The Greening Grocery Scene
Prepared by Natalie Berg, Grocery Research Manager
Planet Retail Ltd | May 2008
www.planetretail.net
part of emap communications
Sustainability – why now?
Increased media attention
Heightened consumer awareness
Regulatory pressure
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
The environment affects retailing from production to
consumption
Distribution
Store
Product
Consumer
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Financial incentives to go green
Technology – electronic shelf labelling (ESL),
double-sided receipt printers.
Carrier bags – reusable, recyclable, employee
training to add more items per bag.
Reduction in packaging.
General utility costs – lighting, electricity.
Cheaper distribution methods – rail/ship.
Labour costs/inventory management.
ROI on eco-stores.
Retailers are going green to stay out of the red!
“We have found that there is a great marriage between
environmental sustainability and business sustainability.”
- Mario Pilozzi, CEO of Wal-Mart Canada
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Product
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Commoditizing the niche
In some developed markets, up to 80% of organic
products are sold through supermarkets.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Main deterrents to buying organic food
ƒ
Price – 75%
ƒ
Availability – 46%
ƒ
Loyalty to non-organic brands – 37%
Source:
Whole Foods Market survey
This has created a massive opportunity for both
national brand and private label manufacturers!
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Top 10 European grocery retailers going green with
private label
Home Market
Organic/Natural PL
Eco-friendly PL
Fairtrade PL
France
Carrefour Bio
Carrefour Eco Planète
Carrefour Solidaire
UK
Tesco Organic, bnatural,
Fresh & Easy Organic,
Whole Foods
Tesco Naturally
Fresh & Easy
Germany
Grünes Land
-
-
Germany
Bioness
-
Fairglobe
Germany
Rewe Bio, Naturgut
-
-
France
Auchan Bio
Auchan
Auchan
Germany
Bio/Prima Bio
-
Germany
Bio Wertkost
-
-
France
Marque Repère
Marque Repère
Entr’Aide
UK
So Organic, Organic You,
Active Naturals, Whole Foods
Active Naturals
Sainsbury
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Private label : organic food
Organic food & drink sector =
EUR30 bn
Mainstream retailers have
capitalised on the green trend by
offering their own organic ranges.
Happening in the most developed
markets where there is strong
consumer demand (NA/WE).
PL makes such products
accessible to more consumers –
lower prices, more shelf space,
increased availability.
From a retailer’s perspective –
higher margins!
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Rewarding shoppers for going green
ƒ One of the first UK grocers to introduce organic PL
food including fruit & vegetables, dairy products,
bakery products and eggs.
ƒ Currently the country's largest organic products
retailer.
ƒ Sales of organic
products grew by 39%
in 2007.
ƒ Organics promoted to
over 1 million
shoppers through
Clubcard mailings.
ƒ Clubcard points are
incentive for customers
to purchase organics,
fairtrade & eco-friendly
products.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Private label : eco friendly
Eco-friendly household products
are also on the rise.
Like other ‘green’ products, ecofriendly items generally cost more
than the conventional product.
But the benefits can sometimes
pay for the product itself (ie.
energy-savings light bulbs)
Legislative changes and retailer
decisions may result in certain
categories being phased out
altogether.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Private label : fairtrade
Ethical consumerism on the rise.
Consumers around the globe
spend in excess of EUR2 bn on
fairtrade products.
USA largest market for fairtrade
goods but that is down to the size
of the American retail sector.
On a per capita basis, Western
Europeans are the biggest
fairtrade spenders (UK tops the
list).
Retailers dedicating more shelf
space to these products and
converting entire categories to
fairtrade.
Major manufacturers
also making the switch
(ie. Tate & Lyle, Ritter
Sport)
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Green products – challenges
Demand outstripping supply – leading to out-of-stocks, etc.
Population growth will make organic land more difficult to come by.
Consumers are reigning in spending due to rising food prices and the
economic downturn.
Confusion around which is better – fairtrade or local? Organic or fairtrade?
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Packaging
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Packaging – key points
This is one of the areas likely to
be most affected by green
concerns.
Around 30% of all household
waste is supermarket packaging.
Solutions?
Refills in cleaning agents,
concentrated detergents,
reduced/compostable
packaging, local sourcing…
Financial incentives – for every
USD100 spent on food by the
average household, USD16 goes
to packaging costs.
