Helmut Melzer
Organic is not everything. This has especially garden specialist dealer bellaflora recognized. "We are annoyed that sustainability is forgotten only ecologically and on the social rail," Managing Director Alois Wichtl explains the motives for a new sustainability standard for which 2016 "the green number one" stands. After abandoning peat in potting soil and phasing out chemically-synthesized pesticides and herbicides, the domestic flagship company goes one step further: It prescribes itself comprehensive guidelines, which take into account not only environmentally relevant aspects, but ecology, economy, social well-being and healthy Bringing together company management - and the entire supply chain has to be involved. A significant step that can lead to a change in the Austrian garden area. The label "The good idea - the bellaflora standard" already shows one fifth of all products in the spring.
"We are annoyed that sustainability is forgotten only ecologically and on the social rail."
Alois Wichtl, bellaflora
Holistic certifications
This raises an essential question: why do you need brand labels like bellaflora or brands like "yes of course" from Rewe, which can confuse consumers? The simple answer: So far, there is no certification throughout Europe that gives a similarly comprehensive view of products and companies. For all the love and recognition for EU organic labels, Fairtrade, animal protection label and Co: Unfortunately, they only consider a partial aspect of conscious consumption. However, the ideal product is regional, organic, fair trade, without animal experiments, produced under good working conditions - just everything together. And: Rigid guidelines also leave little room for different engagement. This slows down the sustainable development of companies that can only undergo change step by step for a variety of reasons. Because one thing is certain: the transformation to a sustainable market does not happen overnight.
Global meaning
"It may look simple, but it needs a long, complex development," explains Konstantin Bark, Sustainability Officer at Unilever. This means: the development of natural products, such as the new Knorr line "Real Natural". Yes, they hear right: the giant Unilever leaves artificial flavors, flavor enhancers and other now unwelcome ingredients completely behind and turns to 100 per cent nature. By the way also in vegan and vegatarian.
But the group with around 174.000 employees around the world sees it as bellaflora: not only ecological aspects are important, a broader sustainable approach is needed. The company has not only set itself the goal of sustainably sourcing up to 2020 100 percent of agricultural commodities under its own "Unilever Sustainable Agriculture Code SAC" (developed jointly with WWF and Oxfarm). and human resources and a healthy, local economy. This will in particular set new standards in supplier countries outside Europe. A positive, global influence, which only a global corporation can really achieve.
However, Bark also confirms that a holistic seal is missing - a certificate that defines and identifies comprehensive sustainability criteria internationally. Which is why Unilever has developed the Group's own SAC standard.
"Sustainability is not a trend for Rewe International AG, but an essential element of our corporate strategy. We divide our sustainable commitment into four pillars - Green Products, Energy, Climate and Environment, Employees and Social Commitment, "confirms company spokeswoman Lucia Urban the breadth of sustainability analysis also at Rewe, which with" yes, of course "paved the way for organic in Austria Has. Urban is now much more concerned: "The guideline is based, inter alia, on the United Nations Universal Declaration of Human Rights, the Conventions of the International Labor Organization (ILO) and the UN Global Compact. The contents of the guideline include principles of good governance, labor and social standards, and environmental and animal welfare. Our Guideline for Sustainable Business is the basis for the sustainable alignment of the supply chain in the entire Rewe Group. It documented an overriding commitment to environmental and social responsibility. It forms a foundation of values and recommendations for action, which applies equally to all business units and should serve as a guide for the partners. "
"We see sustainability as a long-term value driver, which, in addition to actively practiced environmental and social responsibility, also brings business benefits."
IIrene Jakobi, Telekom Austria
The success factor
There is no doubt about the economic benefits of a comprehensive sustainability strategy. The success of the brand "Yes, of course" speaks for itself. "Sustainability and economic success are absolutely no contradiction. We have been convinced for many years that transparency and sustainable management are worthwhile ", confirms Rewe spokeswoman Urban.
But sustainability is also an entrepreneurial factor for Austria's top dog in terms of telecommunications, the Telekom Austria Group. Irene Jakobi, Head of CSR: "We see sustainability as a long-term value driver that not only brings active environmental and social responsibility but also business advantages. For example, increased energy efficiency can reduce both environmental impact and costs. The point of departure for a systematic approach of the Telekom Austria Group to sustainability management is the three-pillar model "People, Planet, Profit". The sense of responsibility thus includes social, ecological and economic aspects. "
Strategy, design and philosophy
The US company Interface is the world's largest designer and manufacturer of carpet tiles. Since 1994 the company has completely changed. For example, Interface now offers 515 product colors made of 100 percent recycled yarn or bio-based raw materials, setting industry standards. The bridge between sustainability and design is also successfully broken.
Laura Cremer, Sustainability Manager Europe: "Sustainability and design are not mutually exclusive. Our commitment to sustainability is a lived-in business philosophy that is integrated into all business areas, influencing daily work and driving innovation. "
bellaflora
The bellaflora standard is based on the globally valid SAFA (Sustainability Assessment of Food and Agriculture Systems) guidelines, ie on sustainability assessments of agri-food systems, and horticulture companies are certified in their entirety by the independent certification body agroVet, not just in individual product groups. For the areas of ecology, economics, social affairs and corporate governance, 100 criteria have been developed in the areas of minimum requirements, requirements individually selectable by the company, self-evaluation of the company and self-commitment, which are updated every two years.Unilever
The Unilever Sustainable Agriculture Code (SAC) focuses on eleven aspects of sustainable agriculture, including crop protection, biodiversity, energy, waste, animal welfare and securing the livelihoods of farmers. The "Unilever Sustainable Living Plan" also includes a variety of aspects, in particular health improvement, reducing environmental impact and improving living conditions.
Unilever has set itself great goals, including: Until 2020, the company 100 sustainably procure percent of agricultural raw materials. Halve the greenhouse gas impact of products along the life cycle to 2020. Halve the amount of water consumed by the consumer when the products are used until 2020. Halve waste to 2020 caused by product disposal.Rewe
Rewe is pursuing a number of different approaches: expanding the range of organic and regional products in the food sector, broadening the supply of conventionally produced products with the Pro Planet label, developing more sustainable washing, cleaning and care products and formulating raw material-specific guidelines. The measures are visible within four pillars: from the accessible branch and websites, through Smart Urban Logistics, green building branches, green packaging or the development of the sustainable own brand bi good at BIPA. Based on the Guideline for Sustainable Business, specific standards have been and are being developed that apply to individual product groups. These are laid down in separate guidelines and apply to all private label suppliers of Rewe. So far, individual standards have been established for palm oil and cocoa products, fish, crustaceans, molluscs and soya as feed.Telekom Austria
The sustainability strategy of the Telekom Austria Group is based on four fields of action: Providing Responsible Products, Living Green, Empoweing People and Creating Equal Opportunities. These fields of action are defined by goals and key figures, behind which lies a comprehensive program of measures that is continuously evaluated. The scope of the measures spans from the development of climate-friendly products with added value, such as the Co2 neutral network in Austria, through the use of energy-efficient infrastructures to training programs and media literacy initiatives.
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