Here's a heartwarmng Xmas story about Cadburys chocolate, the UK subsidiary of Kraft.
Employees from Cadbury have somehow helped make dreams come true by bringing the Wishes Workshop to Westfield London.
As Britain battles mass obesity, The Wishes Workshop encourages welcomed families to dream up their 'perfect chocolatey treats'. Aided and abetted by Cadbury volunteers, the volunteers create a range of treats. Whatever money is raised at these workshops goes towards the corporation's donation to Make-A-Wish Foundation, which grants special wishes for children suffering from life-threatening illness.
So volunteers raise money and Cadbury's puts its name on the cheque.
If that wasn't enough, Cadbury is also selling novelty Wishes milk chocolate stars, of which 10 per cent of the profits go to the charity. What happens to the other 90 per cent?
That is a really heartwarming story, and is likely to make people forget that parent company Kraft is saving millions by avoiding taxes (perfectly legally!) by relocating part of the Cadbury business to Switzerland.
Isn't globalisation, through agile enterprise technology systems, wonderful?
This was first published in December 2010