Successful implementation of Corporate Responsibility (CR) programmes

In 2014, the inter­na­tional business units again success­fully contributed to the achievement of our company-wide sustain­ability targets, and put measures from their own national Corporate Respon­si­bility programmes into practice.

In their national Corporate Respon­si­bility programmes, our inter­na­tional business units mainly focus on regional issues, with an emphasis on the Tchibo action areas Customers & Products, Environ­mental Protection in our Opera­tions, and Employees.

Customers & Products: external and internal sustain­ability commu­ni­cation

Sustain­ability commu­ni­cation are an important element in explaining the benefits of sustainably produced products to our customers in all sales regions. In addition to materials developed in Germany, all inter­na­tional business units use their own innovative formats that are adapted to their respective national customer and stake­holder require­ments.

Examples include the social media campaign on sustain­ability labels of our business unit in Poland as well as the animated film “Mr Coffee Bean in the land of Coffee” that was used by several countries in 2014. It commu­ni­cates how people and the environment benefit from sustainable coffee culti­vation in an enter­taining way. In 2015, the film “Mr Coffee Bean in the Forest”, which explains the benefits of sustainable forest management, will also be synchro­nised and dissem­i­nated through social media channels by the several business units.

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Simple expla­nation of sustain­ability labels

Labels identi­fying sustainable products must be credible and under­standable for customers and have a high recog­nition value. We want to further increase customer awareness of the sustain­ability aspects of our products in order to promote sustainable consumption. One example of the social media campaign of our business unit in Poland that told customers more about the sustain­ability labels used on Tchibo products. In a separate flyer in our Tchibo Shops and on Facebook, customers were given infor­mation about what the labels represent, on what products they can be found, and their benefits for consumers.

The campaign was so successful that it won the PRCH Retail Award 2014 in the Media Sales Network 2014 CSR Campaign category by the Polish Council of Shopping Centres.

Internal commu­ni­cation also play an important role in the success of the Corporate Respon­si­bility programmes: some business units have created separate sections on their intranets where they regularly inform their staff about new and ongoing sustain­ability activ­ities. Beyond this, employees are system­at­i­cally trained on sustain­ability topics. The focus here is on the staff in our Tchibo Shops, to enable them to explain the sustain­ability aspects of our products and compe­tently answer customers' questions.

In addition to our Coffee and Consumer Goods range, the business unit in Austria offers their PrivatCard customers an especially sustainable product: Naturstrom [green electricity] by Alpen Adria Energy (AAE).

Green electricity for the home

For several years now, Tchibo has offered its customers in Germany ‘ok power’ certified green electricity from renewable energy sources. Tchibo/Eduscho in Austria is taking a similar path. Since 2013, the i business unit has offered its PrivatCard customers an exclusive sustainable product in cooper­ation with the family-owned company Alpen Adria Energy (AAE) in Carinth (Kärnten): “Naturstrom” contracts at special rates featuring environ­men­tally friendly electricity from domestic [Austrian] sources. Since 2014, all Tchibo/Eduscho Tchibo Shops and the headquarters in Vienna have been fully powered by climate-friendly green electricity from AAE.

Quote Manuela Schneider (Head of Corporate Commu­ni­ca­tions & Corporate Respon­si­bility at Tchibo/Eduscho Austria): “This offer gives our customers a way to switch to 100% natural electricity in their homes – mainly from wind and solar power, and certified with the Austrian eco-seal. So they not only get an eco-friendly energy mix at an attractive price, but also promote the production of sustainable energy in Austria.”

Protecting the environment in our opera­tions: low-consumption offices and Tchibo Shops

In addition to selling sustainable products, the inter­na­tional business units are also working hard to reduce adverse environ­mental effects caused by the operation of their own Tchibo Shops and offices. They take measures to reduce the water, paper and electricity consumption of their admin­is­trative depart­ments. Our companies in the Czech Republic, Poland and Hungary had their measures success­fully audited and accord­ingly certified in 2014 by external environ­mental organ­i­sa­tions. Similar programmes are planned in Turkey and Slovakia in 2015.

In 2012, Tchibo Poland and the “Partnership for the Environment” foundation jointly developed a certi­fi­cation standard for “Green Shops” and intro­duced it for all Polish Tchibo Shops. It is the first environ­mental certificate in Polish retail. In cooper­ation with the foundation in 2013 the standard was further developed for e-commerce. The Tchibo Poland web portal became the first online shop in Poland to be awarded the “Green Shop” certificate.

