Duurzaamheid in Business context

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Fien Willems
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1 Duurzaamheid in Business context 2 Voorbeelden waarde creatie (B2C & B2B) Maarten ten Houten Sustainability Manager Global Marketing Duurzaamheidsdialoog 5 maart 2014

2 HEINEKEN - Truly Global Presence >165 breweries in over 70 countries >85,000 employees >Consolidated Beer Volume in 2012: 172 million hl 2

3 World-class Brand Portfolio Heineken is our flagship brand and the world s leading international premium beer Desperados, Sol, Amstel Premium Pilsener and Strongbow Gold complement our global brands portfolio Altogether, HEINEKEN has over 250 international premium, regional, local and specialty beers and ciders 3

and Strongbow Gold complement our global brands portfolio Altogether, HEINEKEN

4 Shaping Our Future Our Global Priorities 1 Grow the Heineken brand Priority 6 Embed and Integrate Sustainability 2 Be a consumer-inspired, customeroriented, brand-led organisation 3 Capture the opportunities in emerging markets 4 Leverage the benefits of HEINEKEN s global scale 5 Drive personal leadership 6 Embed and Integrate Sustainability 4

organisation 3 Capture the opportunities in emerging markets 4 Leverage the benefits

5 Our Carbon footprint (based 92% of total produce volume 2011) 2 1 5

6 CO2 reduction: one half of the story Our External Commitments Reduce specific CO 2 emissions in production Reduce our CO 2 emissions in production by 27% 1 (eq 7.6 kg CO 2 - eq/hl) Reduce our CO 2 emissions in production by 40% 1 (eq 6.4 kg CO 2 - eq/hl) Reduce specific CO 2 emissions in fridges Reduce specific CO 2 emissions in distribution Reduce the CO 2 emissions of our fridges by 42% 2 Reduce the CO 2 emissions of distribution by 10% 3 in Europe and the Americas Reduce the CO 2 emissions of our fridges by 50% 2 Global Fridge Policy Reduce the CO 2 emissions of distribution by 20% 3 in Europe and the Americas 1 Baseline Baseline Baseline 2011, scope is 24 of our largest operations 6

4 kg CO 2 - eq/hl) Reduce specific CO 2 emissions in fridges Reduce specific CO 2 emissions in distribution Reduce the CO 2 emissions of our fridges by 42% 2 Reduce the CO 2

7 1. Building the brand with solar energy Wieckse Witte

8 What have we done? Ambition to brew whole Wieckse portfolio entirely on solar energy 3632 solar panels to generate kwh (Den Bosch) 560 tons of CO2 saved Cooperation between Heineken, ABN-Amro & Solar Access The project was initially declined (only on financial business case) Marketing was convinced (partly based on results concept testing) that the brand would benefit from the solar energy claim. Spread over three years, marketing budget is invested to achieve a solid financial business case Largest solar power project in Dutch private sector without government funding!

9 What have we done: The Making-of Wieckse Witte Solar

10 TV Commercial Wieckse Witte Op het zonnige leven

11 11 2. Waarde creatie met Green Cooling

12 Our Green Cooling portfolio started in 2008 Green Fridges Draught beer small Draught beer large 12

no beer losses Profitable Mobile and built-in versions Guaranteed fresh beer for 30 days 20

13 Draught Experiences for On-trade David GREEN The world s 1st GREEN draught system Uses 50 to 70% less energy than regular beer coolers Easy to use for outlet staff No cleaning cost, no beer losses Profitable Mobile and built-in versions Guaranteed fresh beer for 30 days 20 liter keg concept in fridges (R-290) David GREEN: 55+ markets David XL GREEN: 10+ markets 13

000+ fridges with an average energy reduction of 38%.

14 Green Fridges We have developed our own energy efficiency standard, that was needed! In 2012 HEINEKEN (ex APB acquisition) bought around fridges with an average energy reduction of 38%. About 65% of them were equipped with Hydrocarbons cooling agent (HCs). HC only possible where technical and legally possible. In some countries installation & maintenance personnel not available, training is essential. 14

15 Draught Experiences for On-trade Orion Draught beer as fresh as from the brewery Branded beer tanks visible in an outlet Unique consumer experience and highest freshness Convenience for outlet staff Available in 5 markets 2 coolers for tank + one for python & column 15

consumer experience and highest freshness Convenience for outlet

16 Tenslotte Duurzaamheid is een reis. Pas geïntegreerd in je business model gaat het echte waarde toevoegen: Wieckse Witte sluit aan bij het merk en consumenten beleving David Green sluit aan bij behoeften kroegen (kwaliteit, gebruiksgemak, geld, morele waarde) & onze business agenda Het is hard werken, Duurzaamheid is change mgmt: status quo, altijd zo geweest, geen tijd, geen geld Innovatief zijn om nieuwe wegen te vinden Als reisleider is context & semantiek belangrijk. Ambities geloofwaardig en consistent waar maken 16

David Green sluit aan bij behoeften kroegen (kwaliteit, gebruiksgemak, geld, morele waarde) & onze business agenda Het is hard

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