The Greenery
Healthy is More 2010 Sustainability Report
Contents
2
Foreword
3
Sustainable entrepreneurship at The Greenery
4
Healthy cultivation
7
Healthy innovation
13
Healthy variation
16
Healthy communication
19
Healthy business operations
23
Healthy employees
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Looking ahead: ‘Healthy is More’ in 2011
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The Greenery at a glance
32
The supply chain in focus
35
Other information
37
GRI table
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More information
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Foreword The Greenery works with Dutch and foreign growers to supply the highest quality fresh fruit and vegetables (FFV) to a huge range of global customers all year round.
The Greenery’s trainee programme was named Best Traineeship 2010 by Nobiles Media, a graduate careers fair.
2010 has been a year of change both within our organisation and the sector as a whole, but that has not stopped us from improving the sustainability of our operations. Being a trailblazing organisation in terms of sustainability has helped us continue
If you have any suggestions or comments about our sustainability policies, you can contact us at duurzaamheid@thegreenery.com
to meet the demands of our customers.
Our sustainability programme is based on our sustainability strategy, ‘Healthy is More’. The programme’s objectives and initiatives are spread across five focus areas: Healthy Cultivation, Healthy Innovation, Healthy Variation, Healthy Communication, Healthy Business Operations and Healthy Employees. This sustainability report describes the steps we have taken over the past year to achieve our goals, with inspiring case studies bringing our work to life. As we look back on 2010, there are a number of results we can be particularly proud of. Our headline achievement is the lead we are taking in building close links in the supply chain by matching customers wherever possible to individual growers. This allows customers to know who grew a particular product and how. It also means that fresh products, harvested to order, can be transported quickly and efficiently to the relevant customer. Meanwhile, our growers are doing their bit to increase the sustainability of their fruit and vegetable cultivation. In 2010, The
Greenery began awarding the Nature Counts quality label to growers who demonstrate outstanding sustainability. We constantly work with our growers to develop and market unique and innovative products, services and concepts that best serve consumer demand. This allows us to keep increasing the variety on offer on store shelves. Fruit, vegetables and mushrooms are all cornerstones of a healthy diet. It is parti cularly important that children eat enough fruit and vegetables. At The Greenery we feel it is our job to encourage this. That, is why we introduced products such as ‘Fred & Ed’ branded vegetables and snack fruit this year and continued our school fruit programme. We achieved all this partly thanks to the input of growers and enthusiastic staff members. Their invol vement helps us advance the sustainability of our operations year after year. That is why we invest in developing our staff too. We are proud that
Ir. Philip Smits General Manager The Greenery B.V.
Ir. Albert Knol Finance Director The Greenery B.V.
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Sustainable entrepreneurship at The Greenery The Greenery wants to be a trailblazer in sustainability, both in terms of its own operations and in the business guidance it provides to growers. Our aim is always to strike a balance between people, planet and profit, to ensure long-term sustainability.
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The Greenery is a leading player in the international market for fruit, vegetables and mushrooms. As such it has certain obligations, primarily in providing consumers with daily supplies of a wide range of healthy, tasty, fresh products.
Every aspect of our services are guided by the principles of sustainability and this Sustainability Report provides numerous examples of this. Health is the common denominator: healthy people, a healthy environment, a healthy economy.
The Greenery set objectives for each of those focus areas in 2010 and will be building on them in 2011. The objectives will be focused on further embedding sustainability into the organisation.
Communicating with stakeholders Sustainability strategy The Greenery’s sustainability strategy is made up of the following focus areas:
Healthy is more We are transparent about our cultivation methods and healthy initiatives
Healthy Cultivation
Healthy Innovation
Healthy Variation
Healthy Communication
To us a healthy crop is a sustainable crop. If it is good for nature, it is good for people.
We respond to consumers’ changing dietary habits through innovations in our business operations and packaging. Examples: • Introduction of snack fruit • Reducing packaging • Harvesting robot
A wide product range provides a mix of healthy nutrients, such as fibre, vitamins and minerals. We value special varieties that maximise these healthy nutrients.
We use a variety of communication initiatives to encourage healthy choices. • Vitapauze • Appealing shelf displays • Healthy eating guidance
Healthy Business Operations Sustainability helps to create a healthy business at every level. Profit is a valid part of this, as well as the planet and people.
The Greenery sees sustainability as an ongoing process and we want to keep raising the bar. This process takes place through communication with stakeholders, which include our own staff, growers within the Netherlands and abroad, customers and other stake holders in civic society. These relationships all ensure that we consider the interests of customers and other parties as we carry out our work. In terms of service delivery, our focus is on growers and customers. The Greenery maintains close relationships with customers. Our day-to-day contact with them includes listening to their ideas, demands and interests. In terms of sustainable innovation, we also often work with seed-enhancement companies on the development of new varieties and products. The Greenery also values communication with other, less direct stakeholders in the process of cultivation, such as banks. Our sustainability strategy, Healthy is More, also highlights issues and themes that affect customers and growers. Furthermore, The Greenery also carries out twice-yearly surveys amongst staff and growers to gauge satisfaction with the company’s services and business operations.
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The Greenery actively works with a range of orga nisations to encourage the growth of sustainable entrepreneurship. We regularly discuss national and European issues with other players in the sector, such as partner organisations in the GroentenFruit Bureau, the Dutch national fruit/vegetable marketing organi sation. Other platforms for discussing sustainability include the DPA (an industry body for buyers of fruit, vegetables and mushrooms) and Freshfel (the
Europe-wide industry body). The Greenery also has links with the European Food Safety Authority through the individual working groups of these organisations. In 2011 The Greenery will be participating in the Sustainable Business Initiative, a multi-stakeholder platform for building sustainability in international supply chains.
One important aspect of our consultation with civil society organisations is the issue of crop protection. Customers, particularly supermarkets, are setting increasingly high standards in this area, and organi sations such as Stichting Natuur en Milieu (the Netherlands Society for Nature and Environment) and Milieudefensie (Friends of the Earth Netherlands) expect The Greenery to do its bit.
Future plans The Greenery wants to be a trailblazer in sustainability, both in terms of its own operations and in the business guidance it gives to growers. Our long-term ambition is to maintain our position in the top 10 of the ‘transparency’ benchmark in the ‘food and drink’ category. To do so, our future plans will include the following:
• Every year, The Greenery will open a dialogue with three stakeholders about a socially relevant issue.
• The Greenery will review its sustainability strategy and associated objectives twice yearly.
• The Greenery will report on 2011 in accordance with level B of the GRI.
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Healthy Cultivation There is great public interest in the safety and quality of products, labour conditions and environmental protection. The Greenery works to encourage ongoing sustainability in cultivation. We acknowledge the importance of innovation amongst growers and reward it through the Nature Counts quality label. The Greenery works with growers and 足customers to achieve healthy, safe and transparent supply chains. Close cooperation in the supply chain is a good way of building sustainability.
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Reliable supplier We have noticed that customers are increasingly stipulating specific demands around food safety and assurances. Customers demand transparency at every stage, right through to the growers. The Greenery has a proactive policy on food safety to ensure that we can continue to be a reliable supplier to our customers.
around food safety and sustainability. We do this through regular collaboration with experts in crop protection and supervision. The Greenery is aware of the growing number of certification schemes and protocols that retailers expect their suppliers to comply with and in 2010 we acted on this to ensure that The Greenery meets the quality standards expected by international retail customers. Examples include:
• The QS system (Qualität und Sicherheit) which
became increasingly important to German customers in 2010. The Greenery has actively responded to this through its work with 50 growers who achieved QS certification in 2010.
