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Slides from National Network Event 23rd April 2013 with presentations from John Curran, Musgrave Group and NALA.
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Our Evolving Approach to Sustainability
23rd April 2013
John CurranHead of Sustainability
Musgrave Group
• Founded in Cork in 1876
• Wholesale, Distribution & Retail Franchise Business
• Private Company; Family & Employee Owned
• Musgrave family involvement; 4 Non-executive Directors
• Operations in Ireland, UK & Spain
• > 3,400 retail stores, >25 Distribution & Wholesale Facilities
• Turnover 2011, ca. €4.5 Billion
• > 50,000 direct/indirect employees
Musgrave Retail Partners Great Britain
Musgrave España
Musgrave Wholesale Partners (ROI & NI)
Musgrave Retail Partners Northern Ireland
Musgrave Retail Partners Ireland
Musgrave Operating Partners Ireland
Our Brands
• Long-term Stable Relationships
• Not Being Greedy
• Honesty
• Working Hard
• Achievement
Our core values are central to all of our activities
Musgrave Core Values
CARBON MANAGEMENT
PACKAGING & WASTE LOGISTICS CONSUMERS STAKEHOLDERS
RELATIONSHIPS
GHG emissions
Energy efficiency
Renewable energy
Eco-stores
Business Air Travel
Waste Reduction
Packaging Optimisation
Recycling
Plastic bags
Road transport optimisation
Backhaul
Warehousing
Crates/totes
Bio-fuels
Vehicle emissions
Sustainable sourcing
Community
Health & nutrition
Ethical & Organic trade
Seasonality
Local
Low carbon products
Communication
Transparency
Engagement
Nuisance Reduction
Regulatory compliance
Internally-focussed Sustainability
Sustainability Highlights (2006 – 2011)• Waste
– 48% reduction in total waste generation
– 92% average recycling; increase from 63%
• Vehicle emissions
– Reduction: 2.0 Million km
– Reduction: 7% per km
– Reduction: 4,340 tonnes CO2e
• Energy in Buildings
– Reduction: 3,890,311 kWh
– Carbon: 2,116 tonnes CO2e
• Total Carbon footprint
– Reduction: 30% (21,372 tonnes CO2e)
CO2e CO2e
Sustainability Reporting
Create a lasting, different and better consumer sustainability proposition that is brought to life across
each of the retail partnership brands
The brief
• To shape and stretch the sustainability plan for the business overall
• Define the behaviours and ways of working to be adopted by Musgrave,
our retailers and their people
• bring sustainability to life in a manner which consumers would grasp.
In essence, our aim was to create a single compelling vision for the future
of sustainability in 2020 and beyond, the objective of which was to:
• Identify the common pillars that make up that vision, outlining what that
means for the business
• Identify the key short, medium and long term implications and
opportunities.
• Embed these requirements in the Commercial/Brand Plans
The project aims and objectives
Our Approach – building insight
How the best companies use sustainability
Consumer trends audit
• How people might manage their Health & Wellbeing
• How people might manage their use of Energy & Transport
• How people might shop
• How people might use technology
• How people might consume resources
• How people might manage and connect with the place they live
• How community might be re-defined
Imagining the Future in 2020 (rather than predicting)
What consumers want in 2020?
Musgrave consumer proposition
Proposition and principlesdevelopment Health and
wellbeingTaking personal
responsibility for our physical and emotional health
TechnologyMaking our daily lives and
interactions easier and more manageable
Value for moneyWasting less and making what we have go further
Community and relationships
Belonging to a group of like-minded people, shared
responsibility and the warmth of human
connection
Where we liveA thriving, safe and
attractive neighbourhoods
Sustaining real quality
of life
Sustaining real quality
of life
The final proposition (placing the consumer centre-stage)
Enriching Everyday Lives (The Three Pillars)
Health + Trust + Belonging
Championing Healthy Living
Implications
• Leadership will require us to invest in leveraging complementary health and wellbeing skills. This will involve up-skilling internally while collaborating more closely with external experts.
• Shape the agenda by influencing key government agencies and opinion formers and build key strategic partnerships. Be visible and transparent with all
• Lead on technology to deliver solutions that make healthy living simple, accessible & more personalised
• Innovate and re-shape the offer towards a healthier balance; deliver the best value in healthy choices in the market.
• Practice what we preach in championing healthy living across Musgrave & our retailer partners
• We are the best for healthy living. Are known for inspiring people to eat and live better.
• We are winning in healthy food choices. From personalised dietary advice, to the best local fresh food.
