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THE ARTICLE

Kraft Foods, Inc. is the world’s second largest confectionery, food, and drinks company (after Nestlé). It has dozens of household-name brands which it markets in more than 155 countries. It was founded by James L. Kraft in 1903. He started a door-to-door cheese business. Kraft had a very shaky start but by 1914 he was selling thirty-one varieties of cheese across the U.S.A. and had opened his own cheese factory. In 1915, the company invented processed cheese that did not need refrigeration. The U.S. Army bought millions of kilograms for soldiers’ rations during World War I. Today the company owns brands such as Cadbury, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each generate over $1 billion. Around 30% or revenues come from confectionary and 14% from cheese.


 

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WARM UPS



 

1. BRAINSTORM CHAT: Write all the words you can think of about Kraft on the board or on a piece of paper. Talk about these words with your partner(s).

2. KRAFT MORNING: Each student pretends to be an employee of Kraft. They walk around the class and talk about the company and their job.

3. RUMOURS: Each student writes down a pretend rumour about Kraft. They then walk around the class and talk to other students about their rumour.

4. GOOD AND BAD: Brainstorm good and bad things about Kraft and write them on the board. Students talk about these in pairs.

5. TRUE OR FALSE: Students find out several facts about Kraft. They write these down and add the same number of things about the company that are false. Students test each other on which of their points are true or false.

6. FACTS: In groups, students write down as many facts as they can about Kraft. The winner is the group with the most facts. Teacher may wish to have groups share their facts to make sure they are real.

*  LISTENING / READING GAP FILL

Kraft Foods, Inc. is _______________________ confectionery, food, and drinks company (after Nestlé). It has _______________________ brands which it markets in more than 155 countries. It was founded by James L. Kraft in 1903. He started _______________________ business. Kraft _______________________ but by 1914 he was selling thirty-one varieties of cheese across the U.S.A. and had opened his own cheese factory. In 1915, the company _______________________ that did not need refrigeration. The U.S. Army bought millions of kilograms _______________________ World War I. Today the _______________________ as Cadbury, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each generate over $1 billion. Around 30% _______________________ confectionary and 14% from cheese.

*  CORRECT THE SPELLING

Kraft Foods, Inc. is the world’s second seralgt confectionery, food, and drinks company (after Nestlé). It has sodnze of household-name brands which it markets in more than 155 countries. It was eddfuon by James L. Kraft in 1903. He started a door-to-door cheese business. Kraft had a very hasky start but by 1914 he was selling thirty-one rvestiaie of cheese across the U.S.A. and had opened his own cheese rfoayct. In 1915, the company invented processed cheese that did not need refrigeration. The U.S. Army bought osmillin of kilograms for soldiers’ sonriat during World War I. Today the company owns brands such as Cadbury, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each tneeerga over $1 billion. Around 30% or uneervse come from confectionary and 14% from cheese.

*  UNJUMBLE THE WORDS

Kraft Foods, Inc. is the world’s second largest confectionery, food, and drinks company (after Nestlé). It brands name - household of dozens has which it markets in more than 155 countries. It was founded by James L. Kraft in 1903. a door door cheese - He to started - business. Kraft start shaky very a had 1914 by but he was selling thirty-one S U the across cheese of varieties and . A had opened his own cheese factory. In 1915, the company not did that cheese processed invented need refrigeration. The U.S. Army bought millions of kilograms rations World I soldiers’ during War for. Today the Cadbury company owns brands such as, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each generate over $1 billion. Around 30% or revenues come confectionary 14 from from and % cheese.

*  INSERT THE VOWELS

Kr_ft F__ds, _nc. _s th_ w_rld’s s_c_nd l_rg_st c_nf_ct__n_ry, f__d, _nd dr_nks c_mp_ny (_ft_r N_stlé). _t h_s d_z_ns _f h__s_h_ld-n_m_ br_nds wh_ch _t m_rk_ts _n m_r_ th_n 155 c__ntr__s. _t w_s f__nd_d by J_m_s L. Kr_ft _n 1903. H_ st_rt_d _ d__r-t_-d__r ch__s_ b_s_n_ss. Kr_ft h_d _ v_ry sh_ky st_rt b_t by 1914 h_ w_s s_ll_ng th_rty-_n_ v_r__t__s _f ch__s_ _cr_ss th_ _.S._. _nd h_d _p_n_d h_s _wn ch__s_ f_ct_ry. _n 1915, th_ c_mp_ny _nv_nt_d pr_c_ss_d ch__s_ th_t d_d n_t n__d r_fr_g_r_t__n. Th_ _.S. _rmy b__ght m_ll__ns _f k_l_gr_ms f_r s_ld__rs’ r_t__ns d_r_ng W_rld W_r _. T_d_y th_ c_mp_ny _wns br_nds s_ch _s C_db_ry, Ph_l_d_lph__ ch__s_, V_g_m_t_, _nd N_b_sc_. Tw_lv_ _f th_s_ br_nds __ch g_n_r_t_ _v_r $1 b_ll__n. _r__nd 30% _r r_v_n__s c_m_ fr_m c_nf_ct__n_ry _nd 14% fr_m ch__s_.