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Retailers are embracing green packaging
Each year, Sainsbury’s
plans to replace 150 million
plastic trays and bags on
Sainsbury’s ready meals and
organic food with new
compostable packaging.
All Delhaize
supermarkets
in Belgium use
biopackaging
from
NatureWorks
PLA for
prepared
salads and
breads.
Tesco now uses compostable
packaging on organic PL ranges.
Aim to reduce packaging on both
branded & PL products by 25% by
2010.
Albert Heijn uses
biodegradable
packaging for all fresh
organic fruit and
vegetables.
The Greening Grocery Scene
© Planet Retail Ltd 2008
Costco replaced
plastic clamshells
with paperboardbased packaging.
www.planetretail.net
Measuring suppliers on packaging – Wal-Mart
Packaging scorecards launched in Feb 2007 to
measure suppliers on the sustainability of their
packaging.
Preliminary results show strong interest from
suppliers to make their packaging more
sustainable.
Step towards achieving a 5% reduction in
packaging by 2012.
About half of 2,000+ registered suppliers have
completed the scorecard for at least one item.
All & Mighty concentrate – out-of-stocks
reduced by half & a USD91.4 million reduction
in Wal-Mart labour dollars.
Going global!
"If we throw it away, we had to buy it first. So we pay twice - once to get
it, once to have it taken away. What if we reverse that? What if our
suppliers send us less and everything they send us has value as a
recycled product?“ – Wal-Mart CEO, Lee Scott
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Innovative packaging by manufacturers
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Distribution
The Greening Grocery Scene
© Planet Retail Ltd 2008
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The food miles debate has led to increased demand for
local foods
ƒ In 1970, there were 340 farmers’ markets in the US.
ƒ
Today, there are more than 4,500.
ƒ In 1997, there was one farmer’s market in the UK.
ƒ
Today, there are over 500.
ƒ A clear majority of consumers would prefer to buy a local non-organic
option rather than an imported organic one. – Soil Association
“Local foods are the new organic.”
– Whole Foods Market CEO, John Mackey
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Local versus fairtrade
ƒ Rise in local foods has augmented consumer awareness about product origins.
ƒ But what effect will this have on fairtrade producers from developing countries that
rely on exports?
"I don't think retailers will make a conscious decision at a point in
time to stop listing products (with a high carbon footprint). What
will happen is consumers will make a choice that they don't want to
buy it and ultimately it will disappear off the shelves.” –Wal-Mart UK
CEO, Andy Bond
The Greening Grocery Scene
© Planet Retail Ltd 2008
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A threat to air freighted foods?
The Greening Grocery Scene
© Planet Retail Ltd 2008
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Carbon labelling
In the UK, Tesco is developing a “universally
accepted and commonly understood” measure
of the carbon footprint of all products sold at
Tesco.
Others testing a similar scheme with the
Carbon Trust – M&S, Boots, Walkers (right),
Innocent, Cadbury, Coca-Cola, Kimberly-Clark.
Coop in Switzerland – Climatop (right).
Product’s complete lifecycle will be measured
(eg, energy used in manufacturing,
distribution, etc).
More informed decisions for the consumer.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Store
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Store level – key points
Mainstream grocers are launching specialty formats or eco-friendly stores in
response to the growing green trend.
Specialists such as Whole Foods Market (USA) and ThreeSixty (Hong Kong)
have been influencers.
Primarily happening in NA/WE where demand is strongest.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
New format development
Japan
Belgium
The Greening Grocery Scene
© Planet Retail Ltd 2008
USA
Germany
France
USA
www.planetretail.net
Eco-friendly stores are cropping up across the US &
Europe
ƒ Ahold USA
ƒ Meijer USA
ƒ Boots UK
ƒ Migros Switzerland
ƒ Carrefour China
ƒ Monoprix France
ƒ Colruyt Belgium
ƒ Safeway USA
ƒ Coop UK
ƒ Sainsbury UK
ƒ Coop Switzerland
ƒ Schwarz (Lidl) UK
ƒ Costco USA
ƒ Staples USA
ƒ BI-LO USA
ƒ Tesco Czech Republic,
Malaysia, Thailand, UK
ƒ Delhaize Belgium, USA
ƒ Giant Eagle USA
ƒ Harris Teeter USA
ƒ M&S UK
The Greening Grocery Scene
© Planet Retail Ltd 2008
"Four years ago, 50% of
customers said it mattered to
them that M&S was a responsible
business. By last year that
proportion had grown to 97%.”
