Kellogg Company 21 • Make the tough calls • Make people feel valued and appreciated • Have a “can-do” attitude and drive to get the job done • Work with others as a team to accomplish results and win • Help people to be their best by providing coaching and feedback • Achieve results and celebrate when we do • Prize results over form • Deal with people and issues directly and avoid hidden agendas • Work across organizational boundaries/levels and break down internal barriers • Stop processes, procedures and activities that slow us down or do not add value • Never underestimate our competition • Admit our mistakes and learn from them • Personally commit to continuous improvement and be willing to change • Solicit and provide honest feedback without regard to position • Display openness and curiosity to learn from anyone, anywhere • Aggressively promote and protect our reputation • Promote and implement creative and innovative ideas and solutions • Serve our customers and delight our consumers through the quality of our products and services • Promote a positive, energizing, optimistic and fun environment • Show pride in our brands and heritage We Are Passionate About Our Business, Our Brands And Our Food  We Have The Humility And Hunger To Learn  We Strive For Simplicity  • Improve safety and health for employees and embrace the belief that all injuries are preventable • Personally commit to the success and well being of teammates • Keep promises and commitments made to others • Involve others in decisions and plans that affect them • Actively engage in discussions and support decisions once they are made • Focus on finding solutions and achieving results, rather than making excuses or placing blame • Accept personal accountability for our own actions and results • Assume positive intent • Listen to others for understanding • Speak positively and supportively about team mem- bers when apart • Show respect for and value all individuals for their diverse backgrounds, experience, styles, approaches and ideas • Demonstrate a commitment to integrity and ethics We Act With Integrity And Show Respect We Are All Accountable  We Love Success  TM TM TM TM TM Every day, our employees demonstrate their commit- ment to our corporate values. We take our culture seri- ously and provide ongoing training to constantly rein- force our responsibilities to our customers, our commu- nities, and to each other. This is nothing new to our Company; we have always followed these guiding prin- ciples in all our dealings. In 2002, we updated our val- ues and instituted training programs that most of our management have attended. This program acts as a periodic reinforcement of our corporate values, across the Company. We consider these values so important that we’ve again devoted to them a full page in our Annual Report. LIVING THE V ALUES