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: coriordan@nala.ieTel: (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: plainenglish@nala.ie

Website on plain English: www.simplyput.ie

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