Source: Rita Jane Gabbett, MEATINGPLACE, 11/1/11

Smithfield Foods announced it has launched a new interactive corporate social responsibility (CSR) website that speaks to consumers who wish to know more about the food they eat.

The new website, smithfieldcommitments.com, will answer consumer questions and track data on specific sustainability programs, including the company's scorecard on environmental performance, animal care, food safety and quality, community involvement and employee health and safety.

"Today's consumers are hungry to know where their food comes from and how the companies who make it operate. We are excited to launch this site as an important step in elevating our commitment to accountability and transparency," said C. Larry Pope, president and chief executive officer of Smithfield Foods, in a news release.

The company said it surpassed many of its fiscal 2012 CSR goals by the second quarter of 2011, including outperforming OSHA benchmarks for the meatpacking industry with a 4.66 injury rate, which was 32.5 percent below the industry average.

Smithfield also delivered 8.4 million servings of protein to food insecure families, compared to 1 million servings last year.

Food Safety
The company said it met its food safety goals, including zero recalls and achieving zero Notices of Violation (NOVs) at more than 90 percent of its facilities.

Social media
"The Web has become increasingly social in nature, with social media channels becoming a primary source for information. We hope this website will serve as an innovative medium through which we can more effectively engage in conversation with our customers and respond to their questions and concerns," said Dennis Treacy, Smithfield's executive vice president and chief sustainability officer.

Treacy will host a live Twitter dialogue to answer questions and share further information about the new site on Nov. 2 at 2 p.m. EDT. To participate follow @SmithfieldCSR on Twitter and tweet questions using #SFDCSR. Those unable to attend this event are encouraged to submit their questions using the website's Q&A function.

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