SC Johnson believes a flower can change a community. The company's latest ad, titled "Flower," highlights the company's work with partners in Rwanda. For more than 40 years, SC Johnson has purchased pyrethrum (py), a botanical insecticide that is extracted from chrysanthemums, from East Africa for use in some of its pest control products sold around the world under the Raid and Baygon brands.
At one time, the East African region produced over 70 percent of all py traded in the world* and was a major source of cash for many of the farmers. In 2000, 90 percent of the Rwandan workforce earned their living from agriculture and exported crops accounted for approximately 40 percent of the country's gross domestic product (GDP). Pyrethrum farming has met a lull due to inconsistent harvests and lack of stable business processes.
"We're working together to develop sustainable agriculture and business practices that will strengthen these communities," said Chairman and CEO Fisk Johnson, the fifth generation leader of SC Johnson. "As a family company we're motivated to do our part to make the world better."
SC Johnson is one of the world's largest purchasers of pyrethrum. Through the company's partnership with py farmers, SC Johnson hopes to improve the consistency of the py crops which will lead to significant returns for the farmers, their families and their communities. Pyrethrum is also a sustainable resource. In keeping with SC Johnson's commitment to sustainability and the Earth's resources, the company prefers to use botanical pyrethrum if an adequate supply can be reliably sourced.
Production of the dried flowers was approximately 300 tons in 2008; the company hopes to increase the yield to 1,200 tons this year in Rwanda, so that it can introduce more Raid and Baygon products formulated with py.
Approximately 300,000 jobs in the East African regions are attributable to the growth and stabilization of the natural pyrethrum industry, with an increasing number of women in management. Working with the local schools, SC Johnson offers the farmers and their families education in business planning, organization and sustainability. And with the income derived from consistent, reliable py farming and more effective business processes, SC Johnson helps hundreds of children to attend school each year.
Johnson and citizens of Rwanda are featured in "Flower." The story of recent trips to the py fields is captured in the dialogue. "Behind this flower," Johnson says in the ad, "is a powerful story." The story is one of helping families around the world, that reinforces the company's commitment to developing sustainable solutions for the future.
For more than 120 years, one of SC Johnson's founding principles has been to work to make the world a better place for our families. The company's py work is part of the company's overall sustainability efforts. Among the other ways the company is making a difference:
- Malaria education support for families and communities from Brazil to South Africa, including three South African provinces with endemic malaria
- Member of the Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria (GBC), and sharing business expertise, infrastructure and reach to help improve public health
- Dengue exposure prevention and awareness programs in Thailand, Indonesia, the Philippines and India
- Partnerships with Base of the Pyramid (BOP) communities in Kenya on a shared-toilet cleaning program to provide families with more sanitary bathrooms
- Founding member of Conservation International's Team Earth movement and focusing on climate change and reducing the company's carbon footprint
- Sets aside 5 percent of pre-tax profits globally for corporate giving – nearly four times the corporate average – and works with partners such as Conservation International, Clinton Global Initiative and the United Way
- Subsidiary companies around the world contribute an average of 2 percent of pre-tax profits and partner with local foundations
