As a food company, our focus is on the perspective of our consumers. When they use our products, we have a direct impact on their life and well-being. It has therefore been natural for us to base the development of Midsona's sustainability efforts on the perspectives of our consumers and our other stakeholders, as it gives us crucial insights into where our work on sustainability should be focused.

We have chosen to follow the Global Reporting Initiative (GRI-GR4) framework both in developing the Midsona sustainability strategy and in our reporting. A key part of this framework is the materiality analysis, which contributes to identifying those sustainability issues that reflect in a material way both the points of view of stakeholders and the economic, environmental and social impacts of the business. This analysis has underpinned the process of determining the emphasis for our sustainability efforts.

The process was initiated with an internal workshop attended by representatives of Midsona’s senior management. The aim was to identify the most relevant sustainability issues, on the basis of the sustainability vision developed by Midsona and from a business strategy perspective.

The GRI list of sustainability aspects and a specially devised sustainability survey aimed at the company's stakeholders were used as input for the discussions. The survey consisted of an online questionnaire, in which 1,100 consumers were asked to indicate what sustainability issues they consider most important for Midsona to work on.

The sustainability issues were grouped in the following areas:

ENVIRONMENT

Such as efficient use of resources, limitation of emissions, environmental transport and recycling of product packaging

SOCIAL RESPONSIBILITY

Such as employee issues, monitoring of suppliers, business ethics and diversity efforts

FOOD RESPONSIBILITY     

Such as clear product labelling and declarations of ingredients, quality control in purchasing and product safety

As it was considered important for the stakeholders to have a relationship with Midsona, the survey was based on those who were familiar with one of Midsona’s product brands. Starting from the outcome of the survey, Midsona's senior management then allocated priority among the sustainability issues based on their economic, environmental and social impacts and their significance for the stakeholders. The resultant list was then validated internally to ensure that the sustainability issues materially reflect Midsona’s impact, business strategy and competitive situation. As the sustainability strategy is gradually implemented in the company over the course of 2017, the list of major sustainability issues will undergo further validation.

The model shows Midsona’s material sustainability issues.

The sustainability issues of Use of Resources, Business Ethics, Sustainable Lifestyle and Emissions & Waste are material issues as they reflect important aspects of Midsona's economic, environmental and social impacts. The sustainability issues of Product Liability, Employees, Value Chain, Monitoring of Suppliers and Development of Healthy Foods are likewise material, but as they are deemed to be of particularly great strategic significance to Midsona they receive greater focus in the company's sustainability strategy and reporting.

Focus