Commitment makes the difference - SanLucar · PDF file2 | Commitment makes the difference 2013–2015 | 3 If you have any suggestions and com-ments on this report, please write to:

Commitment makes the difference

Corporate Responsibility 2013–2015

Taste the SUN.

Commitment makes the difference

Corporate Responsibility 2013–2015

An explanation of this picture:In Valencia, July 2015; on the second anniversary of ‘El Puchero’, we asked 20 children to draw their idea of a ‘beautiful world’ for us.

2 | Commitment makes the difference 2013–2015 | 3

If you have any suggestions and com-

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Further inFormation

You can find extensive material

about SanLucar and responsibility at

www.sanlucar.com, on Facebook:

www.facebook.com/sanlucarfruit

No part of this document – neither in

whole, nor in part – may be copied and / or

reproduced in any form by any means

without prior written consent of the

SanLucar Group.

The 4th Corporate Responsibility

Report of SanLucar covers the fiscal years

2013–2014 and 2014–2015. Thus, the

report covers the period from 1 July 2013

to 30 June 2015.

Our reporting is based on the internatio-

nal recommendations of the Global Repor-

ting Initiative (GRI) GRI-G3.1. According to

a self-assessment, SanLucar conforms for-

mally to application level ‘A’. An overview

of the GRI can be found on our website

www.sanlucar.com. At least every three

years, SanLucar reports on the company’s

progress and the next report, following

the new G4 guidelines of GRI, is expected

to be published in 2018.

The previous CR Report covering the

fiscal year 2012–2013 was released in

February 2014.

All sites of the SanLucar Group worldwide

are included in this report. Contents,

figures or targets with a different refe-

rence framework are disclosed separately

elsewhere. SanLucar collected the data

and contents in close collaboration with

the relevant departments and by use

and application of the following manage-

ment systems:

• Consolidated FinanCial statement /

FinanCial data

• Key staFF Figures:

Electronic Human Resources

Management System

• Key environment Figures:

Integrated Management System, data

collection of the individual locations

Specific details relating to the data col-

lection, limitations or derogations of

facts and figures are indicated in the res-

pective specification texts and tables.

For the sake of simplicity and easier reading,

only the masculine form has been used. As

a matter of course all statements of this

report apply equally to women and men.

About this report


Short profile

SanLucar provides fruits and vegetables with the best taste. With a

range of around 90 delicious fruits and vegetables from more than 35

countries, SanLucar is the brand with the widest range on the market.

Worldwide 2,394 employees work at the SanLucar Group with the passion

and care needed to bring people aromatic and fresh fruit to the table.

The philosophy ‘taste in harmony with man and nature’ is the basis for

everything SanLucar does.

ImprintPage 2

About this report

Page 3

Foreword Page 7

SanLucar’s historyPage 8

Economic development

Page 10

Brand devel-opment – what

is the brand SanLucar?

Page 12

All of us are Corporate Res-

ponsibility Page 14

Our fields of action Page 17

Shape working

environmentsPage 26

Experience quality

Page 20

Environmental protectionPage 40

Exchange of knowledge Page 50

Make dreams come truePage 56


‘We measure ourselves by our mission to act in harmony with man and nature. We do this because we do not only want to be proud of the results, but also of our path to this goal.’

From the left to the right: Michael Brinkmann (CFO SanLucar),

Jorge Peris (General Manager SanLucar), Carlos Seguí (COO SanLucar) and

Stephan Rötzer (CEO SanLucar)

Dear friends of SanLucar, dear readers,

With this fourth status report on sustaina-bility, we look back on the past two years, in which we were able to implement numerous projects and initiatives at an international level.

Due to the complex supply chain and an in-tense price competition, we are facing enor-mous challenges every day.

By making Corporate Responsibility (CR) a fixed component of our core business, we are tackling these challenges. We put a great emphasis on the training of our employees, for example, to ensure sustainable cultiva-tion and production methods. With the crea-

tion of SanLucar Sales Academy in Spain and the launch of SanLucar Academy in Ecuador, we are already on a very good journey and further locations are being planned. Our la-boratory in Vall d’Uixó for research on post-harvest treatment also delivers results, which will encourage our customers to be enthu-siastic about sustainable products.

SanLucar follows five fields of action in its daily work worldwide (more on page 17).

As an example of fields of action; ‘protect the Environment’ – by having a frequent dialogue with our employees and partners, we have greater transparency and a basis for measure and control. In this context, we created a ma-teriality analysis (page 16) and there are veri-fiable goals which we aim at achieving by the year 2020.

For over three years, we have worked with our grower profile, which helps us to have an overview in more than 35 fruit- and vegeta-ble-growing countries. In 2014, we also de-veloped a very extensive system of indicators and launched it on selected farms in the be-ginning of 2015. It helps us to set priorities and make progress in all growing countries. We will tell you more about the methods on

page 42 and page 44: bananas from Ecuador and cherries from Germany can be grown in a sustainable manner.

Or even the way we support Tunisia and the Tunisian population in finding their way to democracy and providing many long-term jobs thanks to our investment in the country.

Our decisions are not being made randomly. In many discussions, we continuously talk about goals and procedures, which then are anchored in the corporate strategy.

Of course, we know that there is still a lot of work to do, not only to be proud of the re-sults, but also of our journey to this goal.

In this spirit, let’s go back to the field!

Yours,

Stephan Rötzer

Foreword by Stephan Rötzer, founder and owner of SanLucar

| 9

SanLucar’s history

It was the year when it all started. At the age of 26, Stephan Rötzer founded SanLucar.

1993

The Company has its first presence in wholesale markets in south-western Germany with citrus and strawberries.

1995

With 16 employees, SanLucar achieves aturnover of 32 million euros.

1997

The Company changes its name to ‘SanLucar Fruit S.L.’ and moves into the new office buildings in Puzol.

1999

SanLucar continues growing – the Brand and IT departments are created.

2000

SanLucar Germany GmbH is founded and at the same time launched in the wholesale market in Karlsruhe.

2001

SanLucar participates for the first time in FruitLogistica in Berlin. An advertising company is in charge of the brand development. All employ-ees have the opportunity to attend free language courses. The quality and packaging departments are created.

2002

The introduction of the SanLucar brand at Merkur leads to a growth spurt. The online home page is launched.

2003 2006

The SanLucar brand starts to supply ‘Edeka Süd-West’ and Wasgau. In order to meet the rising demand, the Overseas department is created.

‘Ökotest’ awards SanLucar strawberries with ‘very good’.

2004

‘Ökotest’ awards SanLucar tomatoes with ‘very good’. The Public Rela-tions department is established and SanLucar obtains the certificates of the standards IFS, QS and ISO 9001.

SanLucar’s first farm in South Africa is esta-blished for the production of citrus. At the same time, the range of products is extended to bananas from Costa Rica. The number of employees increases to 128 and the annual turnover reaches 162 million euros.

2007

In order to boost its own production of tomatoes, SanLucar establishes the Tomato Oasis in Tunisia, which contributes to a structural change of an entire region.

2008

For a smooth operation of the day-to-day business, the Office Management, the Packaging Innovation and the Sales departments are founded.

2009

The Corporate Respon-sibility and the Legal departments are launched to meet the increasing responsibility of having 763 employees and a turn-over of 223 million euros. The clementine brand ‘ClemenGold ®’ is introdu-ced into the market.

2010

The own production of citrus, berries and grapes is extended through the establishment of SanLucar South Africa. At the same time the SanLucar volunteers pro-gramme is launched, the first Corporate Responsi-bility Report is published and the warehouse in Ettlingen assumes a large part of the logistics.

2011

Once again SanLucar to-matoes are awarded with ‘very good’ by ‘Ökotest’. The number of employees increases to 1,286 and the annual turnover reaches 297 million euros. SanLucar is now also distributed by ‘Edeka Südbayern’. SanLucar Ecuador is launched and undertakes the production of bananas. The new logistics centre in Vall d’Uixó (Spain), as well as the corporate Culture Management and Research & Development departments start to ope-rate. The second Corporate Responsibility Report is published.

2012

The soup kitchen ‘El Puchero’ and the social garden in El Puig are inau-gurated. The third Corpo-rate Responsibility Report is published.

2013

With a total number of 1,780 employees and a turnover of 336 million euros, the opening of new markets in Eastern Europe, Russia, China and the Gulf States begins.

2014

The CR Strategy 2020 is developed. The fourth Corporate Responsibility Report is published.

2015


Since the previous Corporate Responsi-

bility Report was published, the positive

sales trend and corporate development

have been successfully pursued. The

global presence of SanLucar has

continuously expanded, and in doing so,

we achieved double-digit growth rates

for sales. Today the international sales

of the SanLucar Group account for more

than 95 %. The steady revenue growth

has been possible through reinforcing

existing partnerships and the develop-

ment of new partnerships. Expansion of

sale opportunities in Asia, the Middle

East and Russia were created, in addition

to expanding business activity in our

traditional markets of Central Europe.

Our key to success was and is the in-

volvement of local partners. Apart from

the reinforcement of partnerships at the

point of sale, the constant expansion

of our own production, by purchasing

further farms in Spain, Tunisia, South

Africa and the enlargement of one

of our two farms in Ecuador, plays an

important role.

