GETTING FIT: Aligning Values with Value

Joe Forsthoffer Corporate Communications Manager

Perdue Farms

Fully Integrated Teams

• Same goals

• Same sense of purpose

• Guided by the same

values

• Can accomplish more

together than individually

• Part of something bigger

VALUES ALIGNMENT

SUPPLIER RETAILER CONSUMER

An Interdependent Team

Values Alignment

• “Value” brands and pricing value = price

driven

• Brand and product attribute values = brand

loyalty

• Values = consumers’ expectation that the

brand, and the company behind the brand,

share their Value system and

demonstrates commitment to those Values

SOCIAL CONTRACT

WAS

• Stay within laws and

regulations

• Produce a safe product

• Contribute to economy

IS

• Meet all constituent

expectations

• Customers, consumers

and communities are the

“new regulators”

• “Community” is no longer

defined by geography

THE NEW MEDIA

• Anyone with internet

access has a printing

press and

broadcasting network

9 billion people between

2040 and 2050

2 billion more people

80% in emerging

economies

How do we feed 9 billion people

without increasing agriculture’s

environmental footprint?

There is no one right way to

produce food in this

country, or in the world.

“You can’t

feed the

world.” “You’ll

destroy the

world.”

“How do we

sustainably feed the

world together?”

PEOPLE

PROFITABILITY

PLANET

CONSUMERS

COMMUNITIES

CUSTOMERS

Corporate Responsibility = Trust

Consumers

trust

farmers but

they don’t

necessarily

trust

“farming”

TRANSPARENCY

= TRUST

We have a good

story to tell!

Communicating Sustainability

Rad

ical

Ad

vers

arie

s

Ind

ust

ry F

rien

ds

Qu

est

ion

ing

Favo

rab

le

Infl

uen

ce-a

ble

Communication & Engagement

“To Move The Needle”

We believe in responsibly producing

safe high quality, affordable food for

customers and consumers worldwide.

We believe in responsibly

helping customers prosper

with flexible, forward-thinking

solutions for agriculturally

based products from a

uniquely trusted name.

We believe in being

responsible stewards of the

natural resources we utilize

to produce and market our

products and services.

We believe in being a responsible

employer, investing in our associates’

growth, safety and well-being.

We believe in being responsible

members of the communities

where we do business.

We believe in

responsibly

contributing to the

economic stability of

our company and our

business partners.

We have a good

story to tell!