Helping People Around the World Eat and Live Better
Our vision captures the essence of who we are. Everything we do flows from our vision. We just don't happen to be a business that sells food – it's what we're all about. Our vision is about meeting consumers' needs and making food an easier, healthier, more enjoyable part of life.
Our vision tells the world – our employees, customers, consumers and the communities where we make and sell our products – what we care about. It captures the importance of health and wellness, but it also embodies all the ways we can eat and live better, such as the enjoyment of a dessert, the convenience of a microwave meal, the safety and value of our products and the services and solutions we provide.
- Innovation – Satisfying real-life needs with unique ideas
- Quality – Fulfilling a promise to deliver the best
- Safety – Ensuring high standards in everything we make
- Respect – Caring for people, communities and the environment
- Integrity – Doing the right thing
- Openness – Listening to the ideas of others and encouraging an open dialogue
These six values are what we stand for, the standard of conduct we hold ourselves to and our commitment to the people who work with us, invest in us, and purchase our products. They plainly communicate what the world can expect of Kraft and what we must expect of ourselves.