Building the business case for producing and marketing healthier products with fewer calories
This project will examine the evidence needed to develop a business case for manufacturers and retailers of consumer packaged goods (CPG) to produce, sell and market more nutritious products, with fewer excess calories, especially for consumption by children and their families. The project will: (1) develop a report identifying the potential beneficial impact that reducing calories and adopting "healthier" marketing practices will have on traditional corporate financial metrics; (2) compile case studies delineating how certain companies have improved their business performance and customer or brand loyalty by reducing the production, marketing and sale of foods high in non-nutritive calories; (3) propose feasible standards for use by CPG industry executives to evaluate corporate performance on the basis of the alignment of these standards with healthier production and marketing practices; and (4) disseminate results through two media conferences and a number of reports and communications activities.
Amount Awarded $399,900.00
Awarded on: 12/10/2010
Time frame: 12/15/2010 - 12/14/2011
Grant Number: 68573