CONCEPTUAL FRAMEWORK

The concept of Corporate Social Responsibility (CSR) requires the business to act further than its

obligations to the stakeholders and investors, and extend its responsibilities to integrated social,

environmental and ethical concerns into businesss corporate practice. Business should hold

responsibilities towards its employees, customers and community, in addition to the customary

financial obligation to its investors. The general objective is to attain an optimistic impact on

society as a whole while maximizing the creation of shared value for the owners of the business,

its employees, shareholders and stakeholders.

The notion that businesses have certain responsibilities beyond shareholder value has led

centuries ago (Carroll & Shabana, 2010; Gokulsing, 2011). But the modern era of CSR began in

the 1950s with Howard R. Bowen and his definition of social responsibility about how it could

guide business in the future (Carroll, 1999). The CSR concept was developed in the 1960s with

the birth of environmental movement (Visser, 2010).

In present times, businesses consider CSR as one of the standard practices. The implementation

of CSR programs is a crucial component of a companys competitiveness and sustainability.

Jollibee Foods Corporation (JFC) is one of the business organizations that adopted the concept of

the corporate social responsibility. They established the Jollibee Group Foundation (JGF) on

2004, as their corporate social arm. Their strategic corporate social responsibility (CSR)

initiatives are mainly in the areas of Education, Housing and Community Development,

Leadership Development, Environment, and Disaster Response.

The main focus of the study is to determine which CSR Programs of Jollibee Group Foundation

is more effective and efficient. These CSR programs include Busog, Lusog, Talino School

Feeding Program, Farmer Entrepreneurship Program and, Jollibee Group FoodAID Program.

Each program is different with each other, as they have distinctive objectives and goals.

The Busog, Lusog, Talino (BLT) School Feeding Program is rooted by the companys

commitment to education. It aims to eradicate hunger amongst grade one and two pupils of

public schools. It has fed up to 142,000 pupils in over 1,500 schools nationwide. Community

ownership is a factor of BLT that makes the program sustainable. Program partners from

the different sites assume the supervision of the program and find their own resources.

The Farmer Entrepreneurship Program aims to bond small farmers to the supply chain of

institutional buyers like JFC. For the pilot year of the project (2008 2009), six (6)

municipalities in the provinces of Nueva Ecija, Nueva Vizcaya, Bukidnon, and Zamboanga

Sibugay participated in the project. The project delivered training to increase the farmers

productivity and gain skills in enterprise management as well as increase their access to credit

through the help of partner finance institutions.

For 2014 the program assisted 27 farmer groups from Luzon, Visayas, and Mindanao to deliver

their crops to several established buyers such as fast food restaurants, supermarkets, and food

processors. In addition, 15 institutional markets are currently sourcing directly from smallholder

farmers for their vegetable material requirements through FEP. These businesses practice

inclusive business by offering the farmers opportunities to be directly part of the supply chain.

FEP has partnered with more than 40 local institutions to develop over 900 farmers from 15

provinces nationwide. The program was established in Ilocos Sur, Pangasinan, Nueva Vizcaya,
Nueva Ecija, Quezon, Oriental Mindoro, Albay, Antique, Iloilo, Negros Oriental, Cebu,

Bukidnon, Compostela Valley, Davao Oriental, and Agusan del Sur. The Department of

Agriculture has also provided training and agricultural materials.

The Jollibee Group FoodAID Program was formed to facilitate relief operations and setup of

mobile kitchen in severely affected communities in the Visayas region that benefited more than

160,000 survivors. The Foundation was able to provide more than 68,000 meals through its

Mobile Kitchen. Over 16,000 relief packs were also distributed to severely-affected families. The

Foundation also delivered assistance to full-time volunteers of several relief organizations and

served more than 17,000 meals.

These programs are to be evaluated through different criteria. One is how these three major

programs met their objectives. Another is the efficiency of the program as to their deliverance.

This determines the management of the program with its resources. Included also is the longevity

and continuity of the program. It determines the length of time the program has been active. If, at

present the program is still active, it only proves the program is doing well. The outcome of the

program is a factor in determining its effectivity. These are only few of the criteria in

determining which is the most effective among all the programs that has been applied in the

business organization. Whichever the most effective program does not necessarily mean the

others are ineffective. They are just considered less effective and needs more development to

better help the society.

Research Environment
The study was conducted in Jollibee Foods Corporation Regional Business Unit Visayas and

Mindanao located at 12F Insular Life Cebu Business Center, Mindanao Avenue, corner Biliran

Street, Cebu Business Park Ayala, Cebu City. The researchers were able to gather primary and

secondary data. The researchers focus on the Corporate Social Responsibility specifically on

three programs: Busog, Lusog, Talino School Feeding Program, Farmer Entrepreneurship

Program and, Jollibee Group FoodAID Program.