*  PUNCTUATE THE TEXT AND ADD CAPITALS

kraft foods inc is the world’s second largest confectionery food and drinks company (after nestlé) it has dozens of household-name brands which it markets in more than 155 countries it was founded by james l kraft in 1903 he started a door-to-door cheese business kraft had a very shaky start but by 1914 he was selling thirty-one varieties of cheese across the usa and had opened his own cheese factory in 1915 the company invented processed cheese that did not need refrigeration the us army bought millions of kilograms for soldiers’ rations during world war i today the company owns brands such as cadbury philadelphia cheese vegemite and nabisco twelve of these brands each generate over $1 billion around 30% or revenues come from confectionary and 14% from cheese

*  CHOOSE THE CORRECT TENSE

Kraft Foods, Inc. .......... (be) the world’s second largest confectionery, food, and drinks company (after Nestlé). It .......... (have) dozens of household-name brands which it .......... (market) in more than 155 countries. It was founded by James L. Kraft in 1903. He .......... (start) a door-to-door cheese business. Kraft .......... (have) a very shaky start but by 1914 he .......... (be) selling thirty-one varieties of cheese across the U.S.A. and had .......... (open) his own cheese factory. In 1915, the company .......... (invent) processed cheese that did not need refrigeration. The U.S. Army .......... (buy) millions of kilograms for soldiers’ rations during World War I. Today the company .......... (own) brands such as Cadbury, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each .......... (generate) over $1 billion. Around 30% or revenues .......... (come) from confectionary and 14% from cheese.

*  REWRITE WITH SPACES

KraftFoods,Inc.istheworld’ssecondlargestconfectionery,food,anddrinkscompany
(afterNestlé).Ithasdozensofhousehold-namebrandswhichitmarketsinmorethan155countries.ItwasfoundedbyJamesL.
Kraftin1903.Hestartedadoor-to-doorcheesebusiness.Krafthadaveryshakystartbutby1914hewassellingthirty-onevarietiesofcheeseacrosstheU.S.A.andhadopenedhisowncheesefactory.In
1915,thecompanyinventedprocessedcheesethatdidnotneedrefrigeration.TheU.S.
Armyboughtmillionsofkilogramsforsoldiers’rationsduringWorldWarI.Todaythecompany
ownsbrandssuchasCadbury,Philadelphiacheese,Vegemite,andNabisco.Twelveofthese
brandseachgenerateover$1billion.Around30%orrevenuescomefromconfectionary
and14%fromcheese.

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*  CHOOSE THE CORRECT WORD

Kraft Foods, Inc. is the world’s second ____________ confectionery, food, and drinks company (after Nestlé). It has dozens of ____________-name brands which it markets in more than 155 countries. It was ____________ by James L. Kraft in 1903. He started a door-to-door cheese business. Kraft had a very ____________ start but by 1914 he was selling thirty-one ____________ of cheese across the U.S.A. and had opened his own cheese ____________. In 1915, the company invented processed cheese that did not need refrigeration. The U.S. Army bought millions of kilograms for soldiers’ ____________ during World War I. Today the company owns brands ____________ as Cadbury, Philadelphia cheese, Vegemite, and Nabisco. Twelve of these brands each ____________ over $1 billion. Around 30% or ____________ come from confectionary and 14% from cheese.

 

 

varieties
rations
largest
founded
revenues
such
factory
generate
household
shaky

*  PROJECT KRAFT

Part 1. Your mission is to increase the profits and sales of Kraft. Complete this  table with your project partner(s):

Main products

 

 

 

How to improve them

 

 

 

A brand new ‘killer’ product

 

How Kraft is better than the competition

 

How to beat the competition

 

Part 2. Change partners and look at their project. Suggest improvements. Ask for advice on your project:

Part 3. Make a presentation on your project. Give it to the class. Vote the best projects.

*  KRAFT – ROLE PLAY 1

Role  A – Kraft CEO

You believe your company is the best in the world. It pays its workers very well and working conditions are great. Your company is very green – it cares about the environment. You think your levels of customer service are great. Disagree with person B, C and D.