Economic development

Investments, costs and donations for Corporate Responsibility in eurosFisCal year 2013–2014 (in euro) FisCal year 2014–2015 (in euro)

Community environment total Community environment total

tunisia 5,781 1,948,457 1,954,238 4,074 2,143,891 2,147,965

south aFriCa 72,356 35,988 108,344 93,051 206,700 299,751

eCuador 215 332,825 333,040 385 25,593 25,978

austria 111,600 337,024 448,624 87,000 528,172 615,172

germany 6,384 154,330 160,714 8,445 188,216 196,661

spain 74,585 393,690 468,275 28,552 345,196 373,748

total 270,921 3,202,314 3,473,235 221,507 3,437,768 3,659,275

During the last two financial years, we

invested a total of € 7,285,431 in projects

which our employees, communities and

the environment benefit from.

In the previous two fiscal years, we

invested in a more efficient irrigation

system in Tunisia, which reduces the

waste of water to a minimum. In South

Africa, we focused on the renovation of

the staff housing.

Omar, what’s your favourite fruit?It’s difficult to answer this question because I am a real fan of fruit! This is actually the reason why I work in the fruit and vegetable sector. But I would say that I like mangos most. I am an Egyptian who was born in India, so mangos are probably part of my DNA. I practically grew up on mangos.

How long have you worked at SanLucar and what does your work exactly consist of?I have worked in Puzol since January 2014 but before that, I had already been working for nine years as a supplier of SanLucar. Today I am in charge of the opening of new markets to ensure that we can successfully sell our fruit and vegetables outside Europe as well.

How did you end up at SanLucar?From 2006 until 2013, I was working for the main Egyptian supplier of SanLucar

for strawberries and grapes. Eventually I decided to take a one-year break to complete a Master’s programmeme, when Stephan Rötzer called me to invite me to Puzol. I had known Stephan for many years so I knew he is a determined person and furthermore an excellent salesperson. So when he offered me the job to open up new markets, I didn’t think twice and promptly took up the challenge.

How did you personally develop to get there?I was born in Darjeeling, in India. My father was devoted to his tea trade and even though my parents travelled to more than 90 countries, India has always been their favourite place on earth. I studied Communication and Business Administration at the American University of Cairo. Today I have about two months left to graduate and will complete my Executive MBA at the Thunderbird School of Management.

‘Mangos are part of my DNA’Omar Hasan Elsayed El NaggarPuzol, ValenciaDirector of New Markets SanLucar


The brand SanLucar stands for highest quality, food safety and taste. Thus, confidence of consumers and partners can equally

be created. Through internal standards far beyond legal requirements, this premium quality can be secured. Some of the imple-

mented measures will be mentioned in the following text:

master growers

Behind the quality of our products are

our master growers. Who, after all,

could be better suited to advertise our

products than the growers themselves?

Fields

The best fruit and vegetables do

not grow on every tree and in every

field. This is why we invest so much

time and effort into finding the best

growing conditions worldwide.

varieties

In many cases, we have been looking

for a special variety for years. This may

seem costly but good taste is always

worth the trouble.

harvest

Each fruit takes its own time to ripen.

Hence, SanLucar fruit is picked by

hand in several harvesting cycles.

BeneFiCial inseCts

We work hand in hand with Mother

Nature. Therefore, we achieve most

effective results against parasites

with the help of their natural enemies

in order to maintain the biological

balance and reduce the use of

chemical substances.

seleCtion

Only the best fruit makes it into the

SanLucar boxes. That is why only

trained employees select our fruit.

Brand development – what is the brand SanLucar?Quality directly from field to fork

Controls

SanLucar has their own team of

agricultural engineers who carry

out the quality controls directly on

the field and regularly take samples

for analysis. All of our growers are

certified according to Global G.A.P.

logistiCs

In order to transport our fruit and

vegetables freshly from the field into

the shop, sophisticated logistics is

indispensable for us. We assure fresh-

ness thanks to an unbroken cooling

chain during food transportation.

SanLucar defines itself through out-

standing quality and taste. In order to

meet the premium requirements, we also

attach great importance to innovative

packaging ideas, which provide as much

information as possible about the product

and the origin for partners and consumers.

A strong corporate identity serves as an

orientation for the clients and creates a

high recognition value. The heart, soul

and face of the SanLucar image are the

master growers who take responsibility

for the quality of their fruit. Our different

packages are not only visually attractive,

but they are also designed to meet the

customer’s needs. SanLucar offers a range

of premium protection packaging pro-

ducts which are environmentally friendly.

An example that may be cited here is the

LightWeightBox ®, which is 100 % recy-

clable and causes 10 % less emissions.

The ‘Naturtüte’ (Nature Bag) made from

paper for grapes and stone fruit, comes

from forests which are planted under the

criteria of sustainable forestry. Short infor-

mation texts and pictograms on the pro-

duct packaging give customers product

detail, for example; information about

the product origin as well as instructions

for proper storage and consumption.

SanLucar is committed

to healthy nutrition

Children are our future. That’s why their

well-being and health is of particular im-

portance for us. To raise their enthusiasm

for a healthy diet from the beginning, we

initiated several cooperation agreements

with famous characters from children’s

movies like Paddington Bear and Shaun

the Sheep in 2014.

In collaboration with the Austrian Sport

Aid, SanLucar Austria launched the school

initiative ‘Lust auf Obst’ (Fancy Fruit). The

aim was to get primary school children in-

terested in healthy nutrition and sports.

The project has been a huge success and

goes into a second round this year.

www.sporthilfe.at/lustaufobst

Master grower from Huelva, Andalusia


The SanLucar Corporate Responsibility (CR) team was established in 2010 and ever since has coordinated the Corporate Responsibility ac-

tivities in the different branches. At SanLucar, CR belongs to the field of corporate communication and reports directly to the CEO Stephan

Rötzer. The international CR team comprises colleagues in Puzol (Spain), Hamburg (Germany), Guayaquil (Ecuador) and other countries, and

always operates in close contact and cooperation with each other. The following tasks are some of the multiple functions of the team:

• competent point of contact for all

internal CR-related questions

• collaboration with public institutions

and NGOs

• development and implementation of

the indicators system to measure the

social and environmental performance

on our farms

• coordination, support and development

of the d.r.e.a.m.s. projects

• internal and external communication,

preparation of the Corporate

Responsibility Report, representing

CR at FruitLogistica

• appraisal and implementation of

new projects

By no means is CR at SanLucar limited

to the CR department – quite the con-

trary. ‘All of us are CR’ are the right words

to say, ‘Each person is responsible for

his / her business area in order to act in

harmony with man and nature’. For this

reason, it is extremely important for us

that each SanLucar employee is familiar

with the CR strategy. This way, everybo-

dy can understand and be aware of the

emphases and know which operations

have to be improved.

Recently the commitment of employees

from various departments has grown

to improve the packages, the working

conditions on our farms and many other

issues. The new strategy is intended to

help evaluate and implement the ideas

more efficiently.

Obviously, there are some departments

whose area of responsibility overlaps

All of us are Corporate Responsibility

with the tasks of CR. These include inter

alia, Corporate Development, Brand,

Sales, Quality, Buying, Human Resources,

Packaging Innovation as well as the Farm

Management. All these departments

were included into the process of stra-

tegy development. We organise regular

meetings with the heads of departments

covering practical questions and projects.

As an example, there are discussions with

the Sales department concerning activi-

ties with customers, which provide added

value. Together with the Packaging Inno-

vation department, we considered how

to replace plastic trays with paper or si-

milar environmentally friendly materials.

We also report on the progress in Corpo-

rate Responsibility in regular staff meet-

ings at the central offices, both in Puzol

and Ettlingen.

Between 2014 and 2015, SanLucar reor-

ganised their handling of CR. After years

of creating a basis within the company,

now the task was to develop a suitable

CR strategy and make it fit for the future.

The core interest was to set specific ob-

jectives, on which the company’s progress

could be measured, serve as clear guide-

lines, and allow us to decide on projects

and suitable measures, and set the right

focus on CR communication.

The starting point was a comprehensive

stakeholder survey in 2014. 1,200 internal

and external stakeholders like employ-

ees, clients, NGOs and consumers were

asked which topics they consider relevant

in relation to SanLucar. The outcome was a

materiality matrix, which established the

basis for the strategy process. The main

issues include, for example, food safety,

traceability and transparency, health pro-

tection and work safety, employee train-

ing and development, as well as social

commitment in the growing countries.

Within the new strategy, these topics

were summarised into fields of action,

which suit SanLucar. Five branches were

developed from it, based on the mate-

riality matrix, as well as some further as-

pects of particular importance – these

include for instance the volunteer pro-

gramme and the stakeholder discussion.

In 2015, in a workshop with 20 partici-

pants from different departments and

branches, we developed the CR goals in

order to give us a clear orientation until

2020 (see p. 19).

