KFC’s Add Hope, Kellanova’s Better Days Promise, and Santam’s Partnership for Risk and Resilience are all making a profound impact on South African communities. As finalists in the Best Corporate Category at the CSI Legacy Awards, their work highlights the power of corporate social investment in addressing hunger, sustainability, and disaster risk management. Their combined efforts showcase how businesses can go beyond financial contributions to create long-term, meaningful change.
KFC’s Add Hope programme has been tackling child hunger since 2009. By allowing customers to donate R2 with their meals, combined with KFC’s own contributions, the initiative has raised nearly R1 billion, providing over 80,000 meals daily to vulnerable children. Hunger remains a critical issue in South Africa, where one in four households experiences food insecurity. Through partnerships with 130 NGOs, Add Hope ensures meals reach those who need them most. A study by GIBS Business School has shown the initiative’s measurable impact, with improvements in children’s health, school attendance, and learning capacity.
Kellanova, formerly Kellogg’s South Africa, is also addressing food insecurity but with a focus on sustainability. Through the Better Days Promise programme, the company provides breakfast to over 34,500 schoolchildren daily, having donated more than 58 million meals over the past decade. Recognising the need to go beyond food aid, Kellanova launched the Better Days Promise Gardens in 2024, establishing community gardens at schools and homes in KwaThema Springs. These gardens have produced 285,000 kg of vegetables, resulting in nearly 3.8 million servings, while also creating jobs and promoting self-sufficiency. The initiative educates over 2,600 children on nutrition and farming, empowering families to sustain themselves rather than rely on handouts.
Santam’s Partnership for Risk and Resilience takes a different approach, focusing on disaster risk management. Working with over 100 municipalities, Santam helps communities prepare for and mitigate climate-related risks such as flooding and infrastructure failures. This initiative, developed in response to the government’s Business Adopt-A-Municipality programme, strengthens local disaster response systems, reduces vulnerability, and ensures long-term resilience. The company has also extended its efforts to school safety, particularly for learners with special educational needs, ensuring risk assessments and emergency plans are in place to protect vulnerable children.
Together, these companies demonstrate the evolution of corporate social investment from traditional philanthropy to strategic, impact-driven initiatives. Their work offers valuable lessons for CSI leaders and businesses seeking to enhance their social contributions. KFC’s model shows how small, collective contributions from the public can lead to large-scale impact, encouraging CSI programmes to engage communities in their efforts. Kellanova’s shift from food donations to sustainable food production highlights the importance of moving from short-term aid to long-term empowerment. Santam’s collaboration with government and municipalities proves that public-private partnerships are crucial for tackling systemic challenges.
Another key takeaway is the importance of measuring impact. Add Hope ensures transparency through independent audits, Kellanova tracks food production and educational reach, and Santam monitors municipal disaster preparedness improvements. Businesses investing in CSI should prioritise outcome-based measurement to ensure their initiatives are truly making a difference.
These companies also highlight the role of innovation in CSI. Whether through Kellanova’s community gardens, Santam’s proactive disaster mitigation strategies, or KFC’s customer-driven donation model, their approaches redefine traditional corporate social responsibility. Businesses looking to increase their impact should seek innovative solutions that go beyond financial donations.
As finalists at the CSI Legacy Awards, KFC, Kellanova, and Santam set a benchmark for corporate social investment in South Africa. Their work demonstrates that businesses have the power to drive real, sustainable change when they engage communities, collaborate with partners, and prioritise long-term solutions. The future of CSI lies in initiatives that not only address immediate needs but also empower people to build better lives for themselves.
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