Calbee UK: a food business that lives its values

by Jane Powell (also published on Food Grads

When a production worker at savoury snack factory Calbee UK in Deeside, north Wales, heard that a café serving supermarket surplus food was opening in nearby Buckley, she was keen to get involved. But she didn’t just sign up as a volunteer. She told her employer about it, and now they are one of the café’s regular supporters, donating their own products and releasing staff to volunteer at the café in the company’s time. It’s just one example of their commitment to “make a positive and lasting difference to local people”.

“When we get involved with a local project we don’t just give money and walk away,” explains Mags Kerns, Human Resources Manager and Community Champion at Calbee. “We want to offer personal support, to get under the skin of a project. The café is great because they are making such a contribution to the community, bringing people together and relieving loneliness, as well as serving meals on a Pay As You Feel basis so everyone can afford to eat there. We’re glad to be part of that.”

Values are very important to Calbee UK, which was set up two years ago as a subsidiary of a Japanese company. Calbee Inc was founded in 1949 with the aim of tackling the malnutrition that was afflicting post-war Hiroshima. It was a particular emphasis on calcium and Vitamin B which gave the company its name. The Deeside factory supplies vegetable-based snacks under the brand name Yushoi to most of the main supermarkets, as well as Marks and Spencer’s Eatwell range. The bulk of its ingredients, especially peas, are sourced from the UK, although some such as rice are imported.

“Deeside was a perfect location for us,” says Managing Director Richard Robinson, “and we’re really excited about our growth plans here. The Japanese and Chinese are really investing in food businesses in the UK and Calbee is a great sign of how global the food industry now is.” He also acknowledges generous support from the Welsh Government, who helped them to source their premises and set up an apprenticeship scheme, besides investing in the facility which began production in 2015. Calbee, which now employs 50 people and is still only at about 25% of its capacity, is on course to turn over £65m by the end of 2020, and wants to become “one of the UK’s best savoury snack suppliers”.

Clearly, performance and success are important to the company, but their vision is much broader than that; they also want to have “a leading role in supporting the industry voice on health and well-being” and it’s clear that they see money as being in service to people, rather than the other way around. “Values run through all we do,” says Mags. “We’re proud of our low-fat, high-protein products that are not just tasty but healthy too. And it’s really important to us to be a responsible employer, as well as contributing to the community.”

Sometimes this attitude shows up in small ways that make a big difference. All staff are known as ‘colleagues’ rather than ‘employees’, which reflects the company’s flat structure and helps to create a sense of collaboration in the workplace. When a colleague is rewarded for exceptional performance they are given a day off – that is, time to spend with their families and friends – rather than a cash bonus, neatly demonstrating the company’s priorities. They are also encouraged to volunteer for the local community in company time. “Our colleagues and their families are partners in our business,” as their values statement has it. And they pay well too, as an accredited Living Wage Employer, another reason they have no problems recruiting staff and absenteeism is minimal.

“People knock on our door with their CV,” says Mags. “Of course, they don’t always have the skills we need, but working with Coleg Cambria we are able to offer apprenticeships that lead to a qualification in Food Manufacturing Excellence. In fact, all our staff take it, right up to management level, because it’s important we have a shared understanding of what the factory is about. And we’re glad to be supporting the development of food skills in Wales generally.”

Calbee could have some encouraging lessons for the food industry in Wales. As it takes a stand for shared values centring on human dignity while also achieving healthy growth and profitability, it shows how business can be a force for good. “Together we laugh, learn and love what we do,” they say on their website. Who wouldn’t want to be part of a workplace like that?

Jane Powell writes at www.foodsociety.wales

 

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Rethinking food in Wales: reconnecting through values

The National Assembly for Wales (that is, our politicians, as distinct from the civil servants in Welsh Government) has recently announced a new consultation called ‘rethinking food in Wales’. Its scope is very broad: they want to know what we can do to ‘enhance the food and drink sector and our relationship with the food we eat’. What is our vision, and how can we get there? They suggest that we might like to see a healthy local food culture, a thriving food industry, food produced to high environmental and animal welfare standards and an international destination for food lovers, but they invite other ideas too.

Our Food Manifesto and proposed Food Network Wales have exactly this aim of rethinking food in Wales, so this is a great opportunity to work with the Assembly and get everyone’s voices heard. We invite all our readers not only to respond to the consultation but to reference the Food Manifesto and send us a summary of their key points so that we can publish them here and share our thinking. To start us off, here is the response from the Food Values team.

Background

The Food Values project ran a series of events and seminars in 2015 and 2016 to explore how an approach based on values, as put forward by Common Cause, could help people understand and shape the food system. This starts from the premise that people are not rational actors and we need to consider the role of people’s beliefs, identity and emotions if we are truly going to change our food system. As part of the project we launched a Food Manifesto for Wales which is an ongoing project from which a new Food Network Wales is emerging. We are no longer funded, but we continue to work together informally to develop the approach.