Development of the new CR strategy

SanLucar colleagues at a workshop

16 | Commitment makes the difference 2013–2015 | 17− BUSINESS SUCCESS +

−

STA

KEH

OLD

ER

+

Data protection

Freedom of association

Equal opportunities

Dealing with complaints

Climate change protection

Environmental protection in value chain

Relations with politics and public

institutions

Waste and irrigation water

reduction

Diversity

Traceability and trans-

parency

Compliance with laws and

standards

Working conditions in the

countries of production

Health protection and work safety

Training and further education

Food safety

Qualification of providers

Community involvement in the


Fight against

corruption

Environmen-tally friendly

packaging materials

Protection of biodiver-

sity and habitats

Respect for human

rightsWater

conservation in the


Energy efficiency

Materiality matrix SanLucar

Our fields of action

In 2015, SanLucar developed a new stra-

tegic approach to Corporate Responsibi-

lity. We worked to be aware of what we

stand for and in which fields we want to

operate. This way we set the targets, we

wanted to achieve by 2020.

Our philosophy is: ‘Flavour in harmony

with man and nature’. For this purpose,

Corporate Responsibility is essential for

our work.

In tangible terms, we follow these five

fields of action:

• experience quality

• shape work environments

• protect the environment

• exchange knowledge

• make dreams come true

Surrounding area our Tomato Oasis in Tunisia

On the following pages, we will explain to

you what is behind these fields of action

and which features SanLucar emphasi-

sed for the reporting period 2013–2015.

Each field of action provides interviews

with business partners and employees to

illustrate how SanLucar lives Corporate

Responsibility every day.

On the following pages, we present

the goals we set for 2020 within the five

fields of action.


Flavour in harmony with men and nature

Make dreams come trueExchange knowledgeShape working environmentsExperience quality

Taste

Variety of products

Selection of species

Food safety

Traceability and

transparency

Health protection

and work safety

Working conditions

in the countries

of production

Diversity

Compliance

Environmentally

friendly cultivation

Packaging

Water

Biodiversity

Climate protection

Logistics

Qualification of

the suppliers

Training and

further education

Stakeholder dialogue

d.r.e.a.m.s. programme

Volunteer programme

Sports promotion

Protect the environment

What are the next steps? – targets for 2020

experienCe quality

shape worK environments

proteCt the environment

exChange Knowledge

maKe dreams Come true

externally CommuniCaBle goals

We ensure tracea-bility back to the box for each of our products within 24 hours.

We have created a talent development programme for the SanLucar group.

We will reduce our water consump-tion by 15 % (compared to the base year 2015).

We optimise the pro-duction of our pack-aging materials worldwide by devel-oping and implement-ing a warehouse ma-nagement system.

100 % of the growers are audited by the SanLucar grower profile.*

At least 40 % of the customers have received training on our philosophy and the SanLucar quality standards for fruit and vegetables.

We reach out to 100,000 people with our d.r.e.a.m.s. projects.

internal goals

75 % of the brand growers are audited according to inter-nationally accepted social standards (Global G.A.P. GRASP / QS).

At least 50 % of employees have access to SanLucar Academy courses.

At least 50 % of con-sumption of green electricity at all sites.

90 % of our products are transported by logistic companies with environmental certifications.

The digital employee magazine ‘Luca Nova’ is availa-ble worldwide and is actively used.**

Every two years, we conduct stakeholder surveys to question the relevance of our priorities.

* Product quality, food safety, hygiene, product traceability, training and further education, occupational safety

and health, environmental criteria, process management.

** Internal updates on structure and personnel matters, news about the growing countries, update on social projects, presentation of staff from all branches, reports on fairs, training courses and company trips.


Focus on food safety

For us, food safety has top priority. That

is why all of our processes are geared

towards ensuring the production of

healthy and delicious fruit and vegetables.

SanLucar controls the products on their

way from the varietal selection to the

shop, to maintain quality at all levels.

These extensive controls at each stage of

the production chain are very work-inten-

sive. Independent and state-approved la-

Experience quality

Quality is the heart of our work. For this reason, flavour is a main component of

our philosophy. Since we produce our products in harmony with man and nature

out of conviction, we are subjected to the vagaries of nature as well as to the legal

framework. We are not able to influence the weather conditions but we are doing

everything we can to always keep our high quality standards.The result is a wide range

of aspects, which play a central role in the field of action ‘experience quality’.

José Saorín Quality Technical Supervisor

Even with the smallest uncertainty entire

batches can be retrieved to recheck them,

irrespective of whether they have been

packed already, are in stock or on their

way to the point of sale. The next step

would be to draw up a prevention plan in

order to constantly improve our work.

If one of our growers doesn’t give all the

relevant information transparently, we

will immediately block him as a SanLucar

producer. However, thanks to our cons-

tant checks and the conscientious per-

formance of our growers, we have never

seen a case like this.

Our Quality Management team also

checks the appropriate use of pesticides.

In general, we try to work completely

without plant protection products. Howe-

ver, in cases where it is indispensable, our

philosophy ‘Flavour in harmony with man

and nature’ is paramount. We are always

in search of new, environmentally friendly

measures and mainly use biodegradable

plant protection.

boratories carry out some 1,200 analyses

per year. We check everything from the

original plant material, the soil condition,

to the further processing, the packaging,

the transport and the storage, up to the

arrival at the point of sale. This way we

can keep the promise we make to our cus-

tomers – SanLucar fruit and vegetables

always meet highest quality standards.

To keep this quality promise, we develop-

ed our own quality management system

designed to meet the international stand-

ards: IFS, QS, Global G.A.P. and HACCP as

precisely and quickly as possible. An impor-

tant part is the traceability of our products.

The labelled information enables us to

trace back each product to their growers.


• traceability of the checked

products through lot numbers

• date of the quality control

• transport conditions as well

as temperature

• organoleptic values

(colour, texture, sugar content,

juiciness, etc.)

• sensorial values

(appearance, taste, etc.)

• estimated shelf life

• photo documentation of the supply

chain to the labelling / packaging

The immediate digital data transmission

provides the following advantages:

• reduced paper consumption

• more efficient communication bet-

ween the involved departments

• improved response time to potential

problems with products concerned

• development of improvement

• strategies and corrective mea-

sures for the future in exchange

with our growers

Standards and norms in the

SanLucar grower profile

In 2013, we created our own SanLucar

grower profile, which evaluates the

growers in four different categories, and

we defined the ideal SanLucar grower.

The internal verification system consists

of different indicators, which measure

the production quality of our partners.

These indicators include, for example;

food safety, traceability, product quality,

compliance with working conditions and

standards, environmental protection,

hygiene, health and safety at work, trai-

ning and employee relations. 60 % of our

producers have already been evaluated

according to this system. The verification

is expected to be completed by 2016.

We are committed to the welfare and

development of our employees. That

is why in 2013, we started to support

our growers, in order to get evaluated

by the module GRASP (working condi-

tions) within the course of their Global

We have been working with most of our

growers for many years. Therefore, we

possess great trust in their work as well

as they trust SanLucar. In collaboration

with them and our quality technicians,

who perform regular controls at all

stages of production, we are working

to establish good agricultural practices

within our entire range of products.

Creating new pathways

with the Quality Report

Over the last two years, we have worked

intensively on a programme that enables

us to have digital access to all quality

controls: the Quality Report (QR).

With the help of smartphones and

tablets, our agricultural engineers can

constantly inform us about the quality

controls and the results of our SanLucar

products. Among other things, the

Quality Report provides information

concerning the following aspects:

G.A.P. certification. Already now, we

have confirmed that almost 100 % of our

products from Spain have been produ-

ced under fair conditions. Additionally

we set ourselves the target to have our

growers all over the world certified by

2020. The GRASP module is intended to

check wages, working hours, entitlement

to holiday, protection of minors, election

of an employee representative, as well as

the legal observance of contracts, with

reference to the local and international

legal requirements.

New SanLucar

laboratory for natural

post-harvest treatment

SanLucar has its own laboratory for post-

harvest treatment in our warehouse in

Vall d’Uixó. The new laboratory helps us

to gain a better understanding of the pro-

duct behaviour after the harvest. In this

way, we can steadily improve our innova-

tive and environmentally friendly techni-

ques of post-harvest treatment.

In May 2015, the new laboratory 45 km

north of Valencia was established with

the aim of researching alternative me-

thods in order to keep the fruit fresh

after harvest. Our lab technician – Alicia

Herrero – from the R & D department is in

charge of the development of alternative

post-harvest treatments.

There are different possibilities for ex-

tending the shelf life of fruit and vegeta-

bles. The chemical surface treatment with

polyethylene wax oxidants, lecithin, or

the treatment with pesticides, is particu-

larly widespread.

However, we try to completely avoid che-

mical treatments and instead, we invest

in the research of physical methods. We

slow down the ripening process with the

help of the fixed combination of natural

gases, such as carbon dioxide and oxygen

and therefore we can significantly extend

SanLucar laboratory in Vall d’Uixó, in Valencia, Spain


In search of new varieties

When Stephan Rötzer founded SanLucar, his aim

was to be able to offer fresh fruit and vegetables

with the best taste, 365 days a year.

In 2009, we started to trial new varieties

of strawberries, raspberries, blackberries

and blueberries in the province of Huelva in

collaboration with our partner Fresaflor and

Plant Science, a North American company

committed to the breeding of new berry

varieties. The objective was to produce unique

and exclusive varieties of outstanding quality.

