Successful implementation of Corporate Responsibility (CR) programmes
In 2014, the international business units again successfully contributed to the achievement of our company-wide sustainability targets, and put measures from their own national Corporate Responsibility programmes into practice.
In their national Corporate Responsibility programmes, our international business units mainly focus on regional issues, with an emphasis on the Tchibo action areas Customers & Products, Environmental Protection in our Operations, and Employees.
Customers & Products: external and internal sustainability communication
Sustainability communication are an important element in explaining the benefits of sustainably produced products to our customers in all sales regions. In addition to materials developed in Germany, all international business units use their own innovative formats that are adapted to their respective national customer and stakeholder requirements.
Examples include the social media campaign on sustainability labels of our business unit in Poland as well as the animated film “Mr Coffee Bean in the land of Coffee” that was used by several countries in 2014. It communicates how people and the environment benefit from sustainable coffee cultivation in an entertaining way. In 2015, the film “Mr Coffee Bean in the Forest”, which explains the benefits of sustainable forest management, will also be synchronised and disseminated through social media channels by the several business units.