Basf success story westfleisch


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Basf success story westfleisch

  1. 1. SET in Practice:Meat Product Marketer WestfleischPositioned Well with CO2 FootprintHow does a 150 gram package of ham impact the climate? SET, a BASF initiativefor applied sustainability, is making sustainability measurable. With a strategicsustainability approach and innovative instruments, SET helps consumer goodsmanufacturers in measuring the sustainability of their products and optimizingthem on an individual basis. Here SET examines the entire value chain.It was 1820 when the German poet Hein-rich Heine described the northern Ger-man region of Westphalia as the „Mothercountry of the ham“. The name still fitsperfectly today: In the middle of the greencountryside of Westphalia we find West-fleisch, one of Europe‘s leading marketersof meat products. Slaughtering, cutting,processing and refining of meat special-ties brought Westfleisch revenues totaling2.16 billion Euros in 2011 (including ex-port subsidiaries, consolidated).Social and ecological responsibility arehigh priorities at Westfleisch. „Climateprotection means much more than justenergy-efficiency in production and op-erational management: Westfleisch takesresponsibility for the climate impact of itsproducts,“ says Managing Board Chair-man Dr. Helfried Giesen regarding theWestfleisch sustainability strategy, for-mulated with the assistance of the SETexperts at BASF.More sustainable meatUsing a comprehensive approach, the Supported and realized by SET, the CO2 Another interesting fact is the differing CO2SET team, led at the European level by footprint yielded insightful results: Although footprints of the various product types:Dr. Christoph Günther, investigated how processing meat is an energy-intensive part While 1 kg of raw pork has a CO2 footprintmuch greenhouse gas (CO2e) is generated of meat production, slaughtering, cutting of 3.2 kg, the footprint for packaged boiledalong the entire value creation chain – and processing account for only a small ham is 3.6 kg and as a result of the energy-from animal feed production all the way to part of the greenhouse gases produced. In intensive drying process, „raw cold-cuts“product consumption and disposal. fact, animal feed has a much stronger effect (such as salami) weigh in with CO2 foot-Knowing how much greenhouse gas emis- on the CO2 footprint: More than 50 percent prints of as much as 4 kg.sions are generated – and where exactly ­ of the CO2 footprint for pork production isalong the value chain – is the crucial ­ based on this factor. This includes CO2-­ SET also worked with Westfleisch to formu­prerequisite for continuously reducing­ relevant fertilizers and measures for plant late the CO2 footprint for veal and beef.emissions and effectively commu­­ nicating breeding and plant protection upstream in The CO2 footprint is an important initialthis success to the market. the value creation chain. step in the quantitative evaluation of
  2. 2. „Thanks to SET, as a leading company in the meat production sector we were able to determine an extensive CO2 footprint for our products. This lets us distinguish ourselves from market competition and actively accommodate our trade partners while meeting consumer expectations at the same time. The expertise and personal interaction with the SET-team are of great value to us.“ Dr. Helfried Giesen, CEO Westfleischs­ustainability. Additional SET milestones Ultimately the consumer wants to buyon the way to more sustainability are for food which is sustainable, i.e. which isexample the so-called „perception analy- produced with respect for the needs ofsis” and an integrated traceability strategy. both humans and animals and in balanceIn the „perception analysis“ SET investi- with our planet.“gates which topics are particularly relevantfor sustainability, from the point of view ofthe producer, but also from the point ofview of external interest groups. This qual- Carbon Footprint as a Result of a Life Cycle Analysisitative analysis focuses for example ontopics such as animal welfare and social for 1 kg Fresh Pork: 3,2 kg CO2easpects, energy consumption and pollu-tion. The results form the basis for the 100 % of CO2 Footprintf­ormulation of specific measures aimed atoptimizing sustainability and thus also 80i­mproving public perception. Slaughter* FarmFine-tuning sustainability 60 FeedChristoph Günther explains: „There are avariety of levers for fine-tuning the impro­ 40vement of sustainability. With our compre-hensive approach we find potential for opti- 20mization along the entire value chain andhelp our customers exploit this potential.First of all, the customer profits from greater 0resource efficiency. Second, the approach Occurrence of CO2e along the value chaingenerates additional value, which shinesa positive light on the customer’s brand. *including processing up to fresh meat unpacked Source Westfleisch, 2011 Find out more about BASF’s sustainability initiative SET at Dr. Christoph Günther, Phone: +49 621 60-28608, E-mail: