(Japan) Co., Ltd. - The Coca

Transcription

The Coca-Cola system in Japan publicizes information on
our corporate activities under the structure outlined below
Coca-Cola Japan presents information regarding corporate social responsibility (CSR) for all of our stakeholders in
Japan—including consumers, business partners, employees, and local communities. We have compiled
information for both the printed and on-line editions in line with readers’ perspectives and aims, and have strived
to make our CSR initiatives clear to the widest range of people possible.
Structure of the Coca-Cola Sustainability Report 2010
Structure of Sustainability Report 2010
Printed
Edition
Online
Edition
Mainly comprised of articles that present the main initiatives of
the Coca-Cola system.
Website
http://cocacola.co.jp/positively/report.html
Other Online Edition Communication Tools
Product Brochure
Hello! Coca-Cola
Presents the products sold by
the Coca-Cola system, grouped
by beverage category, and
allows consumers to easily view
brand information for the
extensive lineup of products,
including Coca-Cola , Georgia ,
and Aquarius .
Explains topics that include the production
process for Coca-Cola system products,
the history of Coca-Cola , environmental
initiatives, efforts to promote container
recycling, and contributions to local
communities.
Website can be accessed at the URL below:
Website
http://cocacola.co.jp/products/
Sustainability Website
Website
http://cocacola.co.jp/corporate/publication.html
Coke Town
Provides information compiled with our stakeholders in mind,
such as updates in real-time on CSR activities, as well as the
online edition of the Coca-Cola Sustainability Report 2010
This website highlights the
connections between Coca-Cola
system products and the lives of
consumers, allowing visitors to take
a virtual tour of a plant and also learn
about the product life cycle (from
production and sales to container
recycling) and our programs to
contribute to local communities.
Website
1
Contains the information from the printed edition as well as more
detailed information and various types of data.
http://cocacola.co.jp/positively/
Website
http://cocacola.co.jp/study/coketown/
Coca-Cola Sustainability Report 2010
Editorial Policy for
Coca-Cola Sustainability Report 2010
Contents
1 Structure of the Coca-Cola Sustainability Report 2010
We prepared this report in order to convey to stakeholders
information on the corporate activities of Coca-Cola (Japan)
Co., Ltd. and the Coca-Cola system in Japan to help realize
a sustainable society.
2 Contents / Editorial Policy
* The Coca-Cola system in Japan consists of Coca-Cola (Japan)
Co., Ltd., which is responsible for manufacturing and sales of
concentrates as well as marketing of beverage products, and the
bottling partners that produce and sell Coca-Cola system products
throughout Japan. For further information on the Coca-Cola
system, see pages 3–4.
4 The Coca-Cola System in Japan
Coca-Cola (Japan) Co., Ltd. has published a report once a
year ever since our inaugural Environmental Action Report
2002 . The name of the report was changed in 2005 to the
Coca-Cola CSR Report , which in turn was changed to the
Coca-Cola Sustainability Report in 2009. Information is
provided on the marketplace , environment , community , and
the workplace , which are the four primary points of contact
between the Coca-Cola system and our stakeholders.
Scope of Data
Data presented in this report, relating to production,
distribution/transportation, and sales, was collected from
Coca-Cola (Japan) Co., Ltd. (one plant) and 12 bottling
partners (28 plants and 466 sales offices; as of December
31, 2009). The sales figures presented are for reference
purposes only.
5 Message from the President
7 “Live Positively”
9
4 Business Areas and 7 Priority Areas for Achieving
“Live Positively”
11
The Same Concept for a Variety of Actions:
My “Live Positively”
Marketplace
Coca-Cola Dialog (1)
13 What We Can Do to Help Consumers Lead Healthy
and Comfortable Lives?
17 Beverage Benefits
Creating New Value in Response to Consumer Needs
25 Active, Healthy Lifestyle
Environment
27 Our Challenge of Pursuing “Sustainable Packaging”
31 Environmental Management
Data is for the period from January 1 to December 31,
2009.
33 Energy Management & Climate Protection
As a general rule, activities described in this report took
place between June 2009 and June 2010.
35 Sustainable Packaging
Terminology
The term “consumers” is used in this report to refer not only
to those who purchase Coca-Cola system products but
also to people in general.
“The Coca-Cola Company” refers to the headquarters in the
United States; “Coca-Cola (Japan) Co., Ltd.” or Coca-Cola
Japan refer to Coca-Cola (Japan) Company, Limited; the
term “bottling partners” refers to the 12 bottling companies
Coca-Cola Japan has designated; and “the Coca-Cola
system” includes Coca-Cola Japan and our bottling
partners.
Contents / Editorial Policy
Our goal in preparing this report has been to provide
information in a systematic, easy-to-understand format, and
to this end we consulted both the Japanese Ministry of the
Environment’s Environmental Reporting Guidelines (2007
edition) and the Global Reporting Initiative’s Sustainability
Reporting Guidelines (3rd edition).
3 Overview of Coca-Cola (Japan) Co., Ltd.
39 Global Water Stewardship
Topics
Community
41 Community
Workplace
43 Workplace
45 The Coca-Cola System Worldwide
This issue was released in July 2010
47 Data on Environmental Initiatives in 2010
49 Stakeholder Opinions
2
Overview of Coca-Cola (Japan) Co., Ltd.
Coca-Cola (Japan) Company, Limited was established in 1957 as the Japanese subsidiary of The Coca-Cola
Company (head office: Atlanta, Georgia, USA), marking the beginning of full-fledged operations in Japan. Originally
incorporated as Nihon Inryo Kogyo K.K., the company name changed to Coca-Cola (Japan) Company, Limited in
1958 and has been retained to this day.
Overview of Coca-Cola (Japan) Co., Ltd.
Profile of Coca-Cola (Japan) Co., Ltd.
Name
Coca-Cola (Japan) Company, Limited
Capital
3.6 billion yen
Established
June 25, 1957 as Nihon Inryo Kogyo K.K.
Changed name to Coca-Cola (Japan) Company,
Limited on March 15, 1958
Shareholder
The Coca-Cola Export Corporation
(Subsidiary of The Coca-Cola Company)
Head
office
4-6-3 Shibuya, Shibuya-ku, Tokyo, Japan 150-0002
TEL: +81-3-5466-8000
Employees
555 (as of March 31, 2010)
Plant
Moriyama Plant (Moriyama City, Shiga Prefecture)
Representative
Daniel H. Sayre (Representative Director and President)
Business
Manufacture and sales of non-alcoholic beverages (soft drinks)
Core Products
The Coca-Cola system in Japan meets the needs of consumers with a diverse product line-up that includes over 60 different brands.
Sparkling beverages
Coca-Cola
Coca-Cola Zero
Coffee
Fanta Grape
Sports drinks
Aquarius
Sprite
Canada Dry Ginger Ale
Tea
Aquarius Vitamin guard
Water
Mori-no-mizu Dayori
Fanta Orange
Aquarius Day-Start
Energy drinks
I LOHAS
Real Gold
Sokenbicha
Sokenbicha Kurosae
Georgia
Emerald Mountain Blend
Huang
Juice
Qoo
Tottemo-Apple
Georgia European
Ayataka
Georgia Vintage
Karada Meguri-cha
iily issimo
Kochakaden
Lifestyle specific drinks
Qoo
Tottemo-Orange
Minute Maid
Pink Grape Fruit Blend
Minute Maid
Cassis & Grapes
glacéau vitaminwater
power-c
glacéau vitaminwater
xxx
Love Body
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with approximately 500 sparkling and still beverage
brands. Along with Coca-Cola , recognized as the world’s most valuable brand, the company’s portfolio includes brands that lead their
respective categories, such as Coca-Cola Zero , Fanta , Georgia , Sprite , and Minute Maid . Consumers throughout the world enjoy the company’s
beverages, with more than 1.6 billion servings consumed daily.*
*Quantity of Coca-Cola system products consumed worldwide based on one serving = 237ml
3
The Coca-Cola System in Japan
The Coca-Cola system in Japan comprises Coca-Cola Japan, which supplies, manufactures, and markets
concentrates, plans and develops new products, and conducts advertising and marketing activities; our bottling
partners, which manufacture and sell products throughout Japan; and other affiliated companies.
The Coca-Cola system seeks further growth by optimizing our overall operations, including more efficient
production, a thorough consumer-oriented approach, faster response to market preferences, enhanced customer
services, and rigorous quality control.
Coca-Cola Japan enjoys strong partnerships with other members of the system and collaborates closely with
them in our business activities.
Coca-Cola (Japan) Co., Ltd.
Planning
Bottling Partners / Affiliates
Concentrate
manufacturing
R&D
Sales
Collection
Coca-Cola
Customer Marketing Co., Ltd.
Established in January 2009 through
a joint investment between The
Coca-Cola Company and all of the
bottling partners in Japan. It is
responsible for business consulting
for the Coca-Cola system in Japan, the
development of information systems
to support such consulting, as well
as related general maintenance and
administrative work. The company
also conducts joint procurement of
ingredients and raw materials.
Established in January 2007 as a
joint investment between Coca-Cola
Japan and all of its bottling partners.
It serves as the central point of
contact for business negotiations
with major national distribution
chains.
Recycling
FV Corporation K.K.
Established in May 2001 as a joint
investment between Coca-Cola
Japan and all of its bottling partners.
It conducts sales in the vending
machine business to corporations
whose territories cover a wide area.
Coca-Cola
Business Services Co., Ltd.
Coca-Cola Tokyo R&D Co., Ltd.
Established in January 1993, with
100% capitalization by The Coca-Cola
Company. The company has been
providing product development and
technological support that meet the
regional needs of Asia since becoming
an independent company in January
1 9 9 5 a f t e r s e p a r a t i n g from the
technological development division
centered in the U.S. headquarters.
Distribution/
Transportation
Production
1
Bottling Partners
The bottling partners purchase concentrate from Coca-Cola Japan and then use it to manufacture
products for sale. There are 12 bottling partners in Japan, each with its own sales territory.
Bottling Partners
2
Territories
1
Hokkaido Coca-Cola Bottling Co., Ltd.
Hokkaido
2
Michinoku Coca-Cola Bottling Co., Ltd.
Iwate, Akita, Aomori
3
Sendai Coca-Cola Bottling Co., Ltd.
Miyagi, Fukushima, Yamagata
4
Tone Coca-Cola Bottling Co., Ltd.
Chiba, Ibaraki, Tochigi
5
Mikuni Coca-Cola Bottling Co., Ltd.
Saitama, Gunma, Niigata
6
Tokyo Coca-Cola Bottling Co., Ltd.
Tokyo
7
Coca-Cola Central Japan Co., Ltd.
Kanagawa, Shizuoka, Yamanashi, Aichi, Gifu, Mie
8
Hokuriku Coca-Cola Bottling Co., Ltd.
Toyama, Ishikawa, Fukui, Nagano
9
Shikoku Coca-Cola Bottling Co., Ltd.
Kagawa, Ehime, Kochi, Tokushima
10
Coca-Cola West Co., Ltd.
Fukuoka, Saga, Nagasaki, Hiroshima Okayama, Yamaguchi, Shimane, Tottori,
Osaka, Kyoto, Hyogo, Nara, Shiga, Wakayama
11
Minami Kyushu Coca-Cola Bottling Co., Ltd.
Kumamoto, Kagoshima, Miyazaki, Oita
12
Okinawa Coca-Cola Bottling Co., Ltd.
Okinawa
Total employees
Vending
machines
Retail outlets
About
About
About
23,000
980,000
1.13 million
8
7
10
4
6
9
11
12
17
Affiliates
Sales routes
3
5
About
9,300
29
Plants
Including the Moriyama Plant (manufacturing concentrates)
466
Warehouses
Delivery trucks
About
7,500
4
ザコカ・コーラカンパニーは1886年に米国ジョージア州アトランタ
に、飲用後の空容器はお子様でも簡単にしぼってつぶすことができると
で誕生して以来、
「いつでも、どこでも、誰にでも」をモットーに清涼飲料
いう特長から気軽に、そして楽しく環境に配慮したライフスタイルを実践
事業を展開している地域とともに成長して参りました。現在では、国連加
する機会を消費者のみなさまに提供し、環境問題に対する意識を高めて
盟国数を上回る世界の200を超える国でコカ･コーラ社製品を販売して
頂くきっかけにもなりました。こうしたことが評価され、多くの方々からの
おりますが、地球環境問題や経済状況など世界規模で目まぐるしく変化す
高いご支持を得ることができました。
る社会の中にあっても、持続的成長が達成できる企業であり続けるため
前述の7つの重点分野では「サスティナブル・パッケージ（持続可能な
に、世界共通の事業指針として「Live Positively（リブ・ポジティブリー）
容器）」の取り組みにあたるこの成功事例は、研究開発、マーケティン
-世界をプラスにまわそう-」を打ち出し、事業活動を展開しています。
グ、製造、販売などコカ･コーラシステムの事業活動を支えるさまざまな
具体的にはザコカ・コーラカンパニーの事業活動にとって最も重要な意
領域の従業員の努力の結晶がもたらした成果でもあります。
味を持つ「市場」
「環境」
「社会」
「職場」の4つの領域において、
「飲料
価値」
「活動的/健康的な生活習慣」
「温暖化防止・エネルギー削減」
「サス
ティナブル・パッケージ（持続可能な容器）」
「水資源保護」
「地域社会」
「職場」を7つの重点分野として取り上げ、さまざまな取り組みを実施して
おり、私たちはその取り組みを継続するための努力を惜しみません。
本レポートにはこの事例以外にもこれら7つの重点分野における
2009年度の私たちの活動の詳細な報告が収められています。
中には、目標を達成するために中・長期的に粘り強い努力を必要とす
る取り組みもあります。
しかし、ザコカ・コーラカンパニーが幾度となく
Message from the President
大きな試練に堪え、124年の歳月を積み重ねてきた歴史を振り返る時、い
これら重点分野における2009年度の私たちの実績の中から、ひとつ
ま私たちの目の前に広がる大きな挑戦も必ずや達成できるものと信じて
の象徴的とも言える成果をご紹介しましょう。
それは、
新ウォーターブランド
います。そして清涼飲料事業を通じて消費者のみなさまとともに世の中に
「い･ろ･は･す
（I LOHAS）
」の導入です。
「い・ろ・は・す
（I LOHAS）
」は
前向きな変化を生み出し、持続可能な社会を実現するため、事業指針
国内製造の520mlPETボトルで国内最軽量となる12gのボトルを
「Live Positively -世界をプラスにまわそう-」を柱として従業員一丸と
※
採用しました。
なって取り組んで参ります。
これによって、パッケージ製造時に使用する資源を削減するととも
M e s s a g e
f ro m
※2010年3月時点/国内製造品550ml以下PETボトル対象（弊社調べ）
t h e
P re s i d e n t
For the Realization of Social and Corporate Sustainable Growth
Ever since its birth back in 1886 in Atlanta, Georgia, The Coca-Cola
and has the unique feature of being easily crushable after use (even
Company has continued to grow along with the regions in which it
by children), thereby providing consumers with a convenient and fun
has conducted its beverage business, under the slogan: “anytime,
way to be more considerate to the environment and enhancing their
anywhere, anyone.” Today, Coca-Cola system products are sold in
environmental awareness. These features of the bottle have garnered
over 200 countries around the world, which exceeds the number of
praise and led to widespread support for the brand.
UN member-nations. Even amidst the dizzying changes society is
This success story, which concerns the area of “sustainable
undergoing on a global scale, which include environmental issues
packaging” among the priority initiatives listed, was made possible
and the economic situation, we have put forward our global business
through the combined efforts of employees who are supporting the
guiding principle of “Live Positively” in carrying out activities that
Coca-Cola system’s business in their respective fields, including R&D,
enable us to continue achieving sustainable growth as a company.
marketing, production, and sales.
Specifically, in the four key areas of The Coca-Cola Company’s
business (Marketplace, Environment, Community, and Workplace), we
This report includes details on this and other achievements made in
have implemented initiatives with a focus on the following seven
2009 through our activities in the seven priority areas listed above.
central themes: Beverage Benefits; Active, Healthy Lifestyle; Energy
In the case of some initiatives, achieving the goals set requires
Management & Climate Protection; Global Water Stewardship;
persistent effort over the medium- to long-term. However, if we look
Sustainable Packaging; Community; and Workplace. We will spare no
back on the history of The Coca-Cola Company, which has survived
effort in continuing these efforts.
major hardships in its 124 years of existence, we are convinced that
we will be able to overcome the great challenges we face today to
The launch of our new water brand I LOHAS is one key example of an
achieve our goals. We are determined to work as a single team under
achievement in 2009 with regard to the themes listed above. I LOHAS
the common principle of “Live Positively” so that, together with
comes in the lightest 520ml PET bottle produced domestically,
consumers, our beverage business brings positive change to the
weighing in at only 12g.* The bottle is produced using fewer materials
world and helps realize a sustainable society.
* I LOHAS is packaged in the lightest PET bottle in Japan for products of 550ml or smaller (as of March 2010; according to research by Coca-Cola Japan)
5
Message from the President
Daniel H. Sayre
Representative Director and President
Coca-Cola (Japan) Company, Limited
6
7
Live Positively
“Live Positively”in Our Activities
Live Positively
“Live Positively”is a guiding principle for our business adopted by
the Coca-Cola system worldwide.
Through beverage production and sales, we aim to make a positive
contribution, achieving sustainable growth as a corporation
together with the community.
The Coca-Cola system views efforts toward the realization of a sustainable society as a
“community license” necessary for engaging in business activities.
We believe fulfilling our corporate responsibility—by providing the market with safe and
reliable products, treating employees fairly, respecting the global environment we live in,
and contributing to the local community—will earn us the support of the communities in
which we operate. As part of this effort, we are implementing our global “Live Positively”
principle and supporting the health of local communities through our main business, while
paying attention to the way we utilize our resources and assets. Our wish is to see society
sustainably managed.
The most important element in the performance of day-to-day operations, from the
perspective of sustainability, is building relationships of trust through dialogue with
stakeholders. Earning the trust of consumers, business partners, local communities,
employees, and all other stakeholders enhances the corporate value of the Coca-Cola
system and leads to sustainable growth.
8
4 Business Areas and 7 Priority Areas for
Achieving “Live Positively”
CSR Framework of the Coca-Cola System
Sustainable Society
Be
ve
r
en
eB
ag
efits
Active
, He
alth
yL
ife
sty
le
Gl
ty
uni
Wa
e
rate
an
g
Le
omplia
al C
nc
po
CSR of
the Coca-Cola system
Gover
n
Local com
m
tewardship
ter S
C
or
c
Sus
e
a
pl
k
ck
or
Pa
ag
in
W
g
y Mana
Energ
la
kp
r
o
Env
i ro
n
m
e
e
ce
n
ce
tai
ab
l
nt
Commu
al
nity
ob
Marketplace
W
gement & Climate Prot
ectio
n
Local community
Consumers
Employees
Business partners
Share owners/Investors
9
“Live Positively” is a medium- to long-term guiding principle for our business aimed at contributing to the
realization of a sustainable society by carrying out the everyday business operations to achieve business growth
while at the same time contributing to people and the society at large. A priority task for the Coca-Cola system in
Japan moving forward is to focus in particular on the "Marketplace" and “Environment,” which are the subject of
particularly high social demand of the four business areas listed below. Our aim is to continue to pursue growth
along with the community by providing consumers with products they enjoy and contributing to the preservation
of the environment.
Approach
Priority Areas
Beverage Benefits
Marketplace
To deliver safe products that satisfy the various needs of consumers,
which include refreshment, rehydration, nutrition, and enjoyment, we
spare no effort in acquainting ourselves with consumers in order to
better understand their interests and concerns.
