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Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors' approaches to hunger relief, as well as issues related to key stakeholders in the company. They used their findings to fashion a plan focusing on four areas: strategies, target audiences, objectives, and budget. Execution of the plans, which included new partnerships with four hunger relief organizations (America's Second Harvest, Share Our Strength, Lift Up America, and Feed the Children), resulted in Tyson Foods donating 7.5 million pounds of protein and staged 68 major food donation events from fall 2005 to the end of 2006...
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