{' '} {' '}
Limited time offer
SAVE % on your upgrade.

Page 1

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360

Developed by Axial Vinos www.axialvinos.com


INTRODUCTION What is CSR? What does CSR mean for La Granja 360? Our goal LA GRANJA 360 IN A GLANCE La Granja 360 roots Presence & distribution Brand building ENVIRONMENTAL PERFORMANCE OF LA GRANJA 360 Actions 1. Impact analysis & management Life cycle assessment of a La Granja 360 wine bottle. Materials 2. La Granja 360 and its commitment to Animal Welfare SOCIAL PERFORMANCE OF LA GRANJA 360 Actions 1. Drink with moderation campaign College Drinking USA Wine in moderation EU 2. La Granja 360 and its commitment to music Sweet Relief Musicians Fund 3. Supporting local wine talents LA GRANJA 360’S GOALS FOR THE FUTURE

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

3


CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

4


INTRODUCTION What is CSR? Corporate Social Responsibility (CSR) is the responsibility that companies or organisations take for their actions according to their environment they are in. This responsibility can be taken in two different aspects; the first one is responsibility regarding the natural environment and the second one is responsibility more focussing on the social environment the company is in. Below are some internationally accepted definitions of corporate social responsibility to get an idea of corporate social responsibility. “Corporate Social Responsibility is ‘the responsibility of enterprises for their impacts on society’. To fully meet their social responsibility, enterprises “should have in place a process to integrate social, environmental, ethical human rights and consumer concerns into their business operations and core strategy in close collaboration with their stakeholders.” The European Commission’s official definition of CSR “Another, more international, way to define Corporate Social Responsibility is ‘the responsibility of continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.” The World Business Council for Sustainable Development’s definition of CSR

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

5


What does CSR mean for La Granja 360? La Granja 360 is an innovative and creative wine brand which distinguishes itself by its creative labels. Originally, the brand was created to entertain consumers and to bring happiness to the world of wine but we believe our brand can expand this happiness and bring some happiness to the world where necessary. La Granja 360 believes that the environment plays a key role in the production of its wines. Therefore, La Granja 360 wants to contribute, by means of the decisions it takes, to a sustainable environment.

Our goal La Granja 360 acts mindfulness towards all these social- and environmental-related decisions it takes. Therefore we want to raise awareness among all La Granja 360 wine lovers and go further beyond our responsibility with the environment and society. La Granja 360 only collaborates with international organisations that fulfil the need of more environmental and social consciousness. Our goal can be separated in two individual ones: • Taking responsibility considering environmental issues: minimize carbon footstep and contribute to the improvement of animal welfare. • Bring some happiness to the world, by means of contributing to the decrease of alcoholism and alcohol abuse worldwide. ACTION SWEET SPOTS The focus area for La Granja 360 CSR is the USA. The decision to focus on this area is based on the fact that USA is the key distribution market for La Granja 360. Therefore most of our partnerships are established within the USA.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

6


LA GRANJA 360 IN A GLANCE Here you can find some key figures and facts about the brand to get an idea of La Granja 360.

La Granja 360 roots • Passionate winemakers from Cariñena for more than 60 years. • 230+ members working hand-in-hand in the cooperation. • A Spanish DO with 90+ years of experience in winemaking.

Presence & distribution • Worldwide presence in more than 10 countries. • 12 distributors & retailers in 3 continents. • 600+ sales hotspots worldwide. (250 in USA and more than 400 in Europe)

Brand building • 1,715 hours exclusively dedicated to support La Granja 360. • Potential scope of 2,000,000 Internet Users all around the world. • 25% of sales benefits are designated to support the brand.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

7


ENVIRONMENTAL PERFORMANCE OF LA GRANJA 360 WHAT MATTERS? The intensive use of natural sources over the past decades has taken its toll of the environment and the prospects for the future are not making it any better. • Scientists predict water scarcity to rise by 40% due to climate change. • Global warming of 0.2ºC per decade, which means 2ºC per century. Awareness of the conditions of the environment is increasing dramatically and we realize that the globe is asking for a profound change according the depletion of the environment. La Granja 360 shares this awareness and attaches a lot of value to this problem. Therefore, our commitment with the planet is built on 4 basic pillars: • Decrease the environmental impact of La Granja 360 as much as possible • Minimize the carbon footstep of our brand • Analyze the product life cycle of a La Granja 360 wine bottle – it shows the cycle of a La Granja 360 wine bottle, starting from the cultivation of the vines to the transportation of the bottle of wine. • Analyze and select only the most sustainable packaging materials

