Pdf version (3.2 MB) - Kesko
Pdf version (3.2 MB) - Kesko
Pdf version (3.2 MB) - Kesko
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IMpaCT ON sOCIETy<br />
WE ENCOURAGE PURCHASING<br />
LOCALLy<br />
Most of the economic benefit generated by<br />
<strong>Kesko</strong> - 85% of <strong>Kesko</strong>'s net sales – goes to<br />
suppliers of goods.<br />
In 2011, <strong>Kesko</strong>'s purchases from Finnish<br />
suppliers totalled €5,436 million and from<br />
other countries €2,613 million.<br />
<strong>Kesko</strong> is actively increasing the amount<br />
of local purchases and encouraging K-food<br />
retailers to complement their selections<br />
with local products. Retailers' direct purchases<br />
from Finnish regions totalled €563<br />
million in 2011.<br />
<strong>Kesko</strong> Food participates in the micro firm<br />
initiative of the Finnish Grocery Trade Association<br />
(FTGA). The aim of the initiative is to<br />
provide small grocery sector producers with<br />
information on how products are included<br />
in K-food stores' selections and what factors<br />
affect how the product will do in the store.<br />
THE TRADING SECTOR EMPLOyS<br />
yOUNG PEOPLE<br />
The trading sector is the biggest employer<br />
in the Finnish economy, employing more<br />
than one third of all working people aged<br />
under 25. Source: The Federation of Finnish<br />
Commerce.<br />
In Finland, 28% of <strong>Kesko</strong> employees were<br />
under 26 years in 2011.<br />
The trading sector companies and the<br />
food manufacturing industry showed a<br />
strong increase in the Universum Young<br />
Professionals survey of 2011. <strong>Kesko</strong>'s ranking<br />
among business economy students<br />
increased to 15th from 27th.<br />
<strong>Kesko</strong> people regularly visit various<br />
recruitment fairs as well as business universities<br />
and polytechnics to give information<br />
on the K-Group's career and summer job<br />
opportunities, K-trainee programmes and<br />
retailer training.<br />
The application period for the fourth<br />
K-trainee programme started in February<br />
14<br />
slow-track checkout won popularity<br />
The slow-track checkout (dubbed “Elä hättäile” in Finnish), which was piloted in<br />
K-citymarket Iso Omena in Espoo in late 2011, is aimed at customers who want<br />
their grocery shopping to be a more relaxed process. The idea of a slow-track<br />
checkout was developed to meet the everyday needs of customers with mental<br />
disabilities. The checkout also gained great popularity among the elderly and<br />
families with children and enjoyed wide publicity. K-citymarket is now surveying<br />
the stores in which it can implement the idea.<br />
2012. For communication purposes, more<br />
use was made of social media channels,<br />
<strong>Kesko</strong>'s Facebook site and the K-trainee videos.<br />
There were more than 500 applicants to<br />
the programme and the selections will be<br />
made during spring 2012.<br />
The K-Group provides various training and<br />
summer jobs whenever possible. Most of the<br />
jobs are available in K-stores, but every year<br />
<strong>Kesko</strong> also employs thousands of summer<br />
employees, job trainees, and young people<br />
for short-term orientation to working life<br />
and for short-term summer jobs called 'Learn<br />
and earn'. <strong>Kesko</strong> participated in the 'Responsible<br />
summer job' 2011 and 2012 campaigns.<br />
In 2012, <strong>Kesko</strong> and the K-Retailers' Association<br />
are supporting K-stores' participation<br />
in the Finnish Family Firms Association's<br />
'Summer job for 10th graders' project.<br />
Many young store employees are fulltime<br />
students and work during evenings<br />
and weekends. Retailer Ville Kestilä, who<br />
runs K-supermarket Joutjärvi and K-supermarket<br />
Ahtiala in Lahti, has good experience<br />
of employing young people.<br />
“All our current 10 part-time employees<br />
worked for us during their 'orientation to<br />
working life' period and continued after<br />
that. Young people have a very high work<br />
ethic. Even the youngest take responsibility<br />
for what they do.”<br />
New 'Our Responsible Working<br />
Principles' guide<br />
<strong>Kesko</strong> prepared the first ethical operating instructions for its employees in<br />
1999 to help them with everyday work. In 2007, the instructions were published<br />
as a guide titled 'Our Responsible Working Principles'. The guide was<br />
translated into English and the languages of <strong>Kesko</strong>'s operating countries and<br />
it became part of employee induction.<br />
All <strong>Kesko</strong> employees are expected to commit themselves to following the<br />
principles in the guide in their own work. Employee familiarisation with the<br />
guide is monitored, for example, through an annual employee survey.<br />
The guide is being revised in 2012: the contents are being defined, practical<br />
examples and instructions are being added to the guide and the visual look<br />
will comply with <strong>Kesko</strong>'s new visual image. The new guide will be published in<br />
spring 2012.<br />
<strong>Kesko</strong> Corporate Responsibility Report 2011<br />
K-PLUSSA POINTS AWARDED MORE<br />
THAN A MILLION TIMES A DAy<br />
K-Plussa, the K-Group's customer loyalty<br />
programme, gained over 150,000 new customers<br />
in 2011. Approximately 2.2 million<br />
households – about 84% of all Finnish<br />
households – enjoy K-Plussa customer loyalty<br />
benefits.<br />
K-Plussa benefits are available from<br />
more than 3,000 outlets and over 40 business<br />
partners. Customers make use of the<br />
customer loyalty programme more than a<br />
million times a day.<br />
At the end of 2011, a new Traveller's<br />
K-Plussa card was launched for travellers<br />
visiting Finland, so that they can benefit<br />
from K-Plussa offers when shopping at<br />
K-Group stores. A contactless K-Plussa cash<br />
card, which makes shopping easier, was<br />
introduced in February 2012.<br />
Since October 2011, Helsingin Energia and<br />
K-Plussa have offered Plussa electricity for<br />
their customers. It is produced by hydropower<br />
and generates K-Plussa points for<br />
those K-Plussa customers who buy it.<br />
vALUE DISCUSSIONS CONTINUED<br />
IN FINLAND<br />
In late 2011, <strong>Kesko</strong>'s legal affairs, risk management<br />
and internal audit functions<br />
organised a series of value discussions in<br />
<strong>Kesko</strong> Corporation and its division parent<br />
companies. At the discussions, the themes<br />
included opposing bribery as an important<br />
part of <strong>Kesko</strong>'s responsible working principles<br />
and the management of the business<br />
environment in Russia. In the previous<br />
year, similar discussions were organised in<br />
Sweden, Norway, Estonia, Latvia, Lithuania,<br />
Russia and Belarus.<br />
KESKO PEOPLE ARE ACTIvE IN<br />
ORGANISATIONS<br />
<strong>Kesko</strong> representatives are active in several<br />
national and international organisations,<br />
especially in the trading sector.<br />
In May 2011, <strong>Kesko</strong> hosted the General<br />
Assembly of UGAL, the Union of Groups<br />
of Independent Retailers of Europe, in<br />
Helsinki. The topics of the meeting included<br />
e-commerce and EU regulations. <strong>Kesko</strong>’s<br />
General Counsel Anne Leppälä-Nilsson is<br />
a Board member of UGAL.