In Conversation with John Bryant, CEO and Chairman of the Board, Kellogg Company
By Ethisphere
At the helm of an iconic company that is a household name with consumers worldwide, John Bryant takes seriously his responsibility to uphold the standards and values that have helped make Kellogg Company a multiple-year World’s Most Ethical Company® honoree. We spoke with him about leadership, success, new horizons, and the company’s commitment to maintaining a culture of integrity.
Tell us a bit about the corporate culture at Kellogg and what makes it unique.
JB: The Kellogg culture shared by our people worldwide has long defined the kind of company we are, how we run our business, and the ways we work together to serve our consumers, customers, and other stakeholders.
An unwavering commitment to integrity, accountability, passion, a humility and hunger to learn, simplicity, and success are core. We believe in nurturing a diverse, inclusive environment in which all of our people are empowered to bring their most creative thinking, do their best work, and achieve their full potential.
Ultimately, Kellogg is more than a business. We are a community of passionate people making a difference around the world—with a unique, undeniable heart and soul.
The very essence of who we are is reflected in our commitment to nourish with our foods, nurture our planet, feed people in need, and live our founder’s values. Our founder, W.K. Kellogg, was one of the foremost philanthropists of the 20th century. We continue to honor his legacy through Breakfasts for Better Days, our global hunger relief work.
“Tone at the top” is always a key consideration for leaders of major corporations. How do you strive to model ethical behavior and embody the company’s values?
JB: Our reputation depends on the decisions and actions of our people all over the world who are committed to honoring our K Values. While all employees are required to act with integrity, show respect, and build trust, it is absolutely critical for our leaders and managers to demonstrate ethical leadership and set the right tone. In fact, it’s required by our Global Code of Ethics.
Annually, we recognize select global employees with a W.K. Kellogg Values Award, our company’s highest honor, which celebrates the combination of delivering sustainable business results and living our values.
From a leadership standpoint, what other challenges do the company’s breadth and geographic diversity pose?
JB: Bridging the organization—in geography, culture, and business units—takes people at every level and in every region. Leaders are a critical part of the equation, but they can’t do it alone. We need everyone, everywhere around our Kellogg world, to personally commit to bridging organizational boundaries and championing collaboration across departments, functions, and business units. We also must understand the diverse communities where we live and work. Cross-cultural competency building helps create awareness of differences and similarities, builds trust, and ultimately serves as a competitive advantage.
What do you feel are the most important qualities required to lead a commercially successful and ethical business?
JB: Our unwavering focus on the millions of people who enjoy our foods each day has long made Kellogg among the most trusted and enduring brands. With consumers at the heart of everything we do, they provide insights that fuel our innovation and our growth. Bring that together with our K Values, which help us support each other in delivering today while creating the future. We want our people at every level and in every region of the organization to feel connected to our heritage and values. By translating our values across cultures, we create a shared system of behaviors that help unify a global company.
Related to that, how do you feel investing in ethical practices contributes to Kellogg’s reputation and bottom line?
JB: We believe our reputation is inside every package of food we produce and sell, and we are proud that our consumers have high expectations of our brands. Nothing is more important to us than offering great-tasting, high-quality food. We must continue to earn their trust and we’ll do so through honoring almost 110 years of ethical practices, a commitment to values, and a legacy of integrity. Our stakeholders, including our consumers, are motivated to buy from, and work for, companies and brands that share their values.
You have been with Kellogg Company in various roles for over 15 years. What changes have you witnessed in the company and industry during that time?
JB: Today, more than ever, people want to know more about the food they eat and serve to their families. They want to know what’s in their food and where it came from. Earlier this year, we launched Open for Breakfast (www.openforbreakfast.com), a new initiative designed to engage with consumers about our foods. Open for Breakfast provides a digital and social media forum for people to share what’s on their minds and ask questions about our foods, our commitment to communities around the world, and our pledge to care for the environment.
Do you have plans to grow or expand into any new markets?
JB: Growth in emerging markets is one of the most defining moments of our careers in this industry. We are continuing to strategically expand our global footprint, tapping into the enormous growth potential found in emerging markets.
What do you find most rewarding about being CEO?
JB: My travels have afforded opportunities to meet with people who love our foods and brands in their homes. To share a meal with them, to be invited to their tables is humbling. Especially hearing parents share what they all want for their children—a better tomorrow—that’s the same everywhere I go. Seeing our purpose—to nourish families so they can flourish and thrive—come to life is something we can all be proud of.
What elements of your background prepared you for this role?
JB: There is a lot of hard work and a lot of luck for anybody to get to a position like this. The willingness to put in the time and work is critical. My father instilled a strong worth ethic and dedication to continuous learning. He also taught me that nothing is beyond your abilities.
How do you define success?
JB: Our success relies on earning our consumers’ trust every day. My hope is to say that Kellogg achieved its full potential, that we met our ambitious vision—to enrich and delight the world through foods and brands that matter—and we did so together as a team. That’s how we personally and collectively succeed.
Looking ahead, what do you foresee as your greatest challenges and how do you plan to address them?
JB: We are living in a time of unprecedented change, and change equals opportunity. For example, the very definition of health and wellness has evolved dramatically. It used to be low calorie and low fat. Today’s it’s less processed and being able to read the side of the package and know exactly what’s in foods.
We know consumers are looking for foods with simpler ingredients and work is already well under way to answer that call. We have been working to remove artificial colors and flavors across Kellogg’s branded cereals and a variety of snack bars, as well as Eggo frozen foods. Our goal is to complete the transition by the end of 2018.
We’re also seeing tremendous changes in the way people snack, the way they use media, and how they shop—to name just a few significant consumer dynamics. We’re in a business where you’ve got to earn your consumers’ trust every week, so we’ve got be our best, firing on all cylinders, every week.
Listening to consumers and offering a great start to their day is foundational to our business. With Open for Breakfast, Kellogg seeks to continue earning a seat at peoples’ breakfast tables by providing a forum where we can listen to what’s on people’s minds and show how the company is working to make mornings better.
What do you do outside of the workplace for enjoyment?
JB: My wife and I have six children, so we spend a lot of time with them, focusing on their schoolwork and attending their events. And, while many people wouldn’t consider running enjoyable, I do find time for marathons. I believe in ‘healthy body, healthy mind,’ so if you stay healthy physically you are in a better position to take on the stress of a demanding job.
Expert Biography:
John Bryant is Chairman of the Board and Chief Executive Officer at Kellogg Company. He has been Chairman of the Board since July 1, 2014. In this role, he also chairs the Executive Committee of the Board. Mr. Bryant was named President and Chief Executive Officer in January 2011. He has been a member of Kellogg Company’s Board of Directors since July 2010. Mr. Bryant joined Kellogg Company in 1998 and has held a variety of roles, including Chief Financial Officer; President, North America; President, International; and Chief Operating Officer, before becoming Chief Executive Officer. Mr. Bryant serves on the Board of Directors of Catalyst, The Consumer Goods Forum, and Grocery Manufacturers Association.
This article was featured in the Q3 2015 issue of Ethisphere Magazine. To subscribe and learn more about Ethisphere Magazine click here.
