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## Value chain 

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## R&D 

Our dedicated research initiatives provide significant opportunities to continuously reduce the Group’s environmental impact through the development of new solutions and the use of alternative raw materials and new processes and products. Carlsberg has a particular interest in supporting and developing barley growing; barley is a core ingredient in brewing and a niche cereal that accounts for less than 2% of global grain production. 

## EXAMPLES OF 2013 ACTIVITIES 

• Continued to develop null-LOX barley and next-generation barley types with traits for improved beer taste and longer storability, mean- ing less food waste. This research also entails potential energy sav- ings relating to beer production and storage. 

• Worked with barley farmers in Russia, Poland and China, assisting them in improving quality and increasing efficiency in the growing of barley. 

## GOING FORWARD 

We will continue to develop and roll out null-LOX and related types of malting barley. We will also continue research into new raw materials toler- ant to varying weather conditions. 

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## PROCUREMENT 

The purpose of our Responsible Sourcing Programme is to monitor compliance with the Group’s Supplier and Licensee Code of Conduct. We work with suppliers to ensure that our CSR standards are adhered to and to reduce the social and environmental impact of products and services purchased by the Carlsberg Group. We want to increase cooperation with suppliers in order to develop and accelerate the imple- mentation of sustainable solutions. 

## EXAMPLES OF 2013 ACTIVITIES 

• Worked with key suppliers to develop the next generation of resource-efficient packaging. 

• Continued the purchase of sales coolers using HFC-free refrigerants. 

• Conducted a pilot of 15 on-site audits of key suppliers to gain experience for further development of our Responsible Procurement Programme. 

## GOING FORWARD 

We will work closely with our suppli- ers to identify innovations that can reduce environmental impact. We will expand our Responsible Sourcing Programme to include more suppliers and increase the number of products assessed in accordance with the Cradle-to-Cradle ®  principles. 

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## BREWING AND BOTTLING 

Saving energy and water resources, thereby reducing costs and our environmental footprint, and ensur- ing a safe working environment are important CSR commitments for Carlsberg. According to the most recent data available, our efficiency within energy and water consump- tion in production remains the highest of all global brewers, and we are also making good progress in relation to our safety targets. 

## EXAMPLES OF 2013 ACTIVITIES 

• Continued our efforts to reduce energy consumption and CO$_{2}$ emissions. 

• Further integrated the Sustain- able Packaging Programme into the business. 

• Continued our efforts to reduce the accident rate in production to further minimise lost-time accidents. 

## GOING FORWARD 

We will roll out our new Efficient Brewery Programme to ensure further continuous improvement in our utility efficiency by developing new utility-saving technologies and identifying cleaner alterna- tive energy resources. We will aim to continue to reduce our safety incidents in production. 

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## LOGISTICS 

By optimising logistics operations globally, we are making more efficient use of resources, thereby reducing CO$_{2}$ emissions and lower- ing costs. Initiatives include more efficient distribution, the introduction of alternative means of transporta- tion and improved warehousing processes. 

## EXAMPLES OF 2013 ACTIVITIES 

• Improved the return rate for refillable glass bottles in selected markets. 

• Conducted driver training in six markets and implemented a driver behaviour tool in two markets. 

• In Switzerland, introduced the world’s first Elektro LKW truck in collaboration with the Swiss retail group COOP. 

## GOING FORWARD 

We will continue to pursue op- portunities to further improve our logistics network and start implementing our new Sustainable Logistics Programme. Furthermore, we will implement environmental guidelines for our warehouses and improve sharing of knowledge on the development of efficient sys- tems for refillable glass bottles. 

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## MARKETING & COMMUNICATION 

We endeavour to market our brands in a way that reflects our philosophy of moderation and enjoyment. Our global Marketing Communication Policy applies across all markets and sets the standard for how all brands and trade marketing materi- als are developed. We ensure that all Carlsberg employees and exter- nal partners involved in developing communication material receive our policy guidelines. 

## EXAMPLES OF 2013 ACTIVITIES 

• Developed new policies specific- ally addressing digital media. 

• Trained our marketing employ- ees and engaged with external stakeholders in order to build capabilities and increase aware- ness of responsible marketing practices. 

## GOING FORWARD 

We will continue our efforts to pre- vent cases of non-compliance with our Responsible Marketing Policy through training and updating of procedures and guidelines. In cases of non-compliance, we will continue to follow up with adequate correct- ive measures. 

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## CONSUMERS AND CUSTOMERS 

We support consumers in practising a healthy, sustainable lifestyle. We do so by promoting responsible drinking and engaging with relevant stakeholders to reduce harmful drinking. Secondly, we work with our customers to increase the impact of our CSR efforts and reduce our envi- ronmental footprint, and we support local communities in the markets in which we operate. 

## EXAMPLES OF 2013 ACTIVITIES 

• Launched consumer activities to increase awareness of recycling. 

• Implemented responsible drinking programmes aimed at consumers in all our key markets. 

• Participated in collaborative projects with retailers aimed at reducing packaging waste and increasing reuse of glass bottles. 

## GOING FORWARD 

We will continue to incorporate responsible drinking messages into our communications and continue our actions regarding our global commit- ments to reduce the harmful use of alcohol. Furthermore, we will increase the number of countries in which we conduct recycling awareness campaigns. 