Our vision for the food system in Wales

Our work, summarized in our 2015 report Food Values, showed how people respond to food as an important means through which to connect to each other in our families and communities. Our project worked with diverse groups, including refugees seeking asylum and isolated older people in rural areas. Food was seen to offer a focal point to come together and look beyond difference. We all eat and thus food has enormous potential as a social equaliser. Linked to this, there was an overwhelming concern was that everyone should have enough to eat, and that food should be of high quality; premium produce should not be a niche commodity for the more affluent.

Exploring people’s motivation to tackle food waste and poverty reaffirmed the benefits of reconnecting with values to communicate and consolidate progressive action. People also wanted to know where food comes from, and valued traditional food skills such as gardening and cooking. Whilst there are clear challenges to enhancing this in our current social and food system, there was an appetite to re-connect. These findings have been confirmed in wider studies by the Food Standards Agency.

Through our project we saw a contrast between a ‘community’ approach to food, which sought to address the issues raised above, and corporate framings of food as a commodity and a source of income and jobs. We found that there was a tendency to alternate between these two approaches to food in government policy (see our analysis here). The current action plan Towards Sustainable Growth for instance has a strong business focus, while the earlier Food for Wales, food from Wales placed more emphasis on community. At the same time, there is general agreement that both viewpoints are valid and that what is needed is to bring them together more closely so that each serves the other. There are of course many other points of disconnection in the food system; this is just one example.

How to get there

Joining up the dots of the Welsh food system will mean working across sectors, which is as challenging as it is potentially productive. We offer the values approach as a means to dig deep beneath cultural differences and find common ground. There are many ways in which it could be used, including video communications, events and especially shared meals that bring different groups together in an enquiry, as well as case studies of good practice. We are interested in exploring these further.

Jane Powell, independent consultant; Dr Sophie Wynne-Jones, Bangor University; Sam Packer, independent commentator; Rosa Robinson,Work With Meaning.

A living room at the heart of a Valleys community

By Pamela Mason

All our living rooms say something about us and what’s important to us. And a new living room, Yr Ystafell Fyw in the Rhymney Valley in South Wales, very much reflects the values of the community that established it. When you walk through the front door into this very comfortable cafe, you cannot help but notice the ease of access (no steps), the bowl of water for dogs, the open kitchen and serving area, how light it is, the soft chairs and sofas, and the pictures on the wall, many locally commissioned.

An initiative of the Church in Wales Parish of Bedwellty and New Tredegar, Yr Ystafell Fyw is a living room created to improve health and well-being in its communities. As a café, food is at the heart of its work. All of this in a place where community is still very much alive but, with its industry now largely gone, one that thrives less than it once did. It’s a community that runs a food bank but knows that’s an inadequate response to the problems of poverty that cause the fridge to become bare. In running the food bank, the community became more aware of what it already knew, that people needed more than a food parcel. Having worked in this food bank on one busy morning, I still remember how as the range of breakfast cereals began to reduce, I was the one who decided what people would take home to eat. It was uncomfortable. No one should have control of what another household gets to eat.

Leah at Ystafell Fyw

Revd Leah Philbrick serves tea at Yr Ystafell Fyw

Food has a very different place in the Living Room, although many of the people who visit have the same problems as those visiting the food bank. Revd Leah Philbrick, who with Revd Dr Rosie Dymond is a Director of The Living Room, emphasises that food here is about giving hospitality and raising the ‘feel good’ factor of the visitors. “We aspire to serve the best coffee in the Rhymney Valley,” she adds. Not for its own sake but to help people feel good about themselves. This is no small aim in area where unemployment remains high. Some of the crockery, like a 1930s dinner plate from New Tredegar, speaks of the valley’s history and the coffee is served in china cups and saucers. The cake is home-made, as much of the food as possible is locally sourced, and it’s all presented in the form of a lovely treat, yet in responsibly small portions so that no one need overeat the delicious cake.

Food and drink is not the only or even main  aim of the Living Room. It’s about providing a space where people can share those problems that the food bank cannot alleviate and it’s a space for prayer and meditation. There is a kitchen table around which people gather to enjoy food and listen to each another. A large wooden clock in one corner strikes every quarter of an hour as a reminder of the importance of a time to be silent, while a small red desk in another corner reminds of the importance of meeting face to face rather than just on social media.

Like the community pharmacy which was once located in the space occupied by the Living Room, Yr Ystafell Fyw is about health and well-being in the community. But unlike the pharmacy, now sited a few hundred yards away adjacent to a doctor’s surgery, The Living Room is not a about providing a public service, but rather a space for the community run by the community. And as a Community Interest Company (CIC), the Living Room is a social enterprise that will use its profits and assets for the public good. What is interesting, though, is that both the pharmacy and the surgery are beginning to refer people to the Living Room for that essential prescription of “Time to Listen and Space to Share”.

Pamela Mason is the author, with Tim Lang, of Sustainable Diets and is active in food projects in Monmouthshire.