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Kwaliteitscontrole) standard in 2010. This quality control standard is administered by the Dutch quality control bureau for the fruit and vegetable sector, the KCB. The Greenery has an environmental management system in place that meets the requirements of ISO 14001. In addition to internal audits, the certifying body SGS performs annual evaluations to ascertain that the sites are still meeting certification requirements.
Traceability Quality management and traceability go hand in hand. The entire supply chain is focused on achieving optimal product quality. Should there still be an incident, it is cru
T FMS (Tesco Food Manufacturing Standard) is the quality and sustainability standard used by the British retail chain Tesco. The Greenery achieved the highest score under this scheme in 2010 at its Zaltbommel site.
cial to quickly identify a product's origin and distribution. Tracking and tracing make that possible, by systemati cally recording a product’s complete journey through the chain. In the event of an incident, The Greenery can pro vide information within four hours on the origin of a pro duct and the materials used during its cultivation, as pres
The quality and environment department provides assurances on quality and food safety and monitors growers and their distribution processes from the field or greenhouse right through to the supermarket shelf. Our policy is based on the requirement that growers should at least be GlobalGap certified and that products are cultivated in accordance with statutory rules and comply with legal maximum residue levels (MRL). We attach great importance to providing guidance and information to growers
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By responding to the wide range of demands made by international customers, particularly supermarkets, The Greenery is constantly building on its knowledge, experience and expertise around various quality systems, safety assurances and certifications. Certified quality assurance The Greenery’s sites meet the requirements of IFS, BRC and QS standards and are certified accordingly. All of our sites also met the RIK (Reglement Interne
cribed by the General Food Law.
Social conditions There is an emerging trend for customers, such as supermarkets, to make increasing demands with respect to the social aspects of production. Their concern is around labour conditions for permanent and temporary workers in the cultivation sector and how those conditions can be assured and improved.
These issues, including include health and safety, remuneration, and employees' rights matter to The Greenery too. BSCI In 2010 The Greenery announced its intention to take part in the Business Social Compliance Initiative (BSCI). This international initiative to improve working condi tions is particularly important for products sourced from abroad. The Greenery wants to supply its products under BSCI terms by 2012 at the latest. Major foreign suppliers have been notified of this. The Greenery expects its growers to operate in accor dance with the International Labour Organisation’s (ILO) code of conduct and the Universal Declaration of Human Rights. The ILO has set out four main objec tives: advancing the right to work, improving work opportunities for men and women, implementing and expanding social security and improving social dialogue between employers, employees and gover nment. The Greenery will start work on this through BSCI in 2011. Sedex Many of The Greenery´s customers are members of Supplier Ethical Data Exchange (Sedex), a knowledge centre for measuring and improving ethically respon sible enterprise. Sedex's work includes monitoring growers' records in areas such as social conditions, human rights, freedom of association and fair wages. A number of The Greenery’s customers demand that the growers who supply them provide information
on these issues. In 2010, The Greenery made sure the Sedex database remained up to date. The number of participating growers has risen to 116 and is continuing to increase.
Nature Counts was given a high-profile launch in April 2010 at a sustainability symposium organised by The Greenery specially for growers, customers and other interested parties.
Fairtrade The Greenery is certified to package and distribute Fair trade products. In 2010 we started a research project to improve our understanding of the market for these products, including the possibility of supplying products directly to The Greenery. The results of this will be evaluated in 2011. Fairtrade focuses on producers in developing countries and is particularly concerned with fair pri ces, market access, reducing poverty and improving social conditions.
Nature Counts Our Nature Counts quality label showcases to customers and con sumers the efforts made by our growers in the area of sustain ability. To qualify for the Nature Counts label, a grower will neces sarily be a trailblazer in sustainability. The main areas of focus are energy, crop protection, nature and landscape, transparency, waste, water and employ ees. The first Nature Counts sustainability labels were awarded to growers in 2010 by a jury of independent experts.
The Greenery hopes that putting the spotlight on what these growers have achieved will encourage other growers to increase the sustainability of their business operations. The emphasis is on innovative entrepreneurialism leading to increased sustainability. Three companies were awarded the Nature Counts label in 2010, and it is hoped that more will receive it in 2011. www.naturecounts.com
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Geothermal heat The tomato company A+G van den Bosch was the first to be awarded a Nature Counts quality label. A+G van den Bosch uses geothermal heat instead of natural gas which has enabled it to reduce its energy use by 90%. This was an important innovation for the greenhouse horticulture sector as A+G van den Bosch was the first horticultural business to make use of geothermal heat. The company has built up a lot of expertise and is sharing it with others in the sector.
Resilient cultivators The tomato company Van Noord received the Nature Counts quality label for its innovations in the area of plant resilience. Greenhouse infestations are largely dealt with through the use of natural predators. That approach is not yet effective for moulds, however, which still need crop protection agents. Van Noord developed a system to make plants more resilient, focusing closely on the condition of the plant's roots. This led to a 90% reduction in the use of fungal treat ments. The secret lies in the style of cultivation, which aims to maximise plant health and resilience rather than yield.
Tomato company A+G van den Bosch.
Tomato company Van Noord.
The GreenCo tomato company has also made signi ficant advances in making plants resistant to moulds. It uses plant strengtheners and benign moulds that compete with harmful moulds in the soil to improve the plant’s vitality. This method, combined with natural methods of pest reduction, results in a very clean product and has made GreenCo a market leader in producing residue-free crops. The company is also looking at other aspects of sustainability by mini mising water and energy inputs.
Tomato company GreenCo.
Organic cultivation The Greenery’s range includes organically grown fruit, vegetables and mushrooms. Naturelle, The Greenery’s organic arm, specialises in organic fruits and vegetables and has close working relationships with regular suppliers.
Consumer demand for organic products continues to increase. Sales of organic fruit and vegetables are growing at a faster rate than those of standard products, increasing by more than 11% in the Netherlands in 2010. The Bio+ retail brand is the fastest growing brand in the Netherlands, recording a total growth of 30% in 2010. Naturelle, as a certified licence holder, is the exclusive supplier of all fruit and vegetables to this brand. In 2010, the partnership between Naturelle and the foundation behind the Bio+ brand name was developed further.
Organic growers use only natural raw materials, cultivate in the ground and use only organic crop protection methods. Naturelle constantly looks for ways to improve its sustainability. Organic Fairtrade fruit is now included in its range, and many products are sold in biodegradable packaging. Sustainability is relevant to its business operations too. Waste is separated, and an organic dairy farmer uses the fruit and vegetable waste to feed his cattle.
Naturelle made a major effort in 2010 to com municate the stories behind organic products. The new website www.natuurlijknaturelle.nl emphasises those stories, which have also been shared via Twitter and in news releases. On the website, Naturelle’s growers tell the stories behind their organic products, which helps create a link between growers and customers.
Food Chain Projects The Greenery’s growers are committed to minimising their use of crop protection agents. The Greenery works with various parties throughout the supply chain in its efforts to reduce the use of crop protec tion agents without compromising quality. In 2010, The Greenery worked with its growers to carry out a number of trials around minimising the use of crop protection agents, and to raise awareness amongst growers about what they should be focusing on and where they might make improvements. We also organised briefing sessions for growers. As of 2008, The Greenery has been one of a number of organisations leading on international food chain projects in this area. These are all unique projects in which parties in the fruit and vegetable supply chain aim to reduce the use of crop protection agents and work together to monitor cultivation. Besides various projects in the Netherlands, The Greenery has been involved in projects with citrus fruit, grape and melon
Naturelle grower Aldo van Os.
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Any growers that do need to use crop protection agents will do so with the greatest care, and as little as possible.
• A trial involving two pear growers and an apple grower is looking at how to make plants more resilient. Working with a supplier of crop protection agents and fertilisers, the trial is attempting to optimise foliage dressing.
