Heineken CEO addresses European Business Summit in Brussels World of Heineken 40 - summer 2009 Heineken CEO Jean-Frangois van Boxmeer was among the top government and business representatives who gathered at the European Business Summit in Brussels in March to discuss key issues concerning Europe's economic and sustainable development. The theme of the summit was 'Dare and Care: sustaining Europe's ambition', with particular attention given to finance, social dynamism and sustainability. Around 3,000 people attended the event and Heineken was one of the main sponsors. Jean-Frangois was one of the speakers at a workshop discussing sustainable production and consumption. Also included in the panel were executives from Coca-Cola and Procter Gamble, as well as officials from European Union organisations. Jean-Frangois gave a presentation titled 'Active from barley to bar' in which he explained Heineken's supply chain process. Heineken operates 125 breweries in more than 70 countries around the world. He mapped out what Heineken does to maintain sustainability throughout the supply chain process. He started out by underlining the three core values on which Heineken builds its sustainability approach: passion for quality, responsible enjoyment of its product, and respect for people, societies and the environment in which it operates. He gave a number of examples of sustainability activities already embedded in the Heineken supply chain process, from local agricultural sourcing in Africa to responsible marketing and the promotion of responsible consumption. "We must be patient but relentless" when it comes to sustainability, Jean-Frangois concluded. It is especially important that different parties, such as businesses, non-govermental organisations and banks, work in partnership with each other. The Heineken CEO's workshop invited a number of positive reactions from the audience. Julian Carroll, Managing Director of EUROPEN (The European Organization for Packaging and the Environment) said he was encouraged by the commitment to green issues shown by the leaders of blue chip companies like Heineken, Coca-Cola and Procter Gamble. "All of these companies are aiming for the same sustainable destination, though some may be taking different routes," he said. "The debate that followed strengthened my belief in the positive 'can do' approach being taken by companies like Heineken, even in the present difficult economic climate." Jean-Frangois gave examples of Heineken's activities, such as the sustainable farming of barley, a key ingredient for making beer. On a regional basis, the firm also supports local farming in an effort to lower C02 emissions and increase local economic impact, especially in developing countries. In Africa, Heineken sources about 40 per cent of its ingredients locally and aims to increase this number substantially. In Sierra Leone, around 3,000 farmers participate in Heineken's sorghum programme, using the native African cereal for brewing purposes. Currently, around 50,000 small farmers are involved in Heineken's supply chain projects. To find out more about Heineken's appraoch to sustainability, please visit http://www.sustainabilityreport.heineken.com Rutger.Goethart@heineken.com 25

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World of Heineken | 2008 | | pagina 95