Impact on developing markets continued
Corporate citizenship
We want to play an active role in the local communities in which we operate. Many of our breweries are actively engaged with local communities, which ultimately grant us the right to operate our facilities. We depend on these communities in many ways; for example, by using water and infrastructure. Yet, we also give back, largely through local taxes and through employment, but also through support of activities that benefit the citizens in the areas in which we operate or the communities at large.
In 2006, our operating companies spent approximately €6 million on community involvement projects, mainly in developing countries. This figure is an estimate based on our annual Operating Company Survey. Although this is a substantial amount, we believe that it is not always used as effectively as it could be, due to a lack of understanding among our operating companies. Consequently, during 2006, we constructed and tested a common database, which can be used on all community involvement projects undertaken throughout Heineken. The pilot was successful, with participating operating companies reporting that it added value and that it provided useful insights. The database will be rolled out further during 2007.