– Mike Barry, M&S
ƒ Waitrose UK
ƒ Wal-Mart, USA, Canada,
UK
ƒ Whole Foods Market,
USA, UK
www.planetretail.net
Consumer
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Consumer barriers to purchasing green
Price.
Inconvenience.
Lack of knowledge.
Sense that individual actions will not make a difference.
Too much time to make an informed decision.
The right information is not on the pack.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
How are consumers voicing their opinion?
ƒ Reusable carrier bags
ƒ
Plastic bags are used for an average
of 30 minutes but they can take
1,000 years to decompose.
ƒ
But plastic bags are the cheapest to
produce (1 cent/bag).
ƒ
Drastic reduction in usage where
consumers are charged for plastic
bags (Ireland, Bangladesh, Taiwan).
ƒ Recycling initiatives.
ƒ Become more selective in the products
purchased!
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Conclusions
Green is not a fad.
Financial motivations ring true.
Retailers and suppliers need to define the value proposition of
buying green products.
Private label poses a threat to manufacturers but an
opportunity for consumers.
However, opportunities for FMCG manufacturers in new
product development and brand extensions.
Retailer/supplier collaboration will be key going forward.
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
Contact details
United Kingdom:
Greater London House,
Hampstead Road,
London NW1 7EJ,
United Kingdom
T: +44 (0)207 728 5000
F: +44 (0)207 728 4999
Natalie Berg
Grocery Research Manager
Germany:
Planet Retail Ltd
Dreieichstrasse 59,
D-60594 Frankfurt am Main,
Germany
T: +49 (0) 69 96 21 75-0
F: +49 (0) 69 96 21 75-40
T: +44 (0)207 728 5000
F: +44 (0)207 728 4999
natalie.berg@planetretail.net
Japan:
Minami-Magome 5-42-3-508,
Ohta-ku,
Tokyo 143-0025,
Japan
T: +81 (0) 3 3775 4158
F: +81 (0) 3 3775 4162
The Greening Grocery Scene
© Planet Retail Ltd 2008
www.planetretail.net
www.planetretail.net
part of emap communications
34
‘’The role of the
paperboard carton in a
sustainable packaging
policy’’
M.A. Clark
Chairman, Pro Carton, Europe
“The single most important thing
that my customers want to talk to
me about is sustainability. It’s more
important than price at the moment
(sic)”
M-real Cartonboard Sales Director, France.
Why does our industry need to respond to
sustainability driven innovation?
Environmental Issues are FRONT PAGE
What does the Consumer Understand?
• That there is a problem
• That someone ought to do something about it
• That they would like to help, providing . . .
• In summary, virtually nothing!
Retailers, publishers and brand owners are taking
responsibility to give the lead
The strength of their promise lies in the strength of their
supply chain.
Sustainability: Perceptions in Paper
As a business driver, the environment has been a growing force over
30 years.
Issue follows issue, but with a residual accumulating impact. The
collective direction is one of ‘sustainability’ – of life, quality, aspiration.
The Tree of Sustainablility
Thank you
Meeting Consumer Needs – Paperboard Packaging
Work in Progress
The Top 6 Current Perceptions:
1. “Greenhouse gases, Climate Change, Carbon”.
2. “Packaging Waste”
3. “Nuclear Power”
4. “GMO – Forest Certification”
5. “EU REACH Chemical Regulations”
6. “Forest Certification”
Carbon Cycle of Forest Industry Products
A Good Story for Cartons
Atmosphere
Sustainable
carbon store of
forests
Energy
recovery
Natural
degradation
Sustainable
forestry retains or
increases the
carbon stores of
forests
Carbon store
of products in use
Mill
Illustrative Carbon Balance for printed folding Cartons
Carbon captured
and Stored in
the forests
Fossil CO2
emissions,
kg CO2/t
Total emission 1004
CO2 from atmosphere
stored in the product, kg
CO2/t
Wood-based carbon stored in
the product (as CO2) 1,474kg
The Hidden Harvest
The Cartonboard Industry has progressively invested in new technology to
deliver equal performance at lower board weights.
