70%
OVER 70% OF ALL
FAMILIES IN THE
NETHERLANDS
ARE CUSTOMERS
AT KRUIDVAT
FIVE TIMES IN A ROW,
KRUIDVAT IS VOTED
TO THE TOP 3 MOST
ESSENTIAL BRANDS
IN THE NETHERLANDS
ONE IN FIVE
BABIES IN THE
NETHERLANDS WEARS A
KRUIDVAT-BRANDED DIAPER
KRUIDVAT IS THE
LARGEST PARACETAMOL
(PAINKILLER) SELLER
IN THE NETHERLANDS
FIVE TIMES IN A ROW,
KRUIDVAT IS VOTED TO BE IN
THE TOP 3 MOST ESSENTIAL
BRANDS IN THE NETHERLANDS
>>
Csr: Caringsellsretail
Modern corporate image building encompasses
more than just an online presence. Effective
deployment of Corporate Social Responsibility
campaigns is essential for modern brands
seeking to connect with consumers.
Trekpleister is a drugstore bringing health and
beauty to customers. It was acquired by A S
Watson Group in 1997 and has over 130 stores in
the Netherlands. This year, the company donated
the funds collected from selling special plush
toys, booster merchandise and usedmobile
phones to Stichting Opkikker, a foundation
helping chronically ill children and their families.
Apart fromdonations, Trekpleister staff
volunteer in outings organised by the foundation.
Kruidvat also plays a role in charitable
contribution. It works closely with the Dutch
Cancer Society and raised a total of EUR40,000
(USD53,537) for the Society in 2011 by placing
collection tins in stores. Those withmembership
points on their loyalty cards can convert them
into charity-directed cash. In an effort to arouse
public interest in charitable participation,
volunteers who are most recognised in the public
and receive most votes will be rewarded by
Kruidvat with a one-minute free shopping spree
at the opening of a new store. People compete to
do good in their community.
These measures engage the Dutch public to
connect personally with a firm that not only sells
physical products, but reminds them that their
shopping dollars are deployed tomake the world
a better place.
Whether it is state-of-the-art distribution, a
strong command of social media marketing,
or a genuine and effective CSR programme,
HWL and A SWatson’s retail operations in the
Netherlands help them to deliver beautiful goods
to a beautiful nation every day.
pen the world map and you
will see the Netherlands
is located at the centre of
Northern European shipping.
It sits at the Rhine–Meuse–
Scheldt delta, controlling the important
waterways to Germany and Central
European hinterlands. Port businesses
are natural given the strategic location of
the country.
Rotterdam was once the busiest and largest
port in the world, succeeded only less than a
decade ago by Singapore and Shanghai but
it is still heading its European counterparts
in cargo and shipping tonnage. This Western
city of the Netherlands gains the name of the
“Gateway to Europe” and has continued to
attract overseas investment.
Hutchison Port Holdings acquired Europe
Container Terminals (ECT) in 2001. ECT
operates three terminals in Rotterdam
and handles more than 60 per cent of the
containers in the Port of Rotterdam. ECT
City Terminal and ECT Delta Terminal have
been in operation since the 1960s and
1980s, respectively. The latest star is the
Euromax Terminal Rotterdam. ECT handled
an impressive 7.7 million TEUs last year and
covers an immense 420 hectares of land.
hi-teCh giant
The picture of a sophisticated port with
extensive use of Automatic Guided Vehicles
(AGV) and robotic cranes fits both the ECT
Delta Terminal and the Euromax Terminal
Rotterdam.
Once a container ship arrives at the Euromax
Terminal, the semi-automatic quay cranes
will place the containers on AGV, which will
transport the containers between the quay
and the stack. Containers will be stacked
automatically and will later be put on the
trucks by the automatic stacking crane and
some remotely controlled assistance for the
last few metres of the loading process.
The whole design not only brings efficiency
to a whole new level, it has made its green
aspirations come true. The investment
in highly qualified and motivated staff,
automated processes and state-of-the-art
electrified equipment, replacing older
diesel machines, makes the operations
more sustainable. ECT’s efforts have not
gone unnoticed.
and a green giant
If ECT is a logistics giant, it’s a green
one. People know it. Lean and Green is
a programme run by Dutch organisation
Connekt. Connekt is an industry and
government partnership founded to promote
GRI compliance in the logistics sector. GRI
is the Global Reporting Initiative – a global
movement to help corporations monitor
their environmental performance and move
towards a business more aligned with a
sustainable future for mankind. Connekt
recognises logistics firms that excel in this
area, in particular through their awards
programme.
ECT has won the
Lean and Green
Award in
2010 and the Lean and Green Star in 2013,
meaning it has reduced carbon dioxide
emissions by at least 20 per cent over a five-
year period. ECT works harmoniously with
the environment and is leading in this area
among its peers.
The Dutch have a tremendous seafaring
and trading tradition backed by the largest
port in Europe. HWL, through ECT, is a big
contributor to that success story and will be
for years to come.
O
Big, green, Clean and lean
PORTS
SpHere
#34
2013
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