EEC product legislation
We have been disappointed to find that in the past
year, too, progress has only been made on a very
limited scale with the further expansion of the
European Communities in those fields where we,
as an international firm, feel the need for the
greatest possible equality of conditions.
Harmonization of national regulations with regard
to beer will for the time being only be achieved
laboriously, now that the chance of a separate ar
rangement for this product appears to be small.
For soft drinks the situation is more favourable.
Within the near future the introduction may be ex
pected of European legislation which will facilitate
cross-frontier traffic for these products.
Benelux excise duties
Consultation within Benelux about the harmoniza
tion of excise duties, which we have already men
tioned in previous Reports, has in the meantime
progressed to the stage where the relevant draft
law together with the appurtenant protocols has
been submitted to the legislature. We trust that this
matter will now be rounded off within the near fu
ture.
Social developments
Depending on the angle of approach, the question
of the social responsibility of the enterprise is put in
different ways.
A company's own employees expect a proper so
cial policy aimed at the individual.
The representative bodies of these employees
support this endeavour, but combine with it an at
tempt to realize their general political and social
views and their desires with regard to the shape of
society.
The capital market expects a reasonable reward,
adapted to the market conditions, for the funds
made available by way of loan or risk-bearing capi
tal.
Customers desire no more and no less than a con
tinuous flow of good-quality products on terms
which are competitive in the market.
These are factors which an enterprise can and
must always take into account.
In addition, governments are increasingly requiring
by means of all kinds of social and economic ar
rangements that the individual possibilities and in
terests of an enterprise should be made subor
dinate, not only to national economic requirements,
but also to political goals.
Intersecting all this, interest groups in the field of
the environment, politics and social desires are si
milarly making themselves increasingly heard, put
ting their demands more and more to the individual
firm. In many countries, including the Netherlands,
the free-enterprise system of production finds itself
in this field of forces.
It is an ever more important task of corporate mana
gement to weigh up the factors and influences
operating on the enterprise, to remain in harmony
with them and even, where possible, to guide and
direct them.
If there is still to be room for the enterprise and its
management to do so, this means that enough
ground must be left on which the weighing-up of
interests and decision-making can take place in
freedom.
It must be stated that in some countries the limit of
the minimum freedom of movement required
seems to have been almost reached in this res
pect.
Alcohol and society
In a number of countries where we operate, the
problems concerning excessive use of alcohol are
regularly the subject of interest. Our Group too, as
a producer of predominantly alcoholic drinks, can
not overlook this matter.
We share the view that the misuse of alcohol is
socially undesirable. We shall accordingly continue
to co-operate in the investigations which are con
cerned in a justified manner with these problems.
Packaging and the environment
In many countries our industry, too, is confronted
with environmental measures.
In a continuing dialogue with the authorities con
cerned we try to ensure that real interests are
served when regulations are created, without
pointless and expensive objectives being aimed at
by perfectionism or insufficient expertise. In this
context we particularly wish to mention the inves
tigations now taking place by the European Com
mission regarding one-trip packaging. It is in the
interest of all concerned that all aspects of the pro
blems involved should be discussed in such an
investigation, so that the situation does not arise
where sometimes on emotional grounds one
problem is solved and at the same time others are
created.
7