One great example of our achievements so far is

the strawberry variety ‘Victory’, of which we are

producing more than one million plants this year.

In 2011, we created our SanLucar test field in

Huelva, on which we produce and test about

70 varieties.

The period between the selection of a new berry

variety and its commercialisation varies between

12 and 15 years.

Winfried SchusterQuality commissioner of SanLucar in Germany

Ralf, what’s your favourite fruit?What a question! Strawberries, of course!

What does your work consist of?Between April and December, I produce and distribute strawberries with the active support of my employees.

Please tell us about your business.Our company was founded in 1966 by my parents as a seed and stone fruit business. In 1985, I started my training as a fruit grower, which I successfully completed in 1986. Later on, I became a master fruit grower. In 1987, we produced our first strawberries, followed by a complete change of production methods, including the creation of our own logo and the self-marketing of our goods. Today we have ten permanent employees, three of them in the office and seven take daily care of our strawberry production. During the season the company

employs 350–400 harvesters, around 120 of them are long-term employees. We produce on open farmland of 160 ha and 7 ha grown in a protective environment.

The Agricultural sector is subject to constant changes. Do you expect many things to change in the next few years?Yes – due to the continuing rise of wages, we have to try to sell the product at a higher price. If that is not possible, the production of strawberries will probably decline in the future. In addition, we will probably have to face more variability in climate, which complicates production.

What are your wishes for 2020?For my strawberries: always the best climatic conditions and fair prices.For myself: a little less work and more time with my family instead!

‘Strawberries, of course!’Ralf HensenSwisttalFruchthof Hensen strawberry crops


The different indicators include corporate governance policy, trade policy, pro-

duction and labour policy. The areas are assessed by 370 individual questions. Hence,

we measure the compliance with our criteria of responsible conduct, according to the

norms SA8000 and Rainforest Alliance, as well as the standard of ILO. The CR team

works together with the responsible location managers in order to implement and

review the results.

The most important aspect and central question of nearly half of the survey is the

shaping of work environments. Moreover, criteria such as health and safety at work,

apprenticeship and in-service training, working conditions and internal organisation are

questioned and evaluated.

Based on the results, the degree of implementation can be defined precisely, and

detailed plans of action can be created. In Tunisia, for instance, since 2008 we reno-

vated 100 % of the staff housing. In 2012, we also started to renovate the buildings

in South Africa and we have already completed 83 % of the housing. In two years at

most, we want to achieve 100 % there as well.

In Tunisia and South Africa, we achieved top results in terms of internal organisation.

In Ecuador, we are working to obtain 100 % within the next three years.

Shape working environments

Evaluation of ‘in harmony

with man and nature’ on

the farms

In 2014, we compiled the development of

an indicators system in order to evaluate

all our activities in relation to corpo-

rate responsibility. The system enables

us to assess and compare periodically

our farms, in Tunisia, South Africa and

Ecuador. With the results, we draw up

an action plan, in collaboration with the

country managers. The system of indica-

tors was tested in 2014 and established in

May 2015 on all of our farms.

In recent years, we increasingly searched for new production regions all over the world. We found them in Tunisia, South Africa and

Ecuador. In contrast to the production conditions, the infrastructures and the legislation do not always correspond to our claims.

Thus, we set ourselves the medium-term objective to realise our philosophy ‘Flavour in harmony with man and nature’ in all its social

and environmental dimensions and in every single one of our growing areas.

SanLucar citrus growers from Valencia, Spain


2011– 2012 2012– 2013 2013– 2014 2014– 2015 2011– 2012 2012– 2013 2013– 2014 2014– 2015 2011– 2012 2012– 2013 2013– 2014 2014– 2015 2013– 2014 2014– 2015

SPAIN GERMANY AUSTRIA ECUADOR

Number of employees at the different locations

Women Men

TUNISIA TOTALSOUTH AFRICA

2011– 2012 2012– 2013 2013– 2014 2014– 2015 2011– 2012 2012– 2013 2013– 2014 2014– 2015 2011– 2012 2012– 2013 2013– 2014 2014– 2015


Development in our

growing countries

In recent years we took a large num-

ber of measures in Tunisia, South

Africa and Ecuador to shape the work

environments (see following graphs).

We evaluated the different locations

according to the indicators system

and drew up action plans for the next

three years.

UTAIM childcare in El Hamma, Tunisia

Tunisia

Fruit donation

to Agriculture and

Food Fair

Decem-ber

2013–2014 All year long: fruit donation to UTAIM, hospital canteen El Hamma and Amel

2012 2013

Donation to

international

music festival –

El Hamma

Fruit donation

to local festival

in Bechima

March

230 bag packs for the pri-

mary school Ben Ghilouf

Donation and team cloth-

ing WSH-Football Club

UTAIM: repair of the

transport bus

Donation to Tunisian

union for social solidarity –

El Hamma

May Septem-ber

2014–2015 scholarships for the employee’s kids

in total: 102 children (primary school, college and / or university)

Fruit donation to

Southern University

and to SanLucar

Donation to

international music

festival – El Hamma

Start of regular fruit

donation to Sombat El

Hamma College

Donation to

international music

festival – El Hamma

Plant donation to

small farmers

Tunisian union for

social solidarity: renova-

tion of sanitary facilities

in schools and insurance

cover for socially disadvan-

taged families

2009April June Septem-ber2014 2015 March


Culture-afternoon at the finca Rooihoogte South Africa

South Africa

First Rooihoogte

newsletter

Upgrading of the

accomodation

Start of the international

volunteer programme in

South Africa

June

Launch of the projects

for alcohol and drug help

2013Septem-

ber

‘Goedgedacht’:

workshops to

promote the

farm’s very

own projects

Novem-berJuly

Establishment of a

workers commission at

the farm (meets every

three months)

Inauguration of the

library including reading

sessions for kids

Men’s volunteer project

at the farm

Community Chest

Launch of

Community Shop

Women’s crafts project

at the farm

2014 February March August OctoberMay

Training programmes for

children from rural areas:

Amazing Brainz

Community garden

Decem-ber 2015


SanLucar colleague at the grapes finca Santa Elena in Ecuador

Ecuador

Diagnosis of the social

challenges and working

conditions with a plan

of action

Employment of a

company doctor

Establishment

of a committee

for work health

and safety

Launch of the

international volunteer

programme in Ecuador

2013 March OctoberAugust Septem-ber

Start of annual medical

examinations to prevent

work-related diseases

January May June

Establishment of

a doctor’s room

Novem-ber 2014

Start of a conti-

nuing training plan

for all employees

Start SanLucar

Academy Ecuador

Provision of computers

and Internet access for

employees

Two-day seminar for

employees about first

aid and evacuation

Employee workshop:

Needs analysis

Motivation week for em-

ployees including compe-

titions with prizes

Septem-ber 2015 February


The four competencies are:

• interpersonal communication

• team development

• excellent organisation

• focus on innovation

A training programme, divided into three

stages helps the managers to acquire

these competencies.

Employee satisfaction

and personal development

Partnership is of paramount impor-

tance for us. Not only regarding our

growers and clients, but also in

relation to our employees. In a good

partnership, you provide open and

honest feedback!

In the past three to four years, we

have worked on a manager develop-

ment programme.

Our managers are very focused on

the day-to-day business, but team

management has so far been

rather neglected.

That is why we started to prepare them

for their role as a team developer and

have defined four important leadership

competencies in collaboration with the

executive board and the employees.

‘The personal and professional development of my colleagues is very important to me. Development is always connected with challenges, as it was the case when we analysed the bottom-up evaluation. It was important to show the ma-nagers how to have a positive approach when dealing with unpleasant results.’

Stefanie Müller People’s Development Responsible

To strengthen the awareness and the

importance, we defined the remit ‘Team

Developer’ and included it into every job

specification. Next, we asked the teams

how they would evaluate their managers

as leaders by means of their leadership

competencies (bottom-up evaluation).

We carry out a bottom-up evaluation

every two years. On the one hand,

we want to give the managers enough

time to work on their skills. On the other

hand, it is important to have a tool, which

helps our managers to get constantly

better and become more aware of

their role.

IIris Rechinger, Stefanie Müller and Steven Botton work as a team to

take care of employee development


The objectives included:

• to strengthen our manager’s

awareness of their role as a

‘Team Developer’

• to draw up individual work and

action plans for every manager to

support the advancement of their

leadership competency

• to involve the entire staff in the crea-

tion of a suitable leadership model

• to promote an open and transparent

communication model

The results from the assessment of 35

managers from the middle and executive

management teams were:

• 94 % have been assessed, 6 % did not

receive feedback from their team.

• 215 employees participated in

the survey.

• 65 % of the employees respond-

ed, almost half of them an

swered anonymously.

The results turned out well: on average,

our managers have good leadership skills.

However, there is some catching up to do

in the area of organisational knowledge.

All SanLucar staff show great quest

for innovation.

