Ferrero has been named as the most reputable company in the food and beverages sector in the Reputation Institute’s Global RepTrak 100, which uncovers the world’s most reputable companies on innovation, governance, and citizenship,in the updated listings for 2016. The Global RepTrak 100 list is the world’s largest annual survey of corporate reputation. The survey measures a company’s status in 15 countries around the world, including India, China, Russia, Brazil, Australia, France, and Spain, and is based on more than 240,000 ratings collected from members of the general public. In particular, it measures the public’s perception of the world’s top companies in terms of products and services, innovation, workplace, governance, citizenship, leadership, and performance.
FERRERO SLIGHT IMPROVEMENT ON 2015 – While Rolex took first place in the Reputation Institute’s Global RepTrack 100 listings for 2016, Ferrero came in at 18, a slight improvement on 2015, when it ranked 20th. The news comes shortly after Ferrero came out on top in Greenpeace’s Palm Oil Supply Chain Company Scorecard as a world leader in responsible sourcing and industry reform strategy. Other global companies making the Reputation Institute’s list from the FMCG sector include Nestle at 22nd, Kellogg’s at 35th, Danone at 42nd, and pasta brand Barilla at 43rd. In the drinks sector, Heineken came in at 76th, while PepsiCo made it to 95th and the Carlsberg Group to 98th.
PUBLIC PERCEPTION, THE FIRST PARAMETER – Reputation Institute’s list stands out from other corporate lists, like the most ethical and the most trustworthy companies, because it aims to quantify the way companies are viewed by consumers, or “stakeholders”, as Nielsen calls them, in four areas that he says determine a company’s success: trust, admiration, feeling, and overall reputation. The list measures public perception rather than actual corporate practices. Perceptions are vital, the survey underlined. According to Reputation Institute’s data, 85% of consumers say they would definitely buy products sold by a company with a top reputation, while only 9% said they would buy from companies with weak reputations.
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