Focus: Corporate Responsibility - Side by side ContinYou and Kellogg's

Since 1998, Kellogg's has donated £400,000 to ContinYou, a community learning charity. Part of this has been spent on providing 1,000 schools with advice on setting up breakfast clubs, which offer free breakfasts to children before lessons. The partnership has also funded a breakfast club website.

TONY APICELLA, business development director, ContinYou

Why did you choose this partnership?

The Department for Education and Skills, for which we deliver contracts for after-school learning, brokered the relationship.

How do you benefit?

Working with a global firm gives us a higher profile, and the benefits of the breakfast clubs are well known - they improve attendance, punctuality and concentration.

Did you have any reservations?

I always take things slowly while negotiating partnerships, but we were very clear on our goals from the start.

What are your plans for the partnership?

Our partnership with Kellogg's has led to lower salt and sugar contents in its cereals than was the case five years ago. Targets for 2006 include delivering training to between 100 and 200 schools in six local authority areas with the greatest social needs.

BRUCE LEARNER, community and social responsibility manager, Kellogg's Why did you choose this partnership?

We wanted to create an educationally focused project that would build us a good reputation but was also delivered in a responsible manner.

How do you benefit?

We don't give food or any branded goods to schools as part of the breakfast club programme. We donate money, but what the schools buy is up to them.

The project reinforces the importance of breakfast and gives us a good story to tell our stakeholders.

Did you have any reservations?

Our main reservation was that people would think the project promotes Kellogg's cereals. It doesn't - it promotes breakfast.

What are your plans for the partnership?

We've agreed to look at how the breakfast club model could be applied in, for example, community centres or family centres.

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