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

8


ACTIONS

1. Impact analysis & management Life cycle assessment of a La Granja 360 wine bottle Life Cycle Assessments (LCA) determines the environmental repercussion of every distributed wine bottle during its entire life cycle. It includes the analysis of the different product life stages: • Cultivation and maintenance • Transformation process in the winery • Transportation and distribution Through the study of our products’ life cycle, we can identify the best practice and select the most appropriate materials, suppliers and processes, establishing ad-hoc environmental goals. This results in products and processes with a low level of environmental impact during the entire life cycle. INFOGRAPHIC: Lifecycle of AXIAL VINOS* wine bottle

*AXIAL VINOS: La Granja 360 Wines Company

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

9


%

CONTRIBUTION OF EACH PHASE OF THE LIFECYCLE TO TOTAL ENVIRONMENTAL IMPACT

32%

Cultivation and maintenance

41%

72,5 mPt*

58,1 mPt*

Transportation and distribution

49,1 mPt*

27%

Transformation process in the winery

CULTIVATION & MAINTENANCE

TRANSFORMATION PROCESS IN THE WINERY

95%

66%

39%

27% Maintenance works & harvest 39% Fertilizers & pesticides 20% Watering 14% Other materials

TRANSPORTATION & DISTRIBUTION

27% 66% 6% 1%

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos Š 2014

Processes

5%

National

Bottling

95%

International

Air-conditioning Lighting

Considered exclusively

* Axial Vinos model of distribution

10


MAIN FIELDS OF ACTION ACROSS ENVIRONMENTAL IMPACT: GOAL 2020 Enviromental impact (mPt)

Enviromental impact (mPt)

80

80

60

60

40

- 10%

20

2003

2013

goal 2020

Enviromental impact (mPt) 80

- 20,4%

60

40

40

20

20

2003

2013

goal 2020

- 11,3%

2003

2013

goal 2020

Average use of pesticides in 2003

Use of recycled glass in 2003 (33%)

Average bottle weight in 2003: 700 g

Average use of pesticides in 2013

Use of recycled glass in 2013 (66%)

Average bottle weight in 2013: 500 g

Goal 2020: Reduction of 10mPt compared to 2003 (38%)

Hot-spot 2020: 100% bottles reused

Hot-spot 2020: Weight reduction up to 50%

Total environmental impact of AXIAL VINOS wine bottle lifecycle: 179,1 mPt* * Methodology of impact analysis: Eco-indicador’ 99 (AKA Eco-indicator’ 99). This method is based on a weighting coefficient enabling the calculation of a single value - ‘eco-indicator’ measuring the environmental impact. It is measured in ‘milipuntos (mPt)’. 1 mPt represents 1 hundredth of the environmental charge of the average European. The bigger the Eco-indicator, the higher the environmental impact.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

11


Materials For the production of a La Granja 360 wine bottle are the best suppliers selected according to: • Their environmental & social responsibility • Eco-efficiency of their production processes • Proximity to our headquarters to avoid long-distance distribution • Their product offer meets: • Weight reduction • Natural and Energy Resources optimization • Consumer safetyI NFOGRAPHIC: Material analysis of La Granja 360 bottles

BOTTLE Selecting bottles with as less weight as possible to minimize the product’s carbon foot print (mPt)*

- 11,3%

80

Since 2003, the environmental impact of the production proces has decreased by 11,3% due to reduced bottle weight The goal for 2020 is to reduce bottle weight by 50% in comparison to 2003

40

2003

2013

2020

*(mPt): Unit to measure environmental impact . 1 Pt represents 0,01 of the environmental burden of an average European citizen.

LABEL Raw materials: virgin cellulose pulp Printing: Inks free of heavy metals or levels well below the maximum allowed level Adhesive SH6020. Certified for direct contact with low-fat foods

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

12


CAPSULE+CORK La Granja 360 Cava bottles

SCREWCAP La Granja 360 Wine bottles

POLYLAMINATE CAPSULE

SCREWCAP

The materials consist of AL+PVC+AL

1 PIECE: less production = -CO2

Withdrawal of capsules in special containers so aluminium can be reused

Material: Aluminium(Al) Recyclable material We encourage the use of screw taps when quality requirements allow it

PRINTED DICS

Material: Aluminium (Al) Recyclable material Printing: inks free of heavy metals or levels well below the maximum allowed level

5,2%

94,8%

CORK

100% Biodegradable

TRADITIONAL TWIST FREE BELT WIREHOODS

Material: Aluminium (Al) Recyclable material The wirehood is essential to complete the covering of a bottle of cava so that it can only be used once.

