Roses and other cut flowers from Kenya can be found in innumerable European and Asian supermarkets, floristry shops and online mail-order firms. The importance of the floricultural sector is fundamental for the Kenyan economy. However, during the last two decades, international media and scientific reports have pointed out the problematic working conditions and negative environmental impacts of the industry. In response, at the beginning of the 21st century, the international Fairtrade initiative came into the picture to improve the problematic production impacts of the sector. The Fairtrade initiative has a broadly positive reputation and quantitative data show an improvement in production manners. Nevertheless, it remains unclear if and how Fairtrade is perceived and experienced by ordinary workers on a subjective level. This study examines whether Fairtrade initiatives are an attainment for general workers or if they are considered as more of a top-down development approach. Through a qualitative, phenomenological inspired research design, a comparison of working conditions on a Fairtrade and non-Fairtrade cut flower farm is done on a local micro level. Results show that the Fairtrade initiative on the examined farm is perceived and experienced as rather negative and inhuman while, on the contrary, workers on the non-Fairtrade farm reported their conditions as positive in comparison. Also, the empirical data shows that this specific Fairtrade farm might not be an individual case in Kenya. Due to weak compliance with international Fairtrade standards and national legislation, workers and worker's unions point out lacks in the Fairtrade system in the cut flower business in general. Therefore, starting from this study's results on worker's subjective negative experience of their working conditions, a broader, mixed method study on a meta level is required. Meanwhile, the Fairtrade initiative should re-evaluate its standards and inspection systems to prevent the dilution of its own standards and reputation.
Governments and organisations have set targets for increased food production as a result of an increasing population. In order to increase food production, the capacity of agricultural enterprises needs to be expanded. The Swedish agricultural industry expresses difficulties in finding labour, which prevent businesses from expanding, or that companies must settle with less skilled employees. In order to respond to the set targets of increased food production, agricultural companies need to be better able to attract and retain employees. The average age is high among employees in Swedish agriculture while the portion of young employees is declining. Since young peoples are the new generation of employees, they are of particular interest to agricultural companies to hire. One way to address the problem of finding and retaining workforce is through marketing. Employer branding is a marketing concept that includes how companies can attract and retain employees. Businesses can develop its employer brand by knowing what attributes of employer branding that are valued by their existing employees. This study aims to investigate how young employees value employer branding attributes in the Swedish agricultural sector. This study applies a qualitative approach with case study design. The case studies consist of nine cases involving nine different young employees from agricultural companies in the region of Mälardalen. Data has been collected through semi-structured interviews based on an interview guide with questions to get the young employees' thoughts and answers. A conceptual framework has been developed to analyze the collected data. The framework is evolved from existing knowledge of employer branding. The framework is based on the analytical categories; work content, affiliation, compensation, career, benefits, all of which are considered to contain attributes that affect a company's Employer brand. The collected data has been analyzed with thematic encoding and divided into themes. The study shows that young employees value several attributes of employer branding in their employment. Identified attributes that are valued are found in all analytical categories from the developed framework. In addition to identifying valued attributes and making suggestions for how employer branding practices can be developed, the study contributes to an expanded understanding of employer branding in the context of agricultural companies. Most attributes can be influenced by the employer. By using the results of this study, agricultural companies can develop their employer brand. This can lead to development and increase of agricultural businesses' production. ; Regeringar och organisationer har satt upp mål om en ökad livsmedelsproduktion till följd av en stigande befolkning. För att livsmedelsproduktionen ska kunna öka behöver kapaciteten hos lantbruksföretag utvecklas genom nya investeringar. Nya investeringar är beroende av input resurser så som tillgång till relevant arbetskraft. Den svenska lantbruksbranschen uttrycker svårigheter i att hitta arbetskraft, vilket leder till att expandering av verksamheten hindras, eller att företag får nöja sig med sämre kompetens bland. För att kunna bemöta den framtida förväntansbilden om en ökad