The strengths of our managers lie in:

• innovation

• team proximity

Areas with considerable room

for improvement:

• delegation and development

• communication and exchange

of information

• more time for the team

To visualise our managers’ strengths and

weaknesses, a matrix has been created.

We drew up individual action plans for

each manager to help them realise

their full potential for improvement.

Besides, we are currently working on a

competency development guide as well

as an executive development programme

to support them at all levels.

Another exciting project from the Human

Resources department is the cooperation

with the University of Valencia. ‘Leading

Change – Foster Innovation’ is supported

and fostered by the region of Valencia.

Changes are part of our corporate culture.

To give all employees the best possible

support, we carried out a comprehensive

collaboration with a professor of a

change management study with the aim

of documenting the change processes.

Patricia, what’s your favourite fruit?There is nothing like citrus fruit in winter and pears in summer… but I have to admit that I don’t eat much fruit in general.

What does your work consist of exactly at SanLucar? I manage our farm Rooihoogte in South Africa. Furthermore, I am responsible for recruiting personnel for open positions at SanLucar South Africa.

How did you end up at SanLucar?It was a long process and it took us three attempts to come together: in 2004, I participated in an interview process at SanLucar but in the end I decided to work for a different company in a totally different sector. In 2006, I applied again for a job at SanLucar and in 2008 we finally reached an agreement, so in March 2008, I started my professional career at SanLucar in the commercial area. It’s been seven years now – but it feels just like yesterday.

Which adjective describes you best?Brave. I love to set myself personal targets and to take up difficult challenges – most of

the time I succeed because of my persistence. What always excites me is adventure, travelling, discovering new worlds and to become integrated into different cultures until they become a matter of routine. For this reason, I try to make some major changes in my life from time to time. When you are living in different countries, it takes some time to get used to your new surrounding – it leaves no space for boredom.

What is special about your work at SanLucar?The best thing about my work at SanLucar is the contact with people. We work in a multicultural and multinational environment, which requires a global understanding. Dealing with people from different countries and various cultures teaches us how to act and react in different situations and how to look at difficulties from a more positive point of view. Something special about our work is that we create things. That’s what makes our everyday work so exciting.

‘I love to discover new worlds’Patricia CiscarSouth AfricaProject Manager SanLucar International in South Africa


Environmental protection

At SanLucar, environmental protec-

tion starts with the search for the best

growing regions as created by nature and

ends with the gentle transport of our

fruit. Everywhere in the world we look

for places that provide optimal condi-

tions for the growth of our products with

a minimal use of resources. As soon as

we have found a suitable location, we

generally consider how to farm in an envi-

ronmentally friendly manner: the sowing

of the seed, protection of the soils, crop

rotation, water consumption, use of plant

protection, storage and finally the trans-

port. Only after all the criteria are ful-

filled, can we start with the production.

On the left: social garden in spring in El Puig in Valencia, Spain

On the right: Finca Manager Javier Araujo and CR Responsible Nancy Daiss at our banana farm Magdalena


Each fruit is unique and has its own requirements to nature. Based on the example of

the banana cultivation in Ecuador, we would like to explain how SanLucar puts ‘envi-

ronmental protection’ into practice. Alongside the apple, the banana is the top-selling

fruit in Europe. It belongs to the tropical fruit sector and is harvested throughout the

year. In Ecuador, a team is in charge of the cultivation of our bananas all year round.

However, there is one thing we never forget – to protect the environment.

Javier Araujo, the farm manager, and Nancy Daiss, responsible for compliance with our

social and environmental criteria, ensure every day that environmental protection is

not overlooked. One example is the environmental license that we obtained in 2013,

and then renewed in 2014 for another two years. The Ministry of Environment audited

us concerning the fulfilment of the national legislation based on international stand-

ards, laws and verified our compliance. Any possible improvements are then raised in

an action plan, which we are implementing step by step.

Our usual environmental protection measures in Ecuador are supplemented by waste

management and water conservation measures:

waste management

Waste is disposed by authorised companies; something we keep account of. Since

2015, we have annually reported to the Ecuadorian Ministry of the Environment.

water proteCtion

Since the beginning of 2015, water channels and an adjacent river have been

planted with a vegetative barrier to avoid any possible contamination of the water

due to pesticide residues.

‘I arrived to Ecuador in 2014 in order to support the team by implementing the social and environmental require-ments of SanLucar. We have already achieved a great deal together. Things are not always running as smooth-ly as we would like but I’ve learned to think positive. It’s worth it – for our environ-ment and our people.’Nancy Daiss, manager for social

development and certification

Banana cultivation in Ecuador

soil proteCtion

To supply the soil with organic fertiliser, harvesting and crop by-products are

spread on the fields. Thanks to the high temperatures and humidity, the organic

material decomposes in a very short time and can immediately be absorbed again

by the plants. For an optimal nutrient supply, we carry out leaf and soil analysis and

then fertilise the soil accordingly.

plant proteCtion

In order to reduce the use of pesticides and also prevent pest and disease, we

have employed six people who exclusively take care of removing the infested

plant material from the banana tree. Good preventive measures and controls

make it possible for us to use between 10–15 % less plant protection products.

innovation

Mealy bugs are not an uncommon pest of bananas. In order to export the bana-

nas, they must be 100 % free from mealy bugs. In 2014, we tested an organic pro-

duct based on vegetable oils and achieved very good results. Thus, we now use it

for large-scale applications.

water management

Although the tropical climate is well known for its heavy rains and there is no short-

age of water, we still try to ensure responsible water consumption. To meet both

the environmental needs, as well as the needs of the banana plant, we calculate the

daily irrigation amount based on the rate of evaporation and rainfall.

‘In recent years, the environmental regulations in Ecuador have become more and more strict and are regularly controlled. As the farm manager, it’s my job to find new innovative and sustainable methods and products and to test them on our banana farm.’

Javier AraujoFarm manager Hacienda Magdalena


Kotulla familySanLucar cherry growersfrom Alten Land Germany

In 2014, SanLucar doubled their sales figures of German cherries. This is why we want to take the opportunity to explain in the CR

how SanLucar works with this product. The cherry season in Germany is very short, only lasting less than seven weeks. However, it is

very common in agriculture that the length of the season varies from year to year – and therefore, the start and end of the season.

The sector is subjected to continuous changes and innovations. Therefore, we only work with highly engaged growers, such as Jon

Kotulla in ‘Altes Land’ (Old Land) near Hamburg.

Cherry production

How we currently contribute to the envi-

ronmental protection in relation to the

production of cherries in Germany:

produCtion method

One of the biggest changes in

the production of cherries is the

change from outdoor to covered

production. In terms of quality, the

cherry enjoys better conditions for

ripening before being harvested

and the trees are much healthier

in general. Through the protective

roof, the use of pesticides can be

reduced as well.

water management and soil proteCtion

To save water, a drop irrigation sys-

tem was installed. Additionally, re-

gular soil analyses are carried out to

determine the exact amount of fer-

tiliser needed in order to avoid lea-

ching into groundwater.

ChoiCe oF varieties

The research of new varieties is a

very important part of agriculture.

Our master grower, Jon Kotulla,

produces three different cherry

varieties over an area of 11 ha,

plus 20 new varieties, which are

used for field trials. In this way, we

observe how cherry varieties adapt

to the climate and how the taste,

texture and shape develop. Finally,

we can select the cherry varieties,

which are most suitable to cultiva-

te in ‘Altes Land’ near Hamburg.

soCial Conditions

Due to seasonality, the fruit sector

is a typical field of action for foreign

harvesters. SanLucar ensures that the

working conditions on the farm are fair.

The short season brings along employ-

ment contracts with a duration of two

months. All employees receive the

legal minimum wage of € 8.50 / hour.

The majority of workers come from

Poland. They usually come back every

year to harvest and therefore they

are well versed concerning the opera-

tional processes. During the harvest

season, 20 people live on the farm,

in several apartments that can ac-

commodate 2–3 persons each, inclu-

ding three kitchens for the employees.


Many fruit and vegetable varieties are

sensitive and have to be packaged to

withstand unscathed the transport to the

customer. In packaging there is a trade-off

between quality, safety and the need for

low resource consumption – so it has to be

considered carefully whether to use plas-

tic, paper or bioplastics. How much mate-

rial is necessary? The kind and amount of

packaging will continue to keep SanLucar

busy during the next few years and has

been included in our goals by 2020.

For example, a quarter of our grapes are

sold in paper bags (2014–2015), which is

a rise of 5 %, compared to the previous

fiscal year. Meanwhile, many of our stone

fruit varieties are also presented in paper

bags. In the future, SanLucar will increa-

singly rely on the use of environmentally

friendly packaging. For about two years

now, we’ve worked on the long-term use

of 100 % recyclable eco-packaging to

present our fruit and vegetables to the

customer as the most natural and envi-

ronmentally friendly option possible.

Tomato packaging

nominated for innovation

award in Austria

In June 2013, our new packaging tray

was nominated for the ‘emballissimo’

award of the Austrian paper industry

in the category of ‘e-gewelltes’

(corrugated board).

