Only one way of doing business…     …Good for You, Good for the Planet                   Communicating SustainabilityAless...
“Let’s give people the same food                                                we would give to our own                  ...
Our Identity “We help people live better, by bringing well-being and the joy  of eating into their everyday              l...
«Good for You, Good for the Planet»                                    1.   What the world calls "sustainability" for Bari...
Doing business in a sustainableway: what does it mean? Buy selected and sustainable raw  materials, establishing long-ter...
2012 Sustainable Business ReportTARGET: ALL with a SIMPLE COMMUNICATION that tells the way of doing business of theGroup s...
Communicate our sustainable business through paper documents                                                            To...
Communicate our sustainable business through the web Texts reviewed Chapters enriched (videos, links to other  Internet ...
Flagship concept of our sustainable business: Double PyramidThrough the Barilla Center for Food & Nutrition we create know...
Why communicate the     Double Pyramid concept10
The Double Pyramid is part of our way of doing business, at every           stage of our processes: from field to table   ...
Field: farmers and raw materials       We buy wheat through specific cultivation agreements to ensure quality of        r...
Communicating the     Double Pyramid concept     through the Company…         …a suggestion13
Event in Rome, Piazza San Giovanni, November 2010Objective of the project: Increase the awareness of the model of the Dou...
The virtual shoppingFrom the theory of the Double Pyramid to the virtual shopping experience, discovering,through the ecob...
Information materials in shoppingPages on national newspapers,                 centers and in the city center in     local...
Communicating the Double Pyramid  concept through our brands…       some examples…
Casa Barilla 2011: specific corner dedicated to the Double Pyramid
Mulino Bianco Web Site and PackMulino Bianco Website dedicates an entire section to «Our commitment»A mill powered by natu...
Mulino Bianco sustainability specific ADV…        …and public events: the Mulino Bianco TourBreakfast in line with the Dou...
Grancereale Web site and Pack• CHICCHE Verdi: messages of  responsible consumption and  conscious nutrition also on the  s...
Communicating the Double Pyramid        concept through   partnerships with Retailers
Collaboration with Retailers In 2011, Barilla has developed the project  Next Level of Retailers Collaboration.  Objectiv...
Training Modules based on the Double Pyramid in schoolsEducational Visits in stores Auchan and Simply: experiencing the Do...
Barilla, Alessia Cecchini - B2B vs B2C workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov. 2012
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Barilla, Alessia Cecchini - B2B vs B2C workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov. 2012

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Doing business in a sustainable way: what does it mean?

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Barilla, Alessia Cecchini - B2B vs B2C workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov. 2012

