Organization Description
Rainbow Light was founded in Santa Cruz, in 1981 (Taylor, 2015). The team that established Rainbow Light had a passion in providing grounded healthy and nutritious supplements. The company has always created nutritional supplements that result in a positive difference in the well-being and health of their customers. It has also been consistent in the achievement of their objective of globally fighting malnutrition through different partnerships. For instance, there have been partnerships with Homeless Garden project, the Food Bank in Santa Cruz, and the Vitamin Angels (Taylor, 2015). The number of employees at Rainbow Light are close to 200 (LinkedIn, 2016).
Rainbow Light’s environmental stewardship is also seriously taken since the conception of the company. In 1990, there was the commissioning of the packaging sustainability analysis for the first time (Rainbow Light, 2016). Their innovative formulas help in delivering ingredients that are research proven and with guaranteed purity and safety. The products from Rainbow Light are now stocked in major national retailers such as Whole Foods, CVS, and Target. As a result, the company is able to generate revenue for its growth and expansion. The employees at Rainbow Light are always instrumental in the implementation of their sales models where the sales force in the company has been doubled and combined with a broker network, an education team, and an internal sales group.
How the organization employs CSR in its operations.
Being the leading brand offering natural multivitamin for every life stage, Rainbow Light, in its employment of corporate social responsibility launched an environmental campaign called path to EcoGuard where all the solutions to the plastic packaging crisis were activated (Rainbow Light, 2016). The company also produced an award-winning video on the effects that plastics have on our oceans. Additionally, Rainbow Light launched a microsite that provides free operational details on their EcoGuard trademarked bottles to assist other companies that are conscious in evaluating sustainable options for packaging their products. Their EcoGuard packaging solutions are approved by food grade and entailed BPA-free plastics that result from recycling. As such, Rainbow light prevents over 10 million plastics bottles from becoming pollutants of natural habitats and waterways at the end of every annum (Rainbow Light, 2016).
Advantages to the organization for using CSR
In the world of business, the return to shareholders and the financial bottom-line have remained at the top of companies’ measurement tools of success (Epstein-Reeves, 2012). However, the corporate social responsibility (CSR), as well as corporate citizenship, emerged as a way to consider organizations. Corporate Social Responsibility entails organizations being aware and accountable for the impacts their decisions have on all the community, environmental, and societal aspects (IISD, 2013). It involves ensuring that not only the community health is promoted but also the societal welfare.
Finally, observing corporate social responsibility has enhanced the working relationships of Rainbow Light with its clients strengthening the business foundations. In the processes of campaigning for the path to EcoGuard, Rainbow Light strengthened ties and built alliances that fostered tight working relationships with the new and existing clients. It also expanded by virtue of partnering with other companies such as Vitamin Angels in the bid for ensuring that their products and decisions positively impacted the society (Rainbow Light, 2016).
References
Epstein-Reeves, J. (2012, February 21). Six Reasons Companies Should Embrace CSR. Forbes. Retrieved from http://www.forbes.com/sites/csr/2012/02/21/six-reasons-companies-should-embrace-csr/#768f94844c03
Gazdik, T. (2016, April 25). Rainbow Light Launches Eco Effort. Marketing Daily. Retrieved from http://www.mediapost.com/publications/article/274217/rainbow-light-launches-eco-effort.html
International Institute of Sustainable Development (IISD). (2013). CSR. International Institute of Sustainable Development: BSD Global. Retrieved from https://www.iisd.org/business/issues/sr.aspx
LinkedIn. (2016). Rainbow Light Nutritional Systems. Retrieved from https://www.linkedin.com/company/rainbow-light-nutritional-systems
Rainbow Light. (2016, April 22). Rainbow Light Launches Global “Path to EcoGuard” Campaign to Address Ocean Plastic Crisis. Retrieved from http://www.rainbowlight.com/about-us-press-releases-rainbow-light-launches-global-path-to-ecoguard-campaign-to-address-ocean-plastic-crisis.aspx#.V08wRpF97IU
Taylor, N. F. (2015, July 1). 22 Great Examples of Socially Responsible Businesses. Business News Daily. Retrieved from http://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html