WWF collab­o­ration project in Turkey

Our business unit in Turkey has likewise developed a concept for “Green Shops”: it teamed up with the environ­mental organ­i­sation WWF in 2014 to define Turkey’s first-ever environ­mental criteria for retailers. They cover the areas of heating and cooling, electricity, water and paper consumption, and waste, as well as archi­tecture, interior design and furniture. The WWF reviews compliance with the criteria twice a year. In our Tchibo Shops, customers are also informed about our sustain­ability activ­ities in a bid to increase their awareness of sustain­ability issues. Two Tchibo Shops in Istanbul and Ankara have already been redesigned and success­fully audited according to the WWF criteria, with more to follow.

To preserve forests for future gener­a­tions, we take care to ensure that the timber and wood pulp used for our furniture and paper products come from respon­sible sources. An important partner for Tchibo here is the Forest Stewardship Council (FSC®), an inter­na­tionally recog­nised organ­i­sation that campaigns for respon­sible forest management. The inter­na­tional business units, too, work with the FSC® to implement our sustain­ability strategy and are succes­sively converting their adver­tising and commu­ni­cation materials to environ­men­tally friendly paper qualities.

In Germany, Austria and Switzerland Tchibo has printed its magazines, catalogues and adver­tising materials on FSC®-certified paper since 2012, in the business units in the Czech Republic and Slovakia since 2013 and in Turkey, Poland and Hungary since 2014. In addition, except for Romania and Russia, all inter­na­tional business units have been FSC®-certified and are entitled to use the organ­i­sation’s seal on wood and paper products (Sustainable products and resources).

Employees at Tchibo: Health management, work-life commitment and volun­teerism

Inter­na­tional business units set different prior­ities in their offers for employees. Some are partic­u­larly active in the field of health promotion and organise monthly health days, e.g., where they offer infor­mation on topics like preventive health or host sports programmes for their employees. Other focus on work-life balance, which the business unit in Czech Republic has been especially success­fully with: after being awarded the basic certificate in 2013, it was awarded the “Family & Work Audit” certificate in 2014. The audit project was initiated by the Czech Ministry of Labour and Social Affairs and is supported by the EU “Human Resources and Employment Opera­tional Programme”.

We not only support our employees with preventive healthcare and in creating a healthy work-life balance, we also seek to encourage the personal efforts of our employees. In Poland, the Czech Republic, Hungary and Turkey, we offer our employees the oppor­tunity to volunteer during working hours. In addition to education projects in our sourcing markets for coffee and cotton, which are primarily controlled by the headquarters in Germany, the inter­na­tional business units promote oppor­tu­nities to help people in need in their own countries. In 2015, these efforts will be extended to Slovakia as well.

Helping people to help themselves

One example of chari­table involvement is a pilot project run by our business unit in the Czech Republic, whereby employees from commercial businesses support social enter­prises through voluntary work. They contribute their knowledge and profes­sional experience and thus especially help to integrate socially and econom­i­cally disad­van­taged people into society through employment offers. In this context employees from Tchibo Prague support the non-profit company Rettigova in Litomyšl. It operates a restaurant and café, most of whose employees live with a disability. The Tchibo staff offered them free training sessions on coffee expertise, customer commu­ni­cation, and HR topics.

Quote Lenka Mašková, Corporate Respon­si­bility Manager TCZ/TSK: “By partic­i­pating in the project, we seek to help social enter­prises become more compet­itive and support disad­van­taged people in finding a job. Our employees benefit from volun­teering as well: they gain valuable experience in dealing with different people, and improve their commu­ni­cation skills. After our first positive experi­ences, we will continue to expand and develop the project.”

Outlook: Spotlight on commu­ni­cation, efficiency and measur­a­bility

In the years ahead, the inter­na­tional business units will continue devel­oping their Corporate Respon­si­bility programmes and expanding their respective activ­ities. Commu­ni­cation with customers and stake­holders remains a key component in all of the programmes. For this purpose, commu­ni­cation and adver­tising materials from Germany will continue to be adapted to local needs, and own campaigns will be developed. In addition, starting from 2015 the Sustain­ability Report published in English and German will be supple­mented with a ‘Balance Sheet’, which can then be adapted by the business units and trans­lated into their respective local language.

In the area of environ­mental protection, the focus in the years ahead will be on imple­menting relevant EU direc­tives, such as the Energy Efficiency Directive and the directive on the reduction of the use of plastic bags. The business unit in Austria has initiated a pilot project in this connection, with the aim of reducing the consumption of disposable plastic bags and encour­aging the use of reusable bags. Since 01 July 2015, Tchibo Austria has charged a fee for all disposable plastic bags; a portion of the proceeds from this goes to the environ­mental protection initiative MUTTER ERDE (MOTHER EARTH).

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