SOCIETY

In general: BASF sustainability strategy.
Growing demand is putting an increasing strain on our planet. We already consume more than the Earth can regenerate. Sustainability is therefore crucial for our future. We need to balance economic, environmental and social needs to ensure a more sustainable development. Awareness of sustainability is also increasing among our stakeholders. We need to engage in an open dialogue and act together with and for our customers and other stakeholders. We partner to develop more sustainable solutions which meet society’s needs. This is the growth strategy of our company, which is clearly illustrated by our strategy principle “We create sustainable solutions” and our corporate purpose “We create chemistry for a sustainable future”.

We support the local rural development:

The strategic decision to support Greece’s local rural developmental perspective was taken when BASF Hellas S.A. decided to organize a conference titled “Shaping the future of a sustainable and innovative agriculture”, in 2010. The keynote speaker was Mr. Franz Fischler, former European Commissioner for Agriculture and Rural Development. The conference was attended by the most important players in agricultural policy planning and the main representatives of rural economy. The main goal was to launch a discussion on the sustainable development of Greek agriculture in the next years and on ways that will make agriculture more competitive in globally competitive environment. Mr. Franz Fischler mentioned standardized, quality and branded foods as a competitive advantage of European agriculture. He stressed the need for a better cooperation between the agricultural sector and industry, the enhancement of policies that support quality, protection of designation of origin, and the entire chain of production and placement in the market. Following up on this idea, BASF Hellas undertook a series of initiatives for the support of Greek rural development.

We started in 2011, in Naoussa, with a workshop on agricultural products branding for selected farmers. Specialized consultants analyzed the meaning of "brand" and its goal, or of the «competitive positioning strategy», the value of “brand” in food, the present competitive environment and the needs of consumers. They analyzed the 5 steps that determine the competitive positioning strategy of “branded” food products and the several tools for the application of this strategy.

In 2012, we financed the strategic planning of branding & marketing for major agricultural cooperatives and producers, such as the Agricultural Cooperative of Veria - VENUS GROWERS, the Agricultural Cooperatives Union of Egio, and the Troupis Winery. Moreover, we promoted and presented in the media selected Greek farmers who constitute an example for their way of cultivation and stand out for the quality and promotion of their products.

In 2013, we undertook the advertising and promotion of branded agricultural products with designation of origin. We also financed the participation of Greek producers in big agricultural fairs abroad. We have used eponymous Greek agricultural products to create a Christmas basket which, for the last three years, has been sent to clients and collaborators and promoted in the media.

In October 2014, in cooperation with the Greek-German CC&I Chamber and the Prefecture of the Peloponnese, we organized the Greek-German Food Forum, placed under the aegis of the Ministry of Rural Development and Food. Greek companies and cooperatives had the opportunity to present their products to German wholesale and retail companies, with the aim of contracting business agreements. Among the participants were the Agricultural Cooperatives Union of Egio and the Troupis Winery, for whom BASF had financed the strategic planning of branding & marketing.

In 2015, we will organize, in cooperation with the Greek-German Chamber of Industry and Commerce, a relevant Β2Β conference aimed at enhancing business relations between producers of agricultural products from Central and Northern Greece with large German food chains.