We engaged the Austrian family

business Rondo – expert producer of

paper, corrugated board packaging and

recycling, to create an innovative, envi-

ronmental friendly and visually appeal-

ing packaging for our cherry tomatoes

in order to replace the conventional

plastic tray. At the same time, the new

packaging was meant to guarantee a

clear-cut separation and protection

of the different cherry tomatoes

through a middle bar to avoid the

damage or mixing of the varieties du-

ring their transport.

The result convinced us in every aspect:

being made from recycled material,

corrugated board is very eco-efficient.

Furthermore, the packaging also pro-

vides substantial economic benefits

such as low disposal and packaging

costs, less weight as well as a reduced

production time.

Thus, Rondo’s creation of our new

trays, made of corrugated board,

turned into a complete success! The

innovative design makes it a real eye-

catcher and clearly stands out from the

traditional packaging on the market.

To pack or not to pack?

Maribel, what’s your favourite fruit?I like paraguayo peach most but I could never forego the all-rounder lemon!

What do you like most about the production of fruit and vegetables?The key challenges farming bears. The climatic conditions change constantly and we as farmers have to adapt – in the same way, as we have to adapt to the big changes in agriculture during recent years. It’s our job to deal and to keep pace. That includes the correct use of the latest technology and the optimisation of the available resources. All this makes the production of fruit an exciting job. Without doubt, the best thing about agriculture is to work outside and to enjoy the fresh air and the direct contact with nature. Our products have a history – a life – so they make us feel alive too!

Please tell us about your company.Frutas Poveda was founded by my father Juan Poveda in the ’70s. In the ’90s, we started to export all across Europe. Little by little, we specialised in farming lemons. Nowadays we own around 500 ha with different kinds of fruit – mainly lemons and stone fruit. What makes me particularly proud is our team and loyal customers! Today some 350 employees work for us. We have worked with SanLucar since 2003, farming lemons and stone fruit together.

What does your job entail? I am in charge of the technical supervision of the company. This includes the direct control of the technical guidelines in the field and during the packing process to ensure that our products always arrive freshly at the customer’s table and comply with the food safety requirements.

What does sustainability mean to you? Sustainability is very important – that’s something we try to be aware of and improve every day. In our eyes, the responsible exploitation of natural resources should be obligatory for all producers. Our entire team takes this very seriously and we feel committed to sustainable production. We use a drop irrigation system in all of our fields to avoid the waste of water. This is particularly important for regions such as Murcia. Every year we carry out internal studies and set ourselves realistic goals on things we want to improve.

What are your wishes for 2020?That all parts of the supply chain – from the farmers, packers, logistic providers, suppliers, up to the consumers are happy and contribute to the development of sustainable businesses.

‘Production is exciting’Maribel Poveda NicolásMurciaFrutas Poveda


New energy-saving lamps

in Ettlingen – we are saving

a whole forest full of CO2!

Environmental protection is also a central feature of the business activity in our

branch in Ettlingen. In 2015, we replaced a total of 656 halogen bulbs in the ware-

house with energy-efficient and environmentally friendly LED lighting in mid-2015. It

was well worth the effort! By using LED technology, it is possible to obtain savings of

up to 80 % of energy.

In our case, with the help of the conversion we do not only avoid unnecessary costs,

but in particular we save 107,000 kilowatts of energy, 45 kilograms of sulphur and

a remarkable 61 tons of CO2. That sounds like a lot? It is! To achieve this by other

means, one would need to plant 4,880 trees – which is equivalent to a forest area of

about 0.6 ha. That means we save on a significant amount of CO2 and this way we pro-

tect our most important partner: the nature.

Our office building in Ettlingenn

Jürgen, what’s your favourite fruit?Definitely tomato – red, juicy and gives you a summer feeling!

What does your job entail?I work at Printpark. In 2005, my two co-partners and the co-owners Michael Danguillier and Volkmar Triebel, and I took over the company of our former boss, ‘Druckerei Widmann’, as his successors. Printing house Widmann has more than a hundred years of his-tory and all of us were employees for many years.

Today Printpark has 17 staff members. As a printing house, in the first place you are a service provider: advising custo-mers, creating quotations, processing or-ders, managing the whole technical ope-ration and making sure that the products reach our clients on the required date and in top quality.

How long have you worked with SanLucar and what are you working on together?I actually can’t really tell but it must have been at least 12 years now. We produce print products and advertising materials of all sorts for SanLucar: sales folders, posters, recipe cards, displays or an entire promotion, stickers for tomato cups, the Corporate Responsibility

Report, product catalogues and much more.

What does sustainability mean to you?For me sustainability is the responsible handling of our environment’s resources. We don’t use any solvents or other environmental-damaging substances. Moreover, the paper we use for many of our clients is from sustainable forestry. We use highly modern digital printing and offset machines. By combining both technologies and carrying out all further processing in house, we are able to implement projects in a very short period of time. With the application of modern technology, we take care of the environment much more than in the past. Paper waste is extremely low and we have less paper waste, which is being recycled anyway. The printing ink for the offset print has an organic base and doesn’t contain mineral oil but rapeseed oil. Developer processes belong to the past. We also deal with our employees and clients in a sustainable manner.

‘Modern tech-nology for more environmental protection’Jürgen AuerKarlsruheCEO Printpark


SanLucar Sales Academy: we

build the future together

The SanLucar Sales Academy was already

launched in 2013 at our office in Valencia

and further expanded in the fiscal year

2014–2015 as a centre of internal train-

ing. Its main function is the training of

employees, the acquisition and transfer

of knowledge within the company. All

courses of the SanLucar Sales Academy

and the practical lectures are aimed

at enhancing a mutual understanding

and knowledge of all relevant areas,

for example; management, production,

Exchange of knowledge

The people who work at SanLucar come

from almost 30 different countries. Our

growers operate in many countries of the

world and have extensive, and often long-

standing and traditional knowledge of

the growing areas. Also our staff are ex-

perts on their subject with an exten-

sive knowledge. A central question is how

to deal with it. We wanted to gather the

knowledge information and make use of

it. This is how the idea of SanLucar Acade-

my arose. Various training concepts and

teaching materials have shown: the ex-

change and sharing of knowledge is part

of SanLucar’s spirit of responsibility.

‘Lifelong learning has become one of our priorities at SanLucar. As the manager of SanLucar Academy, together with my colleagues from the Human Resources department, Stefanie Müller and Iris Rechinger, we are directly responsible for the design, structure, management and the development of training programmes. I am pleased to be in charge of one of the most interesting and most ambitious programmes related to personal training in SanLucar.’

Steven BottonSanLucar Sales Academy Manager

Above: SanLucar Academy logo

Left: Erich Holzmann, SanLucar Fruit expert with clients during a training trip

SALES ACADEMY

SANLUCAR


processing and trade with fruit and vege-

tables. They accumulate the knowledge

that was built up over the course of the

years by employees and partners. The fur-

ther training has the purpose to increase

the work efficiency and group dynamics,

but also to promote the personal develo-

pment of each employee.

The SanLucar Sales Academy (SLSA) is

divided into three sections:

SLSA I

These courses are aimed at the

entire workforce. Employees of

different departments, all experts in

their field of action, provide an insight

into their specialist areas. Especially

for young employees this is a good

opportunity to share and expand their

professional knowledge.

SLSA II

A specific training, tailored to the

profiles and jobs in sales and adminis-

trative area. It offers a wide range

of courses and practical lectures by

business partners.

SLSA III

An education geared to the

promotion of expertise and skills.

This phase is aimed to support the

management keeping up with the

changes in the strategic and

technical areas.

In the fiscal year 2014–1015, a total

of 47 courses were offered. With the

SLSA I, we trained 110 employees,

76 with SLSA II and seven employees

with SLSA III. The topics ranged from

payment and packaging management

to transportation.

The main goal for the next fiscal year is

to reach more employees at all locations

with the SLSA and to integrate them into

the company’s everyday life.

Launching the SanLucar

Academy in Ecuador

The training and further education of

employees is an important issue for

SanLucar. It was a great pleasure for us

to see that the idea of the Academy was

also established in Ecuador shortly after

its launch in Valencia. Our social diagno-

sis left no doubt that the general educa-

tion of the Ecuadorian population has of-

ten gaps due to a lack of public funds.

SanLucar feels committed to support the

education and the exchange of knowledge

in countries such as Ecuador. That was the

key trigger for us to officially launch the

SanLucar Academy Ecuador in 2015.

In Ecuador, the SanLucar Academy offers

three types of seminars to the employ-

ees: these are obligatory, specific work-

place and voluntary seminars. The com-

pulsory seminars teach the employees

our certification system, hygiene stand-

ards and occupational health and safety.

The job-specific seminars are specifically

chosen for employees in order to enhan-

ce their knowledge. The voluntary semi-

nars address issues such as road safety,

healthy eating, mathematics, orthogra-

phy, domestic economy and the use

of computers.

The seminars on specific issues are orga-

nised by the colleagues and we invite

experts and institutions for assistance.

We organise at least two seminars per

month, which vary in length from one

hour to several days. We have launched

44 seminars since 2013.

Training trips and

training for customers

Partnership is a top priority for SanLucar.

