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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