On average, Cartonboard weights reduce by 1%p.a
= Less raw material, less energy, low transport emissions.
The Carton Industry constantly reduces board consumption by design
innovation.
It is estimated that, over the same long term period, this has yielded another
1% volume reduction.
Est. Carton Production 000 tra.
The Hidden Harvest
2500
2400
2300
2200
2100
2000
1900
1800
1700
1600
1500
451,000
tonnes
“saved”
2018
1565
1987
902,000
tonnes
“saved”
2007
Time (1987-2007)
Basis: W. Europe – “EU11”.
Sources: Pro Carton Research
CDC European Cartonboard Review Business Prospects in W Europe to 1993
The Hidden Harvest:
What we all achieved before the spotlight
focused on us;
902,000 tonnes of Cartons @ 1004 kgs CO2
905,608 tonnes of CO2 saved p.a !
What can’t we do in the next 20 years –
if we all work together?
47
From niche to mainstream – coffee
as best practice for sustainability
Nicola Oppermann
Corporate & Government Affairs
Kraft Foods Deutschland GmbH
Annemieke Wijn
Member of the Board
Rainforest Alliance
Rainforest Alliance Certified Coffee at Kraft Foods
Sustainability is not new to Kraft Foods
„ Over 15 years fostering sustainability in coffee business
„ Since 2003 cooperation with Rainforest Alliance (RA)
„ Further co-operations with United States Agency for
International Development (USAID) as well as German
Technical Cooperation Agency (GTZ)
49
Rainforest Alliance Certified Coffee at Kraft Foods
What is the Rainforest Alliance?
„ The Rainforest Alliance is an international, non-profit
environmental and sustainable development organization
„ Our mission is to protect ecosystems and the people and
wildlife that depend on them by transforming …
Land use practices
Consumer behavior
Business practices
50
Rainforest Alliance Certified Coffee at Kraft Foods
What is Rainforest Alliance Certification?
„ As an independent, third party we award a seal of approval
to farm and forestry operations that meet our guidelines
„ Rainforest Alliance guidelines are comprehensive and
balance ecological, economic and social considerations
„ Our seal is a guarantee to consumers that the products meet
our set of criteria for sustainability
„ Certification is a strictly voluntary, non-governmental process
51
Rainforest Alliance Certified Coffee at Kraft Foods
Sustainable Agriculture at the Rainforest Alliance
„ Developed first global sustainable agriculture standard with a
network of NGOs in the south (Sustainable Agriculture
Network)
„ Certified as sustainable more than 556,000 acres in the
production of bananas, oranges, coffee and cacao and tea
„ 15% of all bananas in international trade come from our
certified farms
„ 1.3% of the coffee in the world comes from our certified
farms
„ Our sustainable agriculture program currently benefits more
than one million people in 14 countries
„ Global retail value of Rainforest Alliance Certified coffee,
cocoa and bananas is one billion dollars
„ P ti l li t f
i
K ft F d Chi it L
52
Rainforest Alliance Certified Coffee at Kraft Foods
What are certification criteria?
„
„
„
„
„
„
Conservation of biodiversity and ecosystems
Soil and water conservation measures
Forest conservation, tree cover, wildlife protection
Worker rights, housing, health and safety
Education of workers and their children
Community relations
53
Rainforest Alliance Certified Coffee at Kraft Foods
Certification builds Sustainability
„ Increased number of butterfly and migratory bird species on
Rainforest Alliance certified farms
„ Social security and good housing for workers
„ Producers increase productivity up to 20%
„ Premium up to 8-14 cts /lb received
54
Rainforest Alliance Certified Coffee at Kraft Foods
Certification builds Sustainability
„ Water treatment technology installed
„ Producers see themselves as creating a sustainable future
for their children and their country
55
Rainforest Alliance Certified Coffee at Kraft Foods
From niche to mainstream
„ Kraft Foods is largest partner of RA in the coffee sector
„ Buys nearly half of RA-certified beans available
„ Every year: increased volume of certified coffee
20000
16000
12000
Tons
8000
4000
0
2004
2005
2006
2007
56
Rainforest Alliance Certified Coffee at Kraft Foods
Two roads to sustainable coffee for consumers
„ Small percentage of certified
coffee blended in all brands
„ 100% Rainforest Alliance
certified
„ 8 coffee brands worldwide
57
Rainforest Alliance Certified Coffee at Kraft Foods
Jacobs Krönung – 100% sustainable?