Our plans for 2011 concerning Healthy Cultivation The Greenery works with growers and customers to achieve healthy, safe and transparent supply chains. We acknowledge the importance of innovation amongst growers and recognise this through the Nature Counts quality label. Close cooperation in the supply chain is a good way of building sustainability. The Greenery’s long-
growers and suppliers of crop protection agents in Spain, Italy, Uruguay and Brazil. A number of special programmes were launched in 2010:
• In 2010 and 2011, The Greenery is working with
growers, a crop protection agent manufacturer and a consultancy on an extensive trial with deciduous fruits and currants. The aim is to reduce the level of residues in the final product both in terms of quan tity and value so that growers can meet market demands over and above statutory requirements.
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Carbon footprint
term goal is to manage a reliable and transparent system
Carbon footprints are one way of measuring sustain ability. In 2010, the measurability of carbon footprints within the fruit and vegetable sector for growers, customers (particularly British supermarkets) and researchers was a hot topic. The Greenery has used its own algorithm to calculate its carbon footprint for cucumbers, tomatoes and mushrooms. We worked with the agricultural industry body Productschap Tuinbouw and the Landbouw Economisch Instituut (Agricultural Economics Institute) to develop a method that was trialled amongst growers in 2009.
of supply chain responsibility.
A lot of work is being done to come up with the necessary international agreement on how to perform calculations. Our aim is to work with customers and growers to achieve a workable, clear and acceptable method of measurement. The Greenery is working with a large Dutch supermarket chain, for instance, on ways of making sustainability objectively measureable. Data on water, energy, fertilisers and crop protection agents are all an important part of that.
The following objectives have been set out to make that goal a reality:
• Every year The Greenery will award 5-10 new growers the Nature Counts quality label.
• In 2011 all of The Greenery's growers will meet the new Global Gap certification requirements.
• In 2012 The Greenery's regular foreign suppliers will start to supply in compliance with BSCI standards.
Healthy Innovation Constant innovation is essential if we are to serve customers well, maintain our markets and expand. Innovation is relevant to the entire production and sales process – from new products to new cultivation methods, different packaging, more efficient logistics and new market concepts. At every stage, this process is led by customer and consumer demand.
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Innovation steering group The ‘innovation steering group’, an internal working group within The Greenery, is focused on encouraging innovation within the organisation and its growers. The steering group is made up of the general manager and those heading the Sourcing NL, Greenery Benelux, quality and environment, and marketing units. Two innovation managers work with the product managers on innovations at product group level. The Greenery is also part of Frisblik, the sector-wide consultative group on innovation. We also attend trade fairs and conferences and maintain useful contacts to ensure we remain up to date on innovative developments.
Cooperation with seed-enhancement companies It is important to have a good working relationship with seed-enhancement companies to develop new
market-oriented plant varieties and make growers aware of what those varieties can deliver. One example of this kind of cooperation between agricultural companies, growers and The Greenery is the work that has been done on long-life pointed cabbage. This tasty, crisp, cabbage with a long shelf-life is the result of long-term cooperation. Its year-round availability has provided an opportunity to increase its market share. This reduces dependence on overseas products. Briefing sessions are held regularly to raise aware ness of these varieties amongst growers. One such event in November 2010 focused on brussels sprouts, and explained some of the specific characteristics of varieties and developments in cultivation practices.
Innovation with asparagus and brussels sprouts Asparagus is a typically seasonal product with supply heavily dependent on the weather. The Greenery has placed temperature logging devices in asparagus beds for a number of growers, to help make supply predictions. This makes it possible to predict when a particular variety is due to grow and enables peak harvest time to be ascertained in advance. That knowledge makes The Greenery better prepared to act according to the volume of harvested asparagus it can send to market. The Greenery has set up a trial field with asparagus grower Walter Gubbels, with twelve different varieties of green asparagus and ten varities of white asparagus.
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Temperature logging devices in asparagus beds. The varieties were carefully selected by The Greenery and its growers following visits to England and Italy. Measurements and tests are carried out in the trial field every day to help select the perfect variety. This has led to a top-quality green asparagus being identified. Following years of research, 2010 saw the first com mercially significant harvest of a mild brussels sprout developed by the agricultural company Syngenta. The mild sprouts are 75% less bitter and research panels have indicated a preference for them over the classic variety. Growing these new varieties means it is possible to supply mild sprouts for the entire season. The Greenery introduced them to its customers during the 2010/2011 winter season.
Exclusive varieties
These factors all influence the choices that consumers make. The Greenery’s participation in the Restaurant of the Future provides information which is used to come up with innovative concepts as well as in marketing and category management.
The Greenery supports the growth of exclusive, new and different varieties tailored to the demands of our customers and of consumers. Examples include:
• The Sweet Sensation: a pear variety with an attractive red blush and an exceptionally sweet flavour. The Greenery provides its retail customers with a competitive edge by offering this variety. The pears are grown both in Europe and in the southern hemisphere to enable a year-round supply of good quality fruit. Exclusivity and top quality practices are key if growers are to receive a better price for their crops. Sweet Sensation is one of ten nominations for the Fruit Logistica Innovation Award 2011.
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I n 2010 The Greenery introduced the Dazzling Gold: a golden pear with a surprising flavour. This variety will be produced in the Netherlands, France and in the southern hemisphere.
• In the soft fruit sector, the Brilliance raspberry and Valor strawberry are exclusive varieties that satisfy customer demand in terms of flavour, shelf-life and year-round availability.
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Our plans for 2011 concerning Healthy Innovation Ongoing innovation is essential if we are to serve customers
Wageningen Chair
well, maintain our markets and expand. Innovation is
The Greenery and seed-enhancement company Rijk Zwaan jointly support the five-year ‘Fresh Innovation’ Chair at Wageningen University and Research Centre. The two parties supervise scientific research aimed at gaining an insight into the effects of cultivation and post-harvest processes on the quality of products, including shelf-life, flavour and health. In 2010 research was carried out on the effect of new cultivation methods on the quality of tomatoes, including the use of semi-closed greenhouses. Research into the effect of light on the shelf-life of lettuce varieties after they are cut and on the ‘ready-to-eat mango’ to better determine the ripeness of a mango has also been carried out.
relevant to the entire supply chain – from new products to new cultivation methods, different packaging, more efficient logistics, and new market concepts. Any inno vation is always based on customer demand. The Greenery’s long-term goal is to encourage innovation in the FFV supply chain by setting up partnerships between growers, seed companies, research organisations and customers.
• In 2011 The Greenery will be formulating performance indicators to measure our progress towards this goal.
• In 2011 The Greenery will be working on improving and developing three new market concepts that better
I n 2010 The Greenery acquired exclusive rights to produce the new Italian Sant Orsola raspberry varieties in the Netherlands and to sell them around the world. These varieties are tasty, very high yielding, with large fruits and a long shelf-life.
Restaurant of the Future The Restaurant of the Future is a project in which Wageningen University and catering and ICT specialists research visitor behaviour under controlled conditions. This involves monitoring the effects of interiors, ligh ting, presentation, layout, packaging and food labels.
meet customer needs.
• In 2011 The Greenery will be working on improving and developing three new plant varieties that better meet customer needs.
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Healthy Variation Scientific research has firmly established that vegetables, fruits and mushrooms are healthy foods, all offering their own particular mix of vitamins, minerals, fibres and anti-oxidants. To benefit from that range of nutrients, it is 足important that we eat a varied diet, whether at home or in restaurants, canteens and schools. The Greenery allows people to compose a varied diet by offering a wide range of products. 16
Variety: any time, any place
Tomato mixes
Fred & Ed
The Greenery aims to offer the widest possible range of products. We do this by adding new varieties to our standard range of fruit and vegetables, and by developing new products. For this purpose we have special innovation programmes which are based on the idea of responding to consumer demand. The way products are packaged, cut, mixed and combined can all make cooking easier. Besides offering a variety of products, The Greenery also offers a choice of production methods, with organic alternatives available across the range.