Active, Healthy Lifestyle
To help consumers lead active, healthy lifestyles, we provide
information and encourage active lifestyles through sponsorship of
both international and local community events.
We strive to provide consumers with
safe, high-quality products and
make an effort to meet the changing
needs and tastes of consumers.
We also work in close, active
coordination with our business
partners on everything from product
manufacturing to sales.
Energy Management & Climate Protection
Environment
Improved environmental initiatives
are one of the Coca-Cola system’s
most important areas of focus.
We proactively carry out programs
and projects that contribute to the
health and sustainability of the
environment and natural resources,
as part of the effort to realize
sustainable societies.
Global warming and other aspects of climate change are potentially
very harmful to communities around the world. We will work to
lessen the impact of CO2 and other greenhouse gases by curbing
emissions from our business activities.
Sustainable Packaging
We will continue to pursue innovative technologies that will help
minimize the utilization of natural resources for packaging. And we
are also building systems to reuse recycled packaging materials in
the manufacturing process.
Global Water Stewardship
We will reduce the amount of water used in production, recycle
water used in manufacturing, and return it safely to the environment.
Our goal is to replenish as much water as we use for our products.
Community
Workplace
We provide children and younger
people with a wide range of
environmental, sports, cultural, and
educational programs. We also
coordinate with local governments
and communities to address local
needs, including disaster relief.
We continue to foster safe and
enriching workplaces that inspire
our diverse workforce and enhance
their motivation and sense of pride.
Community
We value our ties with local communities and have an obligation to
satisfy local needs. Our business will not grow unless the surrounding
communities are also robust.
Workplace
We aim to provide workplaces that allow all the people involved in
our business to work in diverse and open environments. We will
foster environments allowing each individual to aim for progressive
improvements and to perform to the best of their individual abilities.
10
produce
I am proud to
ckaging
innovative pa
a
rtment,
Shuichi Inab
oduction Depa
Division III, Pr
Manufacturing
Sapporo Plant
ucts Co., Ltd.
ca-Cola Prod
Hokkaido Co
ttling Group
Bo
ola
-C
ca
Hokkaido Co
pan
few sites in Ja
nt is one of a
ny
a
M
.
s
e
l
The Sapporo Pla
t
t
o
S b
ture I LOHA
c
a
in
f
u
d
n
lve
a
vo
m
to
ses are in
chnical proces
im al
in
m
ith
challenging te
w
g
in
va tiv e pa ck ag
ou d of ou r
cr ea tin g in no
ct , so I am pr
pa
im
l
ta
en
take my
d
en vir on m
n
a
g activities
n
i
r
u
t
c
a
ished
f
u
n
ma
e have establ
s seriously. W
er gy
en
d
responsibilitie
an
er
ct io ns in w at
du
re
r
ar e
fo
s
ns
et
io
ta rg
at op er at
at pl an ts so th
uce.
od
pr
we
co ns um pt io n
s
ttle
bo
ovative as the
every bit as inn
Live Positively
I take special
measures to m
aintain
proper vehicle
distance
Bringing good feelings to local
consumers through well
maintained vending machines
Takashi Maeka
wa
Distribution Sa
les Division I,
Fukushima Sa
Sawayaka Lo
les Of fice
gistics Co., Ltd
.
Sendai Coca
-Cola Bottling
Group Co., Ltd
.
Kazuya Mori
Shodoshima Branch, Takamatsu
Sales Office,
Kagawa Annex, Business Divisio
n
Shikoku Coca-Cola Bottling Co.,
Ltd.
Our vending machines located throu
ghout cities are a
major part of the Coca-Cola system’s
public presence. I
clean the vending machines I’m in
charge of every day
to keep them sparkling. The other day,
a customer said
to me: “You’re very considerate to
always keep the
vending machines in front of our
store clean.” These
word s impr esse d on me agai n
that polis hing our
presence contributes to customer’
s peace of mind
and safety, and made my efforts feel
worthwhile.
O f co ur se , I tu
rn of f m y en gi
ne w he n
stopped, re
gularly che
ck my tire
pressure, a
nd keep an
eye on my
engine’s RPM
s, but I go be
yond that by
also taking in
to consideratio
n my effect
on ca rs ar ou
nd m e. Fo r ex
am pl e, I
al w ay s pa y at
te nt io n to no
t dr iv e to o
close to the ve
hicle in front of
me so that
the other drive
r does not was
te gas by
suddenly acce
lerating.
The Same Concept for
a Variety of Actions:
My “Live Positively”
Making company
n
Clean Day part of my ow
life
al
son
per
Kei Yonamine
The activities each person is involved in and the approach taken
may differ, but the “Live Positively” concept of contributing to the
community is the same. Here we look at individual initiatives
taken by Coca-Cola system employees across Japan—from
Hokkaido to Okinawa.
,
Manufacturing Section
Division
Procurement Planning
ling Co., Ltd.
Bott
ola
Okinawa Coca-C
a Coca-Cola, we have
Once a month in Okinaw
wh ere we cle an up the
com pan y Cle an Da y,
com pa ny. In my ow n
are a sur rou ndi ng the
ve to leave places like
private life, I always stri
I got there by cleaning
parks cleaner than when
that of others nearby. I
up my own garbage and
les son s of tea mw ork
als o use som e of the
ce- we ekl y bas ket bal l
lea rne d thr oug h my twi
friends to help meet
ood
games with neighborh
.
the goals in my workplace
Sharing idea
s with as man
y
coworkers as
possible
Inspired by
highly-aware students
Hiroyuki Futakuchi
Management Division
ter Co., Ltd.
Hokuriku Recycling Cen
ling Group
Hokuriku Coca-Cola Bott
Yoshimi Abe
Human Reso
urces Group,
Human Reso
urces & Gene
ral Af fairs,
Administratio
n Departmen
t
Michinoku Co
ca-Cola Bottli
ng Co., Ltd.
There are eight
nt of Ma tto
people in the
The stu den t gov ern me
Human Resour
where I work.
local
our
is
ich
ces Group
wh
And we try to
,
ool
Sch
Junior High
discuss ideas
of
our coworker
e
l
t
t
with as many
o
b
T
E
P
a
s as possible
customer, has led
. This is done
utilizing the m
by actively
eeting spaces
ts brin g PET
scattered thro
rec ycli ng effo rt. Stu den
office to elicit
ughout the
th
ere
e
wh
,
so
ool
rt
of ideas that
when working
bottles from home to sch
are seldom he
at one’s desk
ard
surprised
or in conferen
am al so pa rt
we collect them. We are
ce rooms. I
of
th
e
of
co
ion
m
icat
pa
ny sa nd lo t ba
w hi ch of fe rs
and overjoyed by the ded
se ba ll te am ,
a gr ea t op po
rtu ni ty to th in
de sur e to
relationship wi
k ab ou t ou r
the stu den ts, wh o ma
th the local co
m
from
m
els
un
lab
ity.
remove the caps and
n pro per ly
the PET bot tles and the
. The ir effo rts
dis pos e of tha t wa ste
act ivit ies to pro mo te
enc our age d our ow n
awareness.
11
Proposing new
active lifestyle drinks
Kenji Baba
Glaceau & New Growth
Plat forms,
Consumer Marketing
Coca-Cola (Japan) Co.,
Ltd.
The greatest value of gla
céau vitaminwater , a colo
rful
drink promoted through
a unique marketing stra
tegy,
is that it provides a var
iety of products beneficia
l to a
con sum er’s life sty le und
er a sin gle bra nd. The
six
glacéau vitaminwater pro
ducts offer benefits tail
ore
d
to different times of the
day, covering the full 24
hou
rs
of a consumer’s daily lifes
tyle through just one bra
nd. I
look forward to continu
ing to enhance the qua
lity of
consumers’ lives.
Aquarius , providing ref
reshment during
walking and sports act
ivities
Masayuki Sato
t help vitalize
Vending machines tha
the local community
Sports& Energy Category
, Consumer Marketing
Coca-Cola (Japan) Co.,
Ltd.
Seiya Ogata
iness Affairs,
Vending Machine Bus
iness Department
Vending Machine Bus
ola Bottling Co., Ltd.
Minami Kyusyu Coca-C
close ties
league club teams with
There are two J2 soccer
area. We
shu
Kyu
rn
the
sou
in the
to the local community
a to support
are
the
in
es
chin
ma
g
have installed vendin
part
them with a donation from
those teams by providing
order to
In
s.
sale
e
chin
ma
g
din
of the proceeds from ven
shment,
the need for fluid repleni
enhance awareness of
sions
ses
ure
lect
s
to offer Aquariu
we also go to schools
res t
inte
nse
inte
the
l
fee
can
and at tho se eve nts we
.I
ask
y
the
ns
the range of questio
students have through
re.
futu
the
in
s
vitie
ing these acti
look forward to continu
When going to work and
on my days off I try to wal
k for 30 to 45 minutes eac
which is about 2 to 3km
h day,
. Not only does that help
me stay healthy, but also
time to think and is an eas
gives me
y way to relax. Aquarius
is the optimal drink for que
my thirst at such times.
nching
Fluid replenishment is also
important for the activitie
athletes. I look forward to
s of
continuing to contribute
to fluid replenishment awa
at sporting events such
reness
as the National Senior Hig
h School Volleyball Tourna
the All Japan High School
ment,
Athletic Meet (Inter-High)
, and the Japan U-12 Foo
Championship.
tball
way
Implementing “eco-driving” in the
I drive and the routes I select
Michiko Yasuda
Harbor Branch II, OCS Oshiage Offi
Tokyo Coca-Cola Bottling Co., Ltd.
Kenichi Nukig
aw
ce
An effort has
be
en vi ro nm en ta en made to incorporate
lly
ou r w or kp la ce fri en dl y fa ci lit ie s in to
.
LED illuminatio In ad di tio n to ad op tin g
n
ai r- co nd iti on and ice thermal storage
in g fa ci lit ie s
to cu t en er gy
consumptio
n,
w hi ch op en ed o u r K a s h i m a O f f i c e ,
distinctive Coca la st ye ar , ai m s fo r a
-C
environmenta ola touch by incorporating
lly conscious m
easures such
as using mater
ia
bottles for the ls fully recycled from PET
un
goal, as well, derflooring. My personal
is
of w ay s in w hi to increase the number
ch I ca n co nt
rib
en vi ro nm en t,
su ch as w al ki ut e to th e
instead of drivi
ng to w or k
ng my car.
Water stewardship is vital for a
beverage manufacturer. The Coca-Cola
Central Japan Products Tokai Plant is
identifying and surveying water
source areas in its role as a Source
Water Protection pilot bottling partner.
We also invite consumers each year to
hands-on workshops at Kanagawa
Prefecture’s Lake Miyagase, one of our
water sources, as an opportunity to
clearly convey our water conservation
activities.
Striving for co
mmunication
in a form only
possible for
plants neighb
oring residentia
l
communities
Thinking about environ
mental issues
with children at Mount
Akagi
Hisataka Inou
e
Tomoya Kurihara
I participated as an environ
mental instructor at
the October 2009 “CocaCola: Learn from the
For est Eco log y Sch ool
” hel d at Gu nm a
Prefecture’s Mount Aka
gi. I enjoyed thinking
abo ut env ironme ntal
issu es wit h childre n,
thin nin g and pru nin
g the wo ods in the
morning, and playing nat
ure-related games in
a nearby nature park in
the afternoon. I plan
on continuing to energe
tically help with such
activities in the future as
a way to contribute to
local development. I will
also strive to reduce
my own everyday consum
ption of resources.
Nagoya Resident, Environment Team,
CSR Promotion Department
Coca-Cola Central Japan Co., Ltd.
a
Asset Manage
ment Division,
General Af fai
rs Departmen
t
Tone Coca-C
ola Bottling Co
., Ltd.
onment when I drive
I am always conscious of the envir
to shut ting down
tion
addi
In
s.
as part of my job dutie
d minimizing
n
a
d
e
p
p
o
t
s
n
e
h
w
the engine
also try to limit my
acce lerat ion and dece lerat ion, I
tice “eco-driving”
prac
use of the air conditioner. I also
in adva nce and
g
goin
be
will
by chec king whe re I
amount of fuel
the
s
mize
mini
that
selec ting a route
erve wate r in my
and time consume d. I try to cons
r running, and
wate
daily life as well, not leaving the
.
head
er
show
tion
using a water conserva
Tomo Branch, Gunma
Branch Office,
Business Division
Mikuni Coca-Cola Bott
ling Co., Ltd.
Seiichi Takahashi
Initiatives with
the distinctive
Coca-Cola touc
h
Live Positively
Surveying water source areas to
protect valuable water resources
The joy and feeling of responsibility in
creating products using the water
resources we have worked to protect
Masakatsu Ueyama
Environment & Public Relations Department
Coca-Cola West Co., Ltd.
General Af fai
rs, Second Ma
nufacturing Se
Manufacturing
ction, Tama Pla
Generalizatio
nt
n Division
Coca-Cola Ea
st Japan Prod
ucts Co., Ltd.
Th
e Tama Plant
is located near
a residential co
we work to prom
mmunity, so
ote communica
tion with the loc
th ro ug h ou r cle
al residents
an -u p ac tiv iti
es on an d al on
ne ar th e pl an
g sid ew al ks
t, ou r ef fo rts
to
im
pr ov e tra ffi c sa
other initiatives
fe ty , an d
. The recycling
ratio of our pla
amazing 99.9
nt waste is an
%. Our coffee
gr
ou
nd
s are used in dis
pocket warm
ers and our us
posable
ed tea leaves
We use bio-gas
for cattle feed
to fuel our boile
.
rs for water tre
are replacing
atment, and
our heavy oil bo
ilers with gas
continue to mak
boilers. We wi
e such improv
ll
ements in the
future.
Water is an irreplaceable and vital resource
for us as a beverage manufacturer, which
makes it our duty to serve as stewards of
water resources. In 2009, we carried out a
total of eight activities to help protect forest
water sources around the plants in which
we operate. Creating products using the water resources
we have helped protect and delivering them to consumers
is a great joy and also raises our sense of responsibility.
We intend to search for ways to prevent global warming
and reduce energy consump tion related to vending
machine operation.
12
Coca-Cola DIALOG 1
What can we do, as a beverage manufacturer, to
help consumers lead healthy and comfortable
lives? We were pleased to welcome Office LAC-U
representative Michi Ishikawa, a registered
dietitian who has been advising athletes on
dietary matters, to discuss various aspects of this
◎
Special Feature
topic with associates of Coca-Cola Japan.
What Do “Health” and “Comfort” Mean to Us?
Ishikawa: First let me tell you a bit about what I do. My staff and I
support athletes and the general public on food matters by providing
dietary advice and coaching and offering lectures. Through our
Hideaki Matsushita
Senior Manager
Marketing Partnerships & Licensing
Marketing Operations
activities I began to realize certain elements of our support for athletes
who have undergone mental and physical strain could also be used to
help the elderly and the sick. Everyone—whether sick, healthy, or
Manages sponsorship agreements with
athletes and coordinates sponsorship
events.
athletes—has at some point experienced the thrill when our bodies
move in the way we want them to. To me, that’s the essence of
comfort. And once I became aware that the act of drinking is a non-
Kobayashi: I agree. Coca-Cola is celebrating its 124th anniversary this
strenuous way to absorb things into the body at any time, I began to
year and the fact that consumers have continued to drink it over that
focus on the importance of drinking.
long period of time shows how they recognize the value it provides—
as a beverage they can trust that provides enjoyment, refreshment,
and a unique taste. But it’s a fact that some consumers in Japan still
hold a mistaken view of Coca-Cola . In order to encourage as many
people as possible to drink it, we have to engage in a continual effort
to convey that it is safe for everyone to drink. The Coca-Cola
system sometimes refers to such value as “well-being,” using a
broader term than “health” in order to encompass that emotional
aspect.
Ishikawa: The term “well-being” conjures up an image of the
functioning of both body and mind. My impression is it
refers to body and mind in a way that includes a
scientific connotation.
Kobayashi: In fact, the concept underlying the current
13
Nakagawa: Perhaps the key to the Coca-Cola system’s aspirations in
“Wild Health” advertising campaign for Coca-Cola Zero
the areas of health and comfort lies in the history of Coca-Cola . The
is to redefine well-being. To deliver a beverage that is
founder of The Coca-Cola Company, Dr. John S. Pemberton, was a
as tasty as Coca-Cola and maintained the wild and
pharmacist with a deep interest in bioethical issues, as reflected in the
positive brand image of Coca-Cola , but was also
careful attention he paid to ingredients right from the outset of
healthy, a trait previously thought incompatible, the
developing the product, which I think is a key point.
product was literally made sugar and calorie-free. It’s
What We Can Do to Help Consumers
Lead Healthy and Comfortable Lives?
◎
Special Feature
Kayo Kobayashi
Shinsuke Nakagawa
Body Refining Planner
Office LAC-U Representative
Senior Manager
Coca-Cola TM Group
Sparkling Category
Consumer Marketing
Project Manager
Scientific & Regulatory Affairs
Technical Stewardship, Supply Chain &
Commercialization
Formulates annual plans for the
Coca-Cola Zero brand and coordinates a
number of Coca-Cola brand projects.
Handles the appropriate scientificallybased labeling in compliance with laws
and regulations, such as the JAS Law and
the Food Sanitation Act, and coordinates
with various industry organizations.
Mainly coaches athletes on nutrition and
provides courses and lectures to instructors,
parents and other interested parties since
1997. Also offers support for medalists and
finalists participating in many international
competitions, including the Olympic Games.
Michi Ishikawa
also free of preservatives and artificial flavoring. The basic idea is to
deliver the healthy image and values consumers generally have of tea
and water in a way unique to Coca-Cola .
Beverages Link Body and Mind
Ishikawa: The Coca-Cola brand image conveys not only taste but also
a broad outlook. Depending on the situation, I think it’s okay for
athletes to drink Coca-Cola for refreshment or enjoyment, though I
wouldn’t suggest they drink it all the time. Too much might lead to
excess sugar and calorie levels. But rather than blame specific
products for being incompatible with health, intake has to be viewed
need to unwind mentally.
as a whole. Instead of trying to balance out the calories, I tell athletes
Ishikawa: You’re absolutely right. My clients drink Coca-Cola to help
under my instruction to learn to switch themselves on and off and to
them make the most of their leisure time.
consume what is necessary for each situation. To a large degree, food
Kobayashi: I’m very happy to hear that. Coca-Cola is a very accessible
and the mind overlap. In fact, I believe it’s food that links body and
beverage that people can drink whenever they feel like it. And perhaps
mind, which is why I never judge an item’s suitability only on its
it would be during their leisure time, when they want to relax, that
nutritional or functional value.
athletes would feel like drinking Coca-Cola .
Matsushita: I think comfort during leisure time is important. Unless
Ishikawa: Yes. They seem to get an exhilarating feeling at those times
you’re a machine, I would say the constant pursuit of function alone
they drink it, in a way that is hard for a mere spectator like myself to
with stoic persistence is not always beneficial. At some point, we all
fully understand.
14
Health and Comfort Require “Harmony”
consumed by a wide range of people—from children to the elderly.
That means an important task of ours is to portray products in a way
◎
Special Feature
that everyone will understand.
