Pdf Hartwall 2011 Sustainability Report 4,1 MB

Sustainability Report 2011
Brewing a Better Future
Contents
Can brewing be responsible?
1
Brewing a Better Future 2
What we said and what we’ve done 4
Green Brewer
Green Commerce
Engaging Employees
Hartwall Cares
Responsible Consumption Partnerships for Progress 7
8
9
10
11
12
Overview of environmental
performance
Contact information
13
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Hartwall Sustainability Report 2011
Welcome to our
Sustainability Report 2011
Can brewing be responsible?
Hartwall - the innovative leader
in the Finnish drinks business
Hartwall’s product range comprises beers,
ciders and long drinks, bottled waters, soft
drinks, speciality drinks as well as wines and
other alcoholic beverages supplied through
its fully-owned subsidiary Hartwa-Trade. The
company’s best-known brands are Lapin
Kulta, Karjala, Foster’s and Heineken beers
as well as Hartwall Jaffa and Pepsi Max soft
drinks, Hartwall Novelle mineral waters,
Upcider ciders and Hartwall Original Long
Drink.
Hartwall is a proud member of Heineken
that is Europe’s largest brewer and the
world’s third largest by volume.
Hartwall is a part of HEINEKEN Group, one of
the leading brewing companies in the world.
HEINEKEN’s operations are fundamentally
guided by sustainability. Hartwall’s goal is to be
Finland’s most sustainable company. “Brewing a
Better Future” is HEINEKEN’s sustainability
program, which covers the entire Group’s
operations. At Hartwall, we carry out
sustainability according to HEINEKEN’s strict
criteria while maintaining a local focus.
But, back to the headline question – can we brew
a better future? Yes, and we have to.
Sustainability is both an expectation and our
license to operate.
Brewing is a very domestic industry. Hartwall
employs indirectly approximately 11,000 people
in Finland. As much as possible of our raw
materials are produced locally: the water comes
from a well owned by Lahti Aqua connected to
an aquifer beneath Lahti and the barley malts
come from local farmers and a malt-house in
Lahti. Due to our strong local presence, we
actively support local initiatives such as the Lake
Vesijärvi program.
We are operating in one of the few fields using
adverts produced and planned locally. Therefore
we are able to apply criteria even more strict
than laws. All our commercials are required to
have approval of the brewing industry’s
self-regulatory body before publishing.
Our local impact extends to the responsible use
of our product. We acknowledge that the
misuse of alcoholic products can cause health
and social problems both to the subject and
their families. The road to responsible drinking
travels through the slow path of cultural
change. Enjoyed in moderation, beer can be a
part of a healthy diet and life style. Among
other things, we support responsible use
through instructions on the packaging which
direct to a website dedicated to information on
the risks of excessive alcohol consumption and
the benefits of moderate consumption. Again
in 2012 we will continue to focus all our
attention to promoting a responsible drinking
culture.
in 2012 we will continue to work on reducing our
environmental footprint.
Our goal is an even more transparent,
straightforward and honest dialogue with
external stakeholders. Help us brew a better
future by contributing your view or idea:
sustainablehartwall@hartwall.fi.
Finally, I would like to thank our employees for
making 2011 another important year towards a
sustainable future.
Jan-Kees Nieman
CEO
Brewing a better future also means taking care of
the environment. This is why we have dedicated a
lot of time into building environmentally friendly
ways of operating, for example by improving
energy efficiency and reducing waste to landfill.
While our Lahti brewery is one of the largest,
most modern and greenest breweries in Europe,
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Hartwall Sustainability Report 2011
Brewing a Better
Future
Hartwall’s sustainability report is a key
element of our public accountability and
demonstrates our genuine commitment
to transparency. This report will give you
an overview on how Hartwall has
progressed in sustainability in 2011,
present you our sustainability strategy
and state our goals on sustainability.
Brewing
a Better Future
To be the
World’s Greenest Brewer
Green
Brewer
Improve
Empower
Impact
Continuously improve
the environmental
impact of our brands
and business
Empower our
people and the
communities in
which we operate
Positively impact
the role of beer
in society
Green
Commerce
Engaging
Employees
Hartwall
Cares
Responsible
Consumption
Partnerships
for Progress
Governance, Senior management incentives,
Reporting and transparency, Supplier Code, Communication and engagement
We have created 23 programme areas that by 2020
will bring our words ‘Brewing a Better Future’ to life with
our people and our stakeholders and which cover our
material impacts as well as our value-based approach
to people and society.”