Cherry tomatoes are often sold as a packaged product. The Tomato Mix concept allows supermarket shoppers to create their own tomato mix and deter mine how much of each variety they want. The promotional materials supplied by The Greenery to supermarkets ensure that customers can clearly see what their choices are. A large German supermarket introduced the concept in 2010. This is an example of how The Greenery is making it easier for consumers to vary their diet and reduce waste.
Increasing fruit and vegetable consumption can help combat the growing problem of child obesity. That is why The Greenery and Food Sense have teamed up to help children (and adults) choose healthier snacks. Fred & Ed are two characters taking the lead in this. The launch of this scheme in 2010 was backed up by various campaigns promoting Fred & Ed vegetables and snack fruit (healthy fruits and vegetables in colourful packages).
Exotic products The market for exotic fruits and vegetables is growing. The import company Hagé International has responded to that demand through its new brand, Solentes. The brand includes familiar exotic products along with new ones such as mini mangos, buddha hands, rose apples, sapodillas and edible flowers. The new Hagé Exotics and Specialties division is building up all the necessary expertise on production and logistics for these products and ready to eat fruit.
The range includes cherry tomatoes, mini peppers and mini cucumbers, and is supplemented by snack fruit, such as strawberries and blueberries that are only available in summer. In late 2010 the range was awarded the Super IntroAward by industry magazine Supermarkt Actueel in the children’s products category.
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Rivas fruit programme The Greenery has a launched a large-scale fruit hand-out scheme with the Rivas Zorggroep (a healthcare provider) in the town of Gorinchem, designed to encourage healthy eating patterns and combat obesity. The scheme serves around 1,500 people daily. Staff, patients and visitors at 20 Rivas Zorggroep nursing homes, residential care homes and care facilities receive free fruit every day.
School fruit The Greenery’s own school fruit programme, Vitapauze, has been running since 2009 and encourages healthy eating habits amongst children. To promote the scheme, every primary school in the district of West land was supplied with free fruit and vegetables for a six-week period in 2010, introducing 10,000 children to the Vitapauze programme. The Greenery also made a big push for a national school fruit programme in 2010. The Dutch version of the School Fruit Programme launched in early 2011, with EU funding. The programme saw pupils from 2,000 schools receive free school fruit for a period of six weeks. The Greenery is one of the sponsors of the programme, working with the agricultural industry body Productschap Tuinbouw and the Ministry of Economic Affairs, Agriculture and Innovation.
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Our plans for 2011 concerning Healthy Variation The Greenery allows people to choose a varied diet by offering a wide range of products. This is generating the following results:
• In 2011 3,000 children will be taking part in the National School Fruit Programme.
• By 2013 the turnover of Fred & Ed’s vegetable and fruit products will have doubled, partly through fruit programmes in schools.
Healthy Communication The Greenery wants to encourage growers, customers and consumers to make healthy choices. Communication plays an important part in that. For example, we work with our customers to ensure products are presented as attractively as possible in the stores. We provide details about the origin of our products through the www.verseoogst.nl website which enables The Greenery to show that every product has a story due to the cultivation methods, health aspects, or uses of the product.
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Nature Counts
The campaign promoted eating fruit at work and was run at more than 200 railway stations around the Netherlands. Fruit at Work used billboards, mega posters, flyers and free fruit to encourage the con sumption of fruit at work, and The Greenery was one of the partners behind it. More details are available at www.werkfruit.nu
Nature Counts is a way for The Greenery to encourage growers to keep improving the sustainability of their cultivation methods. Our Nature Counts quality label showcases to customers and consumers the efforts made by our growers around sustainability. The Greenery awarded the first Nature Counts labels at two separate awards events during 2010. These events included a tour for media representatives of one of the companies that was given the Nature Counts label. Short films on www.naturecounts.nl allow The Greenery to tell the story of these sustainability trailblazers. Our aim is to increase the number of growers who hold the Nature Counts quality label in 2011 and to actively communi cate that growth.
Throughout 2010 The Greenery worked to encourage people to eat healthy Dutch fruit and vegetables.
Fresh harvest Consumers are becoming increasingly aware of what makes a healthy diet. People want to know exactly what they will be eating and where it comes from when they select from a range of FFV products. The www.verseoogst.nl website makes it easy for consumers to find out about products and growers. The site has details on individual products and includes recipes to help consumers prepare them. Traffic to the site is increasing. The Greenery's objective with the site is to add a human face to its groups of growers. The Greenery gives growers a simple template which they can use to make a website with information about their company, products and cultivation methods. The Greenery is proud of its growers, and
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www.verseoogst.nl is a way of expressing that. The site will be relaunched in 2011 with new features, including social media applications.
Healthy choice The Greenery encourages consumers to make healthy choices. We do this by working with our customers to present products attractively in stores and also by offering recipes. Packaging, special deals and promo tional sites play an important role in this approach. In 2010, for instance, The Greenery was one of the parties involved in a campaign around Fruit at Work, delivered by the GroentenFruit Bureau, the Dutch national fruit/vegetable marketing board.
We presented Dutch products to people at various public events including the Huishoudbeurs (a home show), Libelle Zomerweek and Margriet Winter Fair.
Fresh produce in-store presentation Fresh produce displays heavily influence the overall image of a supermarket. Quality and good presen tation in the produce department are a way for supermarkets to gain a competitive edge. Fresh produce displays therefore require precise planning. That is why there is increasing cooperation between supermarkets and The Greenery’s specialists regar ding store layout, consumer group analysis, shopping research and the translation of research results to the shop floor. This enables supermarkets to respond to trends such as the revival of traditional dishes and eating at home.
Communication about increasing sustainability In 2010 The Greenery set up collaborative projects with supermarket chains, using communication tools to increase sustainability in the supply chain. For instance, over the next few years a project with one of our retail customers will use the new apple and pear season as a hook to tell consumers more about sustainability in the production chain. As part of the project, every partner in the chain, from the grower to the buying group, transporter, packager and super market, will critically assess their role and look at areas where they can improve. The project will also lead to further efficiencies in the chain and greater cooperation between the various parties. “The know ledge that we collectively build up during this project can be used to make other standard products more sustainable,” says the fruit and vegetable unit manager of a Dutch retail chain. This project will serve as a trial for other products.
Healthy cooperation In 2010 The Greenery supported a number of healthy initiatives and good causes:
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T he Food Bank: Unsold products, often regarded as waste, are donated to the Food Bank for free. This gives people living on a minimal income greater access to healthy food.
• Kom in de Kas (Visit the Greenhouse): The largest public
event organised by the Dutch greenhouse horticulture sector attracted around 165,000 visitors to its 33rd event. A range of growers associated with The Greenery opened their doors to the public that day.
• TomatoWorld: A visitor centre where groups of people
from companies, schools and elsewhere can come and learn about the cultivation of tomatoes, variety enhancement, growth and technical innovations within the sector. TomatoWorld has an information and education centre, a conference space and a high-tech greenhouse where more than fifty dif ferent varieties of tomato are cultivated year round.
• Klas in de Kas (The Greenhouse Classroom): This
project, organised by the Westland Info Group for Greenhouse Horticulture, aims to teach primary school pupils aged 10-12 about life and work on a fruit and vegetable farm.
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Social investment
Open and available
The Greenery’s staff regularly take part in social initiatives.
The Greenery’s product range and service provision are constantly being improved, and we have intro duced a quality care system to help us do that. The system is a way for The Greenery to receive, register and follow up on complaints relating to product quality or food safety. We think it is important to take complaints seriously and our customers can notify their contact person at The Greenery directly with any complaints they may have. The quality and environment department deals with complaints about food safety. The complaints register enables The Greenery to keep improving its service on a daily basis.
