soups,
bouillons, sauces, noodles and complete meals.
- We are the
number one producer of frozen foods in Europe, under the Findus brand
in Italy, Birds Eye in the UK and Iglo in other European countries.
- We
are the category leader in margarine and spreads in most European
countries and North America, with brands such as Becel (the
Netherlands), Flora (UK) and Take Control (US). We have met consumer
demand for healthy foods by launching pro.active, a spread which
contains ingredients that can help reduce cholesterol levels.
- We
are the world's leading ice cream producer, with brands such as Algida
and Wall's in Europe, and Ben & Jerry's in the United States.
Innovations such as Magnum snack-sizes and Cornetto miniature and
multi-packs have sparked progress.
The money that Unilever does spend to promote real, local, and fresh food consumption may end up being more effective at reaching mainstream consumers than the most committed of local food activist, who is short on cash and time. Here is hoping for the best of food for now and many tomorrows.
Full Disclosure: I enjoyed a delicious tuna fish sandwich (with Hellmann's mayo, purchased by me) yesterday for lunch. I am still waiting for my maginary baconocolate sandwich.
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