...getting to know the new Chairman
of the Executive Board of Heineken N.V.
Vital
Sustainability
ANTHONY RUYS
In Karei Vuursteen and Freddy Heineken himself, Mr Ruys has two
illustrious predecessors. Mr Ruys bases his approach on his own
personal strengths: "Freddy Heineken was the personification of
the brand: vital, passionate and creative. Karei Vuursteen
succeeded in adding his own values to that and in growing the
business and the brands into what they are today. For me that has
made Heineken a unique combination of tradition and youthful
flair. It's not simply a business. Everywhere you go, you notice the
commitment of our employees and the dedication they show in
making a product that enables us to contribute to people's pleasure
in life. I therefore see it as a fantastic challenge to be able to
structure the growth of our business further."
According to Mr Ruys, vitality and sustainability have to be the
principal drivers of that growth. "Vitality of the business and of
the brands we market is essential. Beer is a living product, it is
young. Today's young people lead completely different lives
compared to ten or twenty years ago. They are faced with different
choices, their relationships with each other and with other
generations are rapidly changing, and they communicate in a way
that is totally different from a couple of years ago."
Mr Ruys attaches great value to contact with the younger
generations. "For the management within a business young people
are of great value," he continues. "They ask the unexpected
questions and have a surprising and refreshing angle of approach.
They are the closest to our target groups. An image of vitality
attracts young people, both on the consumer market and on the
labour market. But within that image of vitality traditional values
such as quality, a sense of belonging and sustainability play a
crucial role."
V.
Mr Ruys believes that a focus on sustainability is equally as important
as vitality. "Heineken is an integral part of society," he explains,
"almost everywhere in the world. We make use of raw materials,
we are an employer, we offer people a product and we raise
funds on the capital market. That entails various responsibilities.
Heineken uses a lot of water for the brewing process. Drinking
water is an especially valuable resource for communities.
Heineken has to set an example as far as the responsible use of
drinking water is concerned. We must continuously ask ourselves
whether the brewing process can take place by using less
drinking water, without compromising on product quality. We are
already very good at that, but things can always be improved."
"In addition, alcohol is an important area for attention. All our
forty thousand employees are ambassadors for the responsible
consumption of alcohol. Societies and cultures may differ widely
in their view on the use of alcohol. We must set an example in
that respect as well. I am convinced that social concerns about
PAGE 5