Brewing a Better Future is Heineken’s
comprehensive and integrated sustainability
strategy. It increases the scope and scale of the
group’s work on sustainability and gives substance
to the long-term ambition to be the world’s
greenest brewer. Hartwall in Finland is fully
committed to the Brewing a Better Future strategy.
To make sure we reach our destination, we have
focused our actions and energy around three
strategic imperatives – Improve, Empower and
Impact:
• Continuously improve the environmental
impact of our brands and business
• Empower our people and the communities in
which we operate
• Positively Impact the role of beer in society
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Hartwall Sustainability Report 2011
Governance of our Sustainability Strategy
At Hartwall, Brewing a Better Future is governed by
a Sustainability Committee that meets quarterly.
In addition, the sustainability strategy is regularly
on the agenda of the Management Team. Each
individual program is led by a work stream leader
from the functions.
Highlighting the importance of our sustainability
strategy, all Hartwall Management team
members have sustainability targets as part of
their yearly targets. In addition, Hartwall is
committed to a companywide supplier code. We
expect all our suppliers to support and respect our
values and principles of integrity, reliability, human
rights and environmental responsibility, in their
own business practices. Communication and
reporting are also crucial on our Brewing a Better
Future journey.
About our sustainability reporting
The information provided in this report is not
assured by an external body but the
environmental data is validated by KPMG. All other
information is based on data from the company’s
various, operating and certificated systems and
can therefore be considered factual and reliable.
The report follows the key principles of the Global
Reporting Initiative (GRI).
governmental organizations, NGOs, media and
others, to give us feedback on how we are doing
and how can we work together on our journey
Brewing a Better Future.
Pekka Lindroos
Director, Legal & Corporate Relations
We are open for dialogue
Stakeholders are a vital part of our sustainability
agenda. We encourage all our stakeholders; our
employees, customers, related associations,
From barley to bar we target improvements throughout the value chain
Agriculture
production
Malting
production
of malt
from barley
Brewing
brewing
of beer
Packaging
materials
Distribution
of beer
production
of glass bottles,
cans and kegs
local and
export beer
Customer
Consumer
cooling,
recycling of
packaging
cooling,
recycling of
packaging
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Hartwall Sustainability Report 2011
What we said and what we’ve done
What we said we will improve in 2011
What we’ve done in 2011
Green Brewer
Thoroughly examine the use of energy and
find ways to minimize it
• In 2011, Hartwall’s thermal energy consumption decreased from 66.1 MJ/hl in 2010 to 58.9 MJ/hl;
however, the target of 56.1 MJ/hl was not achieved.
• As a consequence of reduced thermal energy consumption, the total energy consumption of
Hartwall decreased from 175.4 to 157.8 MJ/hl in 2011. This is below the company’s target of 159.4 MJ/hl.
Thoroughly examine possibilities to use renewable energy sources
• In 2011, biogas from waste constituted for 19.8 % of thermal energy used in Lahti.
• At the Karijoki spring water bottling plant, wood chips are used as primary heat source. However, in 2011
there were some delivery problems, which had to be replaced by fossil fuels. So only 68.2% of Karijoki
thermal energy was produced by renewable energy.
Thoroughly examine the use of water and
find ways to optimize it
• In 2011, water consumption at Hartwall increased from 2.99 hl/hl in 2010 to 3.05 hl/hl,
meaning that our target of 2.85 hl/hl was not achieved. The main reason for increased water
consumption was due to a microbiological problem.
Green Commerce
Improve the efficiency of our delivery and distribution channels
• Increased the number of one-way trucking routes to 33% of our deliveries.
• Decreased our delivery routes from 13.11 million kilometres in 2010 to
9.85 million km in 2011, mainly caused by concentrating production to Lahti.
Measure the carbon footprint of production and supply chain
• Improved monitoring of fuel consumption in transportation of goods.
Reduce the environmental load of packaging
• We harmonized a part of our 1.5 litre plastic bottles to improve operational efficiency.
• Our new, lighter bottles save over 80 tons of plastic annually.