Ishikawa: Let’s use athletes as an example. In order to reach a state of
Ishikawa: On that point, I know there are legal rules to follow, but
comfort, athletes first have to acknowledge the current state of their
instead of just listing ingredients, I think nutrition information could be
bodies and then set targets for how they hope to be able to move. By
used better to navigate people toward the right products.
setting deadlines for achieving targets, they naturally begin to see what
Nakagawa: Yes. There are various legal restrictions in place limiting
it is they should be doing. You could say that this particular state for
what we can say up front about the benefits of a product or its
each person is the condition of “feeling good.” Translating that into
ingredients, but provision to consumers of information on nutrition other
drinks, we know, for instance, there are many different kinds of tea.
than lists of ingredients is going to grow in significance. In order to meet
The one you end up drinking depends on how you want to feel and
the needs of consumers, the Coca-Cola system in Japan has displayed
the condition you want your body to be in. Enjoyment and image are
nutrition information on all products since around 2003, showing calorie
also important.
amounts as well as protein, fat, carbohydrate and sodium content.
Matsushita: With regard to that point, I think product images as
Since we want to convey whatever we can to aid consumers in the
portrayed through advertising and packaging, for example, help
selection of products, we should think about making available more
determine the images people have in their minds when they consume
general scientific knowledge in addition to nutrition information.
beverages.
Kobayashi: In the case of Coca-Cola and Coca-Cola Zero , nutrition
Ishikawa: In my own case, I sometimes want to drink Karada Meguri-
information appears in a striking layout to spark consumer interest.
cha , sometimes Minute Maid . Basically speaking, eating is about
Ishikawa: Yes, it’s very easy to understand.
consuming foods that match the state of your body on a particular
Nakagawa: The Coca-Cola system in Japan
day, rather than counting
deploys a broad product lineup in order to
up pluses and minuses.
meet the diverse needs of consumers and
That’s why I use the word
the glacéau vitaminwater series is part of
“harmony” instead of
that lineup. Packaging for each product in
“balance.” Balance
the series features a story influenced by its
implies you are thinking in
ingredients.
terms of pluses and
Ishikawa: In the Vancouver Olympic Village, glacéau vitaminwater was
minuses, such as: “I
available and I tried out the entire series. I explained the ingredients to
consumed calories here,
athletes and recommended situations when they might want to drink
so I’ll cut back there.”
particular products. For example I might say, “Theanine helps you
Nakagawa: Achieving
relax so this one is good at this or that time.”
harmony sounds hard
Kobayashi: It’s a new approach to the energy drinks we’ve made
because it means you
available so far.
really need to be in touch
Ishikawa: An interesting idea I learned through my conversations with
with your own body.
athletes at that time is that selecting a drink is an opportunity to reflect
Ishikawa: It’s not difficult.
on one’s own body. This is
We’re often told when we’ve caught a cold to consume hot and easily-
very important and leads to
digestible food, but that will not necessarily be a good nutritional
what I mentioned before
balance. The reason we recover quickly nevertheless is because such
about harmony. Reflect on
foods suit energy-depleted bodies, which need to sweat and have
yourself and make your
active white blood cells. When such harmony exists between food and
selection based on how
a person’s body, it can reach the desired condition quicker. The
you want to be. I think the
Coca-Cola system already has a fine product lineup. What matters
process is highly beneficial.
now is how consumers decide which ones match their bodies.
Matsushita: Athletes might know what they need, but our products are
What We Can Do to Help Consumers Lead
Healthy and Comfortable Lives?
15
Coca -Cola DIA L O G 1
Supporting Healthy Bodies and Minds through Sports
Into the Future
Ishikawa: Coming here today, I’ve been amazed at how many
active in supporting consumers’ physical and mental health through
products from the Coca-Cola system there actually are. In the future
sports. Activities belong to one of three main categories. The first is
approach you take toward drinking —for all age groups, from children
sponsorship of global sporting events like the Olympic Games and the
through to the elderly—I’d like to see you present products in ways
FIFA World CupTM. Consumers get to experience the excitement of
suited to different needs, which can vary even within a single family.
watching or listening to sports while enjoying Coca-Cola system
Kobayashi: Talking with you today, it really struck me when you
products. The second is provision of opportunities for enjoying
pointed out that human beings are able to drink from the moment
sporting events in Japan, such as having our products consumed at
they’re born until their very last moment, even if they’re unable to eat.
J-League soccer matches to add excitement to those events. The
As an employee of a company selling beverages, reacquainting myself
third category is broad assistance for sports in local communities.
with the act of drinking could very well broaden my thinking. I have
Ishikawa: Does that involve citizens actually getting out and moving
ideal pictures in my mind of situations where whole families happen to
their bodies?
be drinking our products, days full of opportunities for drinking them,
Matsushita: Yes. Two events we have sponsored for many years are
and brands chosen from one situation to the next that all happen to
Inter-High, or the All Japan High School Athletic Meet, and the Japan
be products from the Coca-Cola system. And so I want to carry on
U-12 Football Championship. Sponsorship of Inter-High began in
putting forward new and easy-to-understand ideas.
1993. Sponsorship of the Japan U-12 Football Championship began
33 years ago, in 1977. Assistance for sports at the grassroots level is
provided through the more than 70 sponsorship events that are held
each year together with the 12 bottling partners nationwide.
◎
Special Feature
Matsushita: If I might change the topic, the Coca-Cola system is very
Ishikawa: We really do see the Coca-Cola logo a lot at many
tournaments.
Matsushita: The FIFA World CupTM is being held this year. Soccer is an
immensely popular sport among children and many of the players they
look up to are foreigners. This makes the FIFA World CupTM a fantastic
opportunity for those kids to get a glimpse of the wider world. The
Coca-Cola system likes to give children the chance to participate in
such priceless events as the FIFA World CupTM and—just as we did for
the last FIFA World CupTM—has put out a call for flag bearers who will
carry national flags on to the pitch before the games.
Nakagawa: What really left an impression on me was the idea that our
bodies and minds are so closely connected. We have a tendency to
view things from the perspective of the product brand and I’m not
sure if we’ve given much thought to the mind. I’d like to go deeper
now in our pursuit of comfort.
Matsushita: I’m of the same sentiment and was likewise impressed. I
feel that our supporting consumers’ physical and mental health
through sport and the aspects of comfort and harmony you talk about
are quite compatible, and it has given me confidence. I was reminded
how important it is, not only in marketing but also as a corporate
stance, that we continue such activities.
Ishikawa: It’s definitely a good idea to let them see the real thing. The
Olympics is another event to actually go and see. Children love it.
Kobayashi: They’ll remember it their whole lives.
Matsushita: The Coca-Cola system can provide those opportunities.
And as long as we have the ability to create opportunities for people to
experience sporting events, from the global stage right down to the
grassroots level, then that’s what we will do.
Ishikawa: Right. Because even players good enough to be in the
World Cup and Olympic athletes start out by experiencing sports
locally.
16
Beverage Benefits
Creating New Value in
Response to Consumer Needs
◎
Beverage Benefits
The Coca-Cola system strives to create products that support the increasingly diverse values,
lifestyles, and needs of consumers. We create delicious, fun new value for a wide range of people
by providing them safe and reliable products.
Continuously Evolving
Zero-Calorie Beverages
Coca-Cola Zero , a Beverage Consumers Can Enjoy
without Worrying about Calories
The Coca-Cola system has been rolling out zero-calorie beverages
as one approach to creating products that support the healthy
lifestyles of consumers. Coca-Cola Zero , which contains no sugar or
preservatives, was revamped in February 2010, adding “zero artificial
flavorings” to its list of features. Consumers can enjoy the great taste
of Coca-Cola without worrying about calories, preservatives, or
artificial flavorings. In April 2010, we launched Coca-Cola Zero Free ,
which keeps the great taste and stimulating
carbonation of Coca-Cola Zero while taking the
“zero” concept to the next level. In addition to
containing no sugar, preservatives, or artificial
flavorings, it is also caffeine-free.
We have also developed zero calorie versions
of Canada Dry and Fanta , containing no
preservatives and made with pure water.
Aquarius Pro Recovery Shot was launched in March 2010 as the
latest addition to the Aquarius sports drink brand that first appeared
in April 1983. The new product is the first case of collaboration
between Aquarius , dedicated to fluid replenishment based on sports
science, and adidas, dedicated to athletic performance. Its focus is
on efficiently using energy during exercise. With 1,100mg of soy
peptides, it supports the body after exercise.
Aquarius Vitamin guard is a conditioning drink
with 1,000mg of vitamin C, equivalent to the juice
of 50 lemons; and it is also an isotonic food with
nutrient function claims (vitamin E), optimal not
only for sports but also for everyday refreshment.
STAKEHOLDER MESSAGE
Providing Accurate
Product Information
The Coca-Cola system’s iconic product, Coca-Cola , has been
completely free of preservatives and artificial flavorings since it was
first created back in 1886. We have worked to reinforce our lineup of
products free of both preservatives and artificial flavorings, such as
our revamping of Coca-Cola Zero in 2010 to contain no artificial
flavorings. In this way, we are providing products that meet the
various needs of consumers.
Coca-Cola and Coca-Cola Zero
have also endeavored to clearly
convey product information, as with
our nutritional information labeling in
easy-to-read large print for product
packaging. We provide the information
consumers need in an easily
understood form.
17
Sports Drinks for
a Variety of Situations
Ryo Takamata
Professor
Faculty of Human Life and Environment
Nara Women’s University
Sweating is an extremely effective means of regulating one’s
body temperature when exercising, but fluid loss due to
sweating results in reduced body water volume and increased
body water concentration (osmotic pressure). These changes
limit the body’s ability to control temperatures when exercising,
and impose a significant burden on the circulatory system.
Thermal dehydration results in a loss of both water and sodium,
so replenishing them is essential to restoring the body’s water
levels. Aquarius is a hypotonic fluid including sodium which is
effective for maintaining extracellular fluid volume and osmotic
pressure, improving athletic performance and helping prevent
heat stroke. It has been proven through countless studies that
exercise itself is effective in preventing lifestyle-related diseases,
but excessive exercise results in increased oxidant stress,
making the relief of stress after hard training a necessary part of
effective training. It would be wonderful if there were a beverage
product that could also help maintain an optimal stress level
during training.
Website
http://cocacola.co.jp/positively/market/new.html
Beverage Benefits
Products Supporting
Healthy Lifestyles
Flagship Brands Supporting Increased Health
Consciousness
Making the Everyday Fun—glacéau vitaminwater
FOSHU Products, Contributing to Health
The market for Food for Specified Health Uses (“FOSHU”) certified
by the Ministry of Health, Labour and Welfare grows every year due
to ever increasing health consciousness among consumers.
In order to meet those needs, the Coca-Cola system is working
hard to develop products that support the lifestyles of consumers
who are careful about sugar and fat consumption in their daily lives.
The concept behind Karada Sukoyaka-cha , launched in June 2009,
is to moderate sugar intake. It contains approximately 5g of dietary
fiber (indigestible dextrin) per 350ml, which helps moderate sugar
absorption when the product is consumed together with meals or
dessert.
Georgia Emerald Mountain Blend Daily Oligo Black , which went on
sale in September 2009, contains coffee bean mannooligosaccharide
(mannobiose), which is thought to control fat
absorption and reduce body fat. Because the
substance is extracted from coffee beans, its
taste goes well with coffee, and it can help
reduce both calories and sugar content by half.
Products Satisfying
Exacting Tastes
Reproducing Authentic Taste in a Canned Coffee
In June 2009, the premium espresso brand illy introduced the illy
issimo canned coffee brand, offering consumers a convenient way to
enjoy the refined taste of illy , born in 1933 in the birthplace
of espresso: Italy. illy issimo is loved by the world’s top
chefs and baristas, and is made with the same beans as
those used in restaurants and cafes in over 140 countries
around the world.
Love Body , for Women Conscious of Their Beauty and Health
Love Body , a comprehensive women’s beauty and health brand,
was revamped in February 2010. The
product contains nature-derived
ingredients that help women with their
beauty and health concerns from the
inside out. Love Body comes in three
varieties (Protein Works , Ginger Works,
and Rose Hip Works ), corresponding to
morning, noon, evening, and night so
that they can be chosen according to a
person’s daily life cycle.
The product glacéau vitaminwater , launched in July 2009, reflects
the demand for health and food safety by reducing calories and
using pure water, with no preservatives, artificial sweeteners, or
artificial colorants. Each individual flavor of the stylish beverage from
New York contains its own blend of vitamins and minerals.
Six flavors in total are available, such as glacéau vitaminwater xxx ,
a drink that combines açaí palm, blueberries, and pomegranates and
contains vitamin C and niacin; and glacéau vitaminwater power-c ,
flavored with southeast Asian tropical fruit and dragon fruit and also
containing vitamin C and fructose. The
lineup allows consumers to replenish
fluids in a way that suits their own moods
and lifestyles. The short blurbs on the
packaging also reflect the brand’s
character, bringing some fun to people’s
busy lives.
◎
Beverage Benefits
The Karada Meguri-cha brand, which supports health from the
inside out based on the Asian health philosophy of the body’s natural
flow, was expanded with the October 2009 launch of Karada Meguricha On-yo Blend , a dedicated hot tea containing ginger. In February
2010, the Karada Meguri-cha brand was revamped to contain nine
Oriental herbal ingredients and more wolfberry.
Meanwhile, the Sokenbicha brand saw the launch of
Sokenbicha Kurosae , created in response to the health
needs of working people who required a tea that would
help them work with a clear head from the first thing in the
morning. It contains a balanced blend of healthy blackcolored ingredients, such as black soybeans, black
sesame, and black rice, which all contain polyphenol, as
well as premium oolong tea, pu’er tea, and germinated
brown rice.
Proposing New Lifestyles
Providing the Added Value
of “Fun”
Products that Provide New Types of Fun
Fanta Moo Moo White , a sparkling lactic beverage launched in
February 2010, is a low-calorie lactic drink that contains as much
calcium as a cup (200ml) of milk. Its delicious
taste and unique packaging provides the
characteristic fun of Fanta . Coca-Cola in a
350ml ball-shaped PET bottle, introduced in
May, 2010, draws attention because of its
soccer-ball shaped packaging, adding
excitement to the 2010 FIFA World CupTM and
bringing fun to parties and gatherings.
18
Initiatives to Ensure “Safety” and “Reliability”
In order to provide consumers with products as well peace of mind, the Coca-Cola system implements thorough
quality management based on strict standards—from the procurement of raw materials to the sales of products.
We believe that continually implementing safety measures builds up the reliability of the brand itself.
Thorough Quality Management
Based on a Consistent Framework
distribution/transportation, sales, and delivery of products to
consumers.
Given the strong interest of consumers in food safety recently, we
believe that it has become more essential than ever in the current
period to forge a bond of trust between manufacturers and
consumers of the sort that cannot be expressed numerically or
scientifically.
We continually implement initiatives related to safety, based on the
KORE requirements, so that consumers have trust in Coca-Cola
system products, knowing they are safe, which in turn enhances
their confidence in the corporate brand as a whole; and engage in
the rigorous manufacture of products everyday in an effort to
generate a sense of reliability based on the safety of those products.
Process Leading up to Product Delivery to Consumers Based on KORE
Coca-Cola (Japan)
Co., Ltd.
Coca-Cola Tokyo
R&D Co., Ltd.
Supplier selection and
approval
Examination of
raw materials
Release of
raw materials
Carry out product planning,
marketing, and improvements
based on consumer feedback
Develop products and provide
technical support
Implement and certify audits
based on Supplier Guiding
Principles established by The
Coca-Cola Company
QA analytical service examines
the quality of raw materials
Suppliers and Coca-Cola
Japan test raw materials and
ship those that are acceptable
◎
Beverage Benefits
KORE Management System
In order to maintain a high level of quality, Coca-Cola system
companies throughout the world since 2010 have been
implementing the demanding standards of the KORE (Coca-Cola
Operating Requirements) requirements. The Coca-Cola system’s
previous management system, TCCMS (The Coca-Cola Management
System), also achieved progress in responding to consumer quality
concerns, but this year the new KORE requirements was introduced
as a new management system framework to continue to respond to
market changes and the high expectations of consumers.
The KORE requirements includes standards related to quality, food
safety, the environment, and safety & loss prevention for activities
ranging from raw material procurement and production to
Confirmation of
quality of products
on the market
Check the quality of products purchased using the same channels
as ordinary consumers (convenience stores, vending machines, etc.)
To consumers
Please direct comments and
suggestions to the Coca-Cola
Consumer Service Center
0 1 2 03 0 8509
(toll free)
Hours:
9:30 a.m. – 5 p.m.
(except weekends
and public holidays)
19
Sales
Production
Delivery
Transportation
Products delivered to convenience
Production based on strict
quality management, including
the quality of water used, in
line with KORE guidelines
Raw materials are delivered
to bottling plants nationwide
Raw materials are transported
stores, supermarkets, vending
machines, etc.
in a state allowing confirmation
of sealed packages to maintain
quality and safety
Website
http://cocacola.co.jp/positively/market/quality.html
Beverage Benefits
Systems for Preserving Quality
Fundamental KORE Concepts
Overall Structure of KORE
KORE is composed of a structure that breaks down the categories
of Quality, Food Safety, Environment, and Safety & Loss Prevention
into the following five levels: Policies, Standards, Specifications,
Requirements/Method, and Procedures, and References. The top
four layers—from Policies to Requirements/Method—indicate what
results are required to be achieved. The Procedures and References
layers indicate how these results are to be attained, sharing the best
practices used around the world throughout the Coca-Cola system.
KORE Management System Framework Diagram
LEVEL 5
References
Quality
References
Food Safety
References
Environmental
References
Safety
&
Loss
Prevention
References
Procedures
Quality
Procedures
Food Safety
Procedures
Environmental
Procedures
Safety
&
Loss
Prevention
Procedures
Quality
Requirements
Food Safety
Requirements
Environmental
Requirements
Safety
&
Loss
Prevention
Requirements
Quality
Specifications
Food Safety
Specifications
Environmental
Specifications
Safety
&
Loss
Prevention
Specifications
Quality
Standards/
Regulations
Food Safety
Standards/
Regulations
Environmental
Standards/
Regulations
ISO 9001
ISO 22000
（FSSC 22000）
Safety
&
Loss Prevention
Standards/
Regulations
ISO 14001
OHSAS 18001
Quality
Food Safety
Environment
Safety & Loss
Prevention
HOW
LEVEL 4
Requirements/Methods
LEVEL 3
Specifications
WHAT
Standards
LEVEL 2
*Quality standards are largely based on ISO
9001; Food Safety standards on ISO 22000
(FSSC22000); Environment standards on ISO
1 4 0 0 1 ; a n d S a f e t y & L o s s P re v e n t i o n
standards on Occupational Health and Safety
Assessment Series (OHSAS) 18001
◎
Beverage Benefits
KORE establishes strict voluntary standards that exceed the
requirements of ISO and applicable laws.* For example, there are
over 280 analysis items for water quality alone, with that analysis
performed on a regular basis. At least once a year a third-party
certification body measures the degree to which actual performance
was in line with targets set. This objective evaluation ensures that
Coca-Cola system’s quality management system operates in a fair
and equitable way.
KORE is a governance model and management system framework
utilized by the Coca-Cola system, which conducts business
throughout the world, and is regularly updated by The Coca-Cola
Company. The Coca-Cola system in each region adds to the
published specifications and requirements pertaining to its own
marketplace, always striving to optimize their operations. Products
sold in limited regions follow required rules in addition to KORE,
under the responsibility of local companies.
LEVEL 1
Policies
20
Finding the Best Raw Materials and
Transporting Them Safely
◎
Beverage Benefits
Supplier Guiding Principles
21
Supplier Guiding Principles are the basic rules applied by the
Coca-Cola system throughout the world that go beyond merely
procuring high-quality raw materials to also encompass and assess
all aspects of the companies with which we do business, including
their adherence to laws and ordinances and their administration as
fair and equitable enterprises. In addition to requiring legal
compliance, the program also prohibits child labor and asks
suppliers to be cognizant of human rights and global environmental
issues. This includes providing briefings and training sessions when
required and also encouraging potential suppliers to understand and
share these values before we enter into contracts with them. After
business transactions commence, third parties are commissioned to
perform regular audits and verify application of the guiding principles.