livsmedelsproduktion behöver lantbruksföretag bli bättre på att attrahera och bibehålla anställda. Det råder idag en hög medelålder bland anställda i svenskt lantbruk, samtidigt som andelen yngre i lantbruket minskar. Eftersom unga personer är den nya generationen anställda, är de av speciellt intresse för lantbruksföretag att anställa. Ett sätt att adressera problemet med att hitta och bibehålla personal är genom marknadsföring. Employer branding är ett marknadsföringsverktyg som innefattar hur företag kan attrahera och bibehålla anställda. Företag kan utveckla sitt employer brand genom att förstå vilka egenskaper av employer branding som värderas av deras befintliga anställda. Den här studien syftar till att undersöka hur unga anställda värderar egenskaper av employer branding i den svenska lantbrukssektorn. Den här studien tillämpar ett kvalitativt angreppssätt med fallstudiedesign. Fallstudierna består av nio fall innehållande nio olika unga anställda från lantbruksföretag i Mälardalen. Empiri har samlats in genom semistrukturerade telefonintervjuer. Ett konceptuellt ramverk har utvecklats för att analysera den insamlade empirin. Det konceptuella ramverket bygger på existerande kunskap om employer branding. Ramverket baseras på de analytiska kategorierna; arbetsinnehåll, erkännande, kompensation, karriär, förmåner och utveckling, som alla anses innehålla egenskaper som påverkar ett företags employer brand. Den insamlade empirin har analyserats med tematisk kodning och delats in i teman. Studien visar att unga anställda värderar flera egenskaper av employer branding i sin anställning. Identifierade egenskaper som värderas återfinns i alla analytiska kategorier från det framtagna ramverket. Förutom att identifiera värden, och komma med förslag till hur utövande av employer braning kan utvecklas, bidrar studien till en utökad förståelse av employer branding i kontexten av lantbruksföretag. Genom att använda resultaten i den här studien, kan lantbruksföretag utveckla sitt employer brand. Detta kan leda till att lantbruksföretag kan utvecklas och öka sin produktion.
Corporate Social Responsibility (CSR) is a widely debated concept among academics, practitioners and non-practitioners. By definition, CSR concerns the economic, legal, political, environmental and social responsibilities of a business to its stakeholders and society at large. The conventional view of the role of business in society is to act as a market place and make a profit, in a space where demand meets supply. However, extending the role of CSR to include ethical responsibilities often raises questions of why and how? In this thesis, a qualitative research design was used to examine how businesses, more specifically Swedish food retailers, approach their extended responsibilities in society. The analysis focused in particular on collaborations between retail food businesses and other actors. Food retailers hold a key position in forming a link between producers and consumers in the value chain. They are socially and economically tied to a number of problems facing consumers on local level and in the wider global community, such as climate change, food security and public health. Such problems are often complex and based on value conflicts among various stakeholders, and therefore cannot be resolved in isolation. In conditions of social connectedness, responsibility lies with all actors, with businesses considered to have a privileged position in terms of their negotiating power and ability for collective action. The food retail sector is therefore an interesting empirical setting for studying CSR. In four empirical studies, different CSR activities in Swedish food retailers' approaches to taking responsibility for social, environmental or political issues linked directly or indirectly linked to their operations were scrutinised. These activities included different forms of stakeholder engagement, such as partnership, dialogue or multi-stakeholder initiatives. The results indicated that through CSR, food retailers in collaboration with other actors can co-create value and proactively engage in driving (social) change. Responsibility can thus be viewed as the shared objective of collaborations between businesses, organisations and society at large, rather than being attributable to a single actor.
Vinstdrivande företag ska ge god kapitalavkastning åt sina ägare. Lantbruksföretag ska förvisso förränta ägarens kapital, men trygghet och traditioner är också viktiga målsättningar. Medlemsorganisationer har ofta ännu mer vagt formulerade målsättningar, eftersom det i regel finns olika falanger inom medlemskåren liksom i politiska partier. När en medlemsorganisation har diffusa målsättningar, ligger det nära till hands att organisationen utvecklar pseudomål. Sådana mål betyder egentligen inte mycket, men de är lätta att mäta och kommunicera. LRF har sedan många år en sådan pseudomålsättning, nämligen ett stort medlemsantal. Nu vill de öka antalet företagsmedlemmar med 25 procent under tio år (se ATL 14 januari 2020). Det hänger naturligtvis samman med LRFs medlemstapp för några år sedan, då föreningen av finansiella skäl tvingades höja medlemsavgiften rejält. Medlemskåren ska nu öka från dagens 118 000 företagsmedlemmar till 150 000. Det ska tillkomma 2 000 nya medlemmar per år.
