Responsibility and Sustainability Choices in the Animal Feed Industry

The conventional discourse on corporate social responsibility (CSR) focuses on big companies and tends to neglect small, medium, and family firms. However, scholars state that simply scaling down CSR theories does not capture the variations in CSR choices across companies and contexts. The authors remedy this state of affairs by investigating an Italian family firm in the animal feed industry in light of an integrative framework that combines institutional- and company-level factors explaining the variations in CSR choices. The findings highlight how the company under investigation is committed to ensuring animal welfare by offering healthy and safe animal feed through innovation and certification. In addition, the company is well embedded in the local community and represents a point of reference for the inhabitants. Initiatives ranging from scholarships to university exchange programs to running races contribute to mobilizing human resources and to improving the company's brand awareness.