THE HEINEKEN COMPANY
In consultation with employees and, in many cases,
external stakeholders, the Values and Principles were
defined in greater detail by the local management
teams in 2002 and 2003. The outcome of this dia
logue will be used in 2004 and 2005 to tailor the
Values and Principles to local needs and translate
them into procedures and activities which are consis
tent with local wishes, regulations and cultures.
The Heineken Values and Principles are actively
applied by the operating companies. They have been
communicated internally within 74 per cent of the
operating companies and 40 per cent of the operat
ing companies have developed tools based on them.
Over half of the operating companies provide advice
for their employees on how the Values and Principles
should be applied and interpreted in practical day-to-
day situations.
1.5 Dialogue with stakeholders
Good external dialogue with stakeholders in the
communities in which we are active is essential to
sustainable operation. Heineken will actively seek
such dialogue and will be honest, accessible and
transparent in its approach. Though Heineken may
not always agree with them, we consider it important
that we understand and respect the views of stake
holders. We will investigate whether and in what way
the company can accommodate the wishes of stake
holders, but will not raise expectations which we are
unable to fulfil.
Heineken's aim is to bring pleasure to its customers and consumers.
Heineken markets and distributes its products responsibly. It acts in
good faith in seeking to persuade consumers to choose its products
and will not specifically target vulnerable groups. Heineken is
committed to providing full information on the advantages and
disadvantages of its products, to enable consumers to make an
informed choice.
Heineken is honest in its dealings with employees, customers,
consumers, public authorities, financial institutions and other
interested parties. All information supplied by Heineken is accurate
and transparent.
Employees
Heineken seeks to make a positive contribution to the well-being of
its employeesHeineken strives constantly to improve health and
safety within its facilities. Heineken operates a healthcare policy
which gives employees and their families access to medical services.
Evaluation
In 2003, having been commissioned by Heineken to
evaluate the way in which Heineken conducted its
dialogue with stakeholders and make recommenda
tions for improvement, Nyenrode University conduct
ed interviews with a number of Heineken employees
and representatives of interest groupings involved
with Heineken. Nyenrode found Heineken's dialogue
with stakeholders at group level to be proactive and
wide-ranging, but recommended that closer atten
tion be paid to the focus and structure of the dia
logue, changing social needs and new issues and the
actors concerned. In principle, stakeholders were
satisfied with Heineken's conduct of this dialogue and
considered Heineken to be more open than it was a
few years ago. The picture at the operating company
level was more variable, with some operating compa
nies adopting a proactive and others a reactive
policy. The operating companies also needed to place
the identification of issues and stakeholders on a
more structured footing, for which more direction
from head office was required.
On the basis of this study, a system has been devel
oped which enables users to identify issues and
stakeholders more effectively and to assign generally
accepted and measurable targets to the dialogue,
thereby making the dialogue even more transparent.
The new system will be implemented in 2004.
It is Heineken policy to enable employees to develop expertise and
skills which are consistent with their natural talents. Appointments
and career development opportunities are decided on the basis of the
candidate's suitability (education and training, personality, expertise
and skills, work experience) and his or her legitimate demands.
Heineken bases decisions in personnel matters solely on objective
criteria. Within reasonable limits, Heineken respects the personal
beliefs and convictions of existing and future employees.
Heineken supports fundamental human rights, in accordance with
the recognised role of corporate entities within society. Heineken
safeguards the human rights of its employees within its facilities and
will provide support to the best of its ability if an employee's human
rights are infringed outside its facilities.
Heineken takes the view that childhood is a time for playing and
learning, and does not employ child labour at its facilities. Heineken
will develop programmes to persuade business partners to stop using
child labour.
HEINEKEN N.V. SUS TA INABILITY REPORT 2 00 2-2 00 3
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