Measuring and Communicating Performance: Can …...Thematic Session 5: Measuring and Communicating...

Thematic Session 5: Thematic Session 5:

Measuring and Communicating Performance:Can it be done in a simple way?“Can it be done in a simple way?“

1st International Conferenceon Sustainable Production, Trade, Consumption and Lifestyle,

Nuremberg, February 2009g, y

Andrea Ebner-Pladerer

ÖGUT - Austrian Society for Environment and Technology

Andrea Ebner-Pladerer1st Sustainability Conference, Nuremberg, 17-18 Feb. 2009

Two Austrian Case Studies

“Sustainable Breakfast” at Viennese CoffeehousesPilot Project to implement a new product in six chosen Viennese Coffeehouses, 2008

S t i bl W k i A t iSustainable Weeks in AustriaCampaign “raising awareness through sustainable products”in cooperation with retailersin cooperation with retailerssince 2004 every year from September 15th to October 15thy y p


“Sustainable Breakfast” at Viennese CoffeehousesCriteria for „Sustainable Breakfast“

can“must“product group

no small packagesorganic + domesticmilk butter cheeseorganic + domesticbread & rolls

„can„mustproduct group

organic + domesticham, sausageorganic + domesticeggs

no small packagesorganic + domesticmilk, butter, cheese

fair trade and/ or organictea, coffeeno small packagesorganic + domesticjam, sweet spread

g, g

organic or regional rarity fruits & vegetableswild (lake, river)smoked fish

.........or fair trade


“Sustainable Breakfast” at Viennese CoffeehousesConsulting the Coffeehouses

WorkshopsWorkshopsget to know sustainable products and their producers/suppliersgood starting position for implementation g g p p

Choice of producersVisit an organic farmVisit an organic farmTraining of kitchen and service personal

Coffeehouses assembled their individual breakfast offermost preferred to stick with a traditional Viennese-style breakfastmost preferred to stick with a traditional Viennese style breakfastsome let their patrons choose from different componentswhile others offered just one "fixed" organic breakfast


“Sustainable Breakfast” at Viennese CoffeehousesOutcomes

6 traditional Viennese Coffeehouses offer an individual “Sustainable Breakfast” with same sloganSensitisation: operators of coffeehouses were informed about sustainability and sustainable foodsustainable foodCriteria for “Sustainable Breakfast”:

- organic and regional production, organic and regional production, - fair trade and/or environmentally compatible treatment/package (returnable) of

productsIndividually Consulting: choice of assortment, logistics and labelling productsContinuation:

“Sustainable Breakfasts” are continually offered at some of these coffeehousesSustainable Breakfasts are continually offered at some of these coffeehousesSingle components are adopted with organic quality for the whole assortment at some of these coffeehouses


“Sustainable Breakfast” at Viennese CoffeehousesCommunication and Advertising

press conference, Café Landtmann, F b 2008

„place card“ and poster

February 2008


Sustainable Weeks in AustriaSustainable Weeks in AustriaIdea of the Project

Ai i l bli d h Aim: raise consumer awareness among general public and enhance the sale of sustainable productsPromote “added value” of sustainable products Promote added value of sustainable products (personal health AND protection of environment)Point out the importance of “sustainable production and consumption” Point out the importance of sustainable production and consumption on the political agendaBundle attention for sustainable productspVariety of products available, not Eastern and far away from ChristmasShow not only the big retail chains, but also the varietyy g yCreate broad commitment- initiative of Environment Ministry in cooperation with many partners


Sustainable Weeks in AustriaSustainable Weeks in AustriaGuidelines for Sustainable Products

Definition of guidelines important to focus on special groups of productsproducts

Sustainable products are defined by the following five guidelines:Organic production and treatmentRegional production and treatment (“regional quality”)Fair trade (“global responsibility”)Fair trade ( global responsibility )Environmentally sound production and compatible treatment (e.g. reusable bottles)

Energy efficiency / preservation of resources / saving energy


Sustainable Weeks in AustriaSustainable Weeks in AustriaHow the label lists work?