Achieve 35% decrease in the energy consumption of cooling
• One or more green measures in all of our new fridges resulted in an estimated 30% energy saving.
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Hartwall Sustainability Report 2011
What we said we will improve in 2011
What we’ve done in 2011
Engaging Employees
The share of women in the management team and
managerial positions
• Ann-Mari Hämäläinen was appointed Marketing Director in October 2011.
She is the second female member in Hartwall’s Executive Management Team.
• Number of women in managerial position has increased to 47 % in 2011 (job grade 20 or over).
Development of career planning and competence models
• Competency models have been launched to Commerce, Corporate Relations and HR. Logistics
competency model launch has been prepared for 2012.
• Functional Management Reviews have been held for professional and managerial employees
to assess performance and potential which supports career planning.
• In Commerce organizational design career paths have been taken into account.
• Talent Programs are carried out for leadership talents and emerging professionals.
New approaches to develop safety at work
• Hartwall successfully reduced accidents by 47% in 2011.
• Several measures were undertaken to develop occupational safety at Hartwall Lahti
as part of Total Productivity Management program and its objectives.
• In 2011 1526 DuPont preventive safety observations were carried out.
The safety observations aim to improve occupational safety. The model
involves approaching occupational safety from a positive perspective by
observing existing safe working methods.
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Hartwall Sustainability Report 2011
What we said we will improve in 2011
What we’ve done in 2011
Hartwall Cares
Purchase raw material from local operators
• All malt, sugar and other manufactured raw materials such as plastic bottles came
from local operators in 2011, totalling EUR 13 million in value.
Allocate 1% of our economic profit to social investments
• The objective was not met in 2011 because we did not find a suitable partner.
Active cooperation in local communities
• Continued cooperation with the city of Tornio after closing the brewery
by developing the property towards residential use.
• Supported the Lake Vesijärvi program in Lahti to restore the eutrophicated lake.
• Cooperation with Dental Health Care of Lahti was started to enhance
dental health issues among young people.
Responsible Consumption
Promote responsible consumption of drinks and
prevent alcohol abuse
• Adopted HEINEKEN’s “Enjoy Responsibly” message into Hartwall products and marketing.
• Introduced new David Green tap system to direct consumption towards smaller, 0.25 litre glasses
• We withdrew from the price competition of large cases and lowered the prices of small packages instead.
Promote health in product selection
• Hartwall launched new soft drinks sweetened with the natural and calorie-free steviol glycosides.
Conduct responsible marketing
• The industry’s self-regulation guidelines were updated in spring 2011. The industry’s self-regulatory
body will check all alcoholic beverage TV advertisements before publication.
• Hartwall got no injunctions from the regulatory authority Valvira during 2011.
Partnership for progress
Find solutions to resolve the social problems of alcohol abuse
• Continue supporting the industry’s “Drunk, you’re a fool” campaign.
• Hartwall started cooperation with a new partner Asennetta Kampanja Ltd,
a campaign on substance abuse prevention.
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Hartwall Sustainability Report 2011
IMPROVE
pumps. In addition, fluorescent lighting was
replaced with LED lighting.
Green Brewer
The partnership has benefited both
parties by reducing Hartwall’s
emissions and by giving Lahti
Energia valuable information on
utilizing the new fuel.”
Laura Korhonen
Production Engineer, Lahti Energy Ltd
Hartwall’s aim is to continuously
improve the company’s environmental
performance. In 2011, it succeeded in
reducing the ecological footprint of its
operations due to larger production
volume, closure of the Tornio brewery
as well as overall improvements in
operational efficiency. Although many
improvements were made in 2011, not
all targets were
achieved.
Energy consumption decreased
In 2011, Hartwall’s thermal energy
consumption decreased from 66.1 MJ/hl in
2010 to 58.9 MJ/hl; however, the target of 56.1
MJ/hl was not achieved. The main reason that
thermal energy was reduced was that many
adjustments have been made to the buildings
and processes at the Lahti brewery. For
example, we have reduced both air
temperature and compressed air pressure. The
closure of the Tornio brewery also resulted in a
more efficient production process.
