Morrisons wins first European CSR Award

Supermarket chain WM Morrison and product development contractor Pera Innovation have been named as UK winners of the inaugural European CSR Award recognising responsible and sustainable business practice. EDF Energy was recognised as Highly Commended. 

 

The British supermarket chain was particularly praised for its ‘Lets Grow’ campaign where it takes the tried and tested cause related marketing concept -based on collecting vouchers for schools - and linking it to encouraging children to understand and experience where food comes from. Judges were also impressed by the energy and enthusiasm behind the campaign and the way in which it is increasingly becoming more integrated into the core business.  

 

Winner in the SME section, Pera Innovation, created the Pera Constellation Model in 2008, to encourage enterprise and entrepreneurship in young people, with the aim ‘to give life-changing opportunities to individuals, especially those aged 14 – 30 and under-achieving for whatever reason’. The Judges’ commented: “Pera has developed an effective model that enables them to act as a hub for community development and investment in their area. This approach has enabled Pera to be the key partner in mobilising a whole community and focusing their CSR activities to the benefit of all.”

 

The Judges also gave a Highly Commended Large Company award to EDF Energy, for ‘The Pod’ – a combination of events, campaigns and a website that provides free teaching materials for schools, covering climate science and sustainability. The judges were impressed that EDF addressed a complex set of issues and were able to communicate the message simply. Since its launch in 2008, The Pod has reached 9.3m children through 46% of UK schools. Schools say they have saved 61 mega tonnes of CO2 through the project. 

 

Pictured left to right: Julia Aramendi, International Campaign Coordinator, BITC; Richard Howitt, Member of the European Parliament, Darren Towers, Head of Sustainability and Environmental Leadership, EDF Energy'; David Petersen, Account Manager, Wm Morrison Supermarkets plc; Maria-Jose Subiela, International Projects Director, BITC and Sue Adkins, International Director, BITC.