Role  B – Kraft worker

You think it’s a bad company to work for. You’re very unhappy with pay, raises and bonuses. You are very unhappy with the working environment. You don’t like the company’s policy on the environment. You keep hearing profits are more important than customers. Disagree with A and C. Tell D the truth.

Role  C – Kraft customer

You are a customer of Kraft. You used to think it was great, but not now. Its workers are always very rude. No one ever answers the phone. You are shocked about its policy on the environment. You think all staff should get less pay. You disagree with person A and B. Tell D the truth.

Role  D – A journalist

You keep hearing bad things about Kraft. You want to tell the world in your newspaper. You heard the CEO gets a huge bonus every year. You found a company memo saying profits are more important than the environment. You want to know why so many staff are ill. Find the truth.

*  KRAFT – ROLE PLAY 2

Role  A – Kraft New Products Director

You have created a new product for Kraft. You believe the new product will be the company’s best ever. It will be a bestseller. There are people who do not agree with you. You need B, C and D on your side. Tell them why this is a product that will bring great things to Kraft.

Role  B – Kraft Marketing Director

You think the company’s new product is a really bad idea. It will give your company a really bad name. You think the New Products Director is trying to destroy the company. Try to get him/her to understand there’s no way the new product will sell. Try to get person C and D on your side.

Role  C – Kraft Market Researcher

You have interviewed thousands of people about the new product. They don’t like it or hate it. You think it will be successful if they make many changes. Tell the New Products Director he/she needs to change the product. You neither like nor trust person B. Disagree will him/her.

Role  D – Kraft Shareholder

You know a lot about Kraft’s new product. You are worried it will not sell and share prices will go down. You think A is crazy and must find a new job. You agree with everything B says. You don’t agree with C. The new product should not go on the market.

*  JOB INTERVIEW ROLE PLAY

INTERVIEWER  (Write the questions you want to ask the candidate.)

1.

________________________________________________________

2.

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3.

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4.

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5.

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6.

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INTERVIEWEE  (Write questions you want to ask the interviewer.)

1.

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2.

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3.

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4.

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5.

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6.

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*  DISCUSSION (Write your own questions)

STUDENT A’s QUESTIONS (Do not show these to student B)

1.

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2.

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3.

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4.

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5.

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6.

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STUDENT B’s QUESTIONS (Do not show these to student A)

1.

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2.

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3.

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4.

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5.

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6.

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*  KRAFT SURVEY

Write five GOOD questions about Kraft in the table. Do this in pairs. Each student must write the questions on his / her own paper.

When you have finished, interview other students. Write down their answers.

 

STUDENT 1

_____________

STUDENT 2

_____________

STUDENT 3

_____________

Q.1.

 

 

 

 

Q.2.

 

 

 

 

Q.3.

 

 

 

 

Q.4.

 

 

 

 

Q.5.

 

 

 

 

*  WRITING 1 – SPEED WRITING

Write anything about Kraft for 10 minutes. Show your partner your paper. Correct each other’s work.

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*  WRITING 2 – LETTER OF COMPLAINT

Write a letter to Kraft. Complain about one of its products. Ask for a refund. Show your partner your paper. Correct each other’s work.

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*  WRITING 3 – LETTER OF APOLOGY

Write a letter of apology to the customer. Explain why you cannot give a refund. Show your partner your letter. Correct each other’s work.

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*  HOMEWORK

1. VOCABULARY EXTENSION: Choose several of the words from the text. Use a dictionary or Google’s search field (or another search engine) to build up more associations / collocations of each word.

2. INTERNET INFO: Search the Internet and find more information about Kraft. Talk about what you discover with your partner(s) in the next lesson.

3. MAGAZINE ARTICLE: Write a magazine article about Kraft. What have they done recently? What are their plans? Read what you wrote to your classmates in the next lesson. Give each other feedback on your articles.

4. KRAFT POSTER Make a poster about Kraft. Make sure you sell the company to the public.  Show it to your classmates in the next lesson. Give each other feedback on your posters.

5. MY KRAFT LESSON: Make your own English lesson on Kraft. Make sure there is a good mix of things to do. Find some good online activities. Teach the class / another group when you have finished.

6. ONLINE SHARING: Use your blog, wiki, Facebook page, MySpace page, Twitter stream, Del-icio-us / StumbleUpon account, or any other social media tool to get opinions on Kraft Foods. Share your findings with the class.

ANSWERS

You can check your answers to these activities by looking at the article at the top of this page.

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