Greyston Bakery Case Study Summary

The case study written by Stanwick and Stanwick, (2016), Greyston Bakery: The Zen of Philanthropy, is an example of a successful social enterprise that has stayed true to its mission, continues to grow, is profitable, and puts the profits back into society. Greyston Bakery, owned by the Greyston Foundation, was established by former aerospace engineer turned Zen Buddhist priest, Bernard Glassman. From its inception, the business’s mission has been to produce a high-quality product, provide a sustainable living, and being committed to community renewal and personal transformation (Stanwick & Stanwick, 2016). Glassman infused into to the business a Buddhist perspective that everything is interconnected and is demonstrated by the Greyston Foundation

community programs such as affordable housing, job training, after-school programs, and other supportive services to elevate individuals in out of poverty (Leipziger, 2016).

The strategic focus, decision making process, and actions of Greyston Bakery and the Greyston Foundation suggest a deep belief in Kant’s theory of universal free will. A deontological framework, Kant state that individuals should treat each other how they would want to be treated, not to see individuals as a means to an end, and their actions should be based on that duty in determining what is morally right from wrong (Stanwick & Stanwick, 2016). Glassman stepped down as president of the company in 1997 (Leipziger, 2016). Glassman’s successors have continued operate the business based on the same fundamental social principles the company was founded on.
Greyston Bakery produces approximately four million pounds of brownies and cookies annually for customers such as Ben & Jerry’s and Whole Foods and reported $13.4 million dollars in sales in 2015 (Anderson, 2015). In 2012, Mike Brady signed on as CEO and President, being personally passionate about using business to solve social issues, pushed to register the company as a Benefit Corporation (Cox, 2015). A Benefit Corporation or B-Corp is a type of for profit business entity that is held to higher standards of accountability and transparency,

provides a foundation for long-term mission driven goals regardless of leadership changes, and provides positive impact on social issues, individuals, employees, communities, and the environment (Cox, 2015). Greyston Bakery business model proves that social enterprise can be financially rewarding and provide real positive impact on social issues. The company is known for its brownies and cookies but is also gaining exposure for its business practices and social programs. It continues to show growth in sales, market positioning, and positive brand reputation ("Bakers on a Mission: Greyston Bakery", 2015). The company has a triple bottom line approach, for instance, Greyston Bakery Open Hiring program, which provides jobs to individuals without judgement or asking questioning about past work history, criminal background, or poverty level (Leipziger, 2016). Through this program the company offers integrated services offered by the Greyston Foundation for employees and other individuals from the community to breaking the cycle of poverty and help them move towards a path to self-sufficiency (Cox, 2015). Another example of the company’s direct positive impact on the community was demonstrated in 2013 at the dedication and ribbon cutting ceremony of a $32 million housing complex developed in Yonkers for local low-income families with a plaque quoting Bernie Glassman “loving action is right action” (Cox, 2015). In addition to the new housing complex the foundation housing program has found housing for an additional 522 individuals in Yonkers and surrounding areas (Leipziger, 2016). Greyston Bakery business model allows for the company profit to fund to building infrastructure that improves factors that contribute to poverty and this type of model puts an emphasis on the duty a company’s has to improve social issues ("Bakers on a Mission: Greyston Bakery", 2015).
Review of the case study and follow up research leads me to believe that Greyston Bakery follows a Kantian framework based on the ethical structure of the company. The company’s actions follow its mission philosophy of personal growth and wholeness, creation of resources for the community use, and advocacy and partnerships to improve poverty. Kant’s categorical imperative theory is represented by the company’s high ethical standards to and belief in the duty it owes to corporation social responsibilities (Kant & Gregor, 1998) and aligning with Kant universal duty in doing what is moral right and accepted (Stanwick & Stanwick, 2016). Furthermore, the company’s relationship with its employees and the community suggests that company treats humanity as an end and not a means to an end, through its Open Hiring program and the Greystone Foundation. Kant’s theory also states decisions should be made in a manner that is rational and that the actions should be deemed morally right if the decision maker were both giver and receiver of the decision (Kant & Gregor, 1998). Greyston Bakery is an ethical moral business that follows Kant’s ethical theories in my opinion. The makes morally right decisions for all of its stakeholders and is successful in contributing to positive impacts to society through its initiatives, like the Greyston Foundation, and partnering with organizations that push for sustainability and equality, and by treating all of its relationships with respect and dignity.