Partnerships to Enhance Quality
There is a diverse range Coca-Cola system products, including
sparkling beverages, teas, coffee drinks, and juices. The Coca-Cola
system also employs KORE requirements when purchasing raw
materials, ensuring that suppliers meet those standards when
procuring such materials. In order to thoroughly maintain a high level
of quality for all raw materials we purchase, analysis certificates or
inspection data are issued by our Japanese or overseas suppliers to
confirm quality, and then the raw materials are inspected again by
Coca-Cola Japan. An average of 600 to 700 samples may be
inspected in any given week. Before we enter into transactions with
new suppliers, we visit their worksites and confirm whether they use
any agrochemicals that are not approved in Japan. Furthermore, the
Coca-Cola system works in partnership with its suppliers to support
a high level quality through regular audits to confirm adherence to
the requirements of KORE.
Fostering Partnerships for Growth
While we impose rigorous guidelines regarding our relationship
with suppliers, we also endeavor to discover promising producers
around the world and help them to reach the levels that we require.
Since 1994, we have been in a business relationship with The
National Federation of Coffee Growers of Colombia (Federación
Nacional de Cafeteros de Colombia; FNC). We provide on-going
support to FNC-member suppliers with regard to local technical
guidance and environmental measures as well as the management
of labor resources, and have also contributed to the construction of
a system to reliably and comprehensively cover processes ranging
from the cultivation of coffee beans at the highest levels in the world
for quality and quantity to the roasting of those beans.
Security during Transportation of Raw Materials
As with quality control during cultivation and harvesting, the utmost
consideration is given to ensuring security during transportation. This
includes innovative packaging ideas, such as the use of tape bearing
the Coca-Cola logo for cartons and containers so that it is clear if
they have been opened. If the tape is broken, the raw materials will
not be used. We work to ensure the complete safety of raw materials
through this sort of close attention paid to transportation
management.
Website
Beverage Benefits
Safety and Reliability
in Manufacturing
Obtaining International Certification for Food Safety
Plant Safety and Sanitation Management
Products are subject to strict sanitation management during the
manufacturing process. For tea and coffee drinks that use natural
ingredients in particular, we create aseptic filling lines to eliminate
bacteria at the filling and capping processes. Plant employees are
also subject to daily health checks, and we pay attention to
maintaining both sanitary conditions as well as occupational safety
for our employees. We also work to improve safety through the
implementation of risk assessments, which are based upon accident
prediction training. Systems are in place to regularly identify potential
risks and limit them.
For measurements and inspections to verify safety, it is important
not only to numerically indicate those results but also have processes
in place to draw conclusions from those figures. This can function
properly when the measurement equipment is accurate, the
employees in charge are skilled, and there is understanding from the
outset among those involved in the inspection regarding the
necessity of what they are doing.
We aim to ensure consumers’ peace of mind by safeguarding
safety through such harmony between the system, equipment, and
personnel. Our mission is to always seek to improve the system and
introduce new equipment to enhance productivity and stability as a
way of both maintaining the quality of our products and ensuring
good workplace conditions for plant workers.
“Polishing the Water”
The global water quality standards established by The Coca-Cola
Company incorporate the analytical categories and numerical values of
the World Health Organization (WHO). The Coca-Cola system in Japan
compares those standards with water quality standards in Japan and
the Japanese Waterworks Law, applying whichever is the strictest.
Bottling plants throughout Japan carry out routine testing prior to
manufacturing, including sensory testing, physical and chemical
testing, and visual inspections. This is performed by examiners who
have been certified in-house. Meanwhile, annual checks of
conformity to Coca-Cola system water quality standards are also
implemented. In order to manufacture products using water that has
met such standards, the water passes through four different devices,
including a high-performance filter and activated carbon. This
process, which we call “water polishing,” results in highly-purified
water for use in products.
◎
Beverage Benefits
The 28 bottling plants located in Japan all introduced the new
KORE requirements in 2010. Moreover, in order to further enhance
product safety, the plants will obtain outside certification from such
internationally standards as ISO 9001, ISO 22000, ISO 14001, and
OHSAS 18001. For the area of food safety in particular, the plants
are aiming to obtain FSSC 22000 certification, which is more
effective than ISO 22000. Currently, seven plants of the Coca-Cola
system have received FSSC 22000 certification, and they are the
only beverage plants in Japan to do so (as of July 1).
22
Support for Retailers
◎
Beverage Benefits
Delivering the Best Possible Products at all Times
The Coca-Cola system characteristically takes it upon itself to
perform distribution through to the delivery of products after
shipment from plants. In this sense, it can be said that our approach
to quality extends all the way to the point where consumers obtain
our products. For retail outlets and vending machines, where
customers are free to arrange product displays and replenish stock,
we distribute pamphlets that include information on precautions
relating to quality management. KORE governs quality management
at the transportation and sales stages as well. We engage in
ongoing, collaborative research with bottling partners on such issues
as the timing with which products should be offered for sale in
stores, heating and cooling temperatures so that products are in
their optimum state when purchased by consumers, appropriate
inventory management approaches for vending machines, and
subtle changes that can take place prior to a product being sold.
Survey of Products on Sale
One of our post-shipping quality management programs involves
surveys of products on sale. We randomly purchase about 400
samples a month and send them to the Coca-Cola system’s
research laboratory in Shanghai for detailed quality inspection. This is
done to confirm that the products on sale in the market maintain a
high level of quality.
Responding to Consumer Feedback
The Coca-Cola Consumer Service Center receives an average of
300 calls and e-mails each day. We carefully sort through opinions
and inquiries received from consumers on a daily basis and provide
feedback from analysis of those comments to development
departments. Product formulas are even modified on occasion
where necessary. In response to consumer inquiries, desires, and
comments, the center works with the consumer’s local bottling
partner, aiming to provide a speedy, accurate and sincere response
and information as needed. Consumer feedback is also checked
each day on our data systems, and information is shared with
relevant departments where appropriate. In addition, starting in
November 2008, we launched the Consumer Feedback Portal on
the company intranet, so that all employees, including top
executives, can view feedback from consumers. We have created a
structure to continually improve the quality of our products and
services by sharing the perspectives of consumers throughout the
company in a timely fashion based on consumer feedback. Up to
now, this has led to numerous examples of improvements, including
easy-to-hold PET bottles and easily-removed labels.
A data system has also been set up to automatically send notices
to contact points in departments if similar comments are received
multiple times about the same product from the same plant over a
certain interval of time. This mechanism helps to ensure that nothing
is overlooked. Issues that impinge on safety, in particular, result in
immediate verification and response.
Internal System to Respond to Consumer Feedback
Consumers
12 bottling partners
nationwide
Related departments
Top management,
Quality Assurance, Marketing,
and other related departments
23
Website
Beverage Benefits
Mechanisms to Support Safety
and Reliability
Incident Management & Crisis Resolution Structure
IMCR Structure
Coca-Cola (Japan) Co., Ltd.
Bottling partners
The Coca-Cola Company
IMCR Committee
President
IMCR members
IMCR Committee
President
Report /
Collaboration
IMCR members
IMCR
coordinator
Initial Assessment Team
Collect information and assess the risk
IMCR coordinator
Initial Assessment Team
Collect information and assess the risk
Sales department
Consumers
Customers
COLUMN
gathering and communicating accurate information so that there is a
uniform response throughout the Coca-Cola system.
The Coca-Cola Company conducts business throughout the
world, which means that a problem that occurs in one country can
rapidly spread to others. Accordingly, reports are sent to The
Coca-Cola Company’s Operations Center, which operates 24 hours
a day to coordinate actions. Risk management is not mastered
overnight. In addition to manuals, the Coca-Cola system has systemwide training programs, including basic training courses, intermediate
level risk assessment training, and advanced simulation training
programs. These courses are offered regularly to all Coca-Cola
system companies, and case studies are shared throughout the
system. Bottling partners also conduct their own training for plants,
account managers, and newly appointed managers. This section has
outlined our mechanisms for the area of safety, but obviously efforts
to link them to improving product reliability and building unshakable
relationships of trust with consumers should always be considered a
work in progress. We will continue to implement activities aimed at
ensuring the safety and reliability of our products.
◎
Beverage Benefits
Incident Management & Crisis Resolution (IMCR) is a common
global program developed by The Coca-Cola Company, and is also
employed in Japan. Once every year we conduct an assessment of
latent risks involving our business activities, including such areas as
human resources and organization, products and markets,
infrastructure information, as well as financial affairs; formulate and
implement countermeasures; and then report to the headquarters in
the United States. The program seeks to minimize the impact even if
risks materialize.
For example, if there is a report connected to quality issues, the
IMCR coordinator immediately organizes an initial assessment team
consisting of representatives from relevant departments. This team
collects information, formulates initial responses, and investigates the
level and scope of risk. If it appears the problem could become more
widespread, the team is expanded to an IMCR Committee that is
responsible for developing responses as well as examining
communications approaches for consumers, customers, the media,
and other stakeholders. And bottling partners employ this same
system. The IMCR coordinator serves as the central point for
Business Continuity Plan (BCP) to Respond to an Outbreak of H1N1 Influenza
Under the risk-management system outlined above, and based on the detailed version of the H1N1 Influenza countermeasure guidelines of the
Ministry of Agriculture, Forestry and Fisheries, the Business Continuity Plan (BCP) was formulated and measures adopted. The plan foresees a
virulent or highly virulent outbreak of H1N1 influenza and examines measures to prevent an epidemic based on an evaluation of the risks of
contagion. The plan includes measures and action guidelines, including health checks for employees and the practice of hand washing and gargling.
BCP involves the following three steps: 1) conducting an analysis of the influence on business of an influenza outbreak to grasp the impact if business
is suspended and what resources are important for key operations; 2) on the basis of that analysis, examine the risks to business operations of a
virulent or highly virulent outbreak of H1N1 Influenza; and 3) formulate precise response measures and conduct simulations on business continuity.
24
Initiatives Supporting
Consumers’ Active,
Healthy Lifestyles
◎
Initiatives Supporting Consumers’ Active, Healthy Lifestyles
The Coca-Cola system, as a beverage manufacturer, provides and promotes accurate information
regarding fluid replenishment in order to support healthy lifestyles. We support active lifestyles by
promoting and supporting a wide range of sporting events, on both the global and local level.
Sponsors the FIFA World CupTM
Soccer has the allure of bringing people together. People who
watch or play soccer together can refreshingly share the same sorts
of dreams as well as a sense of hope and exhilaration, regardless of
language barriers. The powerful partnership between The Coca-Cola
Company and the Fédération Internationale de Football Association
(FIFA) dates back to The Coca-Cola Company’s support for the first
FIFA World Cup™ tournament, held in Uruguay in 1930. The Coca-Cola
Company began stadium advertising with the 1950 FIFA World Cup
Brazil™, and became a FIFA World Cup Official Partner when that
sponsorship program started with the 1978 FIFA World Cup
Argentina™. In 2005, The Coca-Cola Company extended its Official
Partner contract to encompass the 2022 tournament, when the
company will have been an official sponsor for over 70 years. This
powerful partnership will make The Coca-Cola Company the longest
standing FIFA World Cup™ official sponsor. At the 2010 FIFA World
Cup South Africa™, Coca-Cola Japan highlighted the bond between
the World Cup and the Coca-Cola brand, sending out a positive
message befitting Coca-Cola through
communication such as advertising,
hands-on events, product packaging,
and marketing activities, with the
overarching theme of “What’s your
celebration? Open Happiness!”
Holds the FIFA World Cup™ Trophy Tour by Coca-Cola
for the 2010 FIFA World Cup South Africa™
Leading up to the start of the 2010 FIFA World Cup South
Africa™, the Coca-Cola system presented the FIFA World Cup™
Trophy Tour by Coca-Cola, displaying the one-and-only FIFA World
Cup™ championship trophy, an object of fascination to both soccer
fans and non-soccer fans alike. Prior to the start of this year’s FIFA
World Cup™, the championship trophy was showcased in 91 cities
in 85 countries around the globe, starting with FIFA headquarters in
Switzerland. In total, the worldwide events spanned a period of nine
months, allowing people far and wide to experience first-hand the
unique championship trophy. On
April 23 the trophy arrived in
Japan, where over 7,000 people
got a chance to see it up close
during the four-day event and
savor the joyful atmosphere.
25
Dispatches Coca-Cola Flag Bearers to 2010 FIFA
World Cup South Africa™
The Coca-Cola system dispatched flag bearers to the June 2010
FIFA World Cup South Africa™, as it did for the 2006 tournament in
Germany, to carry the national flags of participating teams while
leading the players onto the pitch.
The 18 junior high school students
selected in a public contest to be
flag bearers for the three Japanese
matches returned to Japan after
the tournament with joyful
memories of seeing the world from
a new perspective and of meeting
children from other countries.
J. League and Coca-Cola Zero
Coca-Cola Japan entered a two-year contract with the Japan
Professional Football League (J. League) as an official sponsor in
January 2009. Currently, local bottling partners are involved in
sponsoring, in some form or another, 16 of the 33 J1 and J2 teams.
The Coca-Cola system’s corporate activities share much in common
with J. League’s philosophy of supporting grassroots activities,
cultivating healthy minds and bodies, and contributing to international
exchange and goodwill. By providing more people with opportunities
to come in contact with the allure of soccer, the Coca-Cola system
hopes to help cultivate and strengthen the soccer movement in
Japan.
Japan U-12
Football Championship
The Coca-Cola system in Japan has been a special supporter of
the Japan U-12 Football Championship tournament ever since it was
first held, over 30 years ago. Since 2005, in order to support the
dreams of children who aspire to play soccer on a global level,
Coca-Cola Japan has held the Coca-Cola Soccer Dream Camp, as
part of the official tournament program, allowing participating children
to experience the joy of communicating in English.
Website
http://cocacola.co.jp/positively/active/
The Coca-Cola Company has been involved in the Olympic Games
since the 1928 Olympic Games in Amsterdam, and has actively
supported the activities of participating athletes as a worldwide
partner.
For the Vancouver Olympic Winter Games held in February, 2010,
the Coca-Cola system in Japan carried out promotional activities at
the Sapporo Snow Festival and other events to raise awareness of
the importance of fluid replenishment during winter. In winter,
dryness leads peoples’ bodies to lose fluid more easily, yet their
recognition of the need for fluid replenishment is lower in winter than
in summer. Through promotional
campaign activities for Aquarius ,
which supports those who enjoy
sports in a variety of ways, the
Coca-Cola system has impressed
on people the importance of
fitness management through fluid
replenishment.
In addition to the Olympic Games, surveys on the
sporting activities of male and female workers in their
20s and 30s have also been carried out for Aquarius ,
providing content that stresses the importance of fluid
replenishment, including the provision of clear scientifically
based information on the product’s website regarding why
fluid replenishment is important and how to best replenish
fluid when playing sports. The Coca-Cola system will
continue to highlight the importance of fluid replenishment,
not only through a variety of sporting events but also with
regard to light exercise in daily life.
The All Japan High School Athletic Meet, also known as Inter-High,
brings together high school athletes from all 47 prefectures across
Japan. The Coca-Cola system has been an official special sponsor
of the competition since 1993 as a way to help support the sound
development of youth through sports.
The Coca-Cola system supports fluid replenishment of participants
through the free supply of products on a large-scale at the various
venues of the competition. Fluid replenishment does not only
contribute to supporting the performance of the participants, but is
also effective in preventing heat stroke among the teachers,
students, and volunteers at the summer event.
The Coca-Cola system provided the roughly 30,000 athletes who
participated in the 2008 Saitama Meet with official T-shirts to
commemorate the event, made of 50% recycled PET bottle
materials, in addition to installing a Recycling Station at some venues
to promote recycling awareness. The opening ceremony of the Chura
Island Okinawa Meet 2010 held at the Okinawa General Athletic
Stadium, starting on July 28, will be attended by top athletes from
high schools across Japan. The Coca-Cola system will be recruiting
Coca-Cola All Japan High School Athletic Meet Reporters from
across Japan, and sending them
to Okinawa. These special high
school student correspondents
will convey back to people in their
home countries the vibrancy and
energy of the competing high
school athletes.
STAKEHOLDER MESSAGE
Qoo Dietary
Education Project
The Coca-Cola system in Japan, based on a belief in the
importance of conveying accurate dietary information to children, has
been offering a nationwide dietary education program for both
parents and children since 2006 via its fun-loving kids’ drink Qoo . In
order to promote a balanced diet for children, the Coca-Cola system
has published “Let’s Eat Properly Exercise with Hiromichi and Qoo”
(supervising editor: Motoko Sakamoto, M.D., Vice-President and
Professor at Wayo Women’s
University), normally called “Qoo
Dietary Education Exercise.”
Through such exercise, children
learn the importance of a wellbalanced diet, of eating together,
and of enjoying eating when
hungry.
Kazunobu Umemura
Executive Managing Director
All Japan High School Athletic Federation
The All Japan High School Athletic Meet, also known as InterHigh, gathers top high-school athletes together for a major
Initiatives Supporting Consumers’ Active, Healthy Lifestyles
Supporting the All Japan High School
Athletic Meet
◎
Fluid Replenishment Education during
the Vancouver Olympic Winter Games
competition with the most competitive events of any such event
in Japan, producing a wealth of excellent athletes. The longstanding support of the Coca-Cola system, a global beverage
company and sponsor of the Olympic Games and FIFA World
CupTM, is extremely significant. The Coca-Cola system has not
only supported nationwide high-school competitions, such as
Inter-High, but has a strong image of continually promoting a
wide variety of sporting events spanning a great diversity of
areas and ages. It is one of the leading companies supporting
healthy living by promoting sports. I hope that the Coca-Cola
system continues to promote sports through its assistance in
maintaining and developing Inter-High as a symbolic event for
high school students across Japan.
26
Coca-Cola DIALOG 2
What can we do now to lessen the impact of beverage
containers on the global environment? We invited Dr. Misuzu
Asari, an assistant professor at Kyoto University’s Environment
Preservation Center whose contribution in the environmental
field primarily consists of research on waste, to discuss
“Sustainable Packaging” initiatives being advanced by the
◎
Special Feature
Coca-Cola system.
Environmental Impact of Packaging
and Related Initiatives
Onishi: Today’s theme is “Sustainable Packaging” and I’d like to start
by introducing the history of container-related initiatives of the
Kenshi Matsuoka
Project Manager
Technical Commercialization Package
Technical Stewardship
Supply Chain & Commercialization
Responsible for product packaging and supervised
development of the lightweight I LOHAS bottle.
