This document discusses a partnership in Poland called the Partnership for Health that was created in 2006 to address the problem of childhood malnutrition. The partnership includes Danone, Lubella, Biedronka, and an institute focused on mother and child health. Their goal is to reduce the number of malnourished children in Poland by making nutritious, affordable food options available in Biedronka stores. They developed a product called Mleczny Start (Milky Start) which provides healthy breakfast and lunch options for schoolchildren. Sales of Mleczny Start have increased significantly since 2007. The partnership aims to distribute their product exclusively through Biedronka stores across Poland in order to make nutritious food

1. The Partnership for Health
Six Winter School 2011,
Celebrating solutions – Exploring examples of
social innovation in practice
Tomasz Misiak-Niedźwiadek, Danone Poland

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. Responding to a social problem
3 mln children and teenagers in
Poland have health problems
caused by malnutrition.

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 amounts
Source: 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. Results of the cooperation
High quality, nutritious meals for schoolchildren available to all income groups
thanks to their low price
For breakfast
For lunch

6. Coalition members and the operation model
The Partnership for Health is a coalition of three companies and a scientific institution, created on
September 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. Goal
The goal of the Partnership for Health is fighting malnutrition of children in Poland and
promoting healthy, nutritional habits among children.

8. Mission and vision
Mission: Helping decrease the number of children suffering from malnutrition to half the current
number (i.e. to 85 000), until the end of 2015.
Vision: Poland without the problem of child malnutrition and the problem it creates- social
exclusion.

9. Rules of cooperation
1. Equality
2. The product is distributed exclusively in the chain of JMD Biedronka stores – in over 1745 stores
in Poland
3. Aiming to achieve the highest product quality at the lowest price– a minimal profit margin that
ensures the development of the initiative and the product
4. 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. Results of the cooperation
High quality, nutritious meals for schoolchildren available to all income groups
thanks to their low price
For breakfast
For lunch

11. SEMOLINA ANNUAL SALES
DEVELOPMENT (TONS)
promo
403
base +43%
304
+177% 1218
831
376 368 410
2007 2008 2009 2010 2011 est.
SOURCE: INTERNAL DATA JMD 2011

12. 65 000 000
breakfast portions
reached
Polish households
for 5 years

13. 80 000
portions sold a day!

14. Mildew on the wall
Folding armchair as a bed in the bathroom
27 % = 22 000
to D households daily!

15. Thank you!