The Russian Government had a public health policy objective it found difficult to meet and a Swiss corporation subsidiary, Nestle in Russia, had a need to make its principal brand name, together with its reputation, known to potential customers. This is a case of mutual benefit recognition: together, each could contribute to the other’s goal. With the help of a leading educational institute, the younger Russian generation is given help to adopt healthy eating habits while Nestle is paying for the education programme.

The outstanding features are:

A public-private partnership working in unlikely circumstances

Editorial independence for production of education material

The continuous relationship that has developed – the programme is being extended in 2002/3

The project was made possible because a win-win outcome was seen to be feasible.

Simon Webley, Institute of Business Ethics