• The Greenery has taken part in Ride for The Roses
for a number of years. The ride is a 100km cycle tour that raises funds for the KWF cancer charity and was founded by the cycling champion Lance Armstrong. In 2010 more than 100 of The Greenery’s staff and growers took part in the 13th ride event.
• In 2010 a large group of Greenery employees got
together to raise funds for the Sophia Children’s Hospital in Rotterdam. The staff members spent three hours cycling on a spinning cycle, raising more than 5,000 euros as part of the ‘Special Children’ event. The Greenery was also a sponsor of the 2010 event.
Our plans for 2011 concerning Healthy Communication The Greenery's use of communication tools is designed to encourage customers, consumers and growers to make healthy choices. We do this by working with customers to ensure products are presented as attractively as possible in the stores and also by offering information about the origin of products (www.VerseOogst.nl) and about sustain ability in the supply chain (www.NatureCounts.com). The Greenery's aim is to make information about the health and sustainability of the product range as accessible as possible for growers, customers and consumers. The Greenery has formulated the following key performance indicators (KPIs) for this purpose:
• In 2011 more than 50,000 people will visit the Verse Oogst.nl website.
• From 2011 The Greenery will use corporate communication channels (lorries, films, etc) at least ten times a year to communicate about sustainability.
• In 2012 Nature Counts will be an established part of The Greenery's communications in the countries it supplies its products to.
22
Healthy Business Operations Critical assessments of our own business operations are part of corporate social responsibility. In the past, The Greenery and its subsidiaries put a lot of effort into making their logistical processes more efficient. In 2010 the emphasis was on carbon reduction.
23
EcoDriving In 2010 all of The Greenery’s drivers undertook training in EcoDriving. EcoDriving is based on driving at lower engine revolutions which is made possible
years of efforts towards reducing the company’s environmental impact using the Lean methodology, where sustainability is integrated into business operations. Hollander has concentrated its fresh and semi-fresh products into a single distribution centre. The company has also focused heavily on reducing energy consumption in the distribution centre,and on optimising its transport routes. These measures have led to its relative carbon emissions being reduced by more than 24% in two years. The Greenery will be following this up in 2011 with the formulation of critical performance indicators to reduce its carbon emissions by 20%.
metres) and are significantly heavier. They can carry large loads over long distances and deliver a fuel saving of around 15% per pallet.
SideWings The Greenery’s transport company Dijco participated in a SideWings trial in 2010. SideWings are panels that sit underneath the semi-trailer, and were developed by Ephicas, a spin-off company of the Delft University of Technology. Applying SideWings reduces fuel consumption by 5-10%, and therefore reduces carbon emissions too. These advanced panels also provide better safety and reduce noise pollution. The Greenery will be expanding the trial in 2011.
Superlorries
by modern engine management systems and anti cipating traffic situations better. A lorry can reduce its fuel consumption by 20% when applying EcoDriving techniques, and this reduces carbon emissions. EcoDriving also reduces other engine emissions (such as NOx) and has positive impacts on traffic safety, vehicle lifespan and noise pollution.
Lean and Green Award In May 2011 our logistics subsi diary Hollander Barendrecht was awarded the Lean and Green Award by the Ministry of Infrastructure and the Environ ment. The award recognised
24
In 2010 The Greenery decided to put three extra superlorries into use in 2011. This brings the total number to five. These lorries have a total length of some 25 metres (much longer than the usual 18.75
Cleaner lorries In 2010 transport company Dijco replaced five Euro III lorries with Euro V lorries. These vehicles have an efficiency of 1:3.44 rather than 1:3, saving 15% on
fuel costs and on carbon emissions. The categories (Euro III and Euro V) are based on European emission standards. These are EU-wide standards for harmful emissions and are constantly being made more stringent.
Waste, energy and water usage The Greenery makes an effort to limit the environ足 mental impact of its internal business operations. Water and energy usage at every site is registered and analysed centrally. In 2010 we focused on further reducing our environmental impact. Our water and energy usage, waste volumes and carbon emissions related to our business operations fell in 2010 compared to 2009.
Carbon emissions in 1000s of tons 35
Total water usage in 2010 dropped from 212,318 to 211,754 m3.
900 800
30
700
25
600
20
500
15
400 300
10
200
5
100 0
0 2009 Electricity
Carbon emissions in 2010 were 2.5% lower than in 2009. Electricity and gas consumption per 1000 packaging units fell by 7% and 1% respectively in 2010.
Energy consumption in GJ per 1000 packaging units
2010
2009
Gas consumption
Electricity
2010 Gas consumption
Waste in millions of kg
Water consumption in m3 x 1000 300
14
250
12 10
200
8 150 6
Total waste dropped to 11,678,137 kg.
100
4
50
2
0
0 2009
2010
2009
2010
25
Packaging The Greenery aims to reduce the impact of its packaging on the overall environment and its imme diate surroundings. We take a partnership approach with clients, ensuring sustainability for them in the way we package their fruit and vegetables. Our British customers have requested that we seal our strawberry and mushroom packages with Topseal film. This has now replaced millions of plastic lids on strawberry and mushroom trays. In 2010 blue mushroom boxes also switched to recycled plastic.
Our plans for 2011 concerning Healthy Business Operations
As of this year, The Greenery has been able to provide a sustainable foam tray for chicory made from maize starch. Although it is a feasible product, cost factors have so far dissuaded customers from actually using it.
This means that The Greenery:
Supply chain reduction The Greenery’s aim is to make the entire supply chain from growers to consumers as short as possible. Having a short chain means The Greenery can offer consumers the freshest possible products. That is why growers harvest to order, enabling products to be delivered to customers in the shortest possible time. The Greenery is also creating direct links between growers and customers, and many customers receive their orders directly from the growers. This reduces the need for storage in the supply chain.
26
Critical assessments of our own business operations are part of corporate social responsibility. What can we do to lessen our impact on people, the environment and immediate surroundings? The Greenery’s long-term aim is to reduce the ecological footprint of our business operations by 20% in 2013 compared to 2008.
• Will carry out checks in 2012 to see where carbon emissions can be reduced.
• Will produce 20% fewer carbon emissions by 2013 compared to 2008.
Healthy Employees An organisation can only be healthy if its employees are too. That is why The Greenery invests in its people and constantly works to provide a pleasant, healthy working environment so that everyone can work to the best of their ability. It is also why we acted promptly in response to the views expressed in our staff satisfaction survey in 2010. The majority of those issues have been acted upon and we have raised our health and safety standards even higher. 27
Labour market and training The labour market is undergoing profound change, with fewer people being available to take over the jobs previously carrdied out by the ‘baby boomers’. The Greenery is responding to those changes and improving its appeal as an employer. This includes raising our profile in the labour market, developing different recruitment mechanisms and working with training bodies.
In 2010 we turned our attention to the implemen tation of the SAP automation system at the Zalt bommel site and within Greenery Benelux and many employees were trained in this. Every year, we also offer performance management workshops. In 2010, our employees spent an average of 7.8 hours each on training programmes.
Satisfaction survey The 2009 staff satisfaction survey generated a strong response and therefore provided a clear picture of what staff want. In 2010, several of the areas for improvement highlighted in the survey were acted upon as 80% of the suggestions have been followed up, with the rest to
Training programmes
follow in 2011. Team leaders have delivered improved
The Greenery offers a graduate trainee programme, with the third intake starting in 2011. Seven trainees started in 2010, in logistical, financial or commercial roles. The training programme for trainees and young professionals is specifically focused on skills and developments within the FFV sector. The Greenery’s trainee programme was named Best Traineeship 2010 in the Finance category by Nobiles Media, a graduate careers fair.
organisation in the workplace, greater consultation, clearer communication and better divisions of responsi bility. The survey also highlighted a number of areas for improvement which are being dealt with at the central level by the he human resources department. The department is training managers in improving their work briefings to staff, to provide simpler and clearer communication. Managers are also being taught how to encourage good behaviour and change poor behaviour. The Greenery attaches great importance to a pleasant work atmosphere.
