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Delhaize Group Annual Report 2014 • 25
LEAD LOCALLY
Being an integral part of our local communities
is central to who we are as a company and
giving back is important for all of our stake-
holders.
Innovative projects from Delhaize
Group associates propose local and
sustainable solutions to everyday
problems
In July 2013, the jury of Delhaize Group’s
Sustainability Innovation Fund selected eight
sustainability projects that began implemen-
tation in 2014. The project highlighted below is
only one example of the projects implemented
through the Sustainability Innovation Fund in
2014.
Delhaize America (DA) develops
a sustainable strategy around the
Nature’s Place product range
Proposed by members of Delhaize America’s
“Our Brands” team this project aims to identify
consumer needs, purchasing habits and con-
cerns about sustainable grocery products.
In 2014, Delhaize America’s “Our Brands”
department ran a survey with different groups
of customers (DA and non-DA consumers)
to identify expectations in terms of sustaina-
bility for the Nature’s Place brand and made
changes to meet customer expectations where
possible. For example, the survey showed that
customers expect packaging to be made from
recycled material and/or to be easily recycla-
ble. As a result, the team decided to partner
with GreenBlue, an organization that will help
identify peers’ practices, advise on packaging
redesign, and clarify the environmental impact
of the current packaging material.
DRIVE PROFITABLE GROWTH
TODAY AND BEYOND
We invest locally. In 2013 we spent €565 mil-
lion in capex and we increased this spend to
€606 million in 2014. And, as neighborhoods
evolve, we drive growth by providing stores
that meet the needs of those who live there.
Proxy Delhaize goes urban
to meet local needs
Proxy Urban Delhaize is a new store format
concept introduced in Belgium in 2014 which
grew out of the successful Proxy Delhaize.
Proxy Delhaize is a neighborhood store, inde-
pendently owned and often open on Sundays
but with access to Delhaize’s operational
expertise. Proxy Urban Delhaize stocks about
50% of Delhaize brands with a focus on fresh
products and speedy checkout. It attracts two
types of customers, both offi ce workers who
work in the area, and local residents who use
it when they need a few items quickly.
ENGAGING DIALOGUE WITH SUSTAINABILITY
STAKEHOLDERS
As part of its ambition to be a Supergood company, Delhaize Group
organized a sustainability stakeholder event: “Sustainability and private
brands” in December 2014. The half-day workshop in Brussels was attended
by representatives from private brand suppliers, non-governmental
organizations (NGOs), and external advisors. The majority of the workshop
was conducted through both small and large-group discussions to identify
where we can improve our approach and also how we can engage better
with suppliers and customers on sustainability. Organizing meetings like
this is part of our ongoing work to engage in dialogue with key external
stakeholders. It helps us stay aware of our stakeholders’ opinions and
how sustainability issues are evolving for our industry and our customers.
The positive feedback and ideas from stakeholders as well as from top
management will help us to strengthen our projects to increase the health,
sustainability, and affordability of our private brands in the future.
Delhaize Group associates
are an integral part of their
local communities.