• We help more people get physically active and be more socially involved in their community
2020 AMBITION
Championing healthy living
Inspiring Pride in Place
Implications
•We need to lead by example: minimising our own impact on the environment, embedding sustainable practices across all aspects of how we do business
•Retailer engagement is vital to make this work. We will require our retailers to become local leaders and to invest in local development
•We will invest in leading-edge communications and in store technology
•All Musgrave sites and stores to consistently deliver the highest standard of environmental practice and an elevated ambition via store of the future at the lowest cost
• Our brands are recognised as the best example of environmental sustainability and for helping shoppers to live more sustainably themselves
• We are proud to have the best stores & spaces making a positive contribution to the local environment
• Our retailers are leading out on urban and community regeneration, mobilising communities to improve where they live.
2020 AMBITION
Inspiring pride in place
Partnering to create vibrant communities
Implications
•Our retailers must become leaders in the community across the store network by listening to their consumers & responding to their needs.
•We will leverage technology, and use our resources and facilities to allow our consumers to connect.
•We will collaborate creatively with key partners and community groups and volunteers with complementary expertise for mutual benefit.
•We will deliver a strategic approach to developing a local supplier base – working in collaboration with suppliers & governmental agencies.
•We and our retailers will recruit and develop our people to create opportunities & maximise their potential.
• We are the centre of community life, sparking connections both real and virtual, acting as a hub of local knowledge and expertise.
• We champion local food, developing and investing in a vibrant local supply-base.
• We are the preferred local place to work, providing people of all ages & circumstances an opportunity to better themselves.
2020 AMBITION
Partnering to create vibrant communities
SuperValu Brand Vision & Priorities• We are the centre of community life, sparking connections both
real and virtual, acting as a hub of local knowledge and expertise.
• We champion local food, developing and investing in a vibrant local supply-base.
• We are the preferred local place to work, providing people of all ages & circumstances an opportunity to better themselves.
Example of Food Leadership
Thanks!
Any Questions?
Plain English, CSR and good business
For more information:Claire O’Riordan, NALA
E-mail: [email protected]: (01) 412 7922
Outline of presentation
• NALA and literacy
• Plain English
• Benefits of using plain English
• Who uses it
• How to get started
NALA
• National Adult Literacy Agency, Charity
• Membership organisation (€150 corporate fee)
• Policy, practice and access
• Crystal Clear Health Literacy Awards, TV programme, Distance Learning Service, Family Literacy ...
Literacy involves...
Findings for Ireland
• One in four adults at Level 1 (some at management level)
• Almost another third at Level 2.
• The literacy skills of half the adult population are inadequate for day-to-day activities in today’s society.
What is plain English?• Plain English is a way to write and present
information so a reader can understand and act on it after a single reading.
• Plain English means:– writing accurately and clearly for the intended
reader; – avoiding jargon, except for people who will
understand it; and – using clear layout and design so the information
is easy on the eye.
Benefits of using plain English
It gives everyone a fair chance to access essential services.
It improves the general standard of writing. A Princeton University study showed that people regarded writers
who used unnecessarily complicated words and typefaces as less intelligent than those who used everyday language and clear fonts.
It improves accountability and compliance.
Benefits of using plain English
• BT cut customer queries by 25% by using plain English (PE).
• The Royal Mail saved £500,000 in nine months by redesigning one form in PE.
• When Arizona’s Department of Revenue rewrote one letter in PE, it got about 11,000 fewer phone calls than it
had the previous year.
Where plain language is used
• FBD,• AbbVie,• Nutricia, • Health Information
Quality Agency, • Health and Safety
Authority, • FBD, and• The Director of
Corporate Enforcement.
• US Plain Writing Act, 2010
• Canada: government communications policy, 2006
• UK: Office of Fair Trading
• European Commission: Clear Writing campaign
A few basic PE principles
• Think of whom you are writing to and why.
• Be personal and direct.
• Keep it simple and define any essential jargon and abbreviations.
• Keep sentences to an average of 15 to 20 words.
• Use a font such as Arial or Verdana and use 12 point as standard.
How is your business communicating with
customers on a daily basis?
Can your customers understand you?
Plain English in practice• NALA’s Writing and Design Tips booklet or our
website www.simplyput.ie
• NALA runs a plain English service: – Editing and review service – pay per document
or website
– Plain English Mark – awarded to documents and websites meeting the standard
– Training – train staff in plain English with mentoring and follow up
– Style guide – incorporate plain English guidelines into a house style document
Finally …
• Plain English works.
• Develop a critical eye.
• Make one small change to your writing and see the difference.
Further information
NALASandford LodgeSandford CloseRanelaghDublin 6
Tel: (01) 412 7900 Email: [email protected]
Website on plain English: www.simplyput.ie
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