The Greenery is keen to ensure that staff have access to learning and development opportunities. Wherever possible, those opportunities are developed internally, so they are customised to our work.
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GreenFuture is The Greenery’s on-the-job training programme and it offers students from senior secondary vocational education (MBO) programmes a chance to gain practical experience. Participating students qualify for an MBO2 Logistical Staff diploma. In 2010 seven GreenFuture candidates joined at various sites. The Greenery also runs an internship scheme, with 41 interns working at the organisation during 2010.
Works Council
Health & safety conditions
In 2009 The Greenery held its first elections for the Works Council because the number of candidates was greater than the number of seats. The council now has a significantly younger membership and the new members started in 2010. One important issue within the council is reaching an agreement with manage ment about the establishment of sub-committees, which are designed to register developments at specific sites and respond to them immediately. Their members can also launch their own initiatives to remedy issues at work. Sub-committee elections were held in May 2010. The introduction of the sub-committees is a new way for The Greenery to increase the participation of staff in running the organisation.
Health & safety conditions are always available for discussion at our various sites. The Greenery has developed critical performance indicators to be able to assess health and safety policy objectively. These indicators come into play during discussions between logistic control and the site managers. Health and safety actions and conditions are also monitored from an organisation-wide perspective.
Preventative medical check-ups In 2010 the Arbodienst, an advisory health and safety service for companies, performed check-ups on 358 staff who had volunteered for a preventative medical check-up. The check-up is focused on the links between personal health and the workplace. The health of the staff who took part was found to be in line with the reference group of ‘industry and the working population’. Some aspects requiring attention were found to be warehouse temperatures and physical strains on workers. Training has since been provided on ‘careful lifting’. The results of the check-ups have contributed to our policies on working conditions and the awareness raising campaign Working Safely, which took place in 2010.
Working Safely awareness campaign In the spring of 2010 all of our distribution centres focused on safety issues, with specific attention being paid to working with fork-lift trucks and other vehicles. Preventative measures and procedures are only effective if everyone is constantly vigilant about working safely. Compared to industry averages, relatively few incidents occur at The Greenery. The safety at work campaign, known as Alerta, increased awareness amongst staff. Safety awareness is also built into work meetings and staff can raise issues there for clarification.
In 2010 The Greenery started building a health and safety management system (comparable to the existing quality management system) where all relevant information is pooled. Grouping objectives, policies and programmes gives everyone involved a clearer insight into issues and enables them to ensure the effective and efficient delivery of quality management. In early 2010 engineers tested electronic devices at every site for compliance with the NEN 3140 directives. The equipment passed the tests and was approved. In a pilot project, staff at Bleiswijk were given addi tional training in dealing safely with faults and maintenance.
Reducing physical strain In 2010 the Health & Safety Inspectorate carried out its renewed checks on physical strains to staff, as previously announced. The inspectorate was pleased with the measures that The Greenery had taken. There has been a strong focus in recent years on labour-saving measures which has involved
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Diversity Number of people in 2008 2009 service at year-end Male 1532 1481 Female 325 309 Total 1857 1790 Women represent 8% of management
Attrition Attrition Of total % of total Workforce Number of FTEs in service at year-end Board/MT/office Logistics Transport and other Total
2008 436 1857 23%
2009 268 1790 15%
2010 254 1737 15%
2008
2009
2010
Age group
565 928 168 1661
588 894 173 1655
591 864 176 1631
Age group
2010 1449 288 1737
Number of people in service at year-end 2008 2008 2009 2009 2010 2010 F
M
F
M
F
M
< 25
39
178
30
139
16
115
25-34 35-44 45-54 > 55 Total
82 267 77 276 75 281 99 454 92 413 91 380 66 366 71 395 71 406 39 267 39 258 35 267 325 1532 309 1481 288 1449
introducing new equipment, training in object lifting, health and safety working groups and analysis of workplace accidents.
Absence due to illness In 2010 The Greenery recorded an illness-related absence rate of 4.6%, not including employees on maternity leave. This rate is higher than The Greenery would like. In 2010 there was a significant increase in long-term sick leave for staff aged 60 or over, which unfortunately The Greenery can do little about. The Greenery´s target for 2011 is 4.5% or lower.
Number of FTEs by country business Number of FTEs in service at year-end
The Netherlands United Kingdom Italy Spain China Belgium US Germany Poland Romania Total
30
2009 permanent agency 1550 943 21 6 7 14 51 10 3 3 1 1655
943
total 2484 21 7 14 61 3 3 1 2598
2010 permanent agency 1527 1026 21 6 7 14 49 3 3 3 1 1 1631 1029
total 2553 21 6 7 14 51 3 3
Our plans for 2011 concerning Healthy Employees The Greenery values investment in its people and con stantly works to provide a pleasant, healthy working environment so that everyone can work to the best of their ability. We also want to improve our appeal as an employer. In the long term, The Greenery’s objective is to achieve a score of 8 out of 10 in the staff satisfaction survey. To achieve that, we are creating a plan in 2011 which involves these performance indicators.
1 2659
Looking ahead: Healthy is More in 2011 Creating a sustainable business is an ongoing process for The Greenery. In 2011 The Greenery will continue to act on its sustainability strategy, ‘Healthy is More’. The strategy is based on encouraging, supporting and promoting healthier products and cultivation methods and optimising the supply chain.
origins and usage, through the Verse Oogst and Sicher Geniessen websites and associated promotional activities. This work also increases awareness amongst our buyers and consumers about the health and sustainability qualities of our product range.
Caring for people It is important for our staff to be healthy, and not just because it benefits our business operations. That is why we train our staff in how to work and lift objects safely. We are aiming to reduce the rate of absence due to illness to a maximum of 4.5%. The same target applies to the growers and their staff. Our anticipated membership of BSCI in 2011 will enhance respect for labour standards and human rights. Our staff play an important role in our ongoing work to make our business sustainable. That is why we will be paying even more attention to sustainability in our trainee programme from 2011.
In 2010 we formulated a number of long-term goals and key performance indicators (KPIs). In 2011, we will be expanding on the latter to better steer our sustainable business operations. This is particularly relevant to two aspects of our sustainability strategy – healthy innovation and healthy employees. We also anticipate progress in other aspects of our sustain ability policy in 2011 too, some of which are listed below.
Healthy Cultivation The Greenery has spent many years working towards healthy cultivation techniques by reducing the use of crop agents, ensuring food safety, increasing our range of organic and Fairtrade products and encoura ging sustainability amongst growers. In 2011 we will continue to develop measurement techniques to identify areas for improvement and ensure our efforts are transparent. We also aim to award our Nature Counts quality label to more of our out standing growers in 2011, encouraging sustainable growing practices.
Making healthy choices appealing
Climate awareness
If people are to live healthier lives, it is important that they have access to a healthy, varied diet. Our aim is to encourage more people to make healthy choices and eat more fruit and vegetables. We are doing this by supporting retailers in how they design their fruit and vegetable displays, as well as by further expanding and promoting existing concepts and introducing new products or services that better suit the needs of consumers. One area of focus in 2011 is consumer communications that explain product
Our aim is to reduce our carbon emissions by 20% in 2014 compared to 2010. To that end, we are carrying out an energy-saving audit in 2011 to highlight opportunities to save energy. We want our focus on these areas to deliver a balance along all the links in our supply chain. This will enable The Greenery to offer customers a responsible, healthy, varied and sustainable range of fruit, vegetables and mushrooms.