Electricity consumption was also reduced to
11.0 kWh/hl (12.1) by for example optimizing
the running time of the yeast house’s cooling
As a consequence of reduced thermal energy
and electricity consumption, the total energy
consumption of Hartwall decreased from 175.4
to 157.8 MJ/hl in 2011. This is below the
company’s target of 159.4 MJ/hl. In 2012, our
target is to reduce energy consumption to
145 MJ/hl.
CO2 emissions decreased
due to reduced energy consumption
As a direct result of reduced thermal and total
energy consumption, in 2011 Hartwall’s CO2
emissions decreased to 4.90 kg CO2/hl
(2010: 5.89). Approximately 54% of CO2
generated during the brewing process was
captured in Hartwall Lahti, which accounted for
26.1% of the total carbon dioxide needed in
production.
Water use increased
due to microbiological problems
Due to a microbiological problem we undertook
an extensive cleaning process. Consequently
Hartwall’s water consumption increased in 2011
from 2.99 hl/hl in 2010 to 3.05 hl/hl, meaning
that our target of 2.85 hl/hl was not achieved.
> Increasing bioenergy to
reduce CO2
Renewable energy and cleantech are hot
topics everywhere right now, and bioenergy
is an area that is relevant to both issues.
Also the public sector in Finland encourages
companies to increase the use of bioenergy
such as biogases to battle climate change
by decreasing carbon dioxide emissions.
Lahti Energia Ltd. has enabled Hartwall to
replace a portion of the required fossil fuels
with bioenergy in their production. The
bioenergy used in Hartwall’s thermal center
is biogas deriving from the waste disposal
center of Päijät-Hämeen Jätehuolto. It
consists of 40–60% methane, 30–45% CO2
and 0.4–1.8% hydrogen sulfides.
By using bioenergy Hartwall was able to
meet their goal of increasing the use of
renewable fuels. The resulting emission
reductions have benefited also Lahti
Energia and the city of Lahti’s climate
efforts.
In 2010, we set the target of giving up the use of
detergents containing phosphoric. By the end of
2011, this has decreased total phosphorous level
in waste water by 50%.
The recycling rate of waste was improved
Hartwall is constantly striving to improve its
recycling process and reduce the amount of
mixed waste. One of the main environmental
achievements of 2011 was the significant
decrease in the amount of mixed waste sent to
landfills. The reduction mainly resulted from a
new waste recycling contractor at Lahti that has
managed to improve the overall recycling rate
of waste. In 2011, we achieved our target of
0.06 kg/hl, as non-recycled industrial waste
production at Hartwall decreased from
0.05 kg/hl in 2010 to 0.04 kg/hl.
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Hartwall Sustainability Report 2011
IMPROVE
Green Commerce
In 2011, our sales of organic
foods increased by 50% and there
is demand for more than can be
supplied – also in beer. For now,
organic is the only certified
process that meets consumers’
growing interest in things such as
authenticity, healthy lifestyle or
environmental and animal
issues.”
Hartwall aims to respond to growing consumer
expectations regarding the environmental
friendliness of products and their packaging.
One of the key ways to ensure this is to
measure the carbon footprint of the entire
production and supply chain. This is why we are
focusing specifically on improving the efficiency
of our delivery channels and focusing on
creating products that meet the needs of
sustainable development. The successful
reduction of carbon dioxide emissions calls for
closer co-operation with suppliers,
logistics partners and customers.
Ilkka Alarotu
S-group’s Retail Sales Manager
Efficiency in distribution channels
Hartwall has devoted a great deal of attention to
optimizing deliveries for a number of years in order
to reduce CO2 emissions. In 2011, our delivery
routes were 9.85 million kilometers (2010: 13.11
million kilometers). The most important reason for
the reduction was the concentration of production
to Lahti and closing the Tornio facility. Also
increasing the number of one-way trucking routes
and adopting more two story trucks are
contributing factors: in 2011 already 33% of our
deliveries were one-way routes.
In 2011, Hartwall also continued to improve the
efficiency of its distribution operations and
implement measures to reduce their carbon
footprint. In 2011, Hartwall further improved the
monitoring of fuel consumption in the
transportation of goods in 2011, which allows us
to measure the carbon footprint of delivery
vehicles. By 2012 the company aims to extend the
measurement of the transportation carbon
footprint to shipments of raw materials in
accordance with the “from barley to bar” principle.
The target is that by 2012, initial carbon footprint
studies have been done and the drivers of carbon
footprint have been identified.
