Building an Ethical Retailer Private Label

Transcription

1 Building an Ethical Retailer Private Label Conradin Bolliger, Head of sustainable private labels Sustainable Food Summit, Amsterdam, 6-7 th June 2013

2 Sustainability as basis for long-term success Sustainability as Implicitness Sustainability Concept of Coop Coop has a double responsibility: as a gatekeeper in the field of consumption and as a company. Sustainability as Necessity Sustainability regulation has increased Customers want transparency Society expects commitment Sustainability as Opportunity Changing consumption patterns towards a green lifestyle offers the opportunity to differentiate ourselves with ecological and socially responsible products. Building an Ethical Retailer Private Label 2

3 Coop Naturaplan Building an Ethical Retailer Private Label 3

4 Organic pioneer in Swiss retail market 1993 start of Naturaplan with only 6 products Building an Ethical Retailer Private Label 4

5 Philosophy and basic principles What is Naturaplan: Naturaplan products Are produced organically Are based on the Bio Suisse guidelines and therefore bearing the Bio Suisse bud label Are focusing on Swiss and regional organic producers Naturaplan is an organic brand: Authentic and natural Tasty Healthy and sustainable Added value of Naturaplan Enjoyment & lifestyle are linked with ecology & animal welfare Building an Ethical Retailer Private Label 5

6 Skepticism and resistance Building an Ethical Retailer Private Label 6 6

7 Partnership with Bio Suisse & FiBL Building an Ethical Retailer Private Label 7

8 2004 start of Bio-Regio Building an Ethical Retailer Private Label 8

9 2008 Relaunch Focus on LOHAS Building an Ethical Retailer Private Label 9

10 Today More than 1600 different Naturaplan products Building an Ethical Retailer Private Label 10

11 Naturaplan turnover 2012: 816 Mio. CHF 9% of entire food sales at Coop Vision: 1 Billion Building an Ethical Retailer Private Label 11

12 Turnover in Mio. CHF Swiss organic market Coop has around 50% market share Coop Migros Übrige ca. 1.7 Billion CHF Building an Ethical Retailer Private Label 12

13 Naturaplan: 20 th anniversary Building an Ethical Retailer Private Label 13

14 Basic idea: What links all of our Stakeholder with regard to Naturaplan Suppliers (e.g. Organic farmers) Empoyees Consumer Society Love for nature Building an Ethical Retailer Private Label 14

15 Two artist and their interpretation of the slogan "For the love of nature" Musician Roman Camenzind Painter Hans Erni (103 years old) Building an Ethical Retailer Private Label 15 15

16 Roman Camenzind's interpretation: Pop song "I love" and spot: Nr. 1 hit in Swiss single charts Building an Ethical Retailer Private Label 16 16

17 Product innovations: Typical Swiss brands in organic quality Building an Ethical Retailer Private Label 17

18 100 new products Building an Ethical Retailer Private Label 18

19 Heart products Building an Ethical Retailer Private Label 19

20 POS Building an Ethical Retailer Private Label 20 20

21 POS: Naturaplan-world 52 weeks of second product placement Building an Ethical Retailer Private Label 21 21

22 Coop Restaurants Building an Ethical Retailer Private Label 22 22

23 Adds Building an Ethical Retailer Private Label 23 23

24 Naturaplan on Tour: Edutainment with our Naturaplan-Bus Building an Ethical Retailer Private Label 24

25 Naturaplan on Tour: For younger & for older people and for families Building an Ethical Retailer Private Label 25

26 Homepage: Campagn- und product information, Building an Ethical Retailer Private Label 26 26

27 Homepage: facts & figures Building an Ethical Retailer Private Label 27

28 Coop Press Building an Ethical Retailer Private Label 28

29 Coop Employees Most important Naturaplan promoters Building an Ethical Retailer Private Label 29

30 Final remarks Naturaplan is a success-story: Naturaplan is an important part of the Coop sustainable concept and is part of the Coop DNA Naturaplan is a good example of long-term partnership with Bio Suisse and FiBL and teamwork in the entire supply chain Naturaplan means innovation and investment in product development, marketing and communication Building an Ethical Retailer Private Label 30

31 Thank you for your attention Building an Ethical Retailer Private Label 31