31
The Greenery at a glance The Greenery is a leading international fruit and vegetable company. We supply a full range of fresh fruit, vegetables and mushrooms to supermarket chains, wholesalers, caterers and the food processing industry worldwide and all year round. Quality, efficiency and professionalism are cornerstones of The Greeneryâ&#x20AC;&#x2122;s operations. We also pride ourselves on our expertise, entrepreneurialism and the energy and impact of our staff. The Greenery is also committed to encouraging healthy, sustainable production in the entire FFV supply chain.
32
Company profile
Members
The Greenery sells products from both Dutch and foreign growers, Most of our turnover is generated from around 1,000 Dutch growers, who own The Greenery B.V. through Coöperatie Coforta U.A. Our work covers the entire FFV supply chain, from careful seed quality monitoring to developing new plant varieties and creating in-store concepts for super markets. The Greenery operates in the Benelux, Germany, the UK, southern Europe, Scandinavia, Russia, central Europe, north America and the Far East. Coforta Verkoop B.V., a new sales channel for members of Coöperatie Coforta U.A., focuses on the Dutch wholesale market and exporters. In 2010, 18% of all members (all of them greenhouse growers) opted to sell their products through Coforta Verkoop BV. Coforta Verkoop B.V. and the trading company The Greenery jointly form The Greenery B.V.
Members' Council
Coöperatie Coforta U.A.
Supervisory Board
The Greenery B.V.
Financial information The 2010 Annual Report contains a detailed account of The Greenery´s financial results. This report can be downloaded from www.thegreenery.com
Key figures
2010
2009
2008
Net turnover
1,263
1,149
1,308
Operating result
4
14
10
Net profit
5
7
9
Capital base as % of total balance
41.0% 39.6% 38.7%
Trading company The Greenery B.V.
(in millions of euros)
Coforta Verkoop B.V.
Country of product origin
Product distribution
Geographic distribution of turnover
Spain 7%
Overseas 19%
Mushrooms 4%
Other fruit 9%
The Netherlands 50%
Rest of Europe 21%
Other European countries 3%
The Netherlands 71%
Soft fruit 6%
Other vegetables 17%
Germany 10%
Rest of the world 5%
Deciduous fruit 7%
Botanic-fruit vegetables 57%
United Kingdom 14%
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Sustainability management At The Greenery, the management board has ultimate responsibility for sustainability, with the director of quality and the environment serving as the primary point of contact. The organisation´s sustainability objectives for 2011 were drawn up by the manage ment board in coordination with the logistics and marketing and communication managers. The Greenery’s directors and management created the ‘Healthy is More’ sustainability strategy in 2008. At management level, sustainability is addressed during the weekly operational management mee ting, as well as during the quarterly consultations on quality assurance, environmental affairs and sustai nability held between the director of quality and the environment and the heads of the commercial departments. At an operational level, consultations with suppliers are held every two weeks and these meetings also address sustainability.
Arie van der Linden Director of Quality and the Environment
34
Stan de Ridder Logistics Manager
Yvonne Geurten Marketing & Communication Manager
Everyday on the shop floor, our employees put policy into practice under the direction of the management.
Code of Conduct and Whistleblower Scheme The Greenery´s Code of Conduct and Whistleblower Scheme officially took effect in 2007. The Code of Conduct endorses the rules of the ETI code and further lays down standards for The Greenery, its whollyowned subsidiaries and employees. In all its activities, The Greenery pursues a policy rooted in the principles of fairness, integrity and transparency. We always maintain a respect for human rights, the environment and legitimate interests. Here, legitimate interests relates to not only to employees, customers and shareholders, but also to suppliers and other involved parties. The Whistleblower Scheme is a way of ensuring that we remain compliant with The Greenery´s Code of Conduct. This scheme offers all employees of The Greenery and its wholly-owned subsidiaries the opportunity to report suspected violations of internal and external regulations (of the Code of Conduct), without fear of personal consequences.
The supply chain in focus (pages 35 and 36) The Greenery works with growers, customers and suppliers to improve the sustainability of the fruit, vegetable and mushroom supply chain. We want to minimise the impact of the supply chain at every point, protecting the environment, people and local surroundings. The Greenery is passionate about its products. We produce only the best fruit, vegetables and mushrooms and we ensure their journey from farm to fork is as short as possible. Our products move along the supply chain as follows: Seed-enhancement companies
Growers
Sales and Marketing
Logistics
Customers
Corporate Governance The 2010 Annual Report includes a chapter on Corpo rate Governance. This report can be downloaded from www.thegreenery.com
Consumers
The supply chain in focus
Seed-enhancement companies
Growers
Sales and Marketing
Innovation is a key concern at The Greenery. Our
Every day, growers both at home and abroad supply
market and product expertise and central position in
us with a full range of fruit, vegetables and
the supply chain make us uniquely positioned to
mushrooms. A healthy crop is a sustainable crop.
introduce and market innovative products. We work
Growers affiliated with The Greenery are encouraged
closely with seed-enhancement companies in our
to use as few crop protection agents as possible,
ongoing efforts to innovate in a dynamic market. In
make sparing use of (renewable) energy and they
this way, we support growers in the development of
agree to adhere to sound health and safety principles
new varieties and sustainable cultivation.
throughout the entire supply chain.
The Greenery´s trading rooms are where our supply and customer demand, both national and international, are brought together. This is where our range is tailored as much as possible to suit customers’ varying needs and wishes. Society is easily swayed by hypes and trends.and The Greenery keeps an eye on those trends and translates them into new market oppor tunities. Sustainability and health are not just trends as they can influence the product range – by leading to the creation of an organic range for example. The Greenery’s market-oriented approach gives us the flexibility to offer a specific response to every demand and we share our expertise with growers and customers so we can meet the changing needs of consumers.
35
36
Logistics
Customers
Consumers
Fresh produce relies on speed, which is why efficiency
Supermarkets see the FFV sector as an important
The Greenery is keen to promote healthy choices
and good logistics channels are so vital to our business.
product category when it comes to distinguishing
amongst consumers and we do this in a wide variety
After harvesting, products go through a sequence of
their own formulas from competing concepts. The
of ways. We offer a broad range of products to
steps from sorting to processing to packaging, Supply
Greenery supports supermarkets in making a thorough
encourage varied diets, as well as special products
chains need to be seamless, so that they can continue
analysis of their FFV range and in designing the layout
for extra convenience. The www.verseoogst.nl
to be shortened. This leads to fresher products and
of the fresh produce section. We help them with proÂ
Âwebsite provides information on product origins and
will ultimately reduce our environmental impact. By
motional campaigns, product demonstrations and
cultivation methods.
keeping the supply chain as short as possible and
in-store materials and, occaisonaly, by training
minimising waste at every opportunity, we can
employees working in the fresh produce section.
minimise our impact on people and the environment.
This support is often based on research into consumer
The Greeneryâ&#x20AC;&#x2122;s aim is to reduce its transport-related
preferences and behaviour. The Greenery also works
carbon emissions by using more efficient logistics
with supermarkets to raise awareness of sustainability
and fuel-efficient transport options.
amongst consumers.
Other information Scope and method This report relates to the organisation of the trading company The Greenery B.V., including its sixteen subsidiaries and Coforta Verkoop B.V. It is an annual report covering performance in the period from 1 January 2010 to 31 December 2010. The Annual Report can be downloaded from www.thegreenery.com with detailed information on financial results and the legal structure. This report has been drawn up in accordance with the guidelines of the Global Reporting Initiative (GRI), level C, self-declared. The GRI guidelines define this report’s most important performance indicators. The report also complies with the criteria set by the Ministry of Economic Affairs, Agriculture and Innova tion’s transparency benchmark. Both those instruments were created following extensive consultation with the private business sector, civil society organisations and various global organisations. By following these guidelines, The Greenery aims to provide readers, staff members, growers, customers and other stake holders in society with the information they require. The data is stored in a central database at the company headquarters. A portion of the data includes estimates.
