Gardenia redefines CSR

MANILA, Philippines - Aside from making breads known for their freshness, good taste, softness, oven-baked aroma and nutritive value, Gardenia Bakeries Philippines Inc. (GBPI) is also a staunch advocate of social development and “gives back to society” by contributing its resources for the welfare and development of Filipinos to uplift their quality of life.

Through these various CSR efforts focused on four areas like health, livelihood, education and environment, Gardenia redefines what corporate social responsibility (CSR) is all about.

Gardenia’s Daily Bread program provides more than 10,000 loaves weekly to women and children and other marginalized sectors to help curb hunger and malnutrition.

On the other hand, the Gardenia Nutrition and Wellness Tour conducts free nutrition counselling in various offices to educate employees about the value of nutrition despite their busy work schedules and lifestyle.

Aside from that, Gardenia’s School Nutri-Tour, which makes the rounds of various select schools, teaches kids on proper eating habits. Gardenia employees also often participate in medical and dental missions and donate blood to help save lives — and remain healthy in the process because of fresh blood in their bodies.

Gardenia also helps, through its “quick response” team called Gardenia E-CSR, victims of typhoons, fires or earthquakes in order to alleviate their sufferings, with the help of organizations like the Philippine National Red Cross, Department of Social Welfare and Development, law enforcement and military personnel, and even TV network foundations.

Teach them to fish

To “help teach man how to fish,” Gardenia launched its Territorial Distribution Franchise Program, targeting housewives and overseas Filipino workers who want a business of their own.

The Pedicart program, meanwhile, pushes micro-entrepreneurship via a minimal investment but with good returns for those who want additional income. Internally, Gardenia also regularly holds soap making, candle making and other livelihood seminars that can help provide employees with supplemental income.

Street kids like the abandoned, abused or with criminal tendencies are also supported by Gardenia through the Tuloy sa Don Bosco Foundation, where they are taught the values of discipline through sports, skills training and education.

Gardenia provides for their bread requirements, financial support, and even on-the-job training or possible employment to help them regain their confidence, rebuild their lives and become productive members of society.

Another beneficiary is the Girls’ Home, a temporary shelter for underprivileged girls aged three to 16 who were abused, orphaned or abandoned and given the chance to regain hope and self-belief through learning activities.

Aside from the weekly bread donation, Gardenia conducts a yearly outreach activity where residents are treated to a day of fun, food, games, and presentations, plus school bags and fresh supplies.

Feeding the mind while young

Education is also vital for Gardenia. Its high-tech facility in Biñan, Laguna is a favorite tour destination among schools, professionals and community-based organizations.

The plant tours showcase this truly world-class baking facility that is fully automated where visitors can learn how modern baking is done in the country.

Lastly, Gardenia makes sure that its manufacturing processes do not harm Mother Earth. It uses non-air pollutants in baking, treats wastewater before discharge, and enjoins employees and plant visitors to observe recycling and segregation — all for environment’s sake.

“For Gardenia, CSR is not just a three-letter acronym on paper. Our business is not just about making breads but also serving and enriching the lives of people in the community. We make sure our employees not just understand CSR and its value, but also they should take an important part in it to ensure continuity,” says Simplicio Umali Jr., president and general manager of Gardenia Bakeries Philippines Inc.