Duncan Pruett, Oxfam

Behind the Brands as tool to leverage policy and practice change

• BtB only part of Oxfam model of change• What is the BTB project? How does it work?• How did we tackle land?• Engaging consumers; Detailed policy asks• Commitments from Coke, Pepsi and the rest• Way forward: roadmaps, taking things further

Behind the Brands complements wider Oxfam land programme and position on food system

• Public policy (VGGT) and public investment in agriculture is still key (ag still only 5% of ODA)

• Reforms in DFIs and financial sector (World Bank Group land commitments/reforms)

• In-country capacity for CSOs to engage in land and ag policy reform and act as watchdogs (+ community level interventions)

• Deeply involved in how private sector can improve its performance on land and other issues – BTB, RSPO, CFS RAI etc

Concentration in the Supply Chain

Reputation Matters

• Graphic: Mediabistro ; Source: Weber Shandwick “The Company Behind the Brand: In Reputation We Trust” 2011

Behind the scorecard• 18 months to build it – broad consultations

• 270 indicators, summarizing best practices

• Public-facing – highly transparent

• High level focus on transparency and due diligence

• Awareness, Knowledge, Commitments, Supply chain

Indicators

Race to the Top

• Constant engagement with companies

• Outreach to consumers/ public• Investor engagement –

• 33 investors, $1T in assets • Aviva, BNP Paribas , F&C

Spurring a “public discussion”

RequestsKnow and show

1. Disclose suppliers -- sugar, palm oil and soy

2. Undertake land tenure impact assessments

Commit

3. zero tolerance policy on land grabbing,

4. Supplier codes - FPIC

Advocate

5. Publicly advocate towards gov’ts and traders

6. Mobilise industry peers to adopt zero-tolerance policies

The Coca-Cola Company commits to zero tolerance for land grabbing…The Coca-Cola Company will adhere to the principle of Free, Prior and Informed Consent across our operations (including bottling partners) and will require our suppliers to adhere to this principle. We will incorporate the following language in our Sustainable Agriculture Guiding Principles (SAGP): • Community and Traditional Rights: Recognize and safeguard

the rights of communities and traditional peoples to maintain access to land and natural resources. Require respect for and prohibit the violation of the land rights of communities and traditional peoples. Maintain positive community relations and contribute to local economic development.

• The Coca-Cola Company will leverage the Company’s existing engagement in cross sector platforms and UN bodies to support responsible land rights practices, including the UN Voluntary Guidelines on the Responsible Governance of Tenure of Land (VGGTs).

• We will publicly advocate that food and beverage companies, traders … as well as sourcing country governments endorse and implement the VGGTs and commit to respecting land rights.

• Address cases in Cambodia and Brazil• Reveal all direct suppliers• Human rights assessments in top sourcing countries

Ways forward for Behind the Brands

March: Pepsi also makes zero tolerance commitment

April: 8 of 10 companies commit: land rights and FPIC

1. Roadmap tracking implementation

• FPIC, audits, impact studies

• Corp lobbying – gov’ts, standards

2. Expand scope: F&B, traders, retailers

3. New champions: Investors, banks, UN, service

providers, analysts, biz groups, public FIs

4. Data: Influence sustainability ratings, indices

Addressing Risks to Smallholders• Private investment must bring real benefits • Land grab debate reconfirmed risk from LSLAs• Getting it right is difficult: New Oxfam report

launched today confirms challenges:– failed CSR schemes, smallholders worse off, land

reconcentration, food security decreasing.• Companies need both pressure and

accompaniment• practice must follow policy change – Oxfam

keen to work with IFAD in this spirit