The face-to-face exchange we have with

our clients is especially important. To

promote this exchange, we invite some

of our clients and their employees to

specially designed training from time to

time. The aim is to transmit our knowled-On the right:SanLucar Academy Ecuador

ACADEMY

ECUADOR

SANLUCAR


SanLucar’s category management – added value for

the commerce

‘Category management for fruit and vegetables? – that’s interesting!’ Often enough

the SanLucar sales team recieves this kind of reaction, when introducing the category

management of fruit and vegetables to interested retailers. The department was foun-

ded in 2014 and SanLucar has struck a new path in food retailing with it: the task is to

analyse the fruit and vegetable sector in order to uncover sales and development po-

tential and fulfil them as efficiently as possible.

In this context, SanLucar combines the knowledge of tasty fruit and vegetables with the

trade requirements and in the meantime, we are experts in relation to the organisation

and arrangement of the fruit and vegetable sector.

We analyse customer walkways at the point of sale: which kind of purchasing types can

we find in the fruit and vegetable sector? Customer surveys are an additional method of

meeting the customers’ needs and desires, which are included in the subsequent optimi-

sation plan. The third component of the analysis is the processing of sales-related data

from the fruit and vegetable sector. They offer the first real opportunity to the trading

partner to consider his fruit and vegetable sales separately, according to criteria such as

product groups, or even quality brand. Based on the analysis results, SanLucar provides

individual suggestions for the shop in order to optimise their sales area of fruit and ve-

getables, and therefore becomes a creative co-designer of these sales areas. Crea-

tive tips and recommendations for new construction and renovation are the perfect fi-

nish for an incomparable shopping experience for the customer and provide additional revenue for the shops.

ge to the traders, in order to help them to

inform their customers and advise them

competently. We distinguish between

three types of training. In-house training

is particularly addressed to new custo-

mers. One of our employees goes directly

to the shops to introduce SanLucar as

a company and brand. For our training

sessions, we invite selected customers to

participate in a detailed product-training

course and to learn more about some

seasonal fruits at our training in various

warehouses and packing stations. The

most complete form of training available

for our clients are our training trips to the

local producers.

These training measures are quite com-

plex. However, the positive feedback

from all stakeholders as well as our

motivated employees who are able to

competently advise clients, tell us that

it is always worth the investment in the

exchange of knowledge.

Where did you grow up?I grew up in the countryside in a small village named Bad Orb, between Frankfurt and Ful-da. My parents had a farm with cows, pigs, sheep and chickens. Bad Orb is a seaside re-sort. That’s why the community of just 6,000 inhabitants welcomes some 70,000 tourists arriving between May and June. So, back then, when I was an adult, I decided to open my own fruit and vegetable shop. I remember that we sold some 200 boxes of strawberries every Saturday. Red was all you saw!

What kind of education did you go through?I went to high school and later completed an apprenticeship as a wholesale and internatio-nal trade specialist at the wholesale market of Frankfurt. From 1957 to 1963, after I fin-ished my education I dedicated myself to re-tailing. In the same year, 1963, I decided to start my own business in Bad Orb. In 1981, I handed the store over to my brother-in-law and took over a wholesale trade at the who-lesale market of Frankfurt instead. At the be-ginning, it was hard and it took a good while to achieve a great reputation.

Which adjective describes you best?I consider myself a very positive person. I experienced a lot and went through many things in life. But I always survived unscathed because I am a positive and optimistic person by nature. For me the glass is always half-full.

Certainly sometimes, I am gloomy as well, but only for a little while and then I can strength-en and please myself about the small pleas-ures of life.

How did you end up at SanLucar?In 1991, I got to know Stephan. At the time, I was working at the wholesale market of Frankfurt and he was employed at a Spanish company in Cologne, which exported citrus fruit and strawberries to Germany. I contac-ted them to sell citrus fruit with their brand in Frankfurt. That was our first encounter. In 1993, Stephan founded SanLucar and I was one of his first clients. In 1997, Stephan swit-ched over to the brand ‘SanLucar Meister-frucht‘. In 1998, I handed my wholesale trade over to my nephew and in the following year, I moved to Valencia where I met my Spa-nish wife. At the time, Stephan told me that I could always work at SanLucar if I ever moved to Valencia – so that’s what I did. In November 1999, I started to work for SanLucar. Until 2010, I worked in the Sales department. Today I am in charge of the train-ing and the educational trips.

What is special about your work at SanLucar?SanLucar is a unique company. There is no comparable fruit and vegetable business with such a large product range under one brand in Europe and as far as I know in the rest of the world.

‘For me the glass is always half-full’Erich Adam Holzmann Puzol, ValenciaSenior Seller

Erich, what’s your favourite fruit?I don’t really have a favourite fruit. I like apples more than pears, but in general, I like every fruit, especially strawberries, clemen-tines and oranges. The only problem I have with fruit is that often I am just too lazy to peel it.


Make dreams come true

‘For many families with children, who are affected by social ex-clusion, the soup kitchen “El Puchero” is a great support to mas-ter their everyday life. It personally gives me a lot of joy to work and help there every day. Many of the guests come every day to pick up the food. This fact creates a certain proximity between them and us. The atmosphere is very familiar and harmonic. It is important to me that everyone feels taken seriously and can tell stories about his everyday life. What I liked most from the be-ginning is that families can take the food home to eat together. This is a way to counteract social stigma, which some families who are dependent on social assistance are subject to. “La Casa Grande” organisation is managing the project along with SanLucar, but there are plenty of other local institutions and private parties involved. Various professionals and organisa-tions take care of helping the people with their professional and social reintegration, for instance, by assisting them in finding a job and helping them to help themselves. All in all our aim is, of course, to support the people so that they are no longer depen-dent on outside aid.’

Isabel Arias Social worker at ‘La Casa Grande’

On the left: Daniel Seguíproject coordinator ‘El Puchero’


It is a matter of great importance for us

to perceive and support people in our

community with their personal desires

and goals. So we have – based on our

d.r.e.a.m.s. programme – also included

the field of action ‘make dreams come

true’ in our new strategy. It includes the

social commitment of SanLucar. d.r.e.a.m.s.

stands for ‘Developing Responsible En-

gagement and Multicultural Societies’ and

was developed in 2013 (see also Corporate

Responsibility Report 2012–2013).

d.r.e.a.m.s. in Spain: our

soup kitchen ‘El Puchero’ –

local initiative for people

in need

Since the crisis in 2008, approximately

3.5 million Spanish people have lost

their jobs. While preparing this report,

the unemployment rate in Spain is at 23

percent – in Valencia at 28 per cent, es-

pecially young people up to 35 years are

affected. In these economically difficult

times, SanLucar, as part of the Spanish

community, does not want to remain

passive but actively help where it is

needed most!

Since the end of the financial year

2012–2013, we have cooperated with

the NGO ‘La Casa Grande’ and jointly

run a soup kitchen for needy families in

Orriols, a neighbourhood of Valencia. ‘La

Casa Grande’ is a local non-governmental

organisation with 25 years of experience

with people in need – especially with the

support of families and children.

Since the beginning of the initiative, pro-

ject manager Daniel Seguí has passionate-

ly been in charge of the coordination

of the soup kitchen and has carried out

all administrative tasks. Therefore, it

is possible for us to provide up to 200

people with a daily hot meal and fruit to

take away from Monday to Friday from

12.30 p.m. and 1.30 p.m. We avoid dispos-

able tableware: the guests of our soup

kitchen use reusable plastic boxes to

carry the food home in order to eat toge-

ther with their families.

Our colleague, Sandra Winkler, volunta-

rily supported the chefs of ‘El Puchero’

with her knowledge as a nutritionist, to

ensure a balanced diet of the guests. We

have various dishes on the menu such

as paella and pasta with vegetables or

fish, depending on the available ingre-

dients. We make sure to always serve an

alternative dish for people with special

eating habits due to incompatibilities

and religion.

As part of our corporate volunteering

programme to date, we have launched

Inter Alia, a two-hour workshop on job

application and attitude, time manage-

ment for women and motivation, stress

management in everyday life, domestic

economy and healthy eating. We also or-

ganised, in collaboration with our partner

Llusar and ‘La Casa Grande’, a one-week

training for the selection and the proper

packaging of citrus fruit, which can help

the participants to find a job. The aim

of the seminars is to integrate as many

people as possible into working life in the

long term, in order to make sure they are

not permanently dependent on the meals

from ‘El Puchero’, but are able to stand

on their own feet again.

Donations account:

Account holder:

Asociación ‘La Casa Grande’

IBAN: ES4604870370379007000183

BIC: GBMNESMMXXX

Bank: Banco Mare Nostrum

Purpose: ‘El Puchero’

d.r.e.a.m.s. in Spain:

the joy of gardening – the

social garden

Since 2013, we have supported the social

garden in El Puig near Valencia. The pro-

ject for the revival of traditional farming

practices in the region and the promotion

of the professional and social integration

was created in collaboration with the mu-

nicipality of El Puig de Santa Maria. It is

aimed at the unemployed, pensioners and

all those who enjoy gardening. Currently

35 gardeners with different life circums-

tances plant in the area of 2,800 m² – they

all have a common passion: the love of

nature and gardening. The social garden

does not only offer its participants the

unique chance to grow their own vegeta-

bles for self-sufficiency, it is also consi-

dered a place to unwind and relax.

