Partnership for Health at SIX Winter School 2011


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Partnership for Health at SIX Winter School 2011

  1. 1. The Partnership for Health Six Winter School 2011,Celebrating solutions – Exploring examples of social innovation in practice Tomasz Misiak-Niedźwiadek, Danone Poland
  2. 2. Polish children are the poorest in EU Newsweek, 07.02.2010 The poorest region of Poland - łódzkie Gazeta Wyborcza, 24.02.2010 For many people in Poland meat is a luxury Nowa Trybuna Opolska, 20.01.2010 80 mln EU citizens lives in poverty, Nowa Trybuna Opolska, 20.01.2010 An increasing number of children live in poverty, Głos Nauczycielski, 06.01.2010
  3. 3. Responding to a social problem3 mln children and teenagers in Poland have health problems caused by malnutrition.
  4. 4. Data on malnutrition of children in Poland: 2009 500 000 children (1 in 5 children) was malnourished – too few meals or the meals are not big enough 260 000 children The lowest income group among households started their day without breakfast is the so-called „D” group – which amounts to 27% of all households in Poland. 170 000 children Source: Panel Gospodarstw Gfk Poland Oct 2008. suffered from malnutrition 120 000 children went to school hungry 70 000 children Today the number ate only what they got at school of malnourished children amountsSource: Millward Brown 2009,Research in 300 primary schools in Poland, conducted by Danone and Food Banks to 134 thousand * Source: MillwardBrown SMG/KRC for Danone, 2011
  5. 5. Results of the cooperationHigh quality, nutritious meals for schoolchildren available to all income groups thanks to their low price For breakfast For lunch
  6. 6. Coalition members and the operation modelThe Partnership for Health is a coalition of three companies and a scientific institution, created onSeptember 28th, 2006 by signing the declaration of cooperation. Danone Lubella Biedronka The Institute of The creation of the Establishing Mleczny Distribution and Mother and Child Mleczny Start (Milky Start’s (Milky Start) sales of Mleczny Expertise; Start) concept and formula, the Start (Milky Start); Ensuring that the model of production and Mleczny Start (Milky business transport; Start) fulfills coopeartion; Sales support in the stores; nutritional standards. Marketing activities, public relations and the coordination of the Partners’ work;
  7. 7. GoalThe goal of the Partnership for Health is fighting malnutrition of children in Poland andpromoting healthy, nutritional habits among children.
  8. 8. Mission and visionMission: Helping decrease the number of children suffering from malnutrition to half the currentnumber (i.e. to 85 000), until the end of 2015.Vision: Poland without the problem of child malnutrition and the problem it creates- socialexclusion.
  9. 9. Rules of cooperation1. Equality2. The product is distributed exclusively in the chain of JMD Biedronka stores – in over 1745 stores in Poland3. Aiming to achieve the highest product quality at the lowest price– a minimal profit margin that ensures the development of the initiative and the product4. The minimal profit is reinvested in the product’s marketing and promoting a healthy diet among children (in cooperation with the Institute of Mother and Child)
  10. 10. Results of the cooperationHigh quality, nutritious meals for schoolchildren available to all income groups thanks to their low price For breakfast For lunch
  11. 11. SEMOLINA ANNUAL SALESDEVELOPMENT (TONS) promo 403 base +43% 304 +177% 1218 831 376 368 410 2007 2008 2009 2010 2011 est. SOURCE: INTERNAL DATA JMD 2011
  12. 12. 65 000 000breakfast portions reached Polish households for 5 years
  13. 13. 80 000portions sold a day!
  14. 14. Mildew on the wall Folding armchair as a bed in the bathroom 27 % = 22 000to D households daily!
  15. 15. Thank you!