Sustainability:
Focus on Local
Products
FOCUS
Sustainability is one of Delhaize Group's three strategic pillars.
We focus on sustainability because it is the right thing to do for
our customers, our associates and our communities. We also
think it makes good business sense. Our efforts in this area are
centered around products, people and the planet. While each of
the three elements are important, in 2011 we had a significant
number of initiatives related to product.
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AWARD
WINNING
CR REPORT
Exclusive Greek products
22 DELHAIZE GROUP ANNUAL REPORT '11
I'liHjiubb Anpivl
H rr
Delhaize Group won
for the second time the
prize for its "Corporate
Responsibility Progress
Report 2010," awarded
by the Belgian Institute
of Company Auditors,
Business and Society,
a network of
companies promoting
corporate responsibility
and Kauri, a multi-
stakeholder network.
Consumers are increasingly
thinking about sustainability
and as a result, are notably
demanding to be able to "buy
local". Across our portfolio of
brands we made a real effort
this past year to provide our
customers with high quality,
local product offerings.
Alfa Beta was among the first food retailers to
recognize the importance of local products,
making its "Close to Greek Nature" program a
powerful guide for customers who value local
products. Similarly, Hannaford in the U.S. estab
lished a strong "Close To Home" shelf and pro
motional program to highlight its robust offer
ing of locally-sourced fruits and vegetables.
In 2011, Hannaford significantly expanded its
"Close to Home" assortment, including more
local fruits, vegetables, meat and seafood, and
more locally-made products. Hannaford also
developed a more consistent and streamlined
on boarding process for local vendors.
Still in the U.S., Food Lion reached out to its ven
dor community to better understand the com
modities that are grown in the states in which
it operates. As such they were able to identify
which local products could be provided and
were able to create strong ties with their sup
pliers to jointly support providing local quality
fruit and vegetables to their stores. At Sweetbay
in the South, a new campaign was centered
on Georgia peaches "Fresh from our neighbors
just to the North". Sales were up 40% over the
California peaches usually sold during this cam
paign.
As a result of the difficult economic environ
ment in Greece, Greek consumers increased
their already strong appetite for local products
as they sought to support local producers and
suppliers. Alfa Beta responded by creating