  1. 1. Only one way of doing business… …Good for You, Good for the Planet Communicating SustainabilityAlessia CecchiniBarilla Group - Sustainability Unit
  2. 2. “Let’s give people the same food we would give to our own children” PIETRO BARILLA  Barilla is a family company: sustainable profit is our main goal.  It was created in 1877:short term is a non sense for us.  Every day, 50 million people choose our products in 100 countries all around the world: what we do has a concrete and direct impact on their lives.22
  3. 3. Our Identity “We help people live better, by bringing well-being and the joy of eating into their everyday lives.” PASSION COURAGE CURIOSITY TRUST INTEGRITY Global Unique Leadership in Sustainable Leadership in Products and Core Bakery Business Pasta Meal Brand Markets Approach Solutions Experience 3
  4. 4. «Good for You, Good for the Planet» 1. What the world calls "sustainability" for Barilla is the way of doing business, caring about the present and future wellbeing of people and the planet from field to fork. 2. A sustainable strategy was formalized in 2008, but it has always been an integral part of our way of doing business. 3. We work with the greatest openness, transparency and collaboration in a continuous dialogue with our stakeholders. Their expectations guide our path.Sustainability shared with our StakeholdersBarilla works to implement preventive forms ofinvolvement of its stakeholders in the definition of themain elements of sustainability policy.Every year Barilla involves more than 100 peoplebelonging to different categories of stakeholders(universities, suppliers, institutions, customers, NGOs ...)in a days work on sustainability issues and sustainabilitycommunication products. 4
  5. 5. Doing business in a sustainableway: what does it mean? Buy selected and sustainable raw materials, establishing long-term relationships with suppliers; Provide quality processes and products, both from the point of view of the people who work with us, customers, consumers, communities and the environment; Dialogue with our Retailers in order to offer people products that are more in line with their needs and requirements;• Inform and educate people to a responsible consumption of food, in respect of themselves and the planet. 5
  6. 6. 2012 Sustainable Business ReportTARGET: ALL with a SIMPLE COMMUNICATION that tells the way of doing business of theGroup since 1877 FINACIAL, SOCIAL AND ENVIRONMENTAL DATA ACHIEVED RESULTS AND NEW OBJECTIVES 2014 6
  7. 7. Communicate our sustainable business through paper documents To make the report even morea) Writing style: SIMPLE, COMPREHENSIBLE simple and easy to read, weAND NOT TOO TECHNICAL have developed a synthetic version and easier in its content.b) Content: stories of our Know How:1. The supply chain Barilla 2. The Total Qualityof the Group 3. Food: information andeducation. c) Using infographics and communication of KEY FACTS & FIGURES. 7
  8. 8. Communicate our sustainable business through the web Texts reviewed Chapters enriched (videos, links to other Internet sites, other information) Dedicated mini-site Communicate our sustainable business through other channels Press briefing with the media ADVs: national and local Report sent to a selected list of companys stakeholders8
  9. 9. Flagship concept of our sustainable business: Double PyramidThrough the Barilla Center for Food & Nutrition we create knowledge on issues andparadoxes related to food and nutrition. Whycommunicate the Double Pyramid concept? How communicate the Double Pyramid concept? 9
  10. 10. Why communicate the Double Pyramid concept10
  11. 11. The Double Pyramid is part of our way of doing business, at every stage of our processes: from field to table Field: farmers and raw materials Transformation: the Production: transformation of Product raw materials Development into final products11
  12. 12. Field: farmers and raw materials  We buy wheat through specific cultivation agreements to ensure quality of raw materials, reduced environmental impact and to ensure fair prices to farmers:  50% of our wheat is supplied by an integrated and sustainable supply chain;  81% of durum wheat is grown locally (i.e. in the country of production of pasta) Production: Product development  We have reformulated some of the existing products, expanding the choice in the Mediterranean Diet  70 PRODUCTS reformulated in 2011 (e.g. we have reduced the salt content of many Mulino breads).  We have launched new products:  46 NEW PRODUCTS launched in 2011 (e.g. new smoothies "Storie di Frutta“, cookies steamed “Liberi per natura”, the new Wasa breads). Transformation: the transformation of raw materials into final products  We have improved the environmental impact of our products through more efficient management of our technologies: in 2011 -21% of CO2 emissions per finished product compared to 2008;  We have reduced water consumption in our factories and offices: in 2011 19% reduction in water consumption compared to 2008.12
  13. 13. Communicating the Double Pyramid concept through the Company… …a suggestion13
  14. 14. Event in Rome, Piazza San Giovanni, November 2010Objective of the project: Increase the awareness of the model of the Double Pyramid providing the key message: Eat healthy, according to the Mediterranean Food Model, good for you and good for the environment  Communicate the wide range of Barilla products that allow you to follow the proposed virtuous model of the "Double Pyramid“ The village Education Area 14
  15. 15. The virtual shoppingFrom the theory of the Double Pyramid to the virtual shopping experience, discovering,through the ecobill, the nutritional impact and environmental impact of the food choices 15
  16. 16. Information materials in shoppingPages on national newspapers, centers and in the city center in local and free press Rome Poster at the main metro station in Rome Pages on national magazines ADV on Radio - RDS Information materials at the Roma and Radio Roma Termini Station Subasio DEM and Banner OnLine on Corriere, Repubblica, newsletter il Messaggero, Il Tempo
  17. 17. Communicating the Double Pyramid concept through our brands… some examples…
  18. 18. Casa Barilla 2011: specific corner dedicated to the Double Pyramid
  19. 19. Mulino Bianco Web Site and PackMulino Bianco Website dedicates an entire section to «Our commitment»A mill powered by nature Saving Resources A SUGGESTION OF NEW 2013 Eggs PACKS… Packaging and Recycling
  20. 20. Mulino Bianco sustainability specific ADV… …and public events: the Mulino Bianco TourBreakfast in line with the Double Pyramid model andad hoc publications 20
  21. 21. Grancereale Web site and Pack• CHICCHE Verdi: messages of responsible consumption and conscious nutrition also on the single mono packs of brioches 21
  22. 22. Communicating the Double Pyramid concept through partnerships with Retailers
  23. 23. Collaboration with Retailers In 2011, Barilla has developed the project Next Level of Retailers Collaboration. Objective is to extend the methods of interaction of Barilla with their customers and develop partnerships and joint projects. Simply and Auchan Italy are among the first retailers with whom Barilla has engaged in a dialogue aimed at promoting some of our knowledge and actions, in particular with respect to the consumption model embodied in the Double Pyramid. 23
  24. 24. Training Modules based on the Double Pyramid in schoolsEducational Visits in stores Auchan and Simply: experiencing the Double Pyramidconcept through a conscious shopping path 24

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