Lists of labels for each guideline (proposing labels which can be chosen by the retail chains)Open lists, labels can be added (label-check possible)Fulfilment of one guideline is enoughExamples:

Offering Product-Check-Service


Sustainable Weeks in AustriaSustainable Weeks in AustriaLogo for Promotion of Products

F ll t il h i ( l b h d)For all retail chains (colour can be changed)Message: “Getting there the sustainable way”

Development of logo in close cooperation with Environment Ministry AND retail chainsDevelopment of logo in close cooperation with Environment Ministry AND retail chainsTo be use for promotion and at point of sale (e.g. special areas for sustainable products)Brand mark: never shown alone and always combined with slogans, an accompanying text and the homepage of the campaign or the sub logosExamples for the brand mark and sub logos (“action symbols“):

“real organic” “good for the environment” “save energy”“getting there the sustainable way”


Sustainable Weeks in AustriaSustainable Weeks in AustriaAdvertising Materials

Information Folders and PostersInformation Folders and Posters


Sustainable Weeks in AustriaSustainable Weeks in AustriaAdvertising Materials

shelf stoppershelf stopper

sticker

ceiling dangler


Sustainable Weeks in AustriaAdvertising Materials – examples retail market

discount shop



butcher‘s shop



electric shop

Comment from Comment from Minister of

Environment


Sustainable Weeks in AustriaAdvertising Materials – examples point of sale

Integration in own marketing conceptsconcepts


Andrea Ebner-Pladerer Biographical Sketch

Ed tiEducationStudies of nutrition science at the faculty of natural sciences and mathematics at the University of ViennaSemester abroad at the department for nutrition science at the University of OsloSemester abroad at the department for nutrition science at the University of OsloMajor in nutrition and environment

Professional career10 12/2001 Internship with the Institute for Applied Ecology Freiburg (DE) working area 10-12/2001 Internship with the Institute for Applied Ecology Freiburg (DE), working area biodiversity, nutrition and agriculture6/2002 - 2/2003 Project-related employee within an EU research project „Quality of Life and Management of Living Resources, Organic Marketing Initiatives and Rural g g , g gDevelopment“ at the institute for process value management at the University of Innsbruck, marketing departmentSince 3/2003 researcher at ÖGUT, Austrian Society for Environment and Technology

Key activitiesKey activitiesSustainable consumptionCoordination function „Waste Avoidance“ in Vienna


Austrian Society for Environment and Technology

Platform for environment business and administrationPlatform for environment, business and administrationMission

founded 1985 as a non-party platform after a heavy environmental conflict in p y p yAustriaplatform for economic, political and environmental interests

80 Members80 Membersenvironment, e. g. Greenpeace, Global 2000, WWFbusiness, e. g. Federal Economic Chamber, Financing Institutes

d i i i Mi i f E i M f E Aff M f administration, e.g. Ministry for Environment., M. f. Econom. Aff., M. f. Transport, Innovation and Technology, City of Vienna, County Lower Austria

Institution25 employeesfinancing: 85% by projects, 15% by member fees



Activitiesworking groupsstrategy consulting/ recommendationspilot projectsprogramm managementstudies/publicationseventsenvironmental award



Main issues:building & innovationCSR and sustainability reportingenergy, energy contractingenlarged Europegender mainstreaming & social sustainabilityparticipationsustainable consumptionsustainable financial market


Further Information

Andrea [email protected]“Sustainable Breakfast” at Viennese Coffeehouses/ Nachhaltiges Frühstück im Wiener Kaffeehausdetails only in Germanwww.wenigermist.natuerlichwien.atSustainable Weeks in Austria/ Nachhaltige Wochendetails only in Germanwww.nachhaltigewochen.at


Measuring and Communicating Performance: Can …...Thematic Session 5: Measuring and Communicating...

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