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February 13, 1996

The Chicken and the Egg

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Based in Northwest Arkansas, CCF Brands has the stated purpose of “improving lives by providing quality food products.” A simple, clear mission, and one that the company sticks to. It sells eggs and other food items through such outlets as Wal-Mart, Target, and Albertson’s, and in just over a decade of existence it has been successful in this to the tune of $300 million in annual sales and climbing. The profits are fueling the company’s continued growth.
At the same time, here’s a company that’s doing much good, both internally and externally.
• Environment: It’s reducing waste and changing carton materials.
• Food safety: It has created secure and sanitary facilities for handling food.
• Animal welfare: It follows preferred animal husbandry practices for its hens.
• Community service: It gives back to society through volunteerism, in-kind donations, and charitable contributions for local and national causes.
The company’s second-generation chief executive officer Justin Whaley lives in the constant tension of succeeding in all three competencies simultaneously. It is not an easy assignment, but it is the kind of tension that produces a generous culture.
CCF is an example of an organization that is authentic in doing good. As we considered in the last chapter, it has organically integrated the generosity brand with its own branding, and it has done so since its beginning. Its employees feel good about working for this responsible-citizen company, and any customers who happen to research the company will be pleased to find out that they are buying more than just a carton of eggs with their money.
Doing good, staying viable, remaining true—CCF Brands is successfully navigating all three dimensions of the business of generosity.

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