Coca-Cola system. It’s no exaggeration to say that the history of the
Coca-Cola system’s environmental activities parallels the history of
containers. In the 1970s, the Coca-Cola system ran a “Hello Beautiful
Japan!” Keep Japan Beautiful campaign to combat littering of post-
so your comments remind me of the close relationship between
consumer containers. This was an active effort involving local clean-up
packaging and waste and environmental issues. Because I work in
activities and donations of container collection boxes. During that time,
circles that research and act on environmental issues, I’m aware there
beverage containers underwent a transformation into PET bottles and
is some sentiment opposed to the beverage industry. But I personally
were made lighter. Then came the dawn of the environmental age,
have vivid memories from when I was a child of drinking bottled
and by around 2004 the concept of “Sustainable Packaging” had
Coca-Cola on special occasions, like when we visited an inn
emerged. One reason “Sustainable Packaging” is currently a priority
somewhere. I sense that part of those experiences and memories
issue for management is the “Live Positively” guiding principle for our
contains the fun element of Coca-Cola. I’d like to see you continue
business adopted in 2008. We’re pursuing “Sustainable Packaging” in
initiatives that stick in people’s minds in the area of “Sustainable
line with this business principle. In terms of our aims, “Sustainable
Packaging” too. I’ve been researching waste since my days as a
Packaging” first of all has to be easy to use. It must also be compatible
student and know how much the emergence and spread of PET
with the environment. And finally it has to be fun , which is an element
bottles has influenced the proportion of waste accounted for by
that typifies the culture of the Coca-Cola system. The Coca-Cola
packaging and containers. But ever since I LOHAS was launched last
system views packaging
year, PET bottles have been assessed very differently. The well-known
as sustainable when it
life cycle assessments (LCA), conducted around 10 years ago,
satisfies those three
showed that multiple reuse of glass bottles had the lowest impact on
criteria.
the environment, followed by paper, with PET bottles near the bottom
Asari: Your explanation of
of the list. However, the latest LCAs submitted to a review committee
the background to
of the Ministry of the Environment to which I belong found that one-
activities that have
way PET bottles—assuming they are lightweight PET bottles
continued since 1970 is
like I LOHAS and will preferably be recycled back into bottles—have
very enlightening. In the
the lowest environmental impact. It was staggering news. And now we
1970s in Kyoto, where I’m
have the PlantBottle . It’s amazing how things have changed over the
based, citizens were also
last couple of years. Today I hope to hear some hidden insights into
involved in deliberation on
packaging development that I can help to spread.
an “empty can ordinance”
27
Our Challenge of Pursuing
“Sustainable Packaging”
◎
Special Feature
Assistant Professor
Environment Preservation Center
Kyoto University
Yukie Watanabe
Manager
Environmental Performance Management Group
Public Affairs & Communications
Assistant Manager
iMarketing
Marketing Operations
Graduated from Kyoto University’s Undergraduate
School of Global Engineering (Faculty of Engineering)
and received a doctorate in engineering at the
university’s graduate school, where her research
theme centered on the issue of waste. Analyzes
household item flows through to the waste stage as
well as people’s behavior; and also advances social
programs such as the 3R & Low-Carbon Society Test
and “Bikkuri! Eco Hyaku-sen” environmental exhibits.
Coordinates overall environmental measures for the
Coca-Cola system, including the formulation
of environmental strategy, deliberation on
environmental measures relating to areas such as
containers, packaging and waste, and support for
environmental sales and marketing.
Supports marketing activities through
administration of web-based media. Handles a
broad range of areas, from product information to
corporate matters.
Undertaking the Challenge
of Container Development
Kentaro Onishi
Misuzu Asari
give way easily. We also shifted the topology to make it even tougher.
Asari: Not only does the bottle look good, there’s meaning behind
how it looks.
Watanabe: The fact you can twist it like a towel had quite an impact.
Matsuoka: The development of the I LOHAS bottle you mentioned
Matsuoka: Even if we say we’ve reduced the weight, nobody can tell
took about two years. The Coca-Cola system in Japan was quick to
the difference just by looking at it. It’s when people see the bottle
focus on environmental considerations based on the “sustainable
being crushed so easily in a TV commercial that they truly understand
packaging” concept, and now that around 70 percent of beverages
how light it is.
come in PET bottles, reducing the weight of those bottles has become
Onishi: There are other merits. Before putting empty containers out to
an important task for us. All the knowledge we’d acquired about
be recycled into new resources, we have to store them at home.
reducing weight in the past was brought together for the development
Consumers will recognize the benefits of containers that take up less
of the I LOHAS bottle, which got underway in 2007. We managed to
space, and recycling will be pushed ahead.
produce a 520ml bottle weighing only 12g, which is approximately 40
percent lighter than our conventional bottles.
Onishi: So we achieved the lightest weight in Japan.*
Matsuoka: The thing about “Sustainable Packaging” is it has to be
easy to use or the consumer won’t accept it. Even if a product comes
in a light container, consumers won’t buy it if the container is hard to
hold because it collapses in your hand or is difficult to drink from. We
set out to achieve the lightest container while retaining ease of use.
Asari: Is there a reason for each one of these indents and rises?
Matsuoka: Yes. The cross-section of this groove around the bottle is
shaped like a pentagon. An ordinary round shape would become oval
if pressure was applied so that when you went to drink it would distort
and you would spill the contents. We put a lot of thought into finding a
shape that was solid, and settled on a pentagon because it doesn’t
* I LOHAS is packaged in the lightest small PET bottle produced in Japan for products
550ml or smaller (as of March 2010; according to research by Coca-Cola Japan)
28
Asari: As containers and packaging account for around 60 percent of
usually made using 70 percent terephthalic acid and 30 percent
the volume of waste, I wish all other containers were twistable!
monoethylene glycol. In the PlantBottle , the 30 percent monoethylene
(Laughs) Because when they’re collected, most of what you’re
glycol component has been replaced by plant-based materials.
transporting is air. In that sense, this bottle creates a win-win situation
Despite the fact that plant-based materials are used, the strength,
for everyone.
durability, and permeability properties are identical to ordinary PET
Matsuoka: The I LOHAS product was an enormous challenge for us
bottles. The new bottle can also be 100 percent recycled using the
as well. And because no manufacturing company had ever made such
same methods as for conventional PET bottles.
a light bottle before, there was disagreement even within the company
Asari: It sounds as if it might take time before consumers can hear the
about whether we should introduce it or not. Subsequent consumer
term PlantBottle and know what it means.
research convinced us that consumers would be attracted to a bottle
Watanabe: We’re conveying to consumers that it’s a new bottle
if it was both light and easy to use.
derived from plants.
Asari: A lot of the time nowadays it’s consumers who lead the way.
Onishi: Unlike the “twistable” angle we took on I LOHAS , we have to
That goes for the environment, too. The question for companies is: Do
explain the benefits because consumers are unable to experience
they have the courage to put out products that move one step further
them personally. This is something we have to work on.
ahead than that?
Asari: I’d definitely like to see you convey that fact. As for the materials,
◎
Special Feature
Our Challenge of Pursuing “Sustainable Packaging”
Onishi: That’s right.
30 percent is the maximum for the plant-based component. Do you
The same applies to
intend to take that further?
opportunities to partake
Onishi: In the future we want to make a bottle entirely from plant-
in environmental activities.
based material. And while we currently use sugar cane as a raw
Environmental activities
material, we’re conducting research based on a future vision whereby
we can implement every
biological materials—specifically wood waste, corn stems and leaves,
day include recycling and
wheat stalks, and other plants not used for food—will be used as raw
energy saving.
materials.
Matsuoka: In the case of
environmentally friendly
cars and home appliances,
you might only get one
29
Proposing “Enjoy Eco!”
as a Fun Environmental Activity
chance every few years
Onishi: The Coca-Cola system in Japan is about to launch an “Enjoy
to buy an environmentally
Eco!” program focusing on interactive activities together with
friendly product. But
consumers over the entire packaging life cycle in the hope of achieving
consumers have countless
even greater results. In the sales stage of the life cycle we will
opportunities to buy
showcase environmentally friendly Coca-Cola system products to
beverages. I think it’s great that consumers can easily take part in
consumers and we also plan to develop and introduce new recycling
environmental activities.
boxes that will add enjoyment to sorting and collection after
Asari: Consumer behavior is a form of voting in a way because people
consumption. Their shape and design, which highlights their function
cast “votes” for products they like on a daily basis. The negative
as container collection boxes rather than litter bins, will incorporate the
assessment of PET bottles over the last two decades has left an
Coca-Cola system’s unique focus on fun.
impression on consumers’ minds, but I LOHAS turned that on its
Watanabe: Another idea for recycling or reuse that we implemented
head. I see it as a major turning point. And now you’ve introduced the
last year was a donations program that made use of the
PlantBottle . And if this continues into the future, it should be a major
“Mobage-town” game and
development in terms of reducing reliance on fossil fuels.
social networking site for mobile
Onishi: We can reduce weight only so far and reaching a level of “zero”
phones. For the program, a
is impossible no matter how intense the competition for development.
resident of Mobage-town—a
That leaves changes to raw materials as another option. The
Coca-Cola character named
PlantBottle was developed using renewable plant-based materials,
Cokeski—collected avatars from
which is another key word. Raw materials used include molasses, a
Mobage-town users after they
by-product of the processing of sugar cane into sugar. PET bottles are
were finished with them. A
Coca -Cola DIA L O G 2
environment, but our challenge will
be to come out on top.
Onishi: The Coca-Cola system is a
global enterprise and, as one of the
biggest users of containers and one
of the biggest emitters of postconsumer containers in the world,
we’re well aware of our enormous
social responsibility. At the same time people all around the world
know about the Coca-Cola system, which presents us a great
opportunity to communicate. This is another major attraction of our
messages and values by placing them on our products. We’ll do that
funds were raised through the program to purchase recycling stations
by making the actual containers environmentally friendly. And we also
(can crushers) that were presented to green bird.
hope to convey the value of enjoyment that can be gained from
In my department, where we handle licensed merchandise, we also
collection and recycling.
have plans to sell items made from recycled PET materials through
Watanabe: The trend in the world of marketing is also toward being
collaboration with Beauty & Youth United Arrows. We hope to use
environmentally friendly, with all kinds of companies conveying
merchandise in this way to help promote participation in environmental
messages about their environmental efforts. Therefore, I’d like to
activities as a cool thing to do.
employ a wide range of methods for communicating the Coca-Cola
Asari: Today’s consumers won’t buy items simply because they’re
system’s distinctive way of being considerate to the environment in a
environmentally friendly, which is only natural, but it means that products
fun way, as well as our various sales promotion activities, brand
need something extra, like a good design, a fashionable image, or ease
merchandise, and even auctions.
of use. I look forward to seeing the results being made in this area.
Asari: From a researcher’s perspective, I believe the trials and resulting
products generated over the last two to three years are very significant.
In terms of the history of beverage containers, my impression is that
Our Future Challenge
progress is definitely being made. I know a little time is required before
you can say so with certainty, but I’d like to see you archive that
Matsuoka: When we launched I LOHAS , it was the lightest product in
progress, including any discussions during the development and
the Coca-Cola system worldwide. Now the Coca-Cola system in
manufacturing processes. I think that within 10 years consumers are
Europe, Korea, and China have followed suit, so the whole system is
going to start making more of a commitment in relation to items like
in competition with itself. Naturally, the same goes for our competitors.
beverages they consume on a day-to-day basis, so please continue to
This competition is probably good for the future of the global
refine and communicate what you’ve already achieved.
company. And if that’s the case, we should help spread environmental
the NPO “green bird,” which runs town clean-up activities. Enough
◎
Special Feature
contribution corresponding to the number collected was then made to
● The “Enjoy Eco!” Program
Fun Sorting, Fun Collection
Taste, Enjoyment, Ease of Use
●
Lightweight PET bottle:
Sales
PlantBottle
Recycling Turns into Fashonable Items
●
Introduction of new
post-consumer
container collection
boxes
● Cooperation with
local communities
●
Eco-packaging
innovation
Production/
Distribution/
Transportation
Collection
Sale of items made from
recycled PET materials
Local community
clean-up activities
Support for “green bird”
and other organizations
Collaboration with a fashionable apparel brand
Planning/
R&D
Recycling
30
Environmental Management
Business
Activities and
Environmental Impact
◎
Business Activities and Environmental Impact
The Coca-Cola system in Japan, as part of our environmental measures, monitors the impact that
our business activities place on the environment and strives to effectively use resources and
energy. The system collects and analyzes data on the environmental impact generated from the
entire product lifecycle—from production and distribution/transportation to sales, collection, and
recycling—and then incorporates the results into its environmental management policies.
Advancing Initiatives to Achieve Medium-term Targets
The Coca-Cola system views the balance between environmental
impact reduction and business growth as fundamental to achieving
sustainable corporate growth. In order to satisfy this fundamental
requirement, the Coca-Cola system is working to ensure the limited
resources available to us are used effectively by lessening
environmental impact during production, distribution/transportation
and sales, primarily with regard to water, energy, packaging, and
waste. In addition to these initiatives a corporation needs to
implement on its own, we are encouraging stakeholders to pursue
collaborative efforts aimed at reducing environmental impact
For example, in addition to introducing lighter PET bottles or ones
made from plant-based materials, the Coca-Cola system is also
using various types of communication measures to promote the
1. In 2009, revisions were made retroactively as far back as the base year (2004) because
of the change in the basis for calculating some of the data due to an improvement in data
collection accuracy
2. Production, distribution/transportation, sales, and office operations
3. Calculations assume CO2 absorption per hectare of forest is 3.3 tons
Results of Environmental Impact Reduction Activities in 2009
Raw Material
1,000,000t
Concentrates,
coffee beans,
tea leaves, sugar,
containers, etc.
Water
2,5830,000m3
Energy
7,590,000GJ
Water
19,230,000m3
For rinsing containers,
etc.
Data Disclosure
Energy
3,760,000GJ
Energy
21,140,000GJ
Distribution/
Transportation
Sales
For producing
Electricity for operating
beverages,
production lines, etc.
rinsing containers, etc.
Production
CO2 380,000t
NOx
291t
SOx
386t
Solid waste
120,000t
Coffee grounds,
used tea leaves,
sludge, etc.
Fuel for vehicles to
transport products, etc.
CO2 260,000t
NOx
1,662t
SOx
6.7t
● The range of data that the Coca-Cola system discloses on its environmental impact
covers production, distribution/transportation, and sales activities
● Environmental impact at the time of sales is calculated based on the amount of CO2
emitted from electric power consumed by vending machines
● The amount of energy used during distribution/transportation is the sum total
consumed for all processes, from concentrate manufacturing to transporting products
to vending machines and retail outlets
31
collection and recycling of containers so that the everyday product
choices of consumers will lead to recycling and other “eco-actions”
to reduce the impact on the environment.
The Coca-Cola system also promotes various strategies and
initiatives aimed at achieving its medium-term targets and plans1 to
reduce CO 2 emissions from all business processes 2 in Japan by
approximately 360,000 tons (18.6%) by the year 2010 compared to
the 2004 level. A forest capable of absorbing that reduced amount
of CO2 emissions would have to be roughly 50% the size of Tokyo.3
Recycling
of
resources
Electricity for
vending machines
CO2
910,000t
Emissions from
generating electricity
Collection/
Recycling
INPUT
Resources and energy used in business activities
OUTPUT
Waste generated from business activities
● A joule (J) is an internationally recognized unit of measure used to express thermal
energy amounts (1J = approx. 0.24 calories; GJ (gigajoule) = J x 109)
● CO2: carbon dioxide; NOx: nitrogen oxide; SOx: sulfur oxide
● The basis for calculating some of the data has been changed due to an improvement in
data collection accuracy
Website
http://cocacola.co.jp/positively/environment/
Environmental Aspects of the KORE Management System
Starting in 2010, the Coca-Cola system worldwide introduced and
began implementing KORE (Coca-Cola Operating Requirements), a
unique management system encompassing standards for quality,
food safety, safety & loss prevention, and the environment at all
stages of a beverage product’s lifecycle—procurement, production,
distribution/transportation, sales, collection, and recycling.
A feature of KORE is the inclusion—together with a set of original
requirements—of water stewardship, climate protection (action on
climate change), and sustainable packaging as common priority
areas in which Coca-Cola system companies worldwide are to make
improvements over the long term. In Japan, waste management has
been added as a priority area for improvement so that we can
contribute to the establishment of a recycling-oriented society.
The Coca-Cola system in Japan introduced a new environmental
information database (POWERS@KO) in 2009 to replace the existing
environmental information system (eIS) and raise the efficiency of
environmental performance data management for the entire system.
◎
KORE Environmental Priority Areas
Environmental Priority Areas for the Coca-Cola System in Japan
Common Environmental Priority Areas for the Coca-Cola System Worldwide
Water Stewardship
Improve energy efficiency and reduce
emissions of CO2 and other greenhouse
gases into the atmosphere
Reduce raw material usage and
promote recycling
Use water effectively and apply stricter
standards for wastewater emissions
than domestic standards
Key topic
Key topic
Key topic
Page
Progress Toward 2010 Targets
Concept of Sustainable Packaging
p. 33
Expanding the Use of Hybrid Vehicles
Improving the Environmental
Performance of Vending Machines
Page
p. 34
Changing Lightweight PET Bottles and
the Launch of ecoru Bottle
Page
Global Water Stewardship Project
p. 35
Next-Generation Recyclable PET Bottle
Derived from Plants Instead of
Petroleum
p. 36
Utilization of Recycled PET Materials
p. 38
Promotion of the Long-Term “Source
Water Protection” Project
Improving Water Usage Efficiency
p. 39
p. 40
Business Activities and Environmental Impact
Climate Protection
Waste Management
Reduce the amount of waste generated and effectively recycle resources
32
Global Warming
Prevention Initiatives
◎
Global Warming Prevention Initiatives
Global warming prevention efforts advanced by the Coca-Cola system in Japan include striving to
achieve the greenhouse gas reduction targets by 2010 (compared to the base year of 2004)
specified for production, distribution/transportation, sales, and offices.
Expanding the Use of Hybrid Vehicles
Improving
Energy Efficiency
Progress Toward 2010 Targets
The Coca-Cola system in Japan has set targets to reduce total
CO2 emissions by 5.6% and the “CO2 emission ratio” (the amount of
CO 2 emitted when producing 1L of product) by 10% in the
production sector by 2010, compared to the base year of 2004. The
system is also advancing various strategies aimed at achieving its
medium-term target and plan1 to reduce CO2 emissions by around
360,000 tons (or approx. 18.6%) by 2010, compared to the 2004
level, for all business processes, which in addition to production
includes distribution/transportation, sales (vending machines), and
offices. The area of forest needed to absorb 360,000 tons of CO2
would cover approximately 50% of the Tokyo area.2 CO2 emissions
in 2009 were approximately 1.6 million tons, a 7.3% reduction from
the previous year. Relative to the base year of 2004, the reduction
was 17.9%, or around 349,000 tons.
The 2010 medium-term target
Partnership with WWF
The Coca-Cola Company participates in the Climate Savers
Program, a framework through which corporations and the World
Wide Fund for Nature (WWF) join forces to reduce greenhouse gas
emissions. Participating corporations will collectively reduce
emissions by 14 million tons by 2010 for all of the targets combined,
which is equivalent to taking more than three million cars off the road.
Reduce CO2 emissions by approximately 360,000 tons
and plan for the Coca-Cola system1 (roughly 18.6%) by 2010 compared to the 2004 level
STAKEHOLDER MESSAGE
Efforts to Reduce CO2 Emissions
Production
Consider switching to natural gas, adopting
cogeneration systems, and introducing clean
energy sources, etc.
Distribution/Transportation
Improve the accuracy of supply and demand
planning, integrate distribution centers, reorganize
distribution/transportation routes, adopt lowemission vehicles, and promote eco-driving, etc.
Sales
Advance the development and introduction of
energy-saving vending machines, etc.
Offices
Improve temperature management, continue
with “Cool Biz” and “Warm Biz”4 campaigns,
etc.
Reduction Targets
(compared to base year 2004)
-5.6%
(22,653t)
CO2 emission ratio:
-10%
+6.3%
(19,933t)
CO2 emission ratio3:
-4.0%
-30.6%
(357,195t)
-2.8%
(1,597t)
1. In 2009, revisions were made retroactively as far back as the base year (2004) because of the
change in the basis for calculating some of the data due to an improvement in data collection
accuracy
2. Calculations assume CO2 absorption per hectare of forest is 3.3 tons
3. Amount of CO2 emitted during transportation of 1L of product from production sites to sales outlets
4. Campaigns advocated by Japan’s Ministry of the Environment to conserve energy by reducing
the need in offices for air-conditioning in the summer or heating in the winter through wearing
clothing appropriate to the summer or winter
33
In the distribution and transportation sector, we are working to
improve the efficiency of delivery and sales distribution through the
consolidation of distribution centers and reviews of distribution
routes. Moreover, to lessen the environmental impact of our vehicles,
we are also promoting “eco-driving” and have introduced natural
gas, hybrid, and other low-emissions vehicles. At the end of 2009,
our fleet of low-emissions vehicles consisted of 242 natural gas
vehicles and 376 hybrid vehicles. We have ongoing plans to reduce
CO 2 emissions both in operations and through the use of those
vehicles.
