Sustainability as a business differentiator
Consumers are increasingly looking for more sustainable products – but how do you produce sustainable products? The applied sustainability team supported Charoen Pokphand Foods (CPF), a leading food agro-industrial and food conglomerate from the Asia Pacific region, in improving its sustainability performance and becoming the first producer globally to offer certified sustainable chicken products.
BASF’s relationship with CPF started over 60 years ago. CPF has always been committed to providing high-quality and safe products and the company is constantly looking for ways to evaluate and track performance towards more environmentally friendly production. Beyond that, they were searching for levers to improve resource utilization and product attributes along the chicken value chain.
“The collaboration with BASF on this project has been highly useful for evaluating and tracking our performance towards becoming more sustainable. At the same time, it has helped us create insights and innovations for adopting design, development, production and supply chain management processes of manufacturing.”
Kularb Kimsri, Vice President, Global Standards System Centre, Charoen Pokphand Foods PCL
Starting the journey in 2012, the BASFs applied sustainability team in Asia Pacific helped CPF to evaluate their performance towards more environmentally friendly production. By tracking the performance indicators in energy, emissions, toxicity, occupational health and safety, resource utilization and land use, CPF enhanced transparency along the entire chicken life cycle.
In the next step, we enabled CPF to analyze their stakeholders and secure an in-depth understanding of market perception. Using this new comprehensive picture, the team jointly identified levers for improving CPF’s sustainability performance.
Making sustainability part of the brand identity
In 2014, CPF was certified to the ProSustain® standard by DNV GL, an independent certification body. The combination of analysis and targeted improvements help the company to fulfill its commitment to “offer high quality and safe products to enhance consumers’ well-being”. Moreover, BASF helped them to evaluate an environmental profile based on a whole food value chain analysis, showing improvements of their fresh chicken products by 7% and their cooked chicken products by 10% over three years (compared 2011 and 2008). CPF is the first producer globally to offer certified sustainable chicken products.
“The results of this joint project clearly demonstrate – in scientific terms – the value that our animal nutrition products bring to our customers and the value-add benefits our customers receive from our BASF sustainability tools. The analysis we provided enabled CPF to measure scientifically the sustainability impact of two of their chicken products. Furthermore we provided the tools to monitor and manage sustainability performance over time. We are proud to deliver to our customer fundamental learnings that will benefit CPF for years to come.”
Hendrik Rosenthal, applied sustainability Asia/Pacific