T
Farmers involved in Bralima's
sourcing initiative have seen
average annual incomes increase
more than three fold
In 2010, HEINEKEN made a firm and
measurable commitment to a sustainable
future with the launch of its 'Brewing a Better
Future' initiative. Among the targets outlined in the
plan, the company committed to expand the local
sourcing of raw materials in Africa to 60% by 2020.
To contribute to this, HEINEKEN increased or set up
a number of local sourcing projects. Bralima's rice
cultivation project is one of many successful initiatives
currently in progress.
Bralima was established in 1923 in what is today
known as the Democratic Republic of the Congo and
remains the nation's top brewery. In 2007, one of
HEINEKEN's oldest African markets was faced with
increasing logistics and IT infrastructure difficulties
relating to the import of raw materials such as rice.
Matadi Port, the DRC's chief seaport, had become
increasingly congested over the years and its inability
to host large vessels due to lack of dredging and
the excessive bureaucracy for businesses had made
matters worse.
These challenges encouraged Bralima to look for
alternatives closer to home, namely Bumba, which
had once been the rice-producing region of the
nation. Despite many years of war in the DRC, the rice
plantations around Bumba still had enough potential
to supply three of Bralima's six breweries.
Two-Step Strategy
Bralima adopted a two-step approach. Firstly, it
prepared the ground and succeeded in convincing
farmers to resume rice cultivation. It also provided
the necessary basic equipment such as seeds, tools,
generators, oil lamps, computers, trucks, motorcycles
and mobile phones.
Next, it created awareness among local non
governmental organisations (NGOs) and soon
people started to clear the roads by cutting grass
and removing debris and obstacles that had piled up
during the war. Bralima also guaranteed reliable and
timely transportation from the fields to the processing
plants, and from the rice mills to the breweries based
in Kinshasa, Mbandaka and Kisangani.
The second step was to get international partners
involved. International NGO EUCORD was selected to
implement the Bralima Foundation's Rice Cultivation
Project. In 2007, the Schokland Fund joined with
HEINEKEN to become the international partners
of the Bralima Foundation Rice Cultivation Project.
The Schokland Fund is a public-private partnership
between the Dutch government and various industries,
which focuses on poverty reduction, environmental
sustainability and building global partnerships.
The project has recently become self-sufficient,
guaranteeing steady and regular deliveries to Bralima.
Moreover, through the project, farming associations
have been revitalised, improved seeds have been
introduced and through continued training of locals,
yields continue to increase and profitability keeps
rising.
In 2008, Bralima was using 2,000 tonnes of locally
produced white rice; in 2011 that figure had
increased to more than 12,000 tonnes. The number
of production areas has increased from one province
in 2008 to ten in 2011 and includes provinces where
Bralima has no production sites.
Win Win Win
As well as providing Bralima with a secure supply of
quality locally produced raw materials, many others
have benefitted too. The Bralima Foundation has
been able to reinvest its savings in other sustainable
development initiatives. Farmers have increased their
production and performance by using higher quality
and varieties of seeds and improved production
practices and knowledge (through training), and
seen their annual average income triple from $56 to
$170. They are now able to upgrade their children's
26
World of HEINEKEN Quarter A 2012