The gardeners are supported by the

municipality of El Puig and SanLucar. With

the assistance of SanLucar employees,

The little ones learn in our garden day


workshops are regularly organised on

various topics, such as composting or

biological plant protection products, as

well as excursions or a garden day for

the children. Additionally, every year in

autumn and spring, seasonal seedlings

are donated, to make the free planting

possible for all gardeners. On their own

initiative, the gardeners created an inter-

nal magazine to document and illustrate

different activities with articles and

photos and to give tips about gardening.

During the last planting in April 2015, we

organised for the first time an internal

drawing competition on the subject of

the social garden for the youngest nature

lovers. The winning paintings served as a

basis for a new poster design, which now

adorns the fence of the social garden

and is aimed at drawing attention to the

initiative. In return for their great work,

the young artists received a small planting

kit consisting of pots, soil and seeds with

the aim of encouraging and promoting an

interest in gardening for the little ones.

Crèche at our farm Rooihoogte, South Africa

Since the acquisition of our farm

Rooihogte in March 2012, we were able

to make a big difference thanks to our so-

cial plan. Our programmes are not only ad-

dressed to our employees but also to their

families, and especially to their children.

This shows that in these countries the field

of action ‘make dreams come true’ over-

laps with ‘shape working environments’

and ‘protect the environment’: by only con-

sidering the environment and the people

as a whole, we will be able to achieve

positive changes. Here are some examples

of activities during the reporting period:

amazing Brainz

The training programme Amazing

Brainz was developed to support the

teachers at the crèche so they can opti-

mally promote the development of the

kids between three months and seven

years. It is designed to stimulate the

brain activity in the development pha-

se of young children through different

activities. The children are thus being

prepared for school in a playful way.

Community Chest

The community fund of the farm has

been introduced to support various small

projects, for example, excursions for the

children. Money that is being raised at

various events, such as sports events on

the farm, flows directly into this fund. In

addition, a community shop was opened

to fund money for the community fund.

Community garden

Everyone who is motivated can grow their

plants in the community garden and look

after them. The harvested fruit and vege-

tables are intended for sale in the com-

munity shop. The people who live on the

farm run the Community Shop and bene-

fit from the proceeds.

Jewellery worKshop

In 2014, a studio, as a creative meeting

place for almost 20 regularly participat-

ing women, was established on the farm.

They produce handmade necklaces and

bracelets, which have been sold at our an-

nual FruitLogistica in Berlin 2015 for the

second year in a row. The proceeds serve

as an additional income for the women.

Some were already able to fulfil their

dreams. Lizl, for example, used the money

for her son to finance the annual summer

camp, Magrietha and Dalmarie bought a

mobile phone. The jewellery workshop

arose from the idea of promoting creativi-

ty and the sense of community.

volunteer programme For men

The programme currently offers 15 men

the opportunity to support the communi-

ty with their workforce. They are respon-

sible for regular jobs on the farm and

therefore earn a small extra income. With

this extra money, Frederick repaid his

debts and Nico was able to buy a stroller

for his little daughter.

sport programme

A sports field was built not only to

give the children from the day care the

opportunity to do some sports, but also

the adults to enjoy an extensive range of

sporting activities for all ages.

d.r.e.a.m.s. in South Africa: full social commitment


SanLucar Charity

golf tournament

Since 2009, SanLucar Austria has invited

partners to the traditional ‘SanLucar Cha-

rity golf tournament’ every June. Various

social institutions benefit from the inco-

ming donations. Over this year, we have

already been able to collect up to 81,000

euros for the therapy centre ‘Kinder

Stärken’ (Empowering Children). Over the

last six years, we donated 490,000 euros

to different projects.

Our volunteer programme

It is very important for us to establish

a connection between our employees

in Europe and the staff on farms. Since

2011, SanLucar has had its own inter-

national volunteer programme that is

very well received by our employees. All

interested employees, who want to be

socially committed, can apply for one of

the projects.Therapy centre ‘Kinder Stärken’

Healthy eating and

commitment to sport

SanLucar has been the Vitamin Partner

of the Austrian Sports Charity for many

years and supports young talent on their

way to top-class sport. At the last Winter

Olympics in Sochi, we were the partner

of the Olympic Team Austria. In addi-

tion, we are engaged in various sporting

events throughout the year, such as the

Vienna City Marathon. We believe that

a healthy, balanced diet is the basis for

supporting top performance. We will

continue to actively support the

Austrian top athletes.

The six volunteers, who travelled for one

month each to Ecuador and South Africa

in 2013 and 2014, told us about their

experiences in the participation of the

programme (see infobox).

In Ecuador, our colleagues, Sandra and

Aniko, supported Nancy, responsible

for social development in Ecuador, with

the creation of employee workshops as

well as the establishment of a diagnosis

of the working conditions and the local

social aspects. The social diagnosis was

made within three months on site. For

this purpose, many discussions were

held and sources of information, such as

local newspapers and observations were

used. Thus, they were able to identify the

acute problems in Ecuador, such as a lack

of access to education or leisure activi-

ties and wrong or insufficient nutrition.

Since 2014, we have been working on the

implementation of our action plan. The

two volunteers held presentations and in-

formation sessions and organised various

group activities and competitions for the

employees during Quality Week.

The work in South Africa was divided into

three areas: the volunteers spent their

mornings with the little ones in the nur-

sery, in the afternoon they looked after

the older children and supported them

with their homework, played games with

them later, read books or organised acti-

vities to promote their creativity (drama,

pantomime, etc.). Other days of the week

they supported the women in the jewel-

lery workshop.

After their stay, our volunteers created a

report on their experiences, suggestions

for improvement, and how they assessed

the local living conditions. As a result,

SanLucar receives an honest and critical

feedback on where we stand and what

needs to be worked on.

The volunteer programme helps us to

improve the working and living conditions

for our employees on the farm. Also the

personal development of the volunteers

is a very important issue. All volunteers

agreed that the participation in the

project has completely changed their

point of view. They all have learned to be

more flexible, to integrate themselves

and adapt to the different cultures.

The programme has also contributed to

the personality and skills development

of the SanLucar employees. Every

year between four and six colleagues

participate. We are working to expand

the programme until 2016 by launching

an international exchange and an interna-

tional internship programme.


Our volunteers of the

past look back two years

…and report on their expe-riences in Ecuador and South Africa. Sandra and Aniko tell us about their stay in Ecuador. Estela, Malaika and Iris about their journey to South Africa.

Why did you want to participate in the volunteer programme?Iris: I read the experience report of other

volunteers and was immediately interest-

ed. It’s a great opportunity to get to know

the country and its people – especially be-

cause they are part of SanLucar but still to-

tally unknown to us as employees in Spain.

Estela: I just really wanted to be part of a

social project.

Sandra and Aniko in Ecuador

Iris in South Africa

Estela in South Africa

Malaika in South Africa

remember the cultural differences and

the poverty. I have learned that you don’t

need much to be happy. It’s just an attitude

towards life.

What do you think you achieved during your stay? What was your greatest contribution?Sandra: I contributed to an understanding of

the importance of food safety and hygiene.

Iris: To win the confidence of the children

and adults there and to support the social

projects on the farm.

Malaika: I tried out many new games with

the kids. Even though, I probably learned

more from them than I taught them. We

had an amazing time together!

Would you recommend your colleagues participate in the volunteer programme too?Aniko: In my opinion, only those who are

personally convinced of the project should

volunteer. To work as a volunteer is a chal-

lenge that you can only master if you are

positive and motivated. Furthermore, in

the life as a volunteer, one should know

that although it’s possible to plan and or-

ganise many things in advance, particularly

in a completely new environment there will

always be surprises hiding. You just have to

go with the flow and try to enrich yourself

with the experiences in all aspects without

judging them.

Iris: I would definitely recommend my colle-

agues to join the project. There are many

other projects on the farm that are just

waiting to be put into practice. I think the

residence of volunteers is a great experi-

ence for everyone – especially for the chil-

dren. They get the opportunity to get to

know a person with a different cultural

background and learn more about the fo-

reign country.

Malaika: I’d say everyone who is lively

and who enjoys meeting new people

should definitely take the chance to have

this experience.

Malaika: I wanted to participate because

I think it’s a great project! I love children

and for me it’s very important that

SanLucar operates in South Africa. In my

eyes, the social projects help the farms to

improve and develop.

Is there a particular positive memory of the time you spent there?Estela: The women and the kids I met there.

Aniko: The people’s interest. They wanted

to know everything about our work, the life

and the culture in Europe. Of course, I felt

the same way, just the other way round.

There were many things to talk about.

Iris: One particular thing I will keep in mind

is the amazing people I had the chance to

meet and the beautiful moments we shared.

Malaika: I remember the kind people I met;

especially the way they welcomed me. It

was very special being welcomed in such

a kind-hearted way by people you have

never met in your life before. But I also

68 | Commitment makes the difference 2013–2015

www.sanlucar.com

Engagement macht den Unterschied

Unternehmensverantwortung 2013–2015

Taste the SUN.www.sanlucar.com

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