The Partnership for Health

Six Winter School 2011, Celebrating solutions – Exploring examples of

social innovation in practice

Tomasz Misiak-Niedźwiadek, Danone Poland

For many people in

Poland meat is a luxury Nowa Trybuna Opolska,

20.01.2010

Polish children are the

poorest in EU Newsweek, 07.02.2010

The poorest region of

Poland - łódzkie Gazeta Wyborcza, 24.02.2010

80 mln EU citizens lives in

poverty, Nowa Trybuna Opolska,

20.01.2010 An increasing number of

children live in poverty, Głos

Nauczycielski, 06.01.2010

Responding to a social problem

3 mln children and teenagers in Poland have health problems

caused by malnutrition.

Source: Millward Brown 2009, Research in 300 primary schools in Poland, conducted by Danone and Food Banks

Source: Panel Gospodarstw Gfk Poland Oct 2008.

The lowest income group among households is the so-called „D” group – which amounts to 27% of all households in Poland.

260 000 children started their day without breakfast

500 000 children (1 in 5 children) was malnourished – too few meals or the meals are not big enough

120 000 children went to school hungry

70 000 children ate only what they got at school

170 000 children suffered from malnutrition

Data on malnutrition of children in Poland:

2009

Today the number of malnourished children amounts to 134 thousand

* Source: MillwardBrown

SMG/KRC for Danone, 2011

Results of the cooperation

For breakfast

For lunch

High quality, nutritious meals for schoolchildren available to all income groups thanks to their low price

Coalition members and the operation model

Danone

The creation of the Mleczny Start (Milky Start) concept and

the model of business

coopeartion;

Marketing activities, public relations and the coordination of the Partners’ work;

Lubella

Establishing Mleczny Start’s (Milky Start)

formula, the production and

transport;

Biedronka

Distribution and sales of Mleczny

Start (Milky Start);

Sales support in the stores;

The Institute of Mother and Child

Expertise;

Ensuring that Mleczny Start (Milky

Start) fulfills nutritional standards.

The Partnership for Health is a coalition of three companies and a scientific institution, created on September 28th, 2006 by signing the declaration of cooperation.

Goal

The goal of the Partnership for Health is fighting malnutrition of children in Poland and promoting healthy, nutritional habits among children.

Mission and vision

Mission: Helping decrease the number of children suffering from malnutrition to half the current number (i.e. to 85 000), until the end of 2015. Vision: Poland without the problem of child malnutrition and the problem it creates- social exclusion.

Rules of cooperation

1. Equality

2. The product is distributed exclusively in the chain of JMD Biedronka stores – in over 1745 stores in Poland

3. Aiming to achieve the highest product quality at the lowest price– a minimal profit margin that ensures the development of the initiative and the product

4. The minimal profit is reinvested in the product’s marketing and promoting a healthy diet among children (in cooperation with the Institute of Mother and Child)

Results of the cooperation

For breakfast

For lunch

High quality, nutritious meals for schoolchildren available to all income groups thanks to their low price

2007 2008 2009 2010 2011 est.

376 368 410

831

1218

304

403promo

base

SEMOLINA ANNUAL SALES DEVELOPMENT (TONS)

SOURCE: INTERNAL DATA JMD 2011

+43%

+177%

65 000 000 breakfast portions

reached

Polish households for 5 years

80 000 portions sold a day!

Mildew on the wall in the bathroom Folding armchair as a bed

27 % = 22 000 to D households daily!

Thank you!