Yosuke Ikehara
Climate Change Project Leader
Nature Conservation Office
WWF Japan
In the manufacturing industry, measures to combat global
warming over the entire product life cycle are vital. I think it
highly significant that while many corporations set targets for
reducing emissions per unit of output, the Coca-Cola system in
Japan sets targets for reducing total CO 2 emissions from
production, distribution/transportation, sales, and offices. In the
case of beverage companies, a large proportion of emissions
are generated during sales activities, especially via vending
machines. In this regard, the Coca-Cola system in Japan has
extremely advanced initiatives underway to maximize the
environmental performance of vending machines and ensure
the efficiency of operations using online communications. As a
corporate partner of WWF, the Coca-Cola system is working
globally to reduce greenhouse gases and protect water
resources, and I hope to see the system make even greater
progress on reducing overall CO 2 emissions by taking their
initiatives covering all business operations one step further.
Website
http://cocacola.co.jp/positively/energy/
Improving the Environmental
Performance of Vending Machines
Switching to HFC-Free Vending Machines
A Vending Machine with a Solar Panel—ecoru/Solar
The ecoru/Solar vending machine we developed stores electricity
during the day using a solar panel, enabling zero power consumption
for nighttime illumination. The machine is gradually being deployed
since its launch in March 2010.
A solar panel installed on top of the vending machine, a heat pump
waste heat recovery system, vacuum insulation, and LED product
display illumination linked up to motion sensors achieve the same
energy-savings as the ecoru/E40 (around 40% compared to earlier
Coca-Cola system machines). An indicator located on the front of
the vending machine displays the power generation status to give
users get an idea of the energy being saved. We aim to install more
than 1,500 ecoru/Solar machines by the end of 2010.
●
Solar panel
●
LED illumination for product
displays
● Motion sensors allow full
illumination only during use
●
●
Indicator confirming power
generation status
HFC-free and heat pump
technology
● The latest vacuum insulation
Recycling of Vending Machines Retired from Service
Vending machines
retired from service
HFCs
Fluorescent lights
Battery
Vending machine body
Recovery/destruction
Recycling
Recycling
Sorting
Recycling by material type
Iron
Bronze
Aluminum
Glass
Plastic
Oil
COLUMN
Stainless steel
Beginning of the “Okinawa Rail Ecological
Survey Project” that Utilizes Vending Machines
Global Warming Prevention Initiatives
When installing new energy-efficient vending machines, we use
environmentally friendly HFC-free machines that employ heat pumps.
We have created vending machines that incorporate both
environmental performance and temperature control functionality,
through the use of HFC-free refrigerants that have a low coefficient in
terms of impact on global warming and the use of heat pump waste
heat recovery systems that enable efficient heating and cooling.
The Coca-Cola system is pushing ahead with the installation of
two types of vending machines: the ecoru/E40 , which employs
vacuum insulation for excellent air-tightness and thermal insulation
and power-saving LED illumination, thereby reducing energy
consumption by around 40% compared to existing Coca-Cola
system vending machines; and the ecoru/Solar , which is equipped
with a solar panel.
The Coca-Cola system, aiming to fulfill its social responsibility in
establishing a recycling-based society and to heighten corporate
value as an environmental leader, is working to ensure effective
utilization of resources and proper recycling. In April 2008, Coca-Cola
West Co., Ltd., which carries out production and sales in the
Kitakyushu-Chugoku-Kinki area, commenced full-scale operation of
a newly-constructed facility specializing in intermediate processing of
vending machines, which are important assets of the Coca-Cola
system. Use of this facility—the Kitakyushu Sawayaka Recycling
Center, situated within the Kitakyushu Eco Town district (Hibikimachi, Wakamatsu-ku, Kitakyushu)—enables dismantling and
separation of old vending machines internally, whereas before they
had been processed by local government or private-sector facilities.
This is the first time a beverage manufacturer has independently
operated a dedicated facility of this size for intermediate vending
machine processing.
◎
Around 980,000 of the approximately 2.5 million beverage vending
machines in operation across Japan today sell Coca-Cola system
products, serving some 20 million consumers every day.
The Coca-Cola system introduced Japan’s first bottled beverage
vending machine in 1962 and since that time has continually
provided convenient and easy-to-use vending machines that offer
the enjoyment of delicious products. In addition, we are providing
vending machines that are of service to society by enhancing their
environmental performance and their value as a part of the town
infrastructure.
Operation of Recycling Center for
Vending Machines Retired from Service
Coca-Cola Japan and Okinawa Coca-Cola Bottling Co., Ltd.
have been implementing an Okinawa rail (Gallirallus okinawae )
ecological survey project together with the NPO Conservation &
Animal Welfare Trust since May 2010.
Findings from the NPO’s analysis of
sounds made by the rails, as recorded
by devices installed on existing vending
machines, will be used, for example,
by the Ministry of the Environment’s
captive breeding program for the
Okinawa rail. This biodiversity
protection project is part of our
contribution to the local community.
34
Aiming for Earth-friendly,
People-friendly Beverage
Packaging
◎
Aiming for Earth-Friendly, People-Friendly Beverage Packaging
The Coca-Cola system worldwide has been introducing the concept of “sustainable packaging” for
container development. We will promote the development of packaging that, in addition to having a
low environmental impact, provides ease of use and enjoyment. Our aim is “Earth-friendly, peoplefriendly” packaging.
In the development of product packaging, the Coca-Cola system
has introduced its own unique concept of “sustainable packaging”
based on the idea that packaging has to be Earth-friendly and easy
for people to use.
If packaging is not people-friendly, its environmental appeal is
halved. Take strength, for example, which is a major obstacle to
weight reductions. The thinner PET bottles are made, the greater the
risk they will become dented, harder to pour, or even harder to drink.
Is packaging hard to hold? Can it be stacked on top of each other
during transportation and storage? In our pursuit of container weight
reductions, the Coca-Cola system has sought to ensure ease-of-use
in all stages—from manufacturing right up to after the consumer
purchases the product and the bottle is recycled. In addition to being
Earth-friendly and people-friendly, we also promote development of
packaging that features the distinctive fun of the Coca-Cola system.
To us, sustainable packaging refers to packaging that contains a full
complement of three elements: ease of use, environmental
compatibility, and fun.
Changing Lightweight PET Bottles
and the Launch of ecoru Bottle
The Coca-Cola system has led efforts to reduce packaging weight
as a way to promote effective utilization of limited resources since
the 1970s. These packaging weight reduction efforts led to the
introduction in February 2009 of the ecoru Bottle Raku-mochi as a
2L PET bottle for water, weighing only 38g. The bottle was designed
for easy holding and pouring, as the name Raku-mochi (easily-held)
suggests. The lightweight yet easily-held design was recognized with
a 2009 Good Design Award. The 2L PET bottles used for Aquarius
and unsweetened tea drinks, as well, now weigh only 47g, which is
around 10g lighter than they were in 1996. In May 2009, the ecoru
Bottle Shiboru PET bottle was introduced as the container for the
new I LOHAS water brand. The 520ml bottle was around 40% lighter
than conventional Coca-Cola system water product containers
(500ml class), and at 12g is Japan’s lightest* bottle for water
products. Lightweight, strong, and designed for easy crushing after
drinking, the bottle has attracted a lot of attention and favorable
feedback has been received from many quarters.
* I LOHAS is packaged in the lightest small PET bottle produced in Japan for products
550ml or smaller (as of March 2010; according to research by Coca-Cola Japan)
35
Earth- and
people-friendly
containers
● Characteristic of
the Coca-Cola system
Fun
Eco-friendliness
Ease of use
● Universal
design
● Reduce
● Reuse
● Recycle
Timeline of PET Bottle Weight Reductions by the Coca-Cola System in Japan
(g)
80
70
65g
75g
60
65g
64g
Coca-Cola
1.5L PET bottle
Tea
2.0L PET bottle
Water
2.0L PET bottle
Water
500ml class
PET bottle
55g
55g
50
49g
40
48g
30
48g
38g
20.5g
32g
47g
20
10
12g
0
’82
’88
’90
’94
’96
’98
’03 ’04
’09 (year)
Website
http://cocacola.co.jp/positively/package/
Introducing the PlantBottle :
Next-Generation Recyclable PET Bottle
Derived from Plants Instead of Petroleum
PlantBottle
5‒30%
made from
plant-based
materials
100%
made from
petroleum-based
materials
petroleum-based
materials
1. As of March 2010; according to research by Coca-Cola Japan
Effective Utilization of Sugar Refining By-Product
PlantBottle Manufacturing Process
Plant-based Material Manufacturing Process
Sugar cane molasses
Fermentation and distillation
Ethanol
Fully Recyclable
As PlantBottle PET bottles are identical to conventional PET bottles
in terms of shape, weight, and strength, consumers can go on
drinking the products as they always have, while the bottles can also
be fully recyclable at existing PET bottle recycling plants. The
anticipated annual reduction in petroleum usage, from 2010, as a
result of using PlantBottle PET bottles for three products
(Sokenbicha , Sokenbicha Kurosae , and I LOHAS ) is 2,045kl.2 This is
equivalent to 499kl of gasoline,3 enough for a car with fuel economy
of 10km/L to drive 125 times around the Earth. 4 PlantBottle PET
bottles, which were introduced overseas in 2009, have attracted a
great deal of attention as environmentally-friendly next-generation
PET bottles, for instance at venues for the Vancouver 2010 Olympic
Winter Games.
2. The effect for reducing the amount of petroleum
used is calculated by multiplying the amount of
petroleum per ton of PET resin by the sales volume
i n 2 0 0 9 o f S o ke n b i c h a b r a n d p r o d u c t s . T h i s
calculation is based on the assumption that each
PE T bottle contains an average of 16.5% plantbased materials.
S o u r c e s: LC I D a t a R e p o r t o n P e t r o c h e m i c a l
Products (updated version) issued by the Plastic
W a s t e M a n a g e m e n t I n s t i t u t e ( M a r c h 2 0 0 9 );
Informational Manual Calculating Greenhouse Gas
Emissions (Ver. 2.4) issued by the Ministry of the
Environment and Ministry of Economy, Trade and
Industry (March 2009)
3. Source: Petroleum Handbook (Table 41: “Production
Yields by Type of Petroleum Product”) posted on the
website of Nippon Oil Corporation
4. Calculated by multiplying 499,000L by 10km and then
dividing that figure by 40,000km, which is roughly the
Earth’s circumference
Source: Website of Japan Aerospace Exploration Agency
Ethylene
Monoethylene glycol (MEG)
PET Bottle Manufacturing Process
Purified terephthalic
70%
acid (PTA)
5
Monoethylene glycol
30%
(MEG)
PlantBottle PET bottles partially (5–30%) use raw materials like
molasses, which is a by-product of the processing of sugar cane
and other raw materials into sugar, and therefore help to reduce
reliance on petroleum, a non-renewable resource.
PET resin consists of two types of materials: monoethylene glycol
(MEG), which constitutes 30% of the weight; and purified terephthalic
acid (PTA), which makes up 70%. The MEG component can be
made using plant-based materials. As plant-based material content
fluctuates at the beginning and end of PET resin production, the ratio
of plant-based material varies between 5% and 30%.
◎
As a new initiative in sustainable packaging, the Coca-Cola system
in Japan introduced in 2010 the PlantBottle next-generation PET
bottles, which are partially (5–30%) made from plant-based materials.
PlantBottle PET bottles have been used for 500ml and 350ml
Sokenbicha and Sokenbicha Kurosae products since March 2010;
small (520ml and 280ml) I LOHAS products since April 2010; and
the product in a 1,020ml PET bottle, Japan’s lightest at 18g,1 since
June 2010.
Current bottle
Imported to Japan as flakes
PET resin
PET bottle preform, like a small test tube
Preform
Forming by injecting air into preform
to inflate like a balloon
Bottle forming using blow
molding machine
5. Weight/content ratios vary between 5% and 30%
36
As part of our efforts to promote recycling, half of the 12 bottling
partners of the Coca-Cola system in Japan (Michinoku Coca-Cola
Bottling Co., Ltd., Sendai Coca-Cola Bottling Co., Ltd., Coca-Cola
Central Japan Co., Ltd., Coca-Cola West Co., Ltd., Hokuriku
Coca-Cola Bottling Co., Ltd., and Minami Kyushu Coca-Cola Bottling
Co., Ltd.) operate recycling centers, where collected post-consumer
containers undergo sorting, compression, and other processes.
Coca-Cola West recycles post-consumer containers alongside its
vending machine intermediate processing facility at the Kitakyushu
Sawayaka Recycling Center within the Kitakyushu Eco Town district
(Hibiki-machi, Wakamatsu-ku, Kitakyushu). The collected postconsumer containers are sorted by the center into the categories of
steel, aluminum, PET bottles, and glass bottles. Around 5,700 tons
of post-consumer containers were recycled in 2009.
The Hokuriku Recycling Center Co., Ltd., an affiliate company of
Hokuriku Coca-Cola Bottling, has been officially registered as a
recycling business compliant with the Containers and Packaging
37
Recycling Law and even
undertakes recycling of postconsumer containers collected
by local government. As a result,
the center is contributing to the
recycling of not only Coca-Cola
system products, but all postconsumer containers collected
in the region.
Hokuriku Recycling Center Co., Ltd.
Kitakyushu Sawayaka Recycling Center
Flow Chart of Post-Consumer Container Collection and Recycling
Bottling plants
Vending
machines
Bottling
plants
Coca-Cola
system sales
offices
Fast-food outlets
and other
restaurants
Retail outlets,
supermarkets,
convenience stores
◎
Operation of Post-Consumer Container
Recycling Centers
(rinsing and
Collection
by the Coca-Cola
system
Collection by
local
governments
Sorting/
recycling
centers
(affiliated)
reuse)
Sorting/recycling
centers
(government/
private)
Pet bottles
Aluminum cans
Steel cans
Glass bottles
(non-returnable)
Paper
cups/packs
PET flakes
Aluminum plate
Fused steel
Flakes of glass
Recycled at
paper factory
Apparel, Green
Carpet,
stationary, etc.
Recycled
aluminum cans
Building
materials
Glass bottles,
building
materials, pave
materials, etc.
Toilet paper,
paper board,
etc.
Glass bottles
(returnable)
Rinsed and
inspected at
Coca-Cola system
plants for reuse
Website
http://cocacola.co.jp/positively/package/
Utilization of Recycled PET Materials
Recycled PET Materials in Uniforms and Collection Boxes
Recycled PET Materials in Fashion—“rPET” Project
Working with Consumers on
New Eco-Action Proposals
“Enjoy Eco!” Program
Consumer interest in environmental issues is growing all the time
and the Coca-Cola system, through its core business, wishes to put
forward environmentally-friendly lifestyle solutions that will contribute
to the realization of a sustainable society.
We are developing the “Enjoy Eco!”1 program, an idea allowing
consumers to help reduce environmental impact in a fun and
effortless manner through their daily lives—starting with product
packaging, as the aspect they most often come into contact with.
The program, which is consistent with the ideas on sustainable
packaging2 that the Coca-Cola system worldwide is promoting, aims
to establish a structure through which the enjoyment of easy-to-use,
environmentally-friendly packaging naturally leads to environmental
action.
1. See related information on p. 30
2. See p. 35
STAKEHOLDER MESSAGE
Takejiro Sueyoshi
Special Advisor
United Nations Environment Programme
Finance Initiative
There is now a strong need to review factors concerning the
economy and consumption in order to resolve a variety of
issues facing the global community that are rooted in those
factors. As part of this trend, I LOHAS has made many people
aware that even ordinary consumers—by making the right
product choices—can become “part of the solution” instead of
“part of the problem” when it comes to the environment. This
may also give consumers the hope that choosing products
made by companies who are involved in environmental
initiatives can actually lead to solutions. In other words,
consumers choosing products based on their own informed
judgment. Companies leading the way, by providing
environmentally-friendly products and information, enable
consumers to engage in “green consumption” and through
products such as I LOHAS the Coca-Cola system has
embarked on a “green dialogue” with consumers. I hope this is
a starting point for the creation of consumption styles for the
21st century that will lead to solutions for such problems as
global warming.
In March 2010, as an initiative offering consumers a fun way to
learn about recycling while experiencing the Coca-Cola brand in a
personal way, we commenced sales of T-shirts, hats, and other
items whose materials are 50% derived from recycled PET materials
(equivalent to two to three PET bottles) from apparel and fashion
brands, including Beauty & Youth United Arrows. Products sporting
the Coca-Cola logo also have icons advocating recycling printed on
them, as a way to foster consumers’ interest in PET bottle recycling
at the same time as they enjoy fashion. In
addition to apparel and fashion
merchandise, we plan to incorporate
additional items, such as non-apparel
textile products (interior fabrics), tableware,
and furniture, and also increase the
number of collaborative brands as we push
ahead with activities to raise awareness.
Through the “Enjoy Eco!” program we will suggest ways for
consumers to take action at each stage of the product packaging life
cycle. In the sales stage, we will communicate the merits of products
using packaging that is easy to use, environmentally-friendly, and
fun, while ensuring that we continue to supply the market with
products consumers will chose. After consumption, we will ask
consumers to cooperate on sorting and collection of empty
containers and promote PET bottle recycling. In order to make PET
bottle sorting and collection an enjoyable form of action, the
Coca-Cola system is developing new post-consumer container
collection boxes. Collected PET bottles are recycled into new PET
materials, which are used to make clothes and a wide range of other
items. The Coca-Cola system had already used recycled PET
materials for uniforms worn by employees, post-consumer container
collection boxes, and novelty goods, but in April 2010 we added
items that appeal to consumers through collaboration with an
apparel maker to launch designer T-shirts made from recycled PET
materials. This new idea combining fashion and environmental action
has enjoyed great popularity among consumers.
We will continue to put forward such new ideas through our
provision of beverage products to ensure that consumers and the
Coca-Cola system can jointly undertake
environmental initiatives that help bring
about a recycling society.
◎
As one element of our green purchasing efforts, whereby priority is
placed on environmentally-friendly products and services when
purchasing, we are actively purchasing and utilizing items made from
recycled PET materials, including
uniforms and post-consumer
container collection boxes. In 2009,
approximately 100,000 uniforms and
67,000 post-consumer container
collection boxes made from recycled
PET materials were purchased.
This equates to the recycling of
approximately 7.6 million 500ml PET
bottles.*
* 500ml PET bottles (25g)
Helping to Bring About a Recycling Society
38
Global Water-related
Initiatives
◎
Global Water-related Initiatives
Water is the basic ingredient of our products, and for the Coca-Cola system, as a beverage
manufacturer, it is the most fundamental resource. Precious water resources the world over are
under real threat today, with many facing depletion. Initiating efforts to ensure sustainable use of
clean water is thus a pressing issue for companies and local communities alike.
Global Water
Stewardship Project
The Coca-Cola system worldwide, which produces and provides
beverages, has continued carrying out initiatives for sustainable use
of water resources as part of its corporate social responsibility. The
system has set itself the goal of being a global leader of water
resources management by the year 2015. Since 2004, it has globally
implemented the “Water Stewardship” project, which strategically
promotes the three actions of reducing water used to produce its
beverages, recycling water used for beverage manufacturing
processes, and replenishing water in local communities and nature.