Environmental friendly packaging
Another key aspect of reducing the lifecycle
impact of our products is to reduce the
environmental load of packaging. In 2011 we
improved the environmental friendliness of
packages by harmonizing a part of our 1.5 liter
plastic bottles, which improves their operational
efficiency. At the same time we made the bottles
lighter which resulted in savings of over 80 tons of
plastic annually.
To continue innovations in production, a team of
experts is regularly convened to assess and
green-light proposed redesign projects. In 2011
there were some 50 projects, roughly the same
number as in 2010.
Eco-cooling
Heineken was among the first brewers to commit
to global introduction of eco-friendly fridges. In
2011 all of our new fridges had one or more green
measures, resulting in an estimated 30% energy
saving. The goal is to achieve a 35% decrease in
energy consumption while reducing the carbon
footprint.
In September 2011 we started preparation for
rolling out the David Green, the world’s first “green”
draught beer system. This innovative system uses
75 % less energy than traditional tap systems. Roll
out started in the beginning of 2012.
> Organic and local brewing
on the rise
One of Hartwall’s focus areas is developing
Finnish beer culture. Currently people are
interested in the origins of food products
and the methods used to manufacture
them. Genuineness, closeness to nature
and transparency were the starting points
for creating two new varieties of Lapin
Kulta beer. Lapin Kulta Luomu Jouluolut, a
Münchener-style beer introduced in 2011,
was the first organic beer produced in
Hartwall’s Lahti brewery – and it was the
first organic beer produced by the
Heineken Group. The barley malt used in
the beer is grown on Finnish organic fields.
The organically grown hops used in the
beer are sourced from Central Europe, as
organically grown hops are not available in
Finland.
In 2010 Lapin Kulta charmed Finns with
Tuisku, a seasonal organic beer which was
developed in cooperation with Teerenpeli
microbrewery. With the exception of hops,
all ingredients are sourced domestically.
Finnish tradition is strongly present in the
beer: its hoppy flavour is supported by
yarrow, an organic Finnish herb which was
used to flavour beer before the
use of hops became common
practice.
In 2012 we will continue
developing our green
brewing offering to meet
growing interest in organic
and responsibly produced
products.
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Hartwall Sustainability Report 2011
EMPOWER
Engaging Employees
Hartwall’s success can only be achieved
through committed employees. This is why
we have made continuous personal
development and employee well-being a
priority and we have created numerous
programs for improving employee
competencies, comprehensive well-being and
maintaining employees’ capacity to work.
To me well-being means
maintaining my ability to work
efficiently while enjoying my work
and free time. The consequences
of neglecting to take care of one’s
health are especially evident as
we age. While each person should
be responsible for themselves,
Hartwall has provided me with
the tools for maintaining my
well-being, such as health
inspections, recreational activities
and most recently a personal
well-being survey, which provided
me with insight to areas that can
be improved.”
Timo Ala-Panula
Purchase and Refurbishment Manager,
Hartwall
Employee safety
Employee safety is key component of ensuring
the well-being of employees. In 2011 our
significant efforts to improve employee safety
reaped results as Hartwall managed to reduce the
amount of work-related accidents by 47 per cent.
The main contribution to this improvement was
due to the improvements made at the Lahti
brewery. The most important measure was the
implementation of preventative safety sessions
focusing on positive behavior and safety
observations, which helped increase employee
awareness on safety issues.
During 2011, 1,526 safety observations were
carried out. In the future we also plan to pay more
attention to incidents as each incident can be
seen as a potential accident. In Hartwall accidents
are divided in two categories according to days
that a person is incapable to work due to an
accident - accident and incident. Incident does
not cause incapacity to work after the day when it
occurred. In 2012, we plan to increase the number
of safety observations to 1,700.
While we are satisfied with the progress we have
made, our accident frequency and severity is still
above the average of the Heineken group, and
our final goal remains at achieving zero accidents.
To achieve this we will begin to systematically
investigate accidents outside the production and
supply chain, as this is where 30% of accidents
occurred in 2011. We will also extend our safety
card training to our sales staff. In May 2012, we
also organized a family outing for our personnel,
which emphasized the importance of workplace
safety.
> Improving employee
well-being
During 2011 Hartwall made employee
health and well-being a priority. During the
year, two projects were carried out.