Definition of terms
• FFV: Fresh fruits and vegetables • BSCI: Business Social Compliance Initiative. • BRC: British Retail Consortium, a trade association • Packaging unit: The individual units in which products are packaged • DPA: Trade association for sellers of fruits, vegetables and mushrooms • ETI: Ethical Trading Initiative, a code of conduct governing ethical entrepreneurship • Freshfel: European FFV sector forum • GRI: Global Reporting Initiative, the international guideline for reporting on sustainability • IFS: International Food Standard, explicit quality
standard for auditing private label food product suppliers.
• ILO: International Labour Organisation • KCB: Dutch quality code for fruit and vegetables. • KPIs: Key performance indicators • LZV: Lange Zware Vrachtauto’s (superlorries) • SEDEX: Supplier Ethical Databank Exchange, a non• • •
profit membership organisation for businesses committed to continuous improvement of the ethical performance of their supply chains. Key areas of concern include labour conditions and safety TFMS: Tesco Food Manufacturing Standard QS system: Qualitat und Sicherheit. German quality system RIK: Reglement Interne Kwaliteitscontrole (internal quality control regulation)
37
GRI Table GRI table SR = Sustainability Report AR = Annual Report Indicator
Explanation
Report Page number(s)
Comments and website links
Vision and strategy 1.1
Management Board statement.
SR 3
Company profile 2.1 2.2 2.3 2.4
Name of reporting organisation. Primary brands, products and/or services. Operational structure. Location of headquarters.
SR 33, AR 3-4 AR 3 SR 41
The Greenery B.V.
2.5 2.6 2.7 2.8 2.9 2.10
Number of countries in which the company operates. Ownership structure and legal form. Markets served. Scale of reporting organisation. Significant changes during the reporting period. Awards achieved during the reporting period.
SR 33 AR 3 SR 33 SR 33 SR 33, AR 6-7 SR 3, 17, 24
Spoorwegemplacement 1, Barendrecht , The Netherlands
Best Traineeship 2010 Super IntroAward: cat. Childrenâ&#x20AC;&#x2122;s products Lean and Green Award.
Report parameters 3.1 3.2 3.3 3.4
Reporting period. Date of most recent report. Reporting cycle. Point of contact for questions regarding the report and its content.
SR 37
SR 41
January 1 2010 â&#x20AC;&#x201C; December 31 2010 September 2009 Annual duurzaamheid@thegreenery.com
Company profile
38
3.5 3.6 3.7 3.8 3.9 3.10
Process for defining report content. Scope of the report. State any specific limitations on the report or its scope. Basis for reporting on other entities. Techniques and calculation bases for data measurements. Explanation of the effects of any restatement of previously supplied information.
3.11
Significant changes from previous reporting periods.
SR 37 SR 37 SR 37 Not applicable. SR 37 In the interests of comparability, figures for stocks, debtors and short-term loans over 2009 have been adjusted to align with the presentation used for the year under review. SR 33, AR 6-7
Indicator
Explanation
Report Page number(s)
Comments and website links
GRI table of contents 3.12
Table identifying the location of standard disclosures in the report.
SR 38-40
Assurance 3.13
Policy and current practices with regard to seeking external assurance for the report.
The financial data (the annual accounts) have been externally verified by Deloitte Accountants B.V., the other data in the sustainability report have not been externally verified.
Governance, obligations and involvement 4.1 4.2 4.3 4.4 4.5
Governance structure of the organisation, including committees that fall under the highest governance body. Chair of the highest governance body. For single-tier organisations: indicate the number of independent and/or non-executive members of the highest governance body. Mechanisms for shareholders and employees to provide recommendations or direction to the highest governance body. Linkage between compensation for members of the highest governance body, senior and executive managers (including severance schemes) and organisational performance (including social and environmental performance).
AR 28-30, SR 33-34 AR 28-30 Not applicable. AR 28-30, SR 28, 34 No linkage between compensation for members of the highest governance body, senior and executive managers (including severance schemes) and organisational performance (including social and environmental performance) exists.
Consultations with stakeholders 4.14 4.15
List of stakeholder groups engaged by the organisation. Basis for identification and selection of stakeholders with whom organisation engages.
SR 5, 6 SR 5, 6
Performance indicators
Economic EC1
EC3 EC4 EC7
Direct economic values generated and distributed, including revenues, operating costs, employee compensation, donations and other community investments, retained earnings, and payments to capital providers and governments. Covering liabilities related to the organisationâ&#x20AC;&#x2122;s established payment plan. Significant financial assistance received from government. Procedures for local hiring and proportion of senior management hired from the local community at significant locations of operation.
AR 35-38, SR 33
AR 48-51 None. Not present.
39
Performance indicators
Environment EN1 EN6 EN7 EN8 EN16 EN18 EN22
Total materials used by weight or volume. Initiatives to provide energy-efficient or renewable energy-based products and services, and reductions in energy requirements as a result of these initiatives. Initiatives to reduce indirect energy consumption and reductions achieved. Total water withdrawn by source in m3 per year. Total direct and indirect GHG emissions by weight (in tonnes, CO2 equivalent). Initiatives to reduce GHG emissions and reductions achieved. Total weight of waste by type and disposal method.
SR 25 SR 11, 12, 23-25 SR 11, 12, 23-25 SR 25 SR 25 SR 11, 12, 23-25 SR 25
Labour conditions LA1 LA2 LA4 LA 7 LA8
Total workforce by employment type, employment contract and region. Total number and rate of employee turnover by age group, gender and region. Percentage of employees covered by a collective labour agreement. Rates of injury, occupational sickness, lost days and absenteeism, and total number of 足足workrelated fatalities per region. Education, training, counselling, prevention and risk-control programmes in place to assist workforce members and their families or community members regarding serious diseases.
SR 30 SR 30 100% SR 30 SR 28, 29
Human rights HR2 HR4 HR6 HR7
Percentage of significant suppliers and contractors that have undergone screening on human rights, and actions taken. Total number cases of discrimination and the measures taken. Activities that have been found to involve a substantial risk of child labour, and measures taken to stamp out child labour. Activities that have been fund to involve a substantial risk of forced or compulsory labour, and measures taken to stamp out forced or compulsory labour.
SR 9 No cases reported. SR 9 SR 9
Social SO6
Total value of financial and in-kind contributions to political parties, politicians and related institutions, by country.
None. Some directors have personal involvement with a political party.
Product accountability PR1 PR5
40
Life cycle stages in which health and safety impacts of products and services are assessed for improvement. Practices related to customer satisfaction, including results of surveys measuring customer satisfaction.
SR 10-12, 15, 35, 36 SR 21, 22
More information The purpose of this report is to provide a clear and 足transparent description of activities and developments within our organisation in the area of sustainable entrepreneur足ship in 2010. Any questions, comments or suggestions can be sent to the following email address: duurzaamheid@thegreenery.com
Publication information Publication date: July 2011 Compiled by: Karin van der Voort Consultancy and editorial: Schuttelaar & Partners, The Hague Photography: The Greenery Image Archive Design and layout: CapsStudio, Abcoude The Greenery B.V. Spoorwegemplacement 1, Barendrecht, The Netherlands P.O. Box 79, 2990 AB Barendrecht, The Netherlands Telephone: +31 (0)180 65 59 11 E-mail: info@thegreenery.com www.thegreenery.com