Its ambition is to create a blueprint for a CO2-neutral brewery and achieve water neutrality for all breweries in water-stressed areas. The company aims to reduce the direct and indirect CO2 emissions from fossil fuels in its breweries from 10.4 kg/hl in 2008 to 6.4 kg/hl in 2020. The long-term aspiration is to be the world's greenest brewer.

In April 2010, as a result of extensive discussions with key stakeholders around the globe, Heineken launched a new strategic initiative, Brewing a Better Future. This has provided a clear road map for the company, reflecting Heineken's long-term objectives. The initiative is focused on three pillars: 1) continuously improve the environmental impact of its brands and business, 2) empower its people and the communities in which it operates, and 3) positively impact the role of beer in society. Supply management is a vital aspect of this strategy, with the clear objective to reduce energy consumption, adding renewables to the energy mix and reducing water consumption in 2012 and in the years that follow.

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Keywords supply chain management, value chain, value chain IT, green supply chain, sustainability in supply chains