T
F
A
R
D
Y
L
ON
58
Rainforest Alliance Certified Coffee at Kraft Foods
Jacobs Milea in the German retail business
59
Rainforest Alliance Certified Coffee at Kraft Foods
Jacobs Coffee for Away from Home (AFH)
„ Continuously growing product portfolio
60
Rainforest Alliance Certified Coffee at Kraft Foods
Cooperation with McDonald's
„ Since 2007 coffee from certified
farms at 500 McCafés in Germany
(integrated McDonald’s coffeeshop)
„ Since 2008 sustainable coffee in
1.300 German McDonald's
Restaurants
„ Allover Europe guests in 6.400
McDonald‘s Restaurants enjoy
sustainable coffee from Kraft Foods
61
Rainforest Alliance Certified Coffee at Kraft Foods
Kenco in the UK
„ Going towards 100% sustainable coffee in the whole range
62
Rainforest Alliance Certified Coffee at Kraft Foods
Kraft Coffee Vision:
- BY 2010 All Kenco coffee will be sourced from Rainforest Alliance
Certified™ farms
Making a REAL DIFFERENCE to coffee growing communities
SUSTAINABILITY + QUALITY: NO COMPROMISE
63
Rainforest Alliance Certified Coffee at Kraft Foods
Achievements towards a sustainable world
„ 205.000 farmers work and live under better conditions
„ 41.000 hectare land were under certification in 2007
64
Rainforest Alliance Certified Coffee at Kraft Foods
Thank you very much!
Questions?
65
ECR Berlin
66
Unilever in Brazil
Top ten
companie
s
in FMGC
*
rank
2nd biggest
advertiser
d
-Mind brrasnin
f
o
p
o
T
a
n
a
ee
OMO has bCategories* for 17 ye a row
*
in all FMGC
(440 million E
uros
spent in
advertising in
2007)
“companies fo
r
which people
want to work in
”
Global Ranking
Top five
3 Unilev
er brand
s among
the mos
t reliabl
e brand
s
in Brazi
l **
Reached 1
00% of all
Brazilian h
omes in on
e
year
Nº
2004
2005
2006
2007
1
USA
USA
USA
USA
2
United Kingdom
United Kingdom
United Kingdom
United Kingdom
3
Germany
Germany
Brazil
Brazil
4
France
Brazil
5
Italy
6
India
7
Brazil
67
Some numbers:
Unilever
in Brazil
lR
a
ob
Gl
an
g
kin
• 12.500 empl
oyees
• 50 brands
• 12 factories
• Almost 2000 dire
ct
(in 4 states – SP
, MG, PE and G
O)
customers
68
GPA – Grupo Pão de Açúcar in Brazil
€ 6,76
14%
Billion in gross
income in 2007
Market share
(ABRAS 2007 rating
)
575
15
Stores
1.3
million
States
2
sq. mt.
for
sales
69
GPA – Grupo Pão de Açúcar in Brazil
Pão de
so
Aphçisútic
caa
terd
superma
n
o
i
t
a
i
t
n
Differe
rket cha
in
target: m
en and w
omen
belongin
g t o A an
dB
groups,
with a
cosmop
olitan lif
estyle
stores that o
ffer a variety
of high quali
ty products
and custom
ized service
s
70
GPA – Grupo Pão de Açúcar in Brazil
ization
m
i
t
p
o
l
a
n
Operatio nd C consumers
Ba
• target: A,t/benefit ratio
s
• good co
Category
extensio
n
(non-foo
d)
• target: sm
all-sized
and end
retailers
consume
rs
• shoppe
r extensio
n
nience)
e
v
n
o
c
(
rence
e
f
e
r
ome and
g
h
n
e
i
h
n
t
o
e
i
t
id
Posi
ing outs
rk
omen wo
w
:
t
e
g
r
a
•t
budget
od
d
e
it
im
l
ighborho
e
with
n
d
n
a
ience
• conven
71
Limitations of Developing & Emerging countries
1. They are always impacted by big figures
Brazil
• Population:
191.908.598
inhabitants.