The focus of the first project was the first
companywide well-being survey. As a result
of the survey each employee received a
personalized report detailing the
respondent’s lifestyle, health, as well as
emotional well-being and occupational
health. In addition to providing individual
level feedback, the survey provides valuable
insight the state of well-being of our
employees and the results can be used to
recognize the most important areas that
need to be improved.
The second program- Compassimplemented in 2011 aims to improve the
occupational health and well-being of
employees from different age groups and to
understand how we can help create a
positive work experience. Approximately 60
Hartwall employees representing different
age groups participated in a group
discussion on the factors that contribute to
well-being at work, including good team
work, competence development and
achieving targets.
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Hartwall Sustainability Report 2011
EMPOWER
this, Hartwall’s indirect employment effect
was approximately 11,000.
Hartwall Cares
In 2011, Hartwall adopted the code of business
conduct, determined the measurements used for
social investments and continued active
cooperation with the Lake Vesijärvi program and
the city of Tornio.
“Hartwall plays a significant role in
the communities in which we
operate, and we take our
responsibilities seriously.”
Pekka Lindroos
Legal & Corporate Relations Director
Hartwall cares
There are several metrics for assessing economic
impacts. The amount of taxes paid by Hartwall in
2011 was EUR 335.0 million (2010: 344.9 million).
Hartwall paid a total of EUR 12.5 million in
withholding taxes and EUR 6.0 million in recycling
fees. The wider society also received revenue in the
form of personal income taxes paid by our
The Tooth Troll is a development
project, initiated by Lahti School
of Innovation, to reach young
people with a new approach on
dental health issues, formerly
considered dull and patronizing.
Hartwall has been an openminded partner who takes the
issue of oral and dental health
very seriously. We have already
planned a campaign called “The
water of your life” for schools and
health centers, a brochure on the
effects of carbonic acid as well as
educational training modules on
the effects of beverages. The
project has benefited from
Hartwall’s extensive partner
network.”
Henrik von Schrowe
Tooth Troll campaign,
Dental Health Care of Lahti
employees. In 2011, Hartwall on average
employed 888 people.
Indirect employment
for 30,000 Finns
According to the Federation of the Brewing and
Soft Drinks Industry, the industry employed some
2,300 people in Finland in 2011 and had an
indirect employment effect on twelve times as
many, a total of almost 30,000 Finns. Based on
Hartwall has co-operated with the City of
Tornio after closing down the Tornio
brewery in 2010 to help laid-off personnel
find employment and in developing the
land formerly occupied by the brewery. In
2011, the production equipment was
disassembled and a land use plan was filed
for the city of Tornio to transform the
property into residential use.
All malt purchased in Finland
Hartwall aims to purchase raw materials
from local operators whenever
economically and ecologically feasible.
Raw materials purchased by Hartwall from
local operators in 2011 included all malt,
sugar and many other locally
manufactured raw materials and
packaging materials such as plastic bottle
caps. The total value of locally purchased
materials was EUR 13 million.
Hartwall’s Corporate Social
Investment programs
In 2011, Hartwall determined the
measurements used for social investments
in line with Heineken’s measurements,
using the London Benchmarking Group
reporting model. We have set the objective
of allocating 1% of our economic profit to
various social investments. The objective
was not met in 2011, because a suitable
partner was not found.
On January 1, 2011 Hartwall officially
adopted the code of business conduct,
which specifies the company’s responsible
operating principles.
> Hartwall supports the
wellbeing of local waterways
Pure and fresh water is one of the most
important raw materials for Hartwall and we
consider it our responsibility to help ensure the
wellbeing of local waterways. This is why in 2008
Hartwall signed a three year contract with the
Lake Vesijärvi foundation, committing the
company to help with efforts to clean Lake
Vesijärvi. This commitment makes Hartwall one
of the main sponsors of the program.
Thirty years ago Lake Vesijärvi was covered in
thick layer of blue-green algae. The
eutrophicated lake, previously a destination for
wastewater, was revived thanks to the significant
efforts of the Lake Vesijärvi program, an
initiative combining public and private resources.
However, despite these efforts, studies
concluded that the lake was still unfit for
recreational or fishing purposes without
constant up-keeping. Therefore, the current goal
of the Lake Vesijärvi program is to restore the
lake to good or excellent condition by 2015. In
2011 we supported these efforts with 10,000 €.
