The worldwide recession is forcing businesses,
governments and consumers alike to reconsider their
priorities. At Heineken, we have been through this process
and alongside the critical business and financial priorities
we have identified, we have said that we will not
compromise our journey to create a stronger more
sustainable company.
Our approach to sustainability is straightforward and
embedded in our long-held Company values: Passion
for Quality, the Responsible Enjoyment of our brands
and Respect for the environment, for people and for our
obligations to create a better world. This leads us to focus
on seven areas: energy, water, safety, agriculture, supply
chain responsibility, responsible beer consumption and
our impact on developing markets. This ensures that we
address our material risks, our impacts on people and the
planet and it enables us to influence our future. As always,
we are honest in recognising that we cannot focus to the
same degree on every aspect of sustainability.
External stakeholder feedback indicates that so far,
we have been on the right track. Our continued leadership
of the beverages sector of the Dow Jones Sustainability
Index series, as well as our ongoing inclusion in the
FTSE4Good Index and many other sustainable investment
portfolios, strengthens this belief.
In 2009, we will re-define our sustainability goals for
the longer term. These goals will be shaped in a dialogue
with key stakeholders and will guide our approach in
the coming years. Whatever the specifics of any change,
the principles of the UN Global Compact1 remain fully
integrated in our approach.
For the immediate future, the financial sustainability of our
business will feature prominently, as the global economic
downturn impacts the industry. Against this backdrop,
we intend to maintain our long-term commitment to the
overall sustainability of our Company, as this is the basis
for successful operations beyond a one- or two-year
horizon. A key part in this is the work we do with the
industry and as Heineken to promote the responsible
consumption of our brands.
During the year, we made a significant step forward in
this regard. As Heineken, we implemented a series of
concrete international actions to develop our Enjoy
Heineken Responsibly platform. These included
responsibility messaging on our key local and regional
brands and the formation of responsibility partnerships
in more than 30 markets. In particular, we were pleased
to set new standards through the creation of the world's
first international, interactive online responsibility campaign
'Know the Signs'. These initiatives have been underpinned
by our continued support of industry action at local and
regional level. We undertake these actions for two reasons.
Firstly, because we believe that alongside all other
stakeholders we have a responsibility to play our part
in reducing alcohol-related harm. Secondly, because we
strongly believe that beer is a legitimate, enjoyable part
of a balanced lifestyle.
We are also clear about our responsibilities with regard
to health and safety. Last year, we committed to improving
the performance in this area. Although the total number
of fatalities in 2008 was lower than in 2007, any fatality is
one too many and we offer our condolences to the families
and friends of the two employees and three contractors,
who died in accidents on our sites in 2008.
As we look ahead, there is much for us to do. I would
therefore ask for and welcome your continued feedback
on our activities.
Jean-Frangois van Boxmeer
Chairman of the Executive Board/CEO
Amsterdam, 8 April 2009
1 The UN Global Compact is a strategic policy initiative for businesses
that are committed to aligning their operations and strategies with ten
universally accepted principles in the areas of human rights, labour,
environment and integrity.
HEINEKEN N.V. SUSTAINABILITY REPORT 2008 01