• PIB: € 862 billi
on s
• Area: 8.511.96
5
k m2
China
• Population:
1.330.044.605
inhabitants.
• PIB: € 2.207
billions
• Area: 9.596.960
km2
India
• Popula
tion
1.147.99 :
5.898
inhabita
n ts
• PIB: €
740 billi
o ns
• Area:3
.287.590
Km2
Source: https://www.cia.gov/library/publications/the-world-factbook/
72
Limitations of Developing & Emerging countries
2.Complexity involved in managing different scenarios at the same time
Different behaviours
Growth rate
Infra-structure
Social & Educational level
73
Limitations of Developing & Emerging countries
3. Too Large Geographical areas / distances
From São Paulo to
Manaus
2692 Km
=
From Berlin to
Damascus
2795 Km
From São Paulo
to Recife
2127 Km
=
From Berlin to
Ankara
2039 Km
From São Paulo to
Porto Alegre
854 Km
=
From Berlin to
Milan
842 Km
74
Restrictions of Developing & Emerging countries
4.Importance of Low and Medium Income Consumers
75
Limitations of Developing & Emerging countries
5. Fragmented retailer concentration - from big players, to small points of sales
Concentration index 5 biggest retailers
x total sales per country - 2006
Brasil
25,4
76
Video: The impact of recycling in a country like
Brazil
77
Project Challenges
Social
To reach D&E social
classes
ntal
Environmecia
l classes
B so
To impact A/
Economic
ach
Capillarity re
78
Collaboration made It Feasible
79
Project Conception
Collaboration made it feasible
25
In 2001, Unilever had
sustainability projects
It was necessary to find a
partner that shared this same
view
ores that can
GPA has several st
nsumers
reach different co
GPA stores share the same
view
The project took place at Pão de
Açúcar, GPA Top Label
Core objectives of the project:
- To obtain substantial social benefits for D/E classes
- Create environmental concern for A/B social classes
- Improve GPA & Unilever image
80
The Project A Virtuous cycle
Shoppers
Income Increas
e
clers
y
c
e
R
Environmental
Education
e
Cooperatives Wag
up to € 460 /month
t
Transpor
ation
t
S
g
n
i
l
Recyc
81
Project Results
Triple benefit achievement
Social
To reach D/E social classe
s
al
Environment sses
B social cla
/
A
t
c
a
p
Im
o
T
Economic
tained
Capillarity at
82
Project Results
Triple benefit achievement
Social
l
To reach D/E socia
classes
•
Thousands of direct and indirect Jobs
•
Social and occupational inclusion
•
21 cooperatives “recyclable materials
collectors”
•
Improving the environment (cleaning
“lixões” i.e., garbage dumps)
A cooperative
employee gets
an
amount up to
€ 460,00 per month
(Brazil minimu
m wage is € 1
53,7
0)
83
Project Results
Triple benefit achievement
Environmental
Accumulated percentage
of recycled material
al classes
To impact A/B soci
“More than 20.000 tons of
recycled material”
6000
21%
0,01%
51%
5000
23%
4000
1% 4%
3000
2000
1000
0 2001 2002 2003 2004 2005 2006 2007 2008*
Paper
Glass
Cooking oil*
Plastic
Metal
Aluminum
Total tons
Q1*
84
Project Results
Triple benefit achievement
Economic
Capillarity attained
•
•
•
•
•
Shared Responsibility: government, industry, retail and
society.
Partnership with 7 local government in Brazil
Reduce counterfeit products
100 supermarkets
24 cities in 8 Estates
Fortaleza
João Pessoa
Recife
Brasíli
Goiâni a
a
São
Paulo
Curitiba
Rio de Janeiro
85
Project Results
Triple benefit achievement
Economic
Capillarity attained
•
•
•
•
•
Shared Responsibility: government, industry, retail and
society.
Partnership with 7 local government in Brazil
Reduce counterfeit products
100 supermarkets
24 cities in 8 Estates plus 50 cities and 7 states
86
Raising the bar though joint beliefs: managing
the post consumption and shared system
87
Raising the bar though joint beliefs: managing
the post consumption and shared system
88
Raising the bar though joint beliefs: managing
the post consumption and shared system
89
Adriana Muratore – Unilever
Hugo Bethlem – GPA
90