Blue Ski Case Study
1. CREATING SHARE VALUE (CSV) vs CORPORATE SOCIAL RESPONSIBILITY
I. Creating Shared Value (CSV) through the Formation of Blue Skies Foundation
Blue Skies is one of the well-known brands in the world today that produces and exports fresh fruits to serve the health conscious and fresh fruits lovers. Their feet in providing a high-quality fruit was able to attract the attention of many companies including two of their largest clients, Waitrose and Albert Heijn, to embark on an agenda that will increase the value to Blue Skies and consumers as well as to their farmers.
Corporate Social Responsibility (CSR) has been almost a norm to many traditional firms. Traditional firms set apart funds from their budget to finance projects that are often not in their line of business …show more content…
The prevailing chain was that fruits were imported from their source by sea then processed after two weeks. This process meant that fruits will lose their fresh nature and most preserved by adding preservatives. With the differentiated products of Blue Skies, they had to redefine this chain. Blue Skies new value chain ensured production plants are set near the source. The fruits are cut and exported by freight which takes two days to reach the consumer. Also to ensure quality, Blue Skies achieve this, they had to ensure farmers are well informed and educated in the pineapple business. They offered free training to these farmers, supported them to acquire certification from the Fairtrade Foundation and ensure produce from farms meet environmental and social standards. Consequently, preservatives were eliminated, taste and freshness of the fruits, enhanced, and satisfaction of the newly defined market was achieved.
• Enabling Local Cluster
I. Creating Shared Value (CSV) through the Formation of Blue Skies Foundation
Blue Skies is one of the well-known brands in the world today that produces and exports fresh fruits to serve the health conscious and fresh fruits lovers. Their feet in providing a high-quality fruit was able to attract the attention of many companies including two of their largest clients, Waitrose and Albert Heijn, to embark on an agenda that will increase the value to Blue Skies and consumers as well as to their farmers.
Corporate Social Responsibility (CSR) has been almost a norm to many traditional firms. Traditional firms set apart funds from their budget to finance projects that are often not in their line of business …show more content…
The prevailing chain was that fruits were imported from their source by sea then processed after two weeks. This process meant that fruits will lose their fresh nature and most preserved by adding preservatives. With the differentiated products of Blue Skies, they had to redefine this chain. Blue Skies new value chain ensured production plants are set near the source. The fruits are cut and exported by freight which takes two days to reach the consumer. Also to ensure quality, Blue Skies achieve this, they had to ensure farmers are well informed and educated in the pineapple business. They offered free training to these farmers, supported them to acquire certification from the Fairtrade Foundation and ensure produce from farms meet environmental and social standards. Consequently, preservatives were eliminated, taste and freshness of the fruits, enhanced, and satisfaction of the newly defined market was achieved.
• Enabling Local Cluster