Hartwall will continue to support the program
until at least 2013.
Lake Vesijärvi is situated on the same
groundwater catchment area, as where
Hartwall’s Lahti brewery takes its excellent water
from. Therefore, it is only natural that we do our
part to secure the future of Lake Vesijärvi.
10
Hartwall Sustainability Report 2011
IMPACT
In retail business, we lowered the prices of
the small packages that consumers most
desire, such as the six pack and withdrew
from the price competition of large cases.
Responsible
Consumption
Hartwall’s product development is
conducted in Finland to ensure
that our new innovations meet
the taste preferences of Finnish
consumers.”
Hannele Alakarhu
Product Development Manager, Hartwall
As a producer of alcoholic beverages, Hartwall
is committed to promoting the responsible
consumption of drinks and preventing alcohol
abuse both through its own operations and in
partnerships with other actors in the field. In
accordance to this commitment, Hartwall is
an intoxicant-free workplace.
Promoting moderation
Heineken beer is a pioneer in promoting
responsible consumption. The Enjoy Heineken
Responsibly logo is integrated also into all
Heineken brands in Finland. Responsibility
messaging will also be extended to cover other
alcoholic beverages manufactured by Hartwall,
and the “Enjoy Responsibly” message was used
for the first time in Finnish in the Ice Hockey
Karelia Cup in November 2011.
Hartwall launched the new David system in 2011
for customers in the catering and restaurant
business, which provides substantially more
energy efficiency than traditional taps. The
system was also designed to direct consumption
towards 0.25 liter glasses. We want to stress the
importance of service and quality, instead of
quantity, in serving beer.
Responsible marketing
of diverse product selection
Hartwall’s marketing activities for alcoholic
beverages undergo a strict approval
process. The company has adopted the
rules of Responsible Commercial
Communication of its parent company
Heineken. Hartwall got no injunctions
from the regulatory authority Valvira
during 2011.
The self-regulation guidelines of the
members of the Federation of the Brewing
and Soft Drinks Industry were updated in
spring 2011 and as a result the brewing
industry’s self-regulatory body will check all
alcoholic beverage TV advertisements
before publication.
Hartwall also aims to provide consumers
with a wide range of products by offering a
selection of beverages sweetened by sugar
and those with high intensity sweeteners.
The company was the first beverage
company in EU to launch soft drinks
sweetened with steviol glycosides, after
the EU approval of the sweetener.
> Hartwall launched beverages with
new calorie-free sweetener from
natural origin
Hartwall wants to develop the Finnish
beverage market and has been researching the
use of steviol glycosides for a long time. They
are a natural and calorie-free sweetener
derived from the South American Stevia
rebaudiana plant. After the use of steviol
glycosides was authorized by the European
Commission starting in December 2011,
Hartwall was the first company in the EU to
launch a soft drink sweetened with them.
Steviol glycosides mark the biggest change to
the drinks business in decades and is expected
to revolutionize the Finnish market by
establishing a whole new category of
beverages.
The launch was received even better than
expected. According to a market study in April
2012 on 424 consumers, some 65% of the
audience had heard of stevia: 70% of them
connected it to natural origin and 60% knew it
was calorie-free. Its awareness had risen
significantly since December, especially in the
15–24 age group.
In 2010, Hartwall conducted a large survey, the
“Drink Atlas” on 15,000 consumers which
showed that naturalness and well-being are
increasingly important criteria for consumers.
With stevia based drinks, Hartwall has been
able to answer to consumers’ desires with
products that combine these qualities in a
completely new way.
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Hartwall Sustainability Report 2011
IMPACT
Partnerships
for Progress
The youth are best addressed in
their own terms and by open
conversation. Trying to scare
them simply does not work.”
Ewa Noth
CEO, Asennetta-Kampanja Ltd
Hartwall is committed to finding
solutions that help resolve the social
problems of alcohol abuse and binge
drinking. As part of this effort,
Hartwall and the other members of
the Federation of the Brewing and
Soft Drinks Industry have launched
the “Drunk, you’re a fool” campaign in
2007 to spark off debate about the
Finnish binge drinking culture and its
social acceptability.
