Value chain Our dedicated research initiatives  provide significant opportunities to  continuously reduce the Group’s  environmental impact through the  development of new solutions and  the use of alternative raw materials  and new processes and products.  Carlsberg has a particular interest  in supporting and developing barley  growing; barley is a core ingredient  in brewing and a niche cereal that  accounts for less than 2% of global  grain production.  The purpose of our Responsible  Sourcing Programme is to monitor  compliance with the Group’s Supplier  and Licensee Code of Conduct. We  work with suppliers to ensure that  our CSR standards are adhered  to and to reduce the social and  environmental impact of products  and services purchased by the  Carlsberg Group. We want to increase  cooperation with suppliers in order  to develop and accelerate the imple- mentation of sustainable solutions.  Saving energy and water resources,  thereby reducing costs and our  environmental footprint, and ensur- ing a safe working environment are  important CSR commitments for  Carlsberg. According to the most  recent data available, our efficiency  within energy and water consump- tion in production remains the  highest of all global brewers, and  we are also making good progress  in relation to our safety targets. By optimising logistics operations  globally, we are making more  efficient use of resources, thereby  reducing CO$_{2}$ emissions and lower- ing costs. Initiatives include more  efficient distribution, the introduction  of alternative means of transporta- tion and improved warehousing  processes.  We endeavour to market our brands  in a way that reflects our philosophy  of moderation and enjoyment. Our  global Marketing Communication  Policy applies across all markets  and sets the standard for how all  brands and trade marketing materi- als are developed. We ensure that  all Carlsberg employees and exter- nal partners involved in developing  communication material receive our  policy guidelines. We will continue to develop and roll  out null-LOX and related types of  malting barley. We will also continue  research into new raw materials toler- ant to varying weather conditions. We will work closely with our suppli- ers to identify innovations that can  reduce environmental impact. We  will expand our Responsible Sourcing  Programme to include more suppliers  and increase the number of products  assessed in accordance with the  Cradle-to-Cradle ®  principles. We will roll out our new Efficient  Brewery Programme to ensure  further continuous improvement in  our utility efficiency by developing  new utility-saving technologies  and identifying cleaner alterna- tive energy resources. We will aim  to continue to reduce our safety  incidents in production. We will continue to pursue op- portunities to further improve  our logistics network and start  implementing our new Sustainable  Logistics Programme. Furthermore,  we will implement environmental  guidelines for our warehouses and  improve sharing of knowledge on  the development of efficient sys- tems for refillable glass bottles.  We will continue our efforts to pre- vent cases of non-compliance with  our Responsible Marketing Policy  through training and updating of  procedures and guidelines. In cases  of non-compliance, we will continue  to follow up with adequate correct- ive measures. • Continued to develop null-LOX  barley and next-generation barley  types with traits for improved beer  taste and longer storability, mean- ing less food waste. This research  also entails potential energy sav- ings relating to beer production and storage. • Worked with barley farmers in  Russia, Poland and China, assisting  them in improving quality and  increasing efficiency in the growing  of barley. • Worked with key suppliers to  develop the next generation of  resource-efficient packaging.  • Continued the purchase of sales  coolers using HFC-free refrigerants.  • Conducted a pilot of 15 on-site  audits of key suppliers to gain  experience for further development  of our Responsible Procurement  Programme.  • Continued our efforts to reduce  energy consumption and CO$_{2}$  emissions. • Further integrated the Sustain- able Packaging Programme into  the business. • Continued our efforts to reduce  the accident rate in production  to further minimise lost-time  accidents. • Improved the return rate for  refillable glass bottles in selected  markets. • Conducted driver training in  six markets and implemented  a driver behaviour tool in two  markets. • In Switzerland, introduced the  world’s first Elektro LKW truck  in collaboration with the Swiss  retail group COOP.  • Developed new policies specific- ally addressing digital media. • Trained our marketing employ- ees and engaged with external  stakeholders in order to build  capabilities and increase aware- ness of responsible marketing  practices. • Launched consumer activities to  increase awareness of recycling. • Implemented responsible drinking  programmes aimed at consumers in all our key markets. • Participated in collaborative  projects with retailers aimed at  reducing packaging waste and  increasing reuse of glass bottles. We will continue to incorporate  responsible drinking messages into  our communications and continue our  actions regarding our global commit- ments to reduce the harmful use of  alcohol. Furthermore, we will increase  the number of countries in which  we conduct recycling awareness  campaigns. We support consumers in practising a healthy, sustainable lifestyle. We do so by promoting responsible  drinking and engaging with relevant  stakeholders to reduce harmful  drinking. Secondly, we work with our  customers to increase the impact of  our CSR efforts and reduce our envi- ronmental footprint, and we support  local communities in the markets in  which we operate. EXAMPLES OF 2013 ACTIVITIES EXAMPLES OF 2013 ACTIVITIES EXAMPLES OF 2013 ACTIVITIES EXAMPLES OF 2013 ACTIVITIES EXAMPLES OF 2013 ACTIVITIES GOING FORWARD GOING FORWARD GOING FORWARD GOING FORWARD GOING FORWARD  GOING FORWARD EXAMPLES OF 2013 ACTIVITIES Carlsberg Group Annual Report 2013 28 Management review CSR IN THE VALUE CHAIN R&D PROCUREMENT BREWING AND BOTTLING LOGISTICS MARKETING & COMMUNICATION CONSUMERS AND CUSTOMERS