Download SOCIAL - Aslog

La Responsabilité Sociale des Entreprises
levier compétitif et de pérennité
Bernard CASTERMANT
Directeur Barry Callebaut
Manufacturing Bourgogne, Dijon.
ASLOG, 17-18 Nov 2010, Lille
Bernard CASTERMANT – ASLOG 2010, Lille
Structure
• Corporate Social Responsability : definitions
• CSR supply chain approaches
• Social performance leverage
• CSR certification – a new rising demand
Bernard CASTERMANT – ASLOG 2010, Lille
CSR - Corporate Social Responsability
RSE - Responsabilité Sociale des Entreprises
Definition
Managing economic, environmental and social systems
for an optimal balance over time
Meeting the needs of the present without compromising
the ability of future generations to meet their own needs
Bernard CASTERMANT – ASLOG 2010, Lille
Structure
• Corporate Social Responsability : definitions
• CSR supply chain approaches
–
–
–
–
Cocoa & Chocolate
Fresh eggs & Industrial pastry
Biscuit metal tins
Environmental
• Social performance leverage
• CSR certification – a new rising demand
Bernard CASTERMANT – ASLOG 2010, Lille
Ensure a sustainable cocoa supply
chain is an imperative, not an option
Without cocoa bean, no chocolate
People
Profit
Planet
5
CSR at Barry Callebaut : key areas of focus

Thriving cocoa farming communities

Education

Medical Program

Environmental
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
Thriving cocoa farmers communities



A multi-year partnership with cocoa farmers
and cooperatives that aims to:
 Enable cocoa farmers to achieve a higher income
 Improve quality and yield of cocoa beans
Includes:
 Training Good Agriculture Practices (GAP),
 Technical support
 …
Key figures:
 47 cooperatives participating,
 + 42,000 farmers
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
Education program in Akoupe
Ivory Coast.


Construction of a secondary school
and community center
Working to eradicate the Worst
Forms of Child Labor in the cocoa
supply chain
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
Social programs
Medical center in Goh village (18,000 people)

Lack of clear water, malnutrition,

15% of children die before age 5

High risk for women during
pregnancy or childbirth
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
The egg market : a supply at risk for pastry activity,
with poor margin and no visibility for the producers.
indus
1,400
1,300
1,200
1,100
1,000
0,900
2003
0,800
0,700
2010
2005
0,600
0,500
0,400
0,300
0
13
26
39
52
Supply shortage risk due to production capacity or sanitary issue
Spot procurement tradition
Bernard CASTERMANT – ASLOG 2010, Lille
CSR and risk management approach to fresh eggs
supply chain, representing 20-25% of cake recipes.
• 2006-2007 / Long term contract with selected suppliers
 Secure farmers income and projection in time
• Spread sourcing on different regions
 Bretagne, Normandie, North France, Spain
• Value chain analysis to improve TOC
 Container 1T vs bulk truck delivery
 Cleaning procedures review vs waste water reject
• Contingency plan validated and active
 Alternative supply sources and BOM
Bernard CASTERMANT – ASLOG 2010, Lille
CSR - Environmental program

