SOCIAL SUSTA INABILITY
Free competition
Heineken acknowledges the importance of free
competition on the beer market. 74 per cent of our
operating companies are working in environments
which are subject to competition legislation. 60 per
cent of the operating companies have programmes in
place to raise employees' awareness of this legisla
tion, which is monitored by 49 per cent of them. Five
operating companies were investigated by the au
thorities in 2002 and 2003 for anti-competitive activi
ties, in three cases relating to promotional activities
and in two cases relating to alleged distortion of
competition. These latter two cases are still being
processed by the relevant authorities. In the wake of
the investigations initiated by the European
Commission in 2000 of alleged restraint of trade by
Heineken, we have decided to strengthen our exist
ing competition law compliance programmes, con
centrating in the first instance on our operating
companies within the European Union.
4.11 Chain responsibility
Heineken's interest in the social dimension of its
activities does not stop at the brewery gates - where
possible, we reach out to address the actions of our
suppliers, distributors and other business partners
that affect our consumers.
Heineken requires its business partners to famil
iarise themselves with our policy on such issues as
human rights and corruption, which they are required
to endorse. This is not simply written into the con
tract: we monitor compliance. Where possible, we
are guided by the findings of external auditing organ
isations, which evaluate actual projects and compile
blacklists of companies with a poor record in this
area.
The purchasing conditions of 32 percent of the
operating companies include regulations on working
conditions and terms of employment and 23 per cent
also include regulations on other human rights. We
are not satisfied with these numbers and have
launched a project to improve our performance in
this area. Supply-chain aspects will also be covered in
the Code of Business Conduct which is currently in
preparation.
Selling beer safely
In some countries, companies use promotion girls to
help sell their products. This sales technique is also
used by the brewing sector. The promotion girls - all
of whom, in the case of Heineken, are over the legal
drinking age - are often employed through a third
party. They work at venues where they come into
direct contact with consumers, in bars, restaurants
and at events. It is a locally accepted - and in many
markets the only available - marketing method,
especially in developing countries. However, this form
of product promotion can also involve risks for the
women doing this job. As well as the difficult cus
tomers and situations they occasionally have to deal
with, some are at risk in their personal lives and those
who engage in sexual activity with customers after
work can be exposed to the risk of sexually transmit
ted disease.
Creating a safe working environment
Heineken is aware of these risks and is developing
programmes to minimise potential risks. Heineken
has opted for a wide-ranging approach, through
careful selection, effective support and good working
conditions. No women under the legal drinking age
may be recruited for this work. Heineken recom
mends that local management provide an organisa
tional structure which offers them prospects of
advancement to jobs as coaches to younger col
leagues to whom they can pass on their experience.
The organisation of the work is an important as
pect. Heineken provides good facilities and changing
rooms and our promotion girls are escorted to and
from work and supervised by experienced staff.
As Heineken's ambassadors, the girls are required to
dress and present themselves appropriately and are
briefed on Heineken's products and history. They are
also given health information on responsible alcohol
use and prevention of sexually transmitted diseases
such as HIV/Aids. We try to make our beer promotion
girls less vulnerable by training them in dealing with
difficult customers. We work on the principle that the
greater their self-respect and their appreciation of
quality, the more professional their work.
HEINEKEN N.V. SUSTA INABILITY REPORT 2002-2003
50
