On September 22, during the Millennium Development Goals (MDG) Summit hosted by the United Nations, Heineken received the 2010 World Business and Development (WBD) Award for its groundbreaking sustainable local Sorghum supply chain initiative in Sierra Leone.  Across Africa Heineken has the objective to  source 60% of its raw materials locally.

 

When conducting Economic Impact Assessments for Heineken in Sierra Leone, and after that in Rwanda an Nigeria that have similar initiatives, I have seen these programs and their footprint first hand. Projects like these reinforce the belief I have in the private sector as engine of development. Critical voices will undoubtedly point to Heineken’s self interest in these programs, but that is exactly the point. Companies should realize  that the closer their alignment with the societies they serve, the better their success. Financial analysts repeatedly mention Heineken’s limited exposure to emerging markets but it is little known that no brewer is bigger in Africa (ex South Africa) than Heineken.  The company has been for many years in countries that have seen massive conflict (DR Congo, Nigeria, Sierra Leone, Rwanda) and has improved and rebuilt many people’s lives. To many Africans, Heineken is an African company and they celebrated their independence with its products.

 

Better known of course is that Heineken is renowned for building successful brands. And it is therefore especially pleasing that Heineken’s African initiatives now add to its global brand. Heineken does not make wild claims but thoroughly analyses its direct and indirect economic impacts. Other companies may beat the drum louder about all the good they do, but as you might say “empty keggs make most noise”. And to those companies that want to emulate Heineken’s success, I would say: In God we trust and the rest has to prove it with numbers.