2008年10月11日，新西兰先驱报报道，新西兰恒天然公司提供在中国有840万美元提供保健（欧文，no date未注明出版日期）。片中，欧文（no date未注明出版日期）报道称，恒天然已经建立了帮助妇女和母亲中国慈善项目。这一举动是对有毒牛奶的反应，导致数千名婴儿患病，大约四人死亡。参与毒奶粉丑闻的公司是恒天然拥有的43%的San Lu。这一举动是为了表示关心和提供长期援助婴儿养育和产妇保健的一种方式。立即反应提供欣赏各种主流媒体透露在中国报告赞扬的举动。新西兰贸易协会主席指出，捐赠是巨大的，将在很大程度上帮助。然而，一些媒体报道称，此举是愤世嫉俗的公关企图蒙蔽脆弱的中国家庭都遭到公司的不负责任的行为。然而，大多数媒体报道这是一个积极的姿态。例如，《新西兰先驱报》提到，大规模的慈善捐赠应该独立于其本身，而不是与牛奶污染悲剧密切相关。在一般情况下，当移动到捐赠给慈善机构已经在很大程度上与牛奶相关的悲剧，这是企业社会责任与纠正措施的行为遵循市场错位。从本质上讲，企业社会责任是当今世界的一个情感问题，越来越多的组织被鼓励参与其中。它是企业在向社会提供社会利益的同时又增加其竞争优势的一种途径。然而，这正是恒天然在最近几次登上头版头条的原因之一。
The purpose of this report is to look into various issues which have propelled Fonterra into media limelight. In this article, three cases are identified, discussed and deeply analyzed with the aim of highlighting challenges face by corporations. The three cases analyzed include This include Fonterra’s $8.4m to offer care in China, Fonterra’s $24,000 fine for release of acid in waterway, and Fonterra NZ Milk Products bosses, resignation following news that 38 tonnes of whey protein concentrate the company produce showed possible contamination with botulism-causing Clostridium botulinum.
The aim of this report is to discuss various incidences where Fonterra has featured in the media. It is not unlikely for companies to hit the media at one time or another. Such can happen due to either wrong or right reasons but ultimately, either offers important lessons not just to the company itself, but also to the general public and other corporations. The same is true for Fonterra which has hit the media but by storm in a number of instances. This piece however limits itself to three incidences it considers important to delve into. This include Fonterra’s $8.4m to offer care in China (Corporate Social Responsibility), Fonterra’s $24,000 fine for release of acid in waterway (environmental issue), and Fonterra NZ Milk Products bosses, resignation following news that 38 tonnes of whey protein concentrate the company produce showed possible contamination with botulism-causing Clostridium botulinum.
Offer for healthcare
On Oct 11, 2008 the New Zealand Herald reported that Fonterra had offered $8.4m to offer care in China (Owen,n.d). In the piece, Owen (n.d) reported that Fonterra had set up a charitable project to assist women in China and mothers. This move was a response to cases of poisonous milk that made thousands of infants sick and around four dead. Amongst the companies involved in the poisonous milk scandal was San Lu, 43% owned by Fonterra. This move was made as a gesture to show concern and a way of offering long-term assistance to infant upbringing and maternal healthcare. Immediately responses to the offered revealed appreciation with various leading Medias in china reporting praises to the move. New Zealand’s chairman of Chinese trade associations noted that the donation was substantial and would go a long way in helping. However, some media reported the move as a cynical public relations attempt to hoodwink the vulnerable Chinese families who had fallen victim to the company’s irresponsible act. However, most media outlets reported this as a positive gesture. For instance, New Zealand Herald mentioned that the massive charity donation should stand on its own as rather than being consistently linked to the milk contamination tragedy. In general, while the move to donate to charity has been largely associated with the milk tragedy, this is an act of corporate social responsibility which borders on a corrective action following a market misdoing. In essence, corporate social responsibility is an emotive issue in the modern world and more and more organizations are being encouraged to engage in the same. It is a way through which corporations give to the communities socially and at the same time increase their competitive advantage. This is however just one of the reasons Fonterra has hit the headlines in the recent past.