The Coca-Cola system in Japan has improved the environmental
performance of its plants and has initiated water environment
conservation activities in various regions in Japan through
appropriate water intake, water quality management, efficient use of
water, and wastewater treatment. We expand our water conservation
efforts outwards from the areas where our plants are located, with
the aim of harmoniously coexisting with the environment and local
communities, which will become increasingly important in the future.
Promotion of the Long-Term “Source Water Protection”
Project
The Coca-Cola Company, based on a commitment to water
stewardship, is pushing ahead with a worldwide Source Water
Protection project as a long-term initiative. Water sources for plants
will be identified and plans for assessing source vulnerability and
preserving sources will be formulated. Central to the project is the
planning and implementation of community programs through
coordination and collaboration with stakeholders located in the
vicinity of our plants.
In Japan, the Daisen Plant of Coca-Cola West Daisen Products
Co., Ltd. and the Tokai
Strategic Framework for Water Stewardship
Plant of Coca-Cola Central
Coexisting Harmoniously
Japan Products Co., Ltd.,
with Local Communities
as pilot plants, conducted
Source Water
surveys of water sources in
Protection
Watershed
protection
line with the project in 2009
and confirmed there was no
Wastewater
Water intake
management
Technology in
vulnerability in terms of
business activities
water levels and quality. The
next step, beginning in
Efficient use
Water quality
of water
management
2010, is to draw up source
water protection plans.
39
Insight gained from the two pilot plants will be used to expand the
project, with four plants manufacturing mineral water products
among the additional plants to be included from 2010. The aim is
inclusion of all domestic plants by 2012.
Partnership with WWF Extended
The Coca-Cola Company and the World Wide Fund for Nature
(WWF) have extended their four-year (2007–2010) partnership
through to 2012 in order to continue their collaboration on numerous
projects, encompassing water stewardship, water efficiency, support
for freshwater conservation, and promotion of sustainable agriculture.
Some of the funds provided will go toward conservation of seven of
the world’s largest river basins currently at high risk, as well as
toward ensuring water management efficiency and reducing CO2
emissions within The Coca-Cola Company’s operations and supply
chains.
STAKEHOLDER MESSAGE
Fumiaki Nagaishi
Part-time Professor at Faculty of Agriculture,
Tokyo University of Agriculture and Technology
Biodiversity Consultant
Cre-en Inc.
I must express my admiration for Coca-Cola system-wide
efforts to pursue water stewardship at individual plants. Their
planning and implementation of community programs
undertaken with the cooperation and collaboration of
stakeholders in the vicinity of plants is truly groundbreaking. I
look forward to seeing progress in their two-pronged approach
of water source protection plans and community programs,
primarily through conservation of both ecosystems and local
communities. Society today demands genuine initiatives. Water
source protection efforts often focus solely on development of
watershed forests in upstream areas. But water flows from
forests into rivers and into the sea, and then returns to forests
as rain.
This water cycle nurtures a rich biodiversity in catchment areas,
even in local communities. I would very much like to see the
Coca-Cola system work to protect the rich ecosystems and
local communities in catchment areas as a global leader in
water stewardship.
Website
http://cocacola.co.jp/positively/water/
Improving Water
Usage Efficiency
TOPICS
Environmental Initiatives
The Coca-Cola system in Japan uses an average of 6.24L of water
to make 1L of product (according to 2009 results). Water is mainly
used to extract teas and coffees and to clean and sterilize containers
and manufacturing lines. In addition to thorough management of
water consumption in manufacturing processes at plants, the
Coca-Cola system is working hard to promote water reuse. For
example, plants retain some of the water used for rinsing containers
in order to reuse it in washing plant floors and cases for returnable
glass bottles.
Water Recycling System
Water treatment
To products
Use in the manufacturing process
for cleaning plant floors, etc.
Well water, tap water,
industrial water
Recovery
processing
Reuse
Wastewater
treatment
To rivers/
streams
or
sewage
systems
“Earth Hour 2010” Participation
Earth Hour is an annual campaign run globally by WWF
where supporters worldwide switch off their lights en
masse for one hour to call the world’s attention to the
importance of energy conservation and global warming
prevention. The Coca-Cola system in Japan and bottling
partners, participating for the
second time after supporting
the event in 2009, switched
off lights used for offices
and pr ominent o u t d o o r
advertisements for one
hour, starting at 8:30 p.m.
on March 27, 2010.
Global Water-related Initiatives
In 2006, the Coca-Cola system worldwide updated its voluntary
guidelines on wastewater management, redoubling its efforts in that
area in all of the regions in which it operates.
All plants that manufacture Coca-Cola system products are
subject to these guidelines, which apply to all wastewater including
water to be reused (process wastewater, rainwater, cooling water,
and sewage water) and which are stricter than those established in
Japan to govern water quality. This wastewater is cleaned using
such methods as the active sludge process, which primarily uses
microorganisms.
The Tama Plant of Coca-Cola East Japan Products Co., Ltd.,
located in a residential area not far from central Tokyo, engages in a
wide range of initiatives to ensure a harmonious coexistence with the
surrounding environment. Ever since its founding, the plant has
carried out purification of plant wastewater to the highest level before
discharging it into the Kurome River and other waterways. In terms
of ecosystem conservation, maintaining the water level of the springfed Kurome River is vital for fish, birds, and other wildlife. The Tama
Plant therefore works together with the Tokyo metropolitan and
Higashikurume municipal governments to ensure that water is
returned to the river to help maintain water levels and conserve
ecosystems in the
nature-rich Kurome
River.
For the Tokyo International Film Festival in October 2009,
Coca-Cola Japan created interactive exhibits to raise
visitors’ interest in environmental matters. The exhibits
included the Green Carpet made entirely with materials
from recycled PET bottles, an artistic display constructed
u s i n g e m p t y I LOHAS
bottl es il luminate d by
LEDs connected to a
power-generating floor,
and benches made using
30–50% Georgia coffee
grounds.
◎
Wastewater Management Based on
Voluntary Standards
Eco-Action Promoted at Tokyo International Film Festival
Praise from All Quarters for
I LOHAS Lightweight PET Bottle
The I LOHAS mineral water brand was launched in May
2009 with new packaging that was Japan’s lightest,*
approximately 40% lighter than existing packaging. While
retaining the strength to function as a beverage container,
the packaging enables a reduction of raw materials and
helps to reduce volume in disposal because it is easy to
crush. These features were highly praised and garnered the
product 13 awards between its launch at the end of
June 2009, including the Ministry of the Environment’s
2009 Minister of the
Environment Award
for Containers and
Packaging 3R
Promotion and the Fuji
Sankei Group’s 19th
Global Environment
Award.
* As of March 2010; according to research by Coca-Cola Japan
40
Community
Being Part of
the Local Community
◎
Community
Being Part of the Local Community
The Coca-Cola system, to help bring about a sustainable society, carries out numerous programs
throughout Japan, centering on contributions to the nurturing of future generations and the
development of local communities. The system helps to nurture future generations through a host
of programs providing opportunities for learning to Japanese youths, with a focuse on the
environment, sport, culture, and education. Contribution activities tailored to local communities are
also actively pursued through our business activities.
“Coca-Cola: Begin Your Dream
for the Future” Project
In 2007, we launched the “Coca-Cola: Begin Your Dream for the
Future” project encouraging the younger generation to hold on to
their dreams. The project involves sending notable figures who are at
the global forefront in their fields to elementary schools nationwide to
be teachers for a day, responsible for conveying to children the
importance of having dreams for the future as well as the need to
secure the future of the Earth as the stage on which they will realize
their dreams as members of society. Currently, Frog Town Meeting
and Hockey Meeting are the two programs conducted under the
project, both aimed at enriching children’s dreams and serving as an
opportunity to increase awareness of environmental issues.
Frog Town Meeting 2009
The first Frog Town Meeting 2009 event was held at the Tokyo
Tatsumi International Swimming Center, where Kosuke Kitajima, who
is sponsored by Coca-Cola Japan, broke a world record in 2008. On
September 5, 2009, 115 children from four Tokyo elementary
schools participated in a special swimming lesson of the kind only
experienced at a top-level arena. Kitajima and guest athletes also
visited elementary schools in Fukushima and Okinawa prefectures.
These visits were
enjoyable opportunities
for children to receive
direct coaching from
Kitajima about the joys of
swimming and gave
encouragement to the
children, who represent
the future generation.
Hockey Meeting 2009
Four players from the Coca-Cola West Red Sparks Women’s
Hockey Team, including two who represented Japan at the Beijing
Olympic Games, visited an elementary school in Yamaguchi
Prefecture for Hockey Meeting 2009. Representatives of the children
spoke about their dreams for the future and what they could do to
protect the environment. The athletes discussed their own
childhoods, warmly encouraging the children to follow their dreams.
41
“Coca-Cola: Learn from the Forest”
Project
The Coca-Cola system in Japan has been promoting the
“Coca-Cola: Learn from the Forest” project since 2006 with support
from the Ministry of the Environment and the Forest Agency. This
project for children, as representatives of the future generation, aims
to foster understanding about water, an essential natural resource,
the forests that nurture those water resources, and the importance
of nature conservation through hands-on experience in
environmental education. Children who pass the certification
test on the “Coca-Cola: Learn from the Forest” project website are
issued a “Forest Doctorate” certificate, and selected recipients are
invited to participate in the “Forest Doctorate” Reporters Tour to gain
insight through actual visits to natural forest areas. In 2009, tours
were implemented in
Hokkaido, Okinawa, and
Chichibu. The children
took part in environmental
quiz competitions, listened
to guest speakers, and
engaged in a variety of
activities in the forest, such
as thinning and pruning.
STAKEHOLDER MESSAGE
Takahiro Tamura
Teacher
Harase Elementary School
Nihonmatsu, Fukushima Prefecture
Sixth year students I was in charge of last year at Harimichi
Elementary School in Nihonmatsu applied for the “Coca-Cola:
Begin Your Dream for the Future” project and the school was
selected for a visit. Through the project, the children learned
how wonderful it is to have dreams and work toward
accomplishing those dreams. Harimichi Elementary School was
located in a remote mountain area which has lost a tremendous
amount of vitality due to falling birthrates. This event became
quite the topic of conversation in the area and helped foster a
greater sense of unity. The Harimichi area became a place to
be proud of. I would like to express my thanks for the energy
the Coca-Cola system has contributed to the local community.
Website
http://cocacola.co.jp/positively/community/
Community
Collaboration with “green bird”
in Clean-up Activities Nationwide
The Coca-Cola Company has participated in NGO Ocean
Conservancy’s International Coastal Cleanup (ICC) since 1996. The
clean-up activities are implemented by the Coca-Cola system
worldwide on the third Saturday every September. In 2009, 378,000
employees in 76 countries took part. The Coca-Cola system in
Japan also held lakeside clean-up activities for the third year in a row
on October 24 and 25 at Lake Biwa, Shiga Prefecture, which is a
water source for the concentrate-producing Moriyama Plant. Some
80 people, mostly CSR personnel from Coca-Cola Japan and
bottling partners, as well as
members of “green bird,” turned
out and collected 1,750kg of
litter in total, including 449 PET
bottles, 199 cans, camping
items, and mattresses.
Support for H.I.H. Prince Takamado
Trophy All Japan Inter-Middle School
English Oratorical Contest
The H.I.H. Prince Takamado Trophy All Japan Inter-Middle School
English Oratorical Contest is intended to contribute to the promotion
of English education, the development of Japanese culture and
international goodwill in order to cultivate a generation of
internationally-minded young people. The Coca-Cola system in
Japan shares this ideal and has supported the contest since 1963.
In the final of the 61st contest held in November 2009, 27 junior high
school students, selected from among the 1,938 participating
students from 1,509 junior high schools nationwide, delivered
excellent speeches in English. The Coca-Cola system presented the
top three winners with “Coca-Cola High School and University
Scholarships” and awarded the “Coca-Cola Special Award for
Environmental and Social Consciousness” to three students and
their junior high schools for outstanding speeches on environmental
issues and social contribution activities.
Expanding Role
of Vending Machines
The Coca-Cola system is working together with local governments,
law enforcement, and other organizations nationwide on the use of
local vending machines and the system’s delivery trucks as tools for
making our communities safer. In addition to putting address stickers
on each vending machine, we have begun using the LED displays of
machines in some regions to broadcast crime prevention information
provided by the police. Furthermore, we are
progressing with installation of vending
machines that allow people to make donations
which are used to enrich communities and
assist action groups. We are also using our
delivery trucks to prevent crime. If a driver sees
something suspicious or a person in need of
help, they will contact the authorities or use their
truck to provide safe refuge.
Being Part of the Local Community
ICC Activity in Japan: Mother Lake Biwa
Cleanup Campaign
As opportunities for direct contact and communication with people
of local communities, the Coca-Cola system runs tours of 17 plants
across Japan. In 2009 over 190,000 people participated in those
tours. By explaining the Coca-Cola system’s history and
demonstrating production lines, we manage to convey to visitors the
efforts of the Coca-Cola system in implementing thorough quality
management and environmental considerations. Some plants
conduct several programs, such as providing information and forums
for learning about the environment.
◎
Community
The Coca-Cola system has been supporting “green bird,” an NPO
that organizes clean-up activities in towns across Japan, since
December 2008 in line with the “Yes! Recycling—No! Littering”
message it has conveyed since the 1970s. Annually on May 30
(“Zero Waste” Day), the Coca-Cola system and green bird teams
throughout Japan jointly conduct clean-up activities. In December
2009, the Coca-Cola system
also supported a clean-up of
Tokyo’s Omotesando avenue,
which was lit up with its first
Christmas illumination in 10
years.
Plant Tours
Coca-Cola Educational & Environmental
Foundation
In line with a basic philosophy of “Healthy Active Life,” the
Coca-Cola Educational & Environmental Foundation plans and
implements activities under three main programs (1. Environmental
Education; 2. Scholarship Assistance; and 3. Sports Education). The
objective is to contribute to the nurturing of youth into members of
international society and the development of human resources to
sustain the communities they live in.
The environmental education program includes the Coca-Cola
Environment Education Awards. Also part of the program has been
the reopening of a closed down school in Kuriyama-cho, Yubari,
Hokkaido as the “Uenbetsu Shougakko Coca-Cola Environment
House,” a demonstration facility with accommodation used
for environmental education. The facility provides a site for
hands-on group learning in a
natural environment and for
environmental education. Under
the sports education program,
“running race workshops” are
held on an occasional basis for
elementary school children.
42
Workplace
Fostering a Great Workplace
Where Diverse Values are
Capitalized Upon
◎
Workplace
Fostering a Great Workplace Where Diverse Values are Capitalized Upon
To provide a great place to work where people are inspired to be the best they can be—this is
prescribed in the vision of the Coca-Cola system. We are striving to foster an open, safe, and
healthy work environment where individual employees are given sufficient authority for them to be
motivated in their work and their diverse values are upheld.
Support for Employee Career
Development
Coca-Cola Japan’s mission, vision, and business targets can only
be accomplished with the help of employees. We strive to develop
the abilities of our employees so that they and the company can
realize sustainable growth together.
Peak Performance Process (Unified Global System)
The Coca-Cola system has in place a thorough performance
management process to ensure attainment of individual goals linked
to business priorities of the system and teams. All employees are
required to implement capability development plans they have
created through mutual consultation and agreement with
supervisors.
“Employee Exchange Program” and Participation in
Overseas Projects
The “Employee Exchange Program” has been implemented within
the Pacific Group on a continual basis since 2008 as a way to
develop world-class human resources suited to future senior
management positions. In 2009, Coca-Cola Japan sent one
employee to Shanghai and two employees to the Philippines, and
hosted one employee from the Philippines. Program participants
learn about business outside their own market and get to share best
practices back in their home country. They also extend their personal
connections within the Coca-Cola system.
Internal Job Posting System
The internal job posting system aims to cultivate a corporate
environment where employees take individual responsibility and
initiative by making it possible for them to select their own career
paths. Another goal of the system is to give employees a greater
sense of purpose in building up skills and experience by clearly
delineating criteria for personnel selection in order to effectively link
human resources development to business achievements.
Coca-Cola University
The in-house Coca-Cola University set up by The Coca-Cola
Company makes curriculums for different job categories globally
available, providing leadership training and the Coca-Cola system’s
very own capability building program.
43
Promoting Diversity
Enabling employees to build a career irrespective of their gender
and pushing ahead with training of female leaders are priorities for
the Coca-Cola system in terms of business strategy. The Personnel
Development Forum held twice annually now includes a segment for
deliberating on female leader candidate training plans and discussing
progress and results.
In 2009, we introduced a flex-time system in order to promote a
healthy work-life balance. Childcare support and nursing care leave
options were improved as part of a “cafeteria” plan launched in
January 2010 giving individual employees flexibility in selection of
welfare programs. The Coca-Cola system also participates in a
networking event for women inaugurated in 2008. The event, which
was expanded in 2009 to include 10 participating companies,
supports the establishment of inter-company networks of female
leader candidates.
STAKEHOLDER MESSAGE
Toshihiro Kanai
Professor
Graduate School of Business Administration
Kobe University
When considering diversity, I place heavy importance on
questions like “Does the company genuinely believe that
awareness of differences, there being a wide variety of people
and perspectives, is enriching?” and “Is everyone integrated
into the organization to the same degree with their differences
valued?” Another question, not limited to diversity issues, is,
“Are the issues being properly tackled, and does everyone
believe from the bottom of their hearts that this is good both for
the company and for society?” Speaking from my experience
discussing careers with a large number of people, meaningful
career support cannot be given without touching upon how
employees view their careers subjectively in terms of
significance over the long term. It is also important to provide
quality feedback and coaching. I hope Coca-Cola Japan will
come up with brand new and unique approaches to creating an
organization where, through job duties and tutelage, employees
can continue to develop throughout their careers.
Website
http://cocacola.co.jp/positively/workplace/
Workplace
Code of Business Conduct
Workplace Rights Policy
◎ Forced Labor
◎ Child Labor
◎ Discrimination
◎ Work Hours and Wages
◎ Safe and Healthy Workplace
◎ Workplace Security
◎ Community and Stakeholder Engagement
Employee Insights Survey
Town Hall Meeting
Town Hall Meetings are held
throughout the year for the
purpose of sharing details of
business plans and status reports
in order to improve employee
understanding. These meetings
allow for direct dialogue between
employees and management.
Café Conversation
Café Conversation is a gathering organized by Public Affairs &
Communications on an irregular basis for the purpose of dialogue,
and employees with an interest in a chosen theme are invited to
participate. The gathering is an opportunity for them to share
information and exchange ideas in a laid-back atmosphere
transcending departmental and operational boundaries. Themes
discussed during 2009 include “web marketing,” “environmental
conservation activities” and “work styles of people with children.”
Utilizing Communication Tools
Coca-Cola Japan implements the Employee Insights Survey, a
global survey of all employees, every other year. Survey findings are
made available to all employees and influence action plans of the
entire Coca-Cola system and individual departments. Company-wide
issues identified in the 2008 survey included “a review of welfare
arrangements to promote a healthy work-life balance and work
approach flexibility,” “coaching to assist career design,” and
“operational efficiency.” A follow-up questionnaire was conducted in
response to these findings to identify the welfare needs of
employees. In 2009, an improvement plan was announced and
executed. Coaching & Feedback Workshops and a cross-functional
project to improve operational efficiency were also implemented for
all managers with employees under their supervision.
