Annual Report 2012 - Investor Relations

16Consumer GoodsGloria Wegmüller,Gianni Greco and abottle of olive oilAfter reading an article in the newspaper, Gloria Wegmüller isworried; labels on olive oil bottles contain a questionable chemical.But this need not be the case, as she learns after a visit to anItalian speciality shop.Gloria Wegmüller carefully folds the daily newspaper andputs it on the coffee table. “Another chemical that we believewe need, but is hazardous to health,” she reflects.She has just read that Perfluorooctanoic acid (PFOA), atoxic substance used in many industrial and consumergoods, can be harmful to humans. The chemical is mainlyused for its water and grease-resistant properties in themanufacture of food packaging, cookware and upholstery.Gloria goes on to wonder, “A takeaway pizza boxthat can withstand the greasy pizza, butter packagingand oil bottle labels – are they all packed with PFOA?” Isthere an alternative? Concerned by this, she decides toget to the bottom of the issue.A visit to Gianni GrecoThe following Saturday, Gloria and her husband, Florian,go to Greco’s – an Italian speciality shop – known acrossthe region for its excellent wines and cheese, freshhomemade pasta, and a wide selection of high-qualityolive oils. All of these products are sourced by GianniGreco, the owner, from handpicked suppliers whom hemostly knows personally. “Ciao Gloria. Ciao Florian,”Gianni calls out cheerfully as the couple enter the spaciousdelicatessen. “What will it be today?” “Hi Gianni,”Florian Wegmüller replies. “The Ravioli of the Weeklooks delicious. We’ll have a kilo please. And 300 gramsof Parma ham and a small pack of homemade Amaretti.”Gianni Greco gives the couple a nod, goes to the counterand scoops a generous amount of lemon and basil ravioliinto a paper bag.LabelsMeanwhile, with a scowl on her face, Gloria Wegmüller isexamining the copious bottles of olive oil, neatly stockedin rows on a fine wooden shelf. She runs her fingerover a particularly elegant label that reads ’Extra Virgin’in bold, shiny gold capital letters, next to an embossedgreen olive branch. She suddenly turns around to faceGianni Greco. “Hey, Gianni, did you know that these labelscontain a dangerous chemical?” Gianni Greco looksat her with horror. “A dangerous chemical?” he repeatsquestioningly. “Exactly. It’s called Perfluorooctanoic acid,a substance that is clearly needed so that the greasy oildoesn’t damage the label. Could you maybe ask one ofyour suppliers whether there really is no alternative?”Gianni Greco hands Florian Wegmüller the paper bagwith his purchases and accompanies his regulars to thedoor. The usually cheerful man now looks rather serious.“I’ll do that right away,” he says. “As soon as I find outmore, you’ll hear from me.”