COFFEE CULTURE AND SUSTAINABILITY IN ILLYCAFFE
BUILDING A GLOBAL BRAND AROUND COMPANY VALUES
World Public Relations Forum 2012 Anna Adriani – Global PR director and Chief Sustainability Officer illycaffè spa
November 20, 2012 Since 1933, the dream: offering the world best coffee...
Our mission, passion and obsession is to delight all people in the world who cherish the quality of life, through the best coffee nature can provide, enhanced by the best available technologies and by our search for beauty in everything we do The company
6,000,000 100,000 +140 800 Coffees per day Clients Countries Employees
The products Kalokagathia
The artists Venice Biennale Galleria illy
Quality and sustainability: an unbreakable bond
Sustainability is the core of the company’s character
It is a pillar of the company strategy “The company's function is vital and indispensible, but the economic perspective alone is not enough to legitimize its behavior, which is strongly related to the human, community and environmental respect.”
1976 Ernesto Illy, President of European Brands Association
CONSUMERS
CLIENTS
TALENTS
SUPPLIERS
A stakeholder COMMUNITY company SHAREHOLDERS
Our goal is to improve stakeholder’s quality of life through shared value, knowledge, personal growth, respect for the environment The integrated supply chain
Working hand in hand with coffee growers
Triple selection: origin, lots and beans
“Our PR role is enhance, maintain and protect the organization’s authenticity by being the guardian of the organization’s character and values, providing feedback to the organization on how the organization character is being judged and received, promoting the organizational character to stakeholders”
2012 Global Alliance for Public Relations and Communication Management Need for transparency
The responsible supply chain process certification
The sustainability manifesto
The sustainability committee
Why the certification
Through being in constant contact with our stakeholders and listening to them
Need to know more about company character and values in action (behaviours) How the role of PR in illy evolved… without borders
Member of the strategic committee Chief sustainability officer Guiding the sustainability committee Driving the process Connecting dots
Sustainable Value Report http://valuereport.illy.com
Voluntary agreement Sustainability Memorandum of with the Italian ministry of understanding with Embrapa environment in action in Brazil
Study with the Oxford University Photovoltaic system and recover of Environmental Change Institute thermal energy University of coffee Social media (more than 21000 students in 2011)
Stakeholders involvement Researches Rio +20
Road show with the CEO of illycaffè Media relations and DNV Business assurance
Towards real engagement: from stakeholders to advocates
Road map
Stakeholder engagement