CASES Raw materials: Craft paper and coating made of pulp coming from BIO-SUSTAINABLE FORESTS Printing: Water-based inks those who contain heavy metals are acceptable according to the rules 11/97

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos Š 2014

13


2. La Granja 360 and its commitment to Animal Welfare What matters? The limited access to natural energy sources is not the only aspect people are worried about nowadays. Another problem is the increasing demand of animal products. In order to meet this increasing demand, factory farms have been thrown up over the past few decades. Only in the USA the number of factory farms has grown by 30% over the last ten years. Along with this, raise the number of animals that died due to bad living conditions. According to ‘Empty All Cages’ (animal welfare organization) between 4 and 5 million farm animals die each year due to bad living circumstances. Driven by its values to improve happiness and friendliness, La Granja 360 wants contribute to the raise respect toward animals. Farm Sanctuary

www.farmsanctuary.org

Farm Sanctuary, founded in 1986 is a non-profit organisation which provides a safe home for farm animals that have been rescued from stockyards, factory farms and slaughterhouses. Farm Sanctuary in numbers • 28 years of experience in animal welfare • Owns 3 sanctuaries across the USA • In 2012, Farm Sanctuary rescued 985 animals from abuse and neglect and it provided lifelong refuge to more than 1,000 animals. Mission “To protect farm animals from cruelty, inspire and change the way society sees and treats farm animals.”

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014


How La Granja 360 collaborates with Farm Sanctuary La Granja 360 is collaborating with Farm Sanctuary by means of adopting farm animals; this does not mean that La Granja 360 owns the animal, but the brand will cover the costs for taking care of the animal. Along with the brand’s values, La Granja 360 aims to bring some happiness to the animals that Farm Sanctuary rescues and shares a mutual goal with the US organization: giving an end to animal cruelty. La Granja 360 will start with the adoption of 3 animals; a pig, a chicken and a duck - animals shown on the labels of the brand. The choice for these 3 animals is based on the special commitment the brand has to the ambassadors of its wine; a duck, a pig and a chicken.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos Š 2014

15


Community engagement We keep you up to date about our animals through the social media channels of our brand La Granja 360. Besides updating about our animals we will keep you updated about the events and actions of our partner Farm Sanctuary. Our social media channels will also be used to teach you something about animals; because the more we know about the animal the better we can contribute to the prevention of cruelty. The campaign is focusing on the adopted animals, a duck a pig and a chicken, but will not be limited to those animals. An interactive Facebook campaign will be launched to get you involved in our engagement with Farm Sanctuary. Commitment La Granja 360 wants to create lasting and trustful relationships with animal-welfare shareholders and is searching for more ways to collaborate with Farm Sanctuary in the future.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos Š 2014

16


SOCIAL PERFORMANCE OF LA GRANJA 360 WHAT MATTERS? Besides taking responsibility in environmental matters, La Granja 360 wants to contribute to the improvement of some social matters as well. La Granja 360 became aware of different social problems that occurred in the world and believes that it can help ending those problems. ‘Wine makes daily living easier, less hurried, with fewer tensions and more tolerance.’’ Benjamin Franklin Considering the decline of social welfare after the decline of worldwide economy, arises the need of empowered individuals that take direct responsibility for social matters. La Granja 360 wants to collaborate with these communities of social challengers that understand the importance of keeping culture alive. ACTIONS

1. Drink with moderation campaign An important problem all around the world is excessive alcohol consumption. La Granja 360 believes, together with many other organisations, that alcohol can only be enjoyed in moderation. Since, La Granja 360 is an alcoholic beverage it wants to take its responsibility here. La Granja 360 wants to contribute to the decrease of excessive alcohol consumption and injuries caused by the consumption of alcohol and to increase the number of people that seeks help for his alcohol problem.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

