http://www.nytimes.com/1989/12/01/business/general-mills-nestle-plan-europe-push.html?scp=10&sq=general%20mills&st=cse
General Mills is always looking at the global community. They are interested in not only the affairs here in the US but also make plans to provide the same quality food all over the world! In 1989 they introduced plans to produce their cereals in Europe since the market was small but they thought it had potential to bring in new customers as well as a different style of breakfast in Europe.
Breakfast was the only meal considered at the time “unAmericanized” and General Mills wasn’t trying to Americanize them by doing this, they were trying to introduce new ideas and possibly healthier breakfasts than the normal bread with butter or nuttella. There is not a lot of focus on breakfast at all in Europe and I think a small push to help get them interested in what is considered the most important meal of the day, would be a push in the right direction.
When I went to Europe this last summer I actually remember seeing cereal at probably half of the hotels we stayed at. There was not a huge selection, but they were available and I know a lot of travelers appreciated that along with quite a few Europeans eating the cereal as well. I have no idea if it was General Mills cereal, since apparently Kellogg’s has held that market since 1922, but I do know that it was available and that was something I never would have expected.
This article is h
elpful because it shows how General Mills is always looking towards the future. Something they envisioned 20 years ago is now a reality that I can attest to. Most companies were probably not considering globalizing their products like they do today and I think have the foresight to recognize an opportunity that long ago says a lot. An ethical company would always be looking at the present along with the coming future and this is definitely a quality that my company exhibits. 
This is really cool and I'm glad General Mills has decided to push for this. No one should care whether or not Europe is getting "Americanized" by this because it's really the people's choice whether they want to continue eating bread and butter, or nutella, or trying the cereal thing.
ReplyDeleteSince this article was written in 1989, obviously things in Europe would have changed already if things were going to change. I haven't spent long periods of time in Europe but it seems like things over there are still very culturally intact. I was recently in New York City, and there is actually a new type of social scene called "Euro", which i think is very interesting considering they were worried they were going to get "Americanized". Looks like the tables have turned a little bit. The people that want cereal can have cereal, it's as simple as that.
I like that general mills is expanding to the globe and not just staying in the United States. And obviously they were not trying to "americanize" the european breakfast, as you said, they were only trying to give more/healthier options. I remember when i was in Europe that at every food mart i went to there was some kind of cereal. I really dont think Europeans just eat bread and fruit for breakfast. They are only stereotyped that way. They eat cereal just like americans do, just not the same brands. All General Mills was trying to do was expand and help people overseas get a healthier breakfast. I think this source will help your argument in that it shows that general mills wasn't barging into europe making them sell their product. They were just trying to do something good for the world's breakfast eaters. Good job on your blog!!
ReplyDeleteBeing able to expand their business outside the United States is an awesome step for any company and what generally corresponds with that status is the will to seek out new markets. I found it really interesting that Europeans didn't have much a variety as far as a simple breakfast goes, especially seeing as how cereal is pretty basic. Maybe that's just because Americans are raised around it. Cereal has its own isle in grocery stores, proving our large selection of cereals and brands alike. General Mills is promoting eating breakfast and their products on foreign soil all in one swoop. This is amazing, I think, and shows to a certain degree an ethical side to the company in the respect that they are advancing a healthy array of breakfast foods to an area that might not have those options otherwise. You may consider what other markets the cereal brand could develop. Can General Mills positively impact third world countries as well? Has the company created any type of humanitarian groups or charity funds aimed at curbing hunger or malnutrion issues?
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