Unwrapping the secrets of Cadbury’s success

Wrexham-based Cadbury Trebor Basset will be sharing the secrets of its successful community projects during the latest round of the Welsh Assembly Government’s Inside Welsh Industry visits.

Cadbury, which has been synonymous with chocolate making for over a hundred and fifty years, has been acknowledged for taking a lead on corporate social responsibility (CSR) issues. In 2006 the company won the Community Award at the Daily Posts’ Achievement Wales business competition.

While most companies would consider 25% employee involvement in volunteer projects a success, 70% of Cadbury’s staff at its cocoa bean processing factory in Chirk take-part in such activities.

Funded and managed by the Welsh Assembly Government, Inside Welsh Industry is the special programme which enables high performing businesses to share valuable information on good management practices with fellow Welsh businesses.

Jim Davies, manufacturing development manager, Cadbury Trebor Bassett Chirk, said: “Cadbury has a proud history based on a strong ethos of social responsibility, which is still part of the company’s culture today. We empower staff to set the agenda and take ownership of CSR initiatives. This means they’re motivated and committed to the success of a project from the outset.”

CSR has enabled Cadbury to build strong relationships and foster goodwill among staff and the local community by supporting various projects and causes including North Wales Air Ambulance, various school garden improvement projects, and environmental work with the National Trust. This year it is working with Business in the Community to allow homeless people gain valuable work experience at its Wrexham plant.

Recognised for its achievements Cadbury has been invited to act as an IWI role-model. The IWI programme is delivered by the Wales Quality Centre (WQC), and supported by Wales Management Council (WMC). So far more than 200 firms have benefited from the programme.

David Phillips, chief executive of WQC, said: “We’re thrilled to have Cadbury on-board. The programme has been successful because it is relevant, up-to-date and diverse. In fact part of its unique strength is that businesses from completely different sectors are able to learn from each other.”

Christopher Ward, chief executive of WMC, urged firms to take advantage of IWI. He said: “There is a great deal of knowledge, experience and good managerial practice already within Welsh industry, we have got to make the most of it for the benefit of our economy.”

Almost 50 ‘role model’ companies across Wales will host IWI visits this year, including flagship firms such as: British Airways Interior Engineering; SA Brain & Company; and Ford Motor Company. The Winter-Spring round of visits will take place between Feb 19 and March 20, covering a wide range of topical business issues.

For more information please visit the Inside Welsh Industry website: www.insidewelshindustry.org.uk or contact Gail Harris at the WQC on tel: 01656 652 063.

For more information contact info@walesqualitycentre.org.uk