GAP – Good Agricultural Practices
 Example : Pesticide reduction

Waste & Energy program reduction
 Reduction energy / tonne - 20% in 4 years

Supply chain CSR footprint review
 Intermodal transport
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
Exemple de réduction de 20% en 4 ans de la
consommation d’énergie sur un site Agro.
14
12
10
8
6
KWh / Tonne
4
KWH / T - 20%
2
Coût
Energie + 23%
0
2001
2002
2003
2004
2005
Bernard CASTERMANT – ASLOG 2010, Lille
Energie - 1.5%
Coût / T
Biscuit metal tin : cost competitive advantage for USA
niche market in reversing classical supply chain
The classical way
China
Europe
100
Empty Tin
USA
100
Produce biscuits
Fill tin
Bernard CASTERMANT – ASLOG 2010, Lille
Sales XMas
Biscuit metal tin : cost competitive advantage for USA
niche market in reversing classical supply chain
The classical way
China
Empty Tin
100
Container
empty
100
Europe
USA
Produce biscuits 100
Fill tin
Sales XMas
Bernard CASTERMANT – ASLOG 2010, Lille
Biscuit metal tin : cost competitive advantage for USA
niche market in reversing classical supply chain
The reverse way
China
Produce tin
Europe
CO²
USA
Produce biscuit
Free
Fill tin
100
Sales XMas
 Suppression containers flux with empty tins
 Transport Europe  China for biscuit bulk using mainly empty container return
 50% reduction CO2 footprint on total logistic
Bernard CASTERMANT – ASLOG 2010, Lille
Structure
• Corporate Social Responsability : definitions
• CSR supply chain approaches
• Social performance leverage
– Organization & Competences development
– Le climat social
• CSR certification – a new rising demand
Bernard CASTERMANT – ASLOG 2010, Lille
Social system performance leverage, a key in CSR.
A magic equation, so difficult to achieve in real world.
Performance = Competences x Motivation
 Build competences relentless
GPEC : Gestion Prévisionnelle des Emplois et Compétences
 What are the motivational drivers and disablers ?
Autit Baromètre social
Understand the real needs and issues of your social system
Bernard CASTERMANT – ASLOG 2010, Lille
SOCIAL : répondre aux besoins des individus,
dans leurs diversités culturelles et économiques
Pays Développés
Communautés performantes
La pyramide
des besoins
selon
MASLOW
Third World
Quart Monde
Bernard CASTERMANT – ASLOG 2010, Lille
Dijon – Comment concilier maîtrise des coûts
et niveau de service optimal au niveau des flux.
Problématique
• Site étendu – 55.000 M²
• 11 lignes de production
• 4 niveaux de production ou réception / expédition
• Opération 3x8 – 5 à 6 jours / semaine
• In & Out en flux tendu 5 à 6 jours / sem
• Des fonctions variées
- Réception avec validation qualité
-
Gestionnaire de stock
Cariste avec mise à disposition des MP à la production en Kanban
Gestionnaire logistique
Gestion expédition
Gestion de projet
Bernard CASTERMANT – ASLOG 2010, Lille
Solution retenue : une GPEC simplifiée axée
sur le développement de la poly- compétence.
Mise en place d’un planning en roulement : les opérateurs occupent
des fonctions différentes sur un cycle de 4 semaines
Exemple de cycle
Sem 1
Cariste
Sem 2
Gestionnaire Quai
Sem 3
Gestionnaire Logistique
Sem 4
Réception ou Expédition
 Formation et enrichissement des postes
 Maintien collectif des connaissances : flexibilité et réactivité
 Développement employabilité
Bernard CASTERMANT – ASLOG 2010, Lille
Bernard CASTERMANT – ASLOG 2010, Lille
La chaine de destruction liée à la dégradation du climat
social - ambiance de travail
CONFLIT collectif
 Grève, actions, …
Accumulation
des facteurs
d’insatisfaction
Tension
Sociale
Réels ou perçus
Internes ou externes
DESENGAGEMENT
individuel des salariés
 Perte performance
 Risques pathologiques
Bernard CASTERMANT – ASLOG 2010, Lille
La démarche « Baromètre Social »
• Par rapport aux enquêtes d’opinion
 Démarche objective
 Restitution unique non biaisée
• Une objectif : améliorer le système social
 Identifier les causes
 Plan d’action en capitalisant sur les ancrages positifs
• Projet d’entreprise
 Piloter le changement et la performance dans la durée
Bernard CASTERMANT – ASLOG 2010, Lille
Structure
• Corporate Social Responsability : definitions
• CSR supply chain approaches
– Cocoa & Chocolate
– Fresh eggs & Industrial pastry
– Biscuit metal tins
• Social performance leverage
– Organization & Competences development
– Le climat social
• CSR certification – a new rising demand
Bernard CASTERMANT – ASLOG 2010, Lille
Increasing demand for goods produced in a responsible
way as new market positioning opportunities
After the quality and safety certifications waves as HACCP, ISO,
BRC, IFC …..
The demand today is on « CSR & Ethic certifications »
This will become the next MUST TO HAVE
Bernard CASTERMANT – ASLOG 2010, Lille
March 2010 - How Greenpeace is putting KITKAT from
NESTLE under sudden and unfair media foccus ?!
Nestlé, maker of Kit Kat, uses palm oil from
companies that are trashing Indonesian
rainforests, threatening the livelihoods of
local people and pushing orang-utans
towards extinction.
Bernard CASTERMANT – Journée ABCAL 1° Juin 2010, CHARLEROI
Certification : a growing market demand
Biolands - Organic cocoa farming in Tanzania


Initiated in 1999
Provides training, technical advice, supplies of
seedlings and pruning equipment

20,000 smallholder cocoa farmers in 131 villages

Fair prices, proper payment and proper weighing
Bernard CASTERMANT – Journée ABCAL – 1° Juin 2010, CHARLEROI
Emergence of many CSR initiatives, creating new market
opportunies as adding further Business complexity
M&S
Global Sourcing Policy
ETI (ETHIC) gap analysis
CARREFOUR
Sustainable Development –
Self-Assessement
SCAMARK
Environmental Program
CASINO
Local Food Program : 30% supply < 150 Km
Tender
CSR procurement criteria
Etc …….
Bernard CASTERMANT – ASLOG 2010, Lille
Example of CSR criteria used by auditors, with action
plans requirements and commitment to results.
25
26
27
28
29
30
31
32
Water consumption
Wastewater disposal
Energies saving program
Air emissions and greenhouse gases
Waste processing
Soil management
Biodiversity
Noise and odors
Bernard CASTERMANT – ASLOG 2010, Lille
Le Développement durable n’est pas neuf, il faisait partie des
pratiques de bonne gestion ancestrales ou récentes.
Il prend aujourd’hui une nouvelle dimension, il deviendra un
levier Business incontournable de compétitivité et de pérennité.
Prise de conscience mondiale de la “Planète”
Croissance des pays du BRIC et de la démographie mondiale
Les enjeux de demain …
 Accès aux matières premières
 Innovation technologique
 Amélioration du rendement global de la supply chain
 Remise en cause de nos modes de vie et business modèles
Bernard CASTERMANT – ASLOG 2010, Lille