The campaign, re-launched in 2010, has
garnered a great deal of attention due to its
originality and style, and won numerous
marketing awards. The “Drunk, you’re a fool”
campaign is a pilot project for a new approach to
alcohol education. The campaign was carried out
in close co-operation with all four Federation of
the Brewing and Soft Drinks Industry member
breweries, which also funded the campaign.
Several media companies, including MTV3 and
JCDecaux, also contributed to the campaign by
publishing its materials free of charge. The
“Drunk, you’re a fool” campaign continued
through 2011 and was especially active under
holiday seasons.
The campaign proved that appropriately
implemented and effectively targeted alcohol
education can have a genuine impact on
consumer attitudes. In a survey to measure the
attention value of the campaign, 72% of
respondents considered the campaign ads
necessary and 69% found them to be thought
provoking.
> Prevention takes conversation, not
intimidation
The “Attitude” campaign meets 10,000
young people every year at schools all over
Finland in the campaign’s substance abuse
prevention bus. Hartwall is the campaign’s
main sponsor.
The campaign aims to provide schools all
over Finland with free material and means
for substance abuse prevention. Modern
prevention work is about giving neutral,
researched information which inspires
people to take responsibility and control
their own life.
In the bus, an instructor goes through
common myths about substances with a
small group, focusing on issues the group
itself brings up. A very popular feature is also
the “drunk goggles” which distort the vision
to simulate a strong state of intoxication – a
very insightful experience.
To expand the alcohol abuse and binge drinking
prevention work in 2011, we started a
cooperation with the Asennetta-Kampanja Ltd ,
which is a national campaign dedicated to
preventing substance abuse. Through the new
partnership, Hartwall aims to find increasingly
effective ways of promoting responsible alcohol
use and preventing abuse. The co-operation will
continue in 2012.
Today’s youth are very aware, interested in
the future and willing to experiment. They
have the internet in their pockets, travel
around and know that countries have
different policies on substances and age
limits. This spawns many questions that
have to be answered and talked about.
“The best way to influence in preventing alcohol
abuse is by working together with other players
in the industry and partners with mutual goal.”
Pekka Lindroos, Director, Legal & Corporate
Relations.
The biggest challenge of today is probably
to keep up with the fast-changing culture
and be able to truly address and support
young people. The only effective way to
support responsible lifestyle of youth is to
change the culture and ways of acting by
long-span work in collaboration.
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Hartwall Sustainability Report 2011
Appendix 1: Overview of environmental performance
Performance indicator
Unit
2009
2010
2011
Total Beverage production
khl
2,456.9
3,069.6
3,258.6
Thermal energy
GJ
166,925.1
203,016.3
192,020.7
MWh
35,088
37,251
35,808
CO2 emissions (direct)
tons
421
211
272
CO2 emissions (indirect)
tons
17,868
15,708
Electricity
NH3 in use
kg
14,390
12,000
11,400
NH3 losses
kg
0.00
0.00
0.00
HC based refrigerants in use
kg
339
339
348
HC based refrigerants lost
kg
36.5
3.0
25.0
kg R11 equivalents
0.00
0.00
0.00
kton CO2 equivalents
58,945.0
5,322.0
64,282.0
Halons in use
kg
0.00
0.00
0.00
Water consumption
m3
779,178.0
917,855.0
992,701.0
Waste water quantity
m3
553,089.0
639,392.8
693,452.0
tons COD
2,009
2,279
2,343
Waste water organic load before treatment
Total co-products, packaging & industrial waste
tons
18,235
25,069
30,286
Non-recycled industrial waste
tons
137
165
126
Total hazardous waste
tons
8.36
1.42
2.33
Non-recycled hazardous waste
tons
0.00
0.00
0.00
Contact information
sustainablehartwall@hartwall.fi
Petra Gräsbeck
Head of Communications
Tel. +358 20 717 2595
Mob. +358 40 528 8995
petra.grasbeck@hartwall.fi
Pekka Lindroos
Director, Legal and Corporate Relations
Tel. +358 20 717 2440
pekka.lindroos@hartwall.fi
Hartwall Ltd
Box 200
00371
Helsinki Finland
Telephone +358 20 717 111
Fax +358 20 717 110
Internet: www.hartwall.fi
www.sustainablehartwall.fi
For HEINEKEN’s global Sustainability Report 2011 (audited by KPMG),
including detailed performance data and moving images, please visit:
www.sustainabilityreport.heineken.com
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