The Coca-Cola system works hard to stimulate information sharing
and heighten employee awareness. We actively employ a variety of
employee communication tools that employees can use among
themselves to share information, such as system company best
practices, which might offer hints for overcoming business
challenges. The tools also play a role in improving employee
motivation. Since May 2010, Live Positively NEWS , a newsletter
spun off the popular enjoy! in-house
magazine, has been used as a tool for
spreading business principles. Various
other methods are used to relay information
throughout the system, including the use of
intranet to communicate the latest news
and share information by video, and the
use of wall newspapers.
Fostering a Great Workplace Where Diverse Values are Capitalized Upon
◎ Freedom of Association and Collective Bargaining
Live Positively Day (People Day & Sports Day)
At People Day, a meeting of all employees held several times each
year, business strategies and plans are announced and small groups
partake in discussions. This promotes understanding among
individual employees and motivates
employees to take action. In 2009, People
Day and Sports Day were merged as Live
Positively Day. The People Day segment
featured reporting on business results and
CSR activities, and the Sports Day
segment pitted departments against each
other in sporting competitions as a way to
promote health and improve teamwork.
◎
Workplace
The Coca-Cola brand and its products have earned the trust of
people throughout the world and all our employees have a duty to
make sure that trust is retained. Acting with integrity is not only
undertaken to preserve trust in the company and its reputation, but
also helps to maintain a workplace of which employees are proud.
Serving as a guide for appropriate employee conduct, the Code of
Business Conduct was revamped in 2008, along with our Workplace
Rights Policy, to incorporate specifics.
The Coca-Cola Company promises to treat employees fairly and
with respect and dignity based on a belief that observance of human
rights is fundamental for doing business. The company’s Workplace
Rights Policy, which covers the areas listed below, is based on
international standards on human rights, including the Universal
Declaration of Human Rights, the International Labour Organization’s
Declaration on Fundamental Principles and Rights at Work, and the
United Nations Global Compact. Related training is implemented in
offices worldwide to promote employee understanding and
compliance.
Internal Communication
44
The Coca-Cola System Worldwide
45
UK
Canada
Beverage Benefits
Tie-up with ITV1 for Saturday Night
Meal-time Campaign
Image of glacéau vitaminwater Communicated
through Olympic Activation
Coca-Cola Great Britain has joined forces with one of the
United Kingdom’s leading TV stations, ITV1, to implement the
industry’s first ever Saturday night meal-time campaign. By
teaming up with ITV1, which is synonymous with Saturday
night TV entertainment in the U.K., under the catch phrase
“Saturday night tastes better with Coca-Cola and ITV1,”
Coca-Cola Great Britain is appealing to families to get together
on Saturday nights to enjoy meal-times with Coca-Cola . TV
commercials depicting Coca-Cola as an integral part of family
life have been shown, and campaigns are run via the memberbased website Coke Zone allowing families to win gifts they
can enjoy together.
The glacéau vitaminwater series currently sold in 16 countries
provided enjoyment and refreshment for a large number of
consumers, athletes, and VIPs, as part of an innovative
campaign at the Vancouver Olympic Winter Games, following
on from the Beijing Olympic Games held two years earlier.
Canadian athletes embodying the outlook of the glacéau
vitaminwater brand, involved in pursuits like snowboarding,
bobsleigh, and mogul skiing, were singled out for partnerships
under which their stories were communicated through the
media. The publicity, involving exposure via print media, online,
and in outdoor advertising, as well as store-based strategies,
helped to further boost the popularity of the athletes.
Initiatives in 7 Priority Areas
Promoting “Live Positively” in Countries and
Regions across the Globe
South Africa
USA
Community
Coca-Cola and USAID Bring Clean Water
to Rural Villages
“We Are the World” Returns after 25 Years to
Raise Funds for Haiti
The Water and Development Alliance (WADA), jointly funded
by the Coca-Cola Foundation and the United States Agency
for International Development (USAID), is providing villages
around Tzaneen, South Africa with basic infrastructure for
water purification. The three-year project involves the
development of basic water purification infrastructure in three
villages worst affected by waterborne diseases such as
typhoid fever and cholera. Workshops have also been held to
help people learn about water-related issues as well as water
and health management. This program is also benefiting from
the Replenish Africa Initiative (RAIN) implemented by the
Coca-Cola Africa Foundation.
“We Are the World,” the hit song recorded to raise money to
ease hunger in Africa, was re-released in 2009, 25 years after
its first appearance, in order to help the victims of the
earthquake in Haiti. The Coca-Cola Company got involved by
leveraging its massive communication network—including
its official member-based My Coke Rewards website, the
Coca-Cola system’s fan page on Facebook, and the official
websites of celebrities and athletes who appear in Coca-Cola
system advertisements—to direct around 25 million
consumers to the song’s official website. People were
encouraged to make quick and effective donations, such as
by downloading the song.
UK
USA
Energy Management &
Climate Protection
Recycled PET Chair Debuts
at Milan Furniture Fair
Coca-Cola Great Britain engages in collaborative initiatives
with business partners, one example being joint efforts with
Tesco, the United Kingdom’s largest supermarket chain, to
ensure sustainable business. In the area of sales, 21% of the
Coca-Cola system products sold by Tesco do not undergo
secondary packaging. Meanwhile, for distribution, 10% of the
system’s products transported to Tesco are sent via rail,
thereby reducing the amount of freight transported by truck.
Additionally, all Coca-Cola system coolers inside Tesco stores
are equipped with energy-saving systems and employ
refrigerants that do not use HFCs,* with the aim of reducing
energy costs and environmental impact.
The Coca-Cola Company has teamed up with Emeco, known
around the world for its Navy aluminum chair series, to launch
a chair made with materials from 111 recycled PET bottles.
The chair, named 111 Navy Chair TM, was exhibited at the
2010 Salone Internazionale del Mobile, which is also known
as the Milan Furniture Fair. Recycled PET resin (rPET)
accounts for 60% of materials used for the chair, which is
modeled after the aluminum Emeco Navy Chair (#1006)
designed in 1944 for the U.S. Navy. It is expected that more
than three million PET bottles will be reused each year for this
initiative.
* Hydrofluorocarbons (HFCs) replaced the use of ozone-depleting chlorofluorocarbons (CFCs),
but they must be collected after use because of their strong impact on global warming
The Coca-Cola system worldwide is seeking solutions to issues
through initiatives being advanced in seven priority areas
Joint Initiatives with
Leading British Retailer “Tesco”
under the “Live Positively” slogan, using methods suited to
the characteristics of each region.
USA
Workplace
The Coca-Cola Company
Ranks in Top 20 of Best Companies for Leadership
In 2009, for the third consecutive year, The Coca-Cola Company
was included in the list of 20 Best Companies for Leadership
released by the U.S.-based magazine BusinessWeek and the Hay
Group consulting firm. This year, the company was rated highly not
only for forging through the economic recession with strong
leadership, but also for efforts to retain and nurture top leaders in the
midst of increasingly tough economic conditions. The Coca-Cola
Company commented: “In order to advance our business, in line
with the 2020 Vision, our future leaders will need to effectively
navigate in a changing world in which global macro-economic factors
require a transformation in thinking, behavior, and our view of the
world.”
46
Data on Environmental Initiatives in 2010
Energy-related Initiatives
management (SCM) framework.
In its sales processes, the Coca-Cola system in Japan is striving to
meet its target of reducing total CO2 emissions by 30.6% by the year
2010, compared to the 2004 level. The system is also working
together with vending machine manufacturers to develop and adopt
energy-saving models. In 2009, efforts to switch to energy-saving
machines led to a 5.5% reduction in CO2 emissions as of December
31,2009 compared to the previous year. Furthermore, as part of its
measures to help prevent global warming, the Coca-Cola system is
continuing to switch to HFC-free vending machines that do not use
alternative chlorofluorocarbon, and has introduced some 60,000
machines as of December 31, 2009. Approximately 95% of those
machines are HFC-free vending machines that employ heat pump
technology, which achieves extensive reductions in the amount of
electricity consumed. A prime example of such models is the ecoru/
E40 . In offices, energy consumption fell 1.9% and total CO 2
emissions fell 2.1%, compared to the previous year.
The amount of energy consumed in all the business processes
during 2009 fell 6.3% compared to the previous year, with CO2
emissions down 7.3%. This is a decrease in total CO2 emissions of
17.9% compared to the level in 2004 (base year). For production
processes, energy consumption decreased by 4.6% compared to
the previous year, while total CO2 emissions fell by 6.5% compared
to the previous year. Contributing to this were continued efforts to
switch to the use of natural gas as an energy source, which resulted
in a lower usage ratio for heavy oil A* and a higher usage ratio for
processed natural gas, natural gas, and other energy sources that
generate low CO2 emissions. However, production volume declined
6.6% from the previous year and CO2 emissions per 1L of product
increased slightly, by around 0.2%. Significant progress was made in
the distribution and transportation sector with energy consumption
and total CO2 emissions both falling 14.8% from the previous year.
This was largely due to reviews of production and distribution
operations carried out from 2009 in line with a new supply chain
Energy Consumption for Production (Input/Output)
7,550
7,380
7,560
4,620
410
7,920
7,950
7,590
Energy 4,710
Consumption
4,570 (in thousand gigajoules)
4,310
4,410
7,550
27,260
4,620
25,990
7,380
4,710
1,250
2004
27,260
4,570
1,220
2005
25,990
1,250
2004
24,920
7,560
1,230
4,310
2006
24,920
1,220
2005
23,460
7,920
2006
22,380
21,140
7,950
7,590
1,230
1,240
4,410 1,260
3,760
2007
23,460
1,230
2008
22,380
1,230
2007
3,760
2009
21,140
1,260
2008
410
1,170
320
390
390
1,110
2004
60310
2005
410
400
290
300
260
960
400
60
300
910
380
60
260
1,000
410
60
290
2006
1,110
60
2004
390
1,070
60320
1,170
1,240
2009
390
380
320 2 Emissions
CO
(in
thousand tons)
320
310
2007
1,070
60
2005
60
2006
2008
1,000
960
60
2007
2009
910
60
2008
60
2009
Energy Consumption for Production (Input/Output)
Energy Consumption (in thousand gigajoules)
7,550
7,380
7,560
7,920
2004
2005
2006
2007
7,950
7,590
2008
2009
Breakdown of Energy Consumption
13.6%
39.0%
LPG 2.4%
Kerosene 0.2%
Energy Consumption for Distribution/Transportation (Input/Output)
CO2 Emissions (in thousand tons)
4,620
4,710
4,570
4,310
4,410
3,760
320
320
310
290
300
260
2004
2005
2006
2007
2008
2009
2004
2005
2006
2007
2008
2009
Energy Consumption for Sales (Input/Output)
47
27,260
25,990
24,920
23,460
22,380
21,140
2004
2005
2006
2007
2008
2009
Sales (vending machines)
Offices
O 2Production
emissions originating fromSales
electrical
generation
●C
(vending
machines)are
calculated using the CO2 emissions factor of 0.421kg CO2/
Offices
kWh (level for 2004) announced by the Federation of Electric
Power Companies of Japan in 2005
● CO2 emissions originating from fuel are calculated using the
Greenhouse Gas Emissions Calculation and Reporting
Manual: Ver.2.3 (issued by the Ministry of the Environment;
Ministry of Economy, Trade and Industry in May 2008)
* Heavy oil A possesses the lowest level of kinetic viscosity of
any of the three oils in the heavy oil category (Japan
Industrial Standards)
● Numerical figures in the graphs are rounded
Heavy oil Processed natural gas/
A
Natural gas
Electricity
44.8%
60
Production
1,170
1,110
1,070
1,000
960
910
2004
2005
2006
2007
2008
2009
410
390
390
410
400
380
2004
2005
2006
2007
2008
2009
Water-related Initiatives
In 2009, the Coca-Cola system continued initiatives implemented
in the previous year for managing wastewater, preserving water
sources, and addressing water efficiency. Although, in line with a
decrease in production, the volume of water used in production
during 2009 decreased to 25.83 million cubic meters and that of
wastewater decreased to 19.23 million cubic meters, the volume of
water use ratio1 increased slightly.
In 2009, along with its other environmental initiatives, the Coca-Cola
system strived to ensure wastewater management based on
standards in line with The Coca-Cola Management System
(TCCMS),2 the Coca-Cola system’s global management system.
1. The volume of water required when producing 1L of product
2. Wastewater was managed in line with The Coca-Cola Management System (TCCMS) for
the period of January 1 to December 31, 2009, but starting in 2010 will be managed in
line with Coca-Cola Operating Requirements (KORE)
Water (Input/Output)
Water Consumption (in thousand cubic meters)
6.15
6.23
6.29
6.18
6.24
Water use ratio (L/L)
25,860
25,670
26,000
27,330
27,430
25,830
2004
2005
2006
2007
2008
2009
Wastewater Discharged (in thousand cubic meters)
17,210
17,390
18,120
19,200
2004
2005
2006
2007
Well water
Tap water
Industrial water
53%
19%
28%
Breakdown of Wastewater Discharged (2009)
20,080
19,230
2008
2009
Discharged into rivers,
streams and oceans
Discharged into
sewage systems
75%
25%
6.12
Breakdown of Water Consumption (2009)
Waste-related Initiatives
In 2009 Coca-Cola system plants achieved a recycling rate of 99.7%
for the solid waste generated from production processes, marking
the sixth consecutive year since 2004 to attain “zero emissions” (a
Amount of Solid Waste Generated and Recycling Status
99.6%
99.7%
99.6%
99.7%
99.8%
recycling rate of over 99.5%). The quantity of solid waste generated
in 2009 was 119,700 tons and the quantity of recycled waste was
119,300, both slight decreases compared to the previous year.
Breakdown of Solid Waste Generation (2009)
99.7%
Coffee grounds/Used tea leaves
78.2%
132
132
122
122
123
123
123
122
131
130
120
119
Sludge
12.4%
Paper/Cartons 3.2%
Plastic 2.6%
2004
2005
Solid waste generated
(in thousand tons)
2006
2007
Solid waste recycled
(in thousand tons)
2008
2009
Recycling rate (%)
Glass 1.1%
Metal 1.5%
Other 0.9%
48
Stakeholder Opinions
Coca-Cola Sustainability Report 2009 : Readers’ Comments
As of July 2009, there were 22,700 copies of the Coca-Cola Sustainability Report
2009 in circulation, and the website questionnaire had generated 374 responses (371
responses from the general public and three from employees of the Coca-Cola
system). We look forward to hearing opinions from many more stakeholders about
how we can improve the content of the report and our activities as a company.
Feedback from the Questionnaire Attached to the Coca-Cola Sustainability Report 2009
1
2
What is your overall impression of this report?
Excellent: 30.7%
Average: 19.3%
Ease of
understanding
Poor:
2.4%
Good: 47.5%
Average: 20.1%
Excellent: 36.9%
Average:
31.0%
Good: 61.2%
Poor:
7.8%
Too much: 18.2%
Quantity of
Information
Insufficient:
10.7%
Sufficient: 71.1%
● For this year’s report, considerable feedback has been incorporated from
outside stakeholders in order to provide a multi-faceted evaluation of the
business activities of the Coca-Cola system.
3
How do you rate the Coca-Cola system’s initiatives?
3.2%
Below average:
Average:
#1
The Coca-Cola System in Japan (34.8%)
#2
Environmental Initiatives: Water-related Initiatives
(30.4%)
#3
Environmental Initiatives: Waste Reduction (24.3%)
#4
“Live Positively” (22.1%)
#5
Environmental Initiatives: Vending Machine Advancements
(20.0%)
Poor:
2.7%
Good: 40.4%
Design
Quality of
Information
Which topics most interested you?
12.0%
● These results indicate that the stakeholders had an interest in sections
related to such topics as the corporate stance and environmental initiatives.
4
What best describes your perspective as a reader of the report?
Coca-Cola system employee:
0.8%
Other:
Excellent:
40.9%
Good:
43.3%
Poor:
NGO/NPO employee:
0.5%
● We found that over 80% of respondents gave the initiatives a positive rating.
49
15.0%
2.9%
Corporate CSR/
environment officer:
0.8%
Consumer:
80.5%
Sustainability Website: Visitors’ Messages
Many visitors to Coca-Cola Japan’s website have taken the time to relate their
impressions and opinions regarding information on our business activities.
We would like to introduce some of the valuable advice that we have received
from stakeholders.
WEB
* For reasons of space, we have edited and summarized some opinions, but remained faithful to the intent
About the Sustainability Report 2009
About Sustainable Packaging
Woman in her late 20s
I would have liked to see the content of the “Environmental Initiatives”
supplement to Sustainability Report 2009 actually inside the main color
report.
I have always found labels on 500ml PET bottles difficult to remove. You
have improved labels on 2L PET bottles so they do not tear, but for 500ml
PET bottle labels it is hard to even find where to tear off the label! While
other companies’ labels can be smoothly peeled off from the top, Coca-Cola
system labels are so stiff I can never find a place to start peeling and have
to use scissors. I would like to see the labels improved.
Woman in her 40s
As a consumer, I learned a lot from the report. I have been interested in the
activities of the Coca-Cola system for a long time now and look forward to
reading future reports.
Woman in her early 20s
I knew nothing about the kind of initiatives being implemented by the
Coca-Cola system until I read about them on the Internet. I expect most
other people feel the same way. This is a shame because the great things
you are doing are not visible to us and therefore do not come across. Why
not be more aggressive in your publicity about initiatives?
Man in his 30s
Perhaps you could be doing more to spread knowledge about methods for
sorting and recycling waste, for instance via TV commercials,
advertisements, and product packaging.
Woman in her late 20s
Woman in her early 20s
If you have managed to reduce the amount of resin used for I LOHAS , then
perhaps you could use the same methods to reduce usage for other
Coca-Cola system products, too.
Woman in her 30s
I did not know the Coca-Cola system was involved in such activities and
my view of you has changed. I want to know more.
Man in his late 20s
Selling water from Hokkaido in Kyushu and elsewhere would not be
environmentally-friendly. I am concerned about unnecessary transportation
from the place where the water is obtained to the place where it is
consumed. I would like to see a map of the locations where you obtain
water for I LOHAS .
About Vending Machines
Man in his 40s
I run a retail business in a provincial area. The evolution of vending
machines is all very good, but the machines installed at stores in such areas
tend to be ones that used to be located elsewhere so they do not have
functions for younger consumers to use a mobile phone or e-money to buy
beverages. Mobile phones are used by everyone and young people here
are just as aware about e-money and point systems as their counterparts in
the major cities, so please make an effort to install new, eco-friendly
vending machines in provincial areas, too.
Man in his 30s
I suppose it takes time to make one vending machine, but please install
more machines compatible with mobile phone payment systems.
COMMENT
About Delivery/Transportation
About Community Contributions and Support for Sporting Activities
Man in his 30s
You have provided an open, coherent and detailed explanation of your
contribution to local communities and your corporate social responsibility,
and I am amazed and impressed by the way you have taken action. Please
keep up the good work!
Man in his 30s
Please enhance sports programs for children.
The Consumer Service Center receives opinions and requests from a large number of consumers every day. On behalf of the
Coca-Cola system, we at the Consumer Service Center properly acknowledge comments from consumers and make them
known throughout the company so the system can work to improve products and services and meet the expectations of
consumers. Some of the consumers we hear from at the Consumer Service Center harbor doubts or concerns about our
products and services. Through communication with consumers, the Consumer Service Center tries to foster optimism among
consumers as a path toward realizing the “Live Positively” business principle adopted by the Coca-Cola system worldwide. We
are always eager to hear your comments.
We would like to hear from you!
Website
Please send us your ideas and opinions regarding Coca-Cola Sustainability Report 2010 .
http://cocacola.co.jp
0120-308509 (toll free)
Hours: 9:30 a.m. – 5 p.m. (except weekends and public holidays)
50

(Japan) Co., Ltd. - The Coca

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