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METRO GROUP : ANNUAL REPORT 2011 : BUSINESS
→ GROUP MANAGEMENT REPORT : 7. SUSTAiNAbiliTy MANAGEMENT
We plan to hold the event once a year. Documents from the
2011 conference were distributed to all members of the
German parliament. They also can be downloaded at
www.metrogroup.de/berlin.
Creation of customer advisory councils at Real germany
In Germany, Real created a special format for stakeholder
communication in 2011: the customer advisory council. This
group consists of ten to 15 representatives of various customer
segments. since then, the customer has become the
central communication partner in more than 100 hypermarkets.
In Germany, Real is one of the few retailers that enable
advisory council work to be done with customers at the local
market level. Four times a year, the members of the council
meet and point out areas they like at the local store and areas
they think require improvement. The recommendations primarily
affect the local store, including the introduction of
regional products. The aim is to gradually set up a customer
advisory council at all Real stores.
Commitment to international relationships
with neighbours
as an international retail and wholesale company,
MeTRo GRoUp also assumes social responsibility. We act as
a responsible corporate citizen in a number of programmes
and projects. one example of this commitment was a panel
discussion held in connection with the exhibit “Tür an Tür.
→ p. 130
polen – Deutschland. 1.000 Jahre Kunst und Geschichte”
(Door to Door. poland – Germany. 1,000 Years of art and History).
as a main sponsor, MeTRo GRoUp used the event to
underscore its commitment to cultivating the German-polish
partnership. The approximately 100 guests from society, business
and the church agreed that the relationship between
poland and Germany had developed well. Companies like
MeTRo GRoUp help to expand the shared interests of the two
countries and increase mutual understanding.
Partnership with Tafel food banks extended
MeTRo GRoUp has extended its long-standing partnership
with the Bundesverband Deutsche Tafel e. v., reassuring the
financial support that was scheduled to expire in 2011 by
three years. as a result, we will remain the reliable partner
of the Deutsche Tafel food bank organisation in years to
come. We began our support of the Bundesverband Deutsche
Tafel in 2006 and do our part to ensure that people in need
regularly receive nutritious food. The German Metro
Cash & Carry and Real stores regularly donate large amounts
of food and material goods to local Tafel food banks. More than
90 percent of Real’s stores in Germany provide goods to Tafel
food banks and increased the amount of donated food once
again in the reporting year. This increase was due to the decision
to provide fresh foods like sausage and dairy products to
the food banks in 2011 for the first time and not due to a growing
number of surplus products in the stores.