17


The alcohol problem in numbers: USA • The start drinking age in the USA is estimated at 13 years old, which remarkably lower than the official minimum age of 21 years. • In the USA are 599.000 students exposed to injuries caused by excessive alcohol consumption. Although there are organisations that try to prevent this problem and the majority of students is aware of it the problems this excessive consumption could lead to. According to the NIAAA (National Institute of Alcohol Abuse and Alcoholism) • Only 5 percent of the students sought treatment for his alcohol problem. EUROPE In Europe, the problem is even bigger; it is the heaviest drinking region in the world and this is spread across all ages and all countries. • However the average minimum age for drinking is 18 years, over 40 percent of teenagers between 15-16 years old do binge drinking. • In most of the European countries the majority has been drinking alcohol before the age of 13. College Drinking USA

www.collegedrinkingprevention.gov

College Drinking Prevented is a program developed by The National Institute on Alcohol Abuse and Alcoholism to provide comprehensive information on issues related to alcohol abuse and binge drinking among college students. The NIAAA has been an independent institution since 1974. Mission “To share science-based information in an accessible and practical ways to give college administrators, parents, and concerned students a foundation for alcohol intervention activities. ” How ‘La Granja 360’ collaborates with ‘College Drinking USA’ La Granja 360 is collaborating and supporting the College Drinking program by means of connecting the programming to the brand.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

18


As visible on the La Granja 360 website, the College Drinking prevention program is linked to the La Granja 360 media actions. In this way, La Granja 360 raises awareness for the program and helps College drinking USA to achieve their goals.

Wine in moderation EU

www.wineindmoderation.eu

Wine in moderation is a non-profit organisation founded in 2011 by the European wine sector. The organisation was found to coordinate the international development of the Wine in Moderation program (WIM). Their vision is to secure responsible and moderate wine consumption patterns as social and cultural norms by spreading their message in Europe and beyond. All the members of WIM are related to the European wine industry and are active in one the three pillars of WIM: education about moderate and responsible wine drinking, self-regulation of commercial communication and development and sharing of science based information. How ‘La Granja 360’ is collaborating with ‘Wine in Moderation EU’ La Granja 360 is collaborating and supporting the Wine in Moderation campaign by means of connecting the program to the brand. La Granja 360 will send out a corporate ´wine in moderation message´ through all its communication channels and a banner of the program is visible on the website of La Granja 360.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

19


2. La Granja 360 and its commitment to music We understand wine as a vivid part of culture, as music is. That’s the reason why we can not ignore the increasing number of creative professionals in the need of financial support triggered by: • Only an employment growth of 5% is predicted till 2022 in the music industry, this percentage is significantly lower than in any other industry • A large number of musicians is dependent on governmental funding, which were shortcut due to economic downturns. • Over 65% of professional musicians cannot afford a health insurance. • The average income is less than $25,000 Being highly linked with these creative professionals, La Granja 360 aims to support them. Artists, such as musicians, are mostly fully dependent on their own skills and often it is partly luck that makes it possible for them to make a living out of their talent. La Granja 360 wants to reach out to those people, because it attaches a lot of value to the creativity – soul of our brand, and remaining existence of these professions. Sweet Relief Musicians Fund

www.sweetrelief.org

Sweet Relief Musicians Fund is an organisation that supports all kinds of musicians in need. Sweet Relief helps the musicians by means of financial support in times that they need it. The organisations provides assistance, through covering medical and living expenses including insurance premiums, prescriptions, medical treatment and operative procedures, housing costs, food costs, utilities and other basic necessities since 1994.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

20


Sweet Relief Musicians Fund in numbers: • 20 years of supporting musicians • 621 worldwide leading musicians collaborate with Sweet Relief. Among these famous names we find: - Beyonce - Bruce Springsteen - Enrique Iglesias - Red Hot Chili Peppers - Shakira •Sweet Relief provides service to the music community through financial assistance in 5 of the basic needs: Insurance Premiums, Prescriptions, Housing Costs, Food Costs and Alternative Therapies/Treatments not covered by insurance.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

21


Mission “Sweet Relief Musicians Fund provides financial assistance to all types of career musicians who are struggling to make ends meet while facing illness, disability, or age-related problems. In other words, Healing Musicians in Need. We all have received so much out of music; it's time to give a little back!” (Official mission statement Sweet Relief Musicians Fund) Way of collaborating with Sweet Relief Musicians Fund. La Granja 360 will support Sweet Relief Musicians Fund by means of bidding on their auction. The money that they earn with the auctions will be used to support the fund. The auction contains Meet-and-greets, CD’s and different kinds of tickets (e.g. VIP concert tickets). Through our social media channels we will keep you up to date about the auctions and about the products we buy. We will give you the chance to win the auctioned products by use of our social media channels. The meet-and-greets and concert tickets can be used in a concert city of your choice. In this way La Granja 360 will raise awareness for Sweet Relief Musicians Fund and supports the fund.

