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New Vision, Mission Embrace Our Past, Fuel Our Future

A key to Kellogg's enduring success over the past 101 years has been our unique ability to adapt to our ever-changing world while always remaining true to our heritage.

This doesn't happen by accident, of course. It requires our leaders to periodically step back and take a closer look at our company's stated purpose and direction. Do they truly reflect where we are today? And where we want Kellogg to be tomorrow?

Earlier this year, our Global Leadership Team (GLT) embarked on an effort to do precisely that. It resulted in updated Vision and Mission statements that were recently introduced to employees worldwide and will be rolled out to our external stakeholders over the next few months:

Our Vision
To be the food company of choice.

Our Mission
To drive sustainable growth through the power of our people and our brands by better serving the needs of our consumers, customers and communities.

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RENEWING OUR FOCUS

As President and CEO David Mackay explains, the GLT began its review of the existing Vision and Mission statements by recognizing that over the past few years Kellogg's business had not only doubled in size, but it had also changed dramatically. So, too, had the markets in which we operate.

"Over the last six or seven years, we've gone from a $6 billion company to a $12 billion company, so we're much bigger," David says.

"And the last five years we've achieved strong sustainable growth. When you look at the Vision and Mission that we've just launched, I think they're a much better reflection of where we are as a company and where we're going as a company."

The GLT also realized that several key elements were missing from the previous Vision and Mission. These included our focus on sustainable growth, our broadened definition of social responsibility and the true strength of our company - our people and our brands.

"Today's stakeholders demand we clearly demonstrate our commitment to community support, environmental stewardship and issues such as health and nutrition - the broader definition of sustainability to which we now hold ourselves accountable," David says.

BROAD IMPACT

The outcome is a Vision that is more inclusive of our full spectrum of stakeholders, along with a new Mission that better articulates our company's focus and direction, both today and for the future.

Integrated with our focused strategy and proven operating principles, the new Vision and Mission allow us to broaden our impact. Building on the foundation of yesterday and strengths of today, we're adding value not only for our shareowners, but also for our employees, customers, consumers and the communities in which we live and work.

And that'll help us ensure that Kellogg continues bringing its best to the world for many years to come.