Smithfield Foods this week released its annual integrated report on company financials and sustainability progress, opting to add a hand-held digital element to the traditionally print and online-only report.
The new "Smithfield DIGITAL" app allows users to hold a smartphone or tablet over report pages to make them come to life, adding videos, graphics, audio content, or ways to contact the company to get more information about a particular topic.
Smithfield says the 2013 report achieves a sustainability reporting milestone by fulfilling the application level A requirements from Global Reporting Initiative. This is the first year that Smithfield has achieved this recognition.
"Over the years, we have continually looked for more ways to integrate our online communications around sustainability with our printed sustainability report. This app allows us to do that in a seamless and innovative way," Dennis Treacy, Smithfield chief sustainability officer, said in a released statement.
Smithfield Foods President and Chief Executive Officer C. Larry Pope says the app allows Smithfield customers to see a commitment to transparency and accountability.
"We hope this app will broaden our reach to entirely new audiences," Pope explained. The food business, adds Treacy, has traditionally been rather "closed."
"We are hoping to change that. For over 10 years, we have constantly looked for ways to give consumers an inside look into our operations, and I'm proud of how far we have come."
Smithfield Foods now offers online farm tours and annual antibiotics usage information. The company is also releasing detailed environmental data.
View the full report on Smithfield's commitments website, www.smithfieldcommitments.com. A video explaining the new app and how to download it is posted below.