INTERVIEW
HEALTH AND WELLNESS
How and when did the Sanitarium Health & Wellbeing company begin?
It began about 115 years ago when a group of emmigrants in 1898 moved from the Battle Creek Sanitarium to Melbourne, Australia. They soon discovered that importing foods from the Battle Creek Sanitarium and then selling them here in Australia was not economically feasible. After a short time they began manufacturing the products in Melbourne. That is also how the name Sanitarium came about. The root meaning of “sanitarium” actually means “learning to stay well” and this is what was behind the recent name change from Sanitarium Health Food Company to Sanitarium Health and Wellbeing. It allows us to move into health and wellness services as well.
When it comes to branding, what do you want consumers to think when they hear or see the name “Sanitarium” and how successful have you been in achieving that?
We want to build the consumers’ confidence in the products that bear our name. When they pick up a product off the shelf we want them to know immediately that it is good for them and their family, and that it is part of a healthy lifestyle.
The root meaning of “sanitarium” actually means “learning to stay well” and this is what was behind the recent name change from Sanitarium Health Food Company to Sanitarium Health and Wellbeing.
We have a very trusted brand in the Australia-New Zealand marketplace. On a volume basis, we produce more cereal in Australia and New Zealand than any other company, so we’re number one from that perspective. And we have the number one and two cereal brands, in both Australia and New Zealand—according to independent research. We are the most trusted health food provider in the region. The annual Sanitarium community report clearly says, “Sanitarium Foods provide more than just healthy products. They actually provide health education and programs to support one’s journey to health and well-being.” That, of course, relates to our mission and role as an organization. With our name change and our move to add wellness services under the Sanitarium brand as well, we now have 120 of our approximately 1400-strong group of employees focusing just on providing wellness services around Australia and New Zealand.
On your website you say that Sanitarium believes passionately in the potential of "everyone"—physically, mentally, and emotionally. That’s a big swath! How do you go about reaching a whole continent and more?
Well, I think it comes back to our whole philosophy that recognizes the God-given, infinite value of each individual. If we are true to our philosophy as an organization; if we are living out our mission to inspire and resource our community to experience happiness and health; if we’re true to the task of inspiring our community to live happy and healthy lives, then how we interact with them, and the products we develop, then the services we offer, must inherently reflect health and encouragement for them to take positive steps on their health journey. For more than 30 years we have been providing health and nutrition resources to the community free of charge.
You seem to have a high sense of “social responsibility.” How is that shown?
We do provide free breakfasts in low socio-economic areas in Australia and New Zealand. In Australia we partner with the Red Cross and in New Zealand with other food companies. I believe last year we provided, across both countries, around
1.5 million school breakfasts. This is a fantastic program. We receive feedback from local schools and local communities saying that behavior in class is better, academic performance has increased and even local crime rates are reduced, simply because those kids are getting a good start to the day.
Twelve months ago, the Health Food Department of the South Pacific Division bought the global rights for CHIP—Coronary Health Improvement Program. While keeping the acronym, we will be changing the name to Complete Health Improvement Program. This purchase came about as we searched for a community program that we could undertake which would have an impact on community health by addressing the problem of lifestyle diseases. Lifestyle medicine is a rapidly emerging field and one where Adventists should be at the forefront. If you look at the history of Adventists and our health message, you can see that we have led some very dramatic positive impacts on community health. Programs such as the CHIP program will allow us another opportunity to take the leading-edge again. So it is exciting!
Well, I think that the key differential is that we have an absolute focus on health. Most businesses, on the other hand, see their ultimate responsibility as only focusing on getting a return for their shareholders.
What makes Sanitarium Health & Wellbeing different from its competitors?
Well, I think that the key differential is that we have an absolute focus on health. Most businesses, on the other hand, see their ultimate responsibility as only focusing on getting a return for their shareholders.
This raises an important question: “Is it possible to be a Christian when working in a competitive, secular business environment?”
Absolutely! Operating in a competitive environment doesn’t mean that you operate unethically. It doesn’t mean that you operate in a way to harm another organization. It does mean that you operate in a manner that is sustainable, efficient and effective. I don’t think operating consistently within our philosophy and operating profitably in a competitive environment are mutually exclusive. In fact, I believe that if focus is given to our philosophy and we are true to that, then profit will follow. Yes, you have to make good decisions in terms of investing for future growth. You have to ensure that you are continually challenging your cost base, looking at opportunities to improve your efficiency, looking at the effectiveness of your programs and the return on investment they are obtaining. It is essential to use good discipline in terms of the way we do that. If we do that in a manner consistent with our philosophical position, I am confident sustainable profits will follow.
Its one thing to have a brand with the community-at-large but how do you do this with 1400 employees when many are not members of the Adventist church?
Probably the most important thing we do is to ensure that our culture is aligned to the values of the Church and we recruit in a way that ensures that the culture is maintained. So we’re very upfront in our recruitment process about who we are and what we stand for. We offer a non-discriminatory work environment whilst maintaining our special character.
Do you orient your employees to the mission of Sanitarium?
Absolutely. Our vision statement says that “we inspire and resource our community to experience happy, healthy lives.” And our mission says “we share a message of health and hope with our community.” So what we do both externally and internally is important. It is a matter of being authentic or credible. If we don’t live this internally we can’t be transparent about who we are or what we do. It is important for us to ensure that our culture and ethos are reflected appropriately through all our workplaces.
Do you find it to be a disadvantage as a business by honoring the Sabbath?
No. I think overall, people see this as an advantage. Certainly there is some commercial disadvantage from choosing to close factories for one day a week in terms of operating efficiencies and capacities. However, we believe that by adhering to the concept of rest that we actually get increased productivity from our staff. We have a very low staff turnover and a high engagement level in our mission and vision.
It gives us freedom to be the person God intended us to be. In other words, my value comes from God and stands independent of my achievements or others views of me and that is what we try to reflect.
As the CEO of a successful business in a very competitive marketplace, tell us what role stewardship plays?
From a spiritual perspective, personal stewardship is important. I think we should constantly challenge ourselves by looking at our resources, talents and skills and ask how we are using them and what benefit they can bring to the broader church organization and the local community. We have been given talents to use and to develop for service. From a stewardship perspective, we must continually challenge ourselves on how effectively we are using the talents that have been gifted to us for service. Are we unselfishly doing our best to further the work of God through the use of those talents?
Our value comes from God and God alone. Some see their whole value as being found in their job, what they own or with whom they associate but when we see our real value being found in God it becomes transformational. It gives us freedom to be the person God intended us to be. In other words, my value comes from God and stands independent of my achievements or others views of me and that is what we try to reflect.