Changing the Whole World

Whole Foods started out in 1980 as a single store in Austin, Texas.  Today, they are considered a world leader in organic foods with more than 340 stores in North America and the U.K. (Whole Foods, 2013).  As a company Whole Foods is committed to helping in the local communities where they have stores as well as in the global community.  Each store donates food to local food banks and shelters, and holds community-giving days where a percentage of profits are given to local non-profit groups (Whole Foods, 2013).

The Whole Planet Foundation was developed with the help of Nobel Peace Prize winner, Professor Muhammad Yunus, to give back to the larger community.  He was awarded the prize after dedicating decades to promoting microcredit as a means to empower the poor to become entrepreneurs and lift themselves out of poverty (Whole Planet Foundation, 2013).  Professor Yunus is on the advisory board and plays an important role in the creation and management of The Whole Planet Foundation.  The foundation follows a multi-stakeholder model in outreach to combat poverty and hunger worldwide. This is done through micro-lending tosupport projects that relate to organic and sustainable production methods (Whole Planet Foundation, 2013).   The Whole Planet Foundation has partnered with multiple organizations to help achieve their goals and includes several tiers: 

Entrepreneurs: the borrowers and clients who receive loans from The Whole Planet Foundation’s Implementing Partners (Whole Planet Foundation, 2013) The website features individuals from all over the world who have received micro-loans from The Whole Planet Foundation. They have started businesses like small restaurants, garment making and farming to help sustain their families and communities. 

Implementing Partners: microfinance Institutions that receive grants from The Whole Planet Foundation to establish lending programs.  The website lists over 30 organizations such as Women and Family Development Fund, Small Enterprise Foundation, and One Acre Fund that deal with delegating micro finance loans.  These loans are given mostly to women to give them the tools and recourses to start their own small business that can create a residual income for themselves. 

Collaborating Partners: organizations that maximize the reach, capacity and effectiveness through technical support, fundraising and communication( Whole Planet Foundation, 2013).  Over 20 organizations are listed on the website from banks and credit unions to Universities and non-profit organizations that are dedicated fundraisers for The Whole Planet Foundation. 

What makes this corporate/charity partnership successful?  Hughes Public Relations and Communications Council helps answer this question by identifying steps to consider in a solid partnership opportunity (2011).  

1.      Whole Foods has embraced the concept of corporate social responsibility. “The business has aligned it’s culture with the culture and outcomes of the non-profit it has developed and supports to enable meaningful involvement and support from staff and shareholders” (Hughes PR and Communications  Council, 2011).  Hughes PR and Communications Council explains that each party having an understanding of their organization is essential before approaching a partnership (2011).  Assessing the strengths and weaknesses of each gives a better understanding of what a long-term relationship will take to achieve goals. 

2.      The business has a triple bottom line form of reporting to become more accountable (Hughes PR and Communications Council, 2011).  Developing a strong partnership between a corporation and a charity can provide good public relations and a way to connect with the public and provide a good return on investment.

3.      Find a partnership that has a meaningful link between both the corporation and the charity (Hughes PR and Communications Council, 2011).  Both organizations should have a mission that is aligned and can result in mutual promotional opportunities (Hughes PR and Communications Council, 2011).

4.      “Treat the partnership like any other business relationship”(Hughes PR and Communications Council, 2011).  Hughes suggests having a contract to have goals and objectives t established to measure the success.

Business consultant and writer, Rebecca Birbeck, explains that corporate partnerships used to be about a company simply raising money for a charity, and today it is more about establishing a mutually beneficial relationship (2011). Whole Foods established a foundation that partners with many other groups that allows them to control how their money is spent and see the outcomes of their efforts all while communicating their values to the public.  By developing The Whole Planet Foundation, the business has more power and transparency in the charity’s exchanges.  This also provides Whole Foods with a great platform for brand awareness and promotion. 

Whole Foods Market, and their creation of the Whole Planet Foundation, is a great example of a company’s dedication to corporate social responsibility.  Having a separate foundation that partners with other organizations contributes to the success of the charity and good brand reputation of Whole Foods. 

Sources

Hughes Public Relations Communications Counsel (2011). What makes a successful corporate/charity partnership? Retrieved on May 18, 2013, from, http://hughespr.wordpress.com/2012/06/26/what-makes-a-successful-corporatecharity-partnership/

Birbeck, R. (2011). Charities need to show corporate partners that they are getting results. The Guardian. Retrieved on May 18, 2013,  from, www.guardian.co.uk/voluntary-sector-network/2011/aug/19/charities-corporate-partners-results

Whole Foods Market (2013) Community Giving. Retrieved on May 18, 2013, from, http://www.wholefoodsmarket.com/mission-values/caring-communities/community-giving

Whole Planet Foundation (2013) About the Foundation. Retrieved on May 18, 2013, from, http://www.wholeplanetfoundation.org/partners/