3. Supporting local wine talents La Granja 360 is the wine ambassador of Spanish wine creativity. Innovation is in its DNA and as it couldn’t be any other way, La Granja 360 focuses its efforts on spreading the innovation culture among new Spanish wine talents. Supporting the new wave Spanish wine sector remains, in the majority of the cases, traditional in terms of education. Once understood that education goes beyond rational techniques and moreover, follows the path of emotions and experience, La Granja 360 works hand-in-hand with local organizations and institutes to get the new-wave dynamics of international wine business closer to the new Spanish generations of oenologists. www.estudiaelvino.com

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

22


The creativity heroes The end of highly specialization leads to the need of having a great ďŹ eld view of what happens in a winery from the vines cultivation to the end of distribution chains and communication resources. No doubt that acquiring this comprehensive approach needs great doses of creativity attached to these traditional learning dynamics. La Granja 360 creates a special program where future wine talents learn how to handle creativity sessions to enjoy the process of creating further than wine: customer experiences, emotions. Boring: a word out of our vocabulary Fun, fun and fun! Fun is the best way to learn. This is how La Granja 360 teaches our Spanish wine talents to listen to their emotions and get connected with their team and surroundings to establish a solid wine plan towards business innovation, marketing strategy and consumer trends. We believe that sharing our love for wine with them will contribute to their career in the international wine business.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos Š 2014

23


LA GRANJA 360’S GOALS FOR THE FUTURE To get more and more involved in the social environment of La Granja 360 it is necessary to keep developing the CSR actions. La Granja 360 would like to intensify the collaboration with current partners to get the most out of it for both parties. Besides the current partnerships it would like to start new collaborations with other partners that can help us reaching our long term goal: • La Granja 360 is a brand that has sustainability integrated in every aspect of its organisation and considers the environmental and social impact of every action it takes. Furthermore, La Granja 360 wants to stay true to its original philosophy of spreading wine happiness across the globe. Extend collaboration We would like to extend our collaboration with Farm Sanctuary, to get closer to our goal; stop animal cruelty. There are still many options available to intensify our collaboration with them and we are developing new ways of collaboration. New partners Considering environmental sustainability, we believe after having our own production and distribution process as sustainable as possible we can contribute to a sustainable environment in the communities around us. In order to extend La Granja 360’s social and environmental actions, new partners will be approached. Organizations that we would like to collaborate with in the future, to improve our social responsibility are the following organizations:

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

24


Sunday Streets San Francisco Sunday Streets San Francisco is an initiative to encourage outdoor recreation and community activities in San Francisco, the organisation throws several events throughout the year, at these events it closes some streets in the city of San Francisco for automobile traffic and clears the way for everybody who wants to enjoy these large temporary public spaces. People can ride bicycle, walk, and run or do yoga or any other physical activity. During these events health institutions organise free activities and share information about their services. Sunday Streets is designed to make people aware of the alternatives to live a healthier life. We from La Granja 360 believe that there is an increasing demand for healthier lifestyles, but we also see that it is difficult to start one in a world with all kinds of unhealthy temptations. Therefore, an initiative like Sunday Streets San Francisco is good way to support healthier lifestyles.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

25


Urban Farming Urban Farming™ is an organisation that supports and encourages the establishments of gardens on unused land and space and to make private gardens available for the community. The reason for this is to create an abundance of food for people who need it. Besides this Urban Farming™ raises awareness for health and wellness and educates people to create a sustainable system. Where La Granja 360 is now focussing on the USA, through Urban Farming we could expand our actions since Urban Farming has presence all around the world. Together with Urban Farming we can contribute to a happier and healthy world.

La Cocina La Cocina is an organization that helps the society in two ways. First of all, its helps low income entrepreneurs through providing affordable commercial kitchen space. La Cocina was born out of a belief that a community of natural entrepreneurs, given the right resources, can change business into a profit making business where the entrepreneur, his family and community can benefit from.

CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

26


CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360 Axial Vinos © 2014

27


CORPORATE SOCIAL RESPONSIBILITY LA GRANJA 360

www.lagranja360.com

Profile for Axial Vinos, S.L.

La Granja 360 Wines - Corporate Social Responsibility Manual  

La Granja 360 Wines - Corporate Social Responsibility Manual La Granja 360 believes that the environment plays a key role in the production...

La Granja 360 Wines - Corporate Social Responsibility Manual  

La Granja 360 Wines - Corporate Social Responsibility Manual La Granja 360 believes that the environment plays a key role in the production...

Advertisement