Statement of Purpose

A single theme - "Bringing Our Best to You" - continues to resonate from the halls of Kellogg history through the present day and into our future. This easily understood, globally recognized message serves as the centerpiece of our Statement of Purpose: Through our foods, we bring health, nutrition and enjoyment to people all over the world.

• Our brands and our heritage differentiate and guide us. We will be economically, socially and environmentally responsible by managing all aspects of our business for sustainable performance.
• Our people and their diversity are our greatest asset. We strive to provide employees with a great place to work and the opportunity to grow and prosper.
• Our vision, mission, operating principles and values unite and inspire us to succeed together.

Vision

We - the tens of thousands of passionate, proud employees of Kellogg Company worldwide - are aligned in our aspiration to be the food company of choice. Through our dedicated efforts, we make a broad impact on our business and our industry, adding value not only for our shareowners but also for our employees, customers, consumers and the communities in which we live and work. Along with our Mission, this Vision represents all that we hope to achieve as a company.

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Mission

Our Mission articulates where we are as a company today and where we wish to be in the future. Delivering dependable, sustainable growth for Kellogg and our shareowners remains as fundamental and important as ever, but our success in the global 21st-century marketplace requires more than solid financial performance. Today's stakeholders demand we clearly demonstrate our commitment to our communities, to the environment and to social issues such as health and nutrition.

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Strategic Focus

• We are a focused food company, concentrated in categories with the potential for sustainable growth
• Our global focus is on the following categories: cereal, wholesome snacks, biscuits (cookies and crackers).
• In North America, our focus also includes grain-based breakfast foods (toaster pastries and frozen waffles / pancakes) as well as better-for-you frozen meals.
• On a selective basis, we will extend into new categories in which we have the capacity to win (such as healthy beverages in the U.S. and Mexico).
• The remaining categories in which we participate (such as fruit-flavored snacks, cones, ingredient brands) are managed for profit.

Operating Principles

Our Operating Principles drive the behavior of our Kellogg people, keeping us focused on profitable revenue growth and generating cash. They guide what our business does on a daily basis and help us prioritize our actions, directing "How We Win" as a company:

• We will be No. 1 or No. 2 in our core categories.
• We understand and connect with our consumers better than our competitors/peers.
• Our brands have a meaningful point of difference.
• We work with our customers/suppliers as partners for mutual benefit.
• We align ourselves globally to leverage our brands, knowledge and ideas.
• Wherever we use our brands, we will be true to their identity and heritage.
• We will deliver on all individual and team accountabilities in the spirit of our K Values.

K Values

Our K Values encompass the ways in which we build strong relationships with each other and with our stakeholders - and, consequently, the ways in which we run our global business to achieve our Statement of Purpose, Vision and Mission. They are:

• We Act With Integrity and Show Respect
• We Are All Accountable
• We Are Passionate About Our Business, Our Brands And Our Food
• We Have The Humility And Hunger To Learn
• We Strive For Simplicity
• We Love Success

People. Passion. Pride.

Kellogg people are our most important competitive advantage and ensuring that we have a fully engaged, highly skilled work force is imperative to our present and future success. Thus, we constantly strive to maintain the extraordinary quality of our global organization through world-class Human Resources programs.

We continue to build our Talent Management program to fully leverage our ability to develop, retain and promote the right people and put them in the right positions. The Kellogg Business Leader Model helps us establish leaders at every level of our organization who know how to create direction, deliver results, organize to win, drive alignment, and inspire and energize the people they lead. And our Recruiting and Staffing initiatives ensure we maintain a strong pipeline of talent.

In addition, we promote diversity and inclusion, recognizing it's not only the right thing to do but also strengthens our business. And we seek ways to work better across geographic areas and business units - bringing our Kellogg world together, because we are stronger together.

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Social Responsibility

Our rich history of social responsibility remains an integral part of who we are today. In our communities, we partner with organizations such as United Way, America's Second Harvest, the NAACP and Action for Healthy Kids, providing much-needed resources and encouragement.

Social responsibility is a key part of our broader definition of sustainability, which also comprises environmental stewardship and protecting our planet's resources, and health and nutrition leadership.

Environmentally, we conduct our business in a manner that is sensitive to the impact we have on our planet and demonstrates good stewardship of the world's natural resources, while also being socially and economically responsible - resulting in a better quality of life for all our stakeholders.

We are committed to marketing our brands responsibly and communicating their benefits in ways that allow our consumers to make informed choices. We are constantly reviewing and revising our marketing guidelines to ensure we are maintaining our standards and applying them uniformly worldwide.

In addition, we are dedicated to integrity and ethics, partnering with diverse suppliers and ensuring a safe, healthy workplace.

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