Case Study – Corporate Social Responsibility – Musgrave Retail

Musgrave Retail Partners’ CSR programme

“A CSR strategy integrated into the fabric of what we do as a business means we can make a positive impact on the health of our community. It also gives us an opportunity to influence our retail competitors to do the same and to make Northern Ireland a better place to live.”Nigel BriggsManaging Director Musgrave Retail Partners NI

Musgrave Retail Partners NI was named Company of the Year 2007 at the recent BitC Regional Awards, in recognition of the company’s excellence in incorporating responsible business into commercial activities, with positive impacts across the environment, community and the workplace. The company, previously known as Musgrave SuperValu-Centra, is the symbol group under which 121 SuperValu and Centra independent retailers currently operate at the heart of their communities across Northern Ireland.

Business Objective

Musgrave NI’s approach was instigated in 2001 and is based on the integration of its CSR strategy with overall business strategy. A key aim of the strategy is to further integrate the business into the local economy and communities and to achieve this SuperValu and Centra retail partners are encouraged to get involved in local community activity.

Society benefit

SuperValu’s partnership with Action Cancer’s mobile detection service was set up in 2001 to promote and fund the early detection of cancer. The firm fully funded the charity’s old mobile unit until 2006 and then committed to fund £612,000 of the £1.5 million needed for a new hi-tech version – the Big Bus – which was launched a year ago. The new unit has onboard digital breast screening, cancer prevention and health promotion services. Centra’s partnership with Action Cancer in support of its Health Action programme for young people helps reduce cancer risk in later life through the provision of healthy lifestyle sessions. Centra’s support of the DoE Cycling proficiency scheme began in 2004, with the aim of educating 9-11 year olds in road safety. Musgrave Retail Partners has more than 200 local suppliers, producers and growers from across Northern Ireland which in turn provide the highest quality goods to their SuperValu and Centra retail partners. The firm’s environmental projects, including the introduction of double decker lorries, the promotion of recycling at store level and the SuperValu Best Kept Awards all help to reinforce Musgrave Retail Partners’ green credentials. To underline its commitment to the local environment Musgrave Retail Partners brand SuperValu supports the Northern Ireland Amenity Council’s Best Kept Awards, encompassing town, village, school and healthcare facility categories. The Awards were established to reward Northern Ireland’s cleanest and greenest places, to improve and preserve our important built and natural heritage.

How does it work?

WorkforceMusgrave NI’s workforce commitment is led by the HR department in line with a 5 year plan. There is a commitment to spend 3% of payroll on training, while attendance awards and profit sharing schemes reward loyalty/quality. A host of communication methods/volunteering/fundraising events involve staff in CSR. The firm demonstrates a commitment to continuous development, ensuring HR objectives are being met by conducting bi-annual staff surveys. Environment An Environmental Action Team sets annual targets for waste reduction, CO2 emissions, fuel consumption and recycling. A One Stop Shop Waste Management solution is available to retailers, providing environmental advice e.g. reduction of cardboard, plastic & oil waste. The annual SuperValu Best Kept Awards reward the province’s cleanest and greenest Towns, Villages, Housing Areas, Healthcare facilities and Schools for biodiversity, litter reduction and wildlife projects.CommunityThe community partnerships are managed by the Communications team. Targets are set with partners for programme delivery and fundraising; regular meetings and annual research with retailers, customers and community partners evaluate the impact of the programmes and allow for continuous improvement. SuperValu stores host Big Bus visits and help with local promotion. Centra retailers fundraise for Health Action programme and promote the scheme to local schools. Centra also provides financial and practical support for the DOE Cycling Proficiency Scheme, as well as retailer involvement.

Impact

• SuperValu has donated well over £1/2 million to Action Cancer mobile services and approximately 14,000 have used the service in almost six years.
• 71,000 young people have been educated in healthy eating and fitness since 2003, when Centra started supporting the Action Cancer Health Action programme, and £300,000 as been donated through sponsorship and store fundraising.
• 9,000 children take part in DOE safe cycling training each year.
• 500 entries a year to the SuperValu Best Kept Awards.
• Musgrave NI achieved 91% score in Arena Network Environmental Management Survey (average 57%) in 2006.
• 87% of SuperValu and Centra customers say they feel good about shopping at the stores because of the CSR programmes.
• Retailers comment that the associated positive publicity, estimated as being worth over £400,000 in 2006, helps reinforce their position in the community, improving customer loyalty, brand differentiation and staff morale.
• 72% of employees said they would recommend Musgrave NI as a good place to work!
• In 2006 bespoke training courses were undertaken by 31 employees.