We are part of the society in which we operate as a company – and it is a diverse environment with a wide range of stakeholders all having their own expectations of us. Balancing these expectations with our own and incorporating them into our business are also part of HARIBO’s corporate responsibility. On top of this, we also strive to make our own contribution to the sustainable development going on around us.
Consumers – responsible quality for all
Along with our employees, our consumers are our most important stakeholders. They have been relying on HARIBO to provide them with high-quality sweets since 1920. International consumers have been placing their trust in us since 1935.
Today, we respond to consumer demands worldwide with around 1,000 different products – and add to our range with our established core range of products. Consumers who prefer high-quality vegetarian or low-sugar sweets, for example, will find what they need from HARIBO, as will those looking to avoid certain ingredients for religious reasons. Common to all of our products is our consistent pursuit of the distinctive HARIBO flavour and typical HARIBO texture.
For us, it is vital that our consumers can continue to rely on HARIBO’s high-quality and responsibly produced sweets in the future.
Involvement and dialogue
Direct dialogue with our consumers is essential for HARIBO. There is nobody better placed to tell us what they expect of our products than our consumers. That’s why we conduct regular surveys, tests and market research to find out about their wishes and requirements. Plus, we also keep in touch with our end customers through our in-house Consumer Service and our social networks.
Trust – constantly renewed
The international ‘Most Trusted Brands’ survey awarded HARIBO first place in the ‘Confectionery’ category in Germany once again in 2020 – for the 19th time in a row. This is testament to the long-established consumer trust that we want to always continue to justify – including by marketing our products responsibly.
Marketing – with our good name
It takes time to build trust – to earn it, products not only need to be high quality, but also advertised responsibly. Our products are treats rather than staple foods. First and foremost, this means that they should be enjoyed in moderation. HARIBO introduced clear rules for marketing in 2016. Our marketing is traditionally aimed at adults. This voluntary commitment extends across all aspects of HARIBO’s product marketing.
Customers – working together
Our customers are a key part of the HARIBO process chain. They form the link between us and our consumers. And sustainable responsibility is becoming an increasingly important factor for them.
The retail food market is in a unique situation. Our customers can determine their own sustainability with their own-brand products. However, in the case of products from their suppliers, which make up the majority of their range, they need to be able to rely on the manufacturers themselves to produce in a responsible way.
Assuming and documenting responsibility
In 2015, we made the decision to have our production sites audited in accordance with the internationally recognised SMETA standard for sustainable and ethical business practices. Nearly 90% of our facilities have already been audited or are undergoing their second round of auditing. SMETA will cover the entire HARIBO Group by 2021.
Responsible behaviour is also a component of the HARIBO supplier code of conduct for our own suppliers. And last but not least, our very own code of conduct regulates all the areas of responsible company processes and business relationships.
