World of Heineken 42 summer 2010
In April this year, Heineken set out a new, ten-year sustainability
agenda and goals. The company's new approach to sustainability
is characterised by an integrated 'green' vision for all aspects of its
operations. It has set clear targets and adopted innovative ways of
looking at its business processes. With this new agenda, Heineken
recognises the role it should play in creating a better future and
delivering across all its operations.
"As a leading brewer, we believe that we should take responsibility
for our actions and be clear on what others can expect from us. This
new sustainability agenda coupled with our greater transparency on
targets and performance reflects this belief," says Jean-Franpois van
Boxmeer, Chairman and Chief Executive of Heineken. Heineken has
focused 'Brewing a Better Future' on three strategic imperatives:
partnership that helps the company play its part in reducing alcohol
abuse. The company will broaden its brand-related responsibility
messaging and increase its efforts working with the industry on this
key issue.
A total of 23 separate programmes support the three focus areas.
Each programme has its own ambition, targets and actions and, over
the coming ten years, each will be implemented across the business.
The 'Brewing a Better Future' approach is supported by a number
of key internal changes, including the addition of sustainability and
people-based annual incentives for senior management performance.
The company has also committed that, by 2015, all operating
companies will compile and issue their own local sustainability report.
CONTINUOUS IMPROVEMENT OF ITS ENVIRONMENTAL IMPACT
Among the targets the company has set are reductions of direct and
indirect C02 emissions in its breweries by at least 40%, and water
consumption by at least 25% by 2020. Heineken has also put in place
initiatives that will continuously reduce the carbon footprint in the
whole value chain. As a first step, starting this year, all replacement
fridges issued to customers will be based on green technology.
As a first step in 2010, 20 of Heineken's largest businesses will issue
a sustainability report. Alongside this, a new supplier code will
support partnership with suppliers on the achievement of common
sustainability goals. Jean-Frangois adds: "'Brewing a Better Future' is a
key part of our ambition to be a proud, independent, leading brewer.
The actions we take as a result of our programmes will help to make us
a better, stronger, and more competitive company."
EMPOWERMENT OF PEOPLE AND COMMUNITIES
The company will introduce a series of initiatives including: in 2010,
the investment of a further €10 million (to a total of €20 million) in
the Heineken Africa Foundation, enabling up to €1 million a year to
be directly invested in local health care projects; by 2020 a target to
expand the local sourcing of raw materials in Africa to 60%; a goal
to ensure all employees and dependents have access to pre-defined
basic health care; and the introduction and audit of a new employee
rights policy.
MAKING A POSITIVE IMPACT ON THE ROLE OF BEER IN SOCIETY
Heineken will strengthen its recognised, positive approach to
responsible consumption by expanding its programmes in the horeca
sector and retail, and by 2015 ensuring that all markets have a
'Brewing a Better Future' comes a decade after Heineken published
its first sustainability agenda in 2000. During that time, the company
has made significant progress in improving its responsibility to the
environment. Heineken is a member of the UN Global Compact,
and both endorses the UN Water Mandate and actively promotes
responsible consumption via brand communication and responsibility
activities in partnership with other beverage companies.
Heineken has been ranked as the leading brewer globally, and the
leading beverage company in Europe within the SAM Dow Jones
Sustainability Index (the leading measure of sustainability). Still, there
is a growing expectation from all our stakeholders that we will do
more in the years ahead; and that is an expectation on which we
intend to deliver.
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