At BR’s recent re:Focus on Retail and Logistics, Loredana Samoila, PR Manager at Kaufland Romania, was part of the Fireside chat, powered by FEPRA: The big awakening. New generations of shoppers and retailers became aware of environmental protection, where she talked about her company’s actions in social responsibility projects, reducing plastic waste and implementing sustainable and green solutions.
“Kaufland is closely following youth behavior and trends. In 2019 we conducted a market study, together with Reveal Marketing Research, to see if our messages reach the community because we are investing around EUR 6 million in social responsibility projects. We were mainly interested in members of Generation Z, because they are the reason why we are building our future business. We saw that 96% of young people aged 18-24 know about at least one social responsibility campaign. The environment is the top issue according to our findings, followed by education, healthcare and fighting poverty. We were glad to find out that Kaufland was mentioned as one of the main companies involved in social responsibility and environment projects.
Another important component is recruiting. Candidates ask us during interviews what volunteering projects we are running for employees.
In 2019 we were recognized as the most sustainable company in Romania, for the second consecutive year, by CSR Index.”
Kaufland Barbu Vacarescu, the store without plastic
“In 2018, we started a pilot project in Romania to reduce plastic waste, “the store without plastic,” in our Barbu Vacarescu store. We tried to replace single-use plastics with bio-degradable materials as much as we could. Feedback was extremely positive, from the youth community and from the media, and they encouraged us to go further and in 2019 we replaced the single-use plastic bags for vegetables and fruit with bio-degradable bags of the highest quality. We are also looking into introducing reusable casseroles, but we must make sure to avoid any kind of contamination and comply with every hygiene standards.
Sustainability costs money, but that’s not how we’re looking at it. We try to look beyond costs, and we believe we need to build for future generations.”