Reputation Management Strategy at Uniqema Bromborough

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Reputation Management Strategyat Uniqema
Bromborough

• Andrew Gooda
• Site Director

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Introduction to Croda and Uniqema
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Croda corporate overview

• Founded in 1925. HQ in Cowick Hall, Yorkshire.
• Leading producer of natural ingredients for high
  growth markets
• Reputation for innovation, quality products and
  excellent customer services
• Global reach with operations in 26 countries
• Technical and manufacturing centres in each major
  region of the world
• A customer focused, service-driven culture
• Unrivalled industry/market knowledge and
  experience

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Uniqema offers a unique range of oleochemicals
and their derivatives for use in everyday
products that improve the quality of life
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A few facts figures

• Independent company within the Croda Group
• 5 manufacturing sites around the globe
• Around 1,000 employees
• Present in over 50 countries and growing
• Sales in excess of 500 million Euros
• Global headquarters in Gouda, The Netherlands
• Manufacturing around 650,000 tonnes of
  oleochemicals and their derivatives every year
• Sustainable Chemistry using natural raw materials
• Over 175 years of experience in the oleochemical
  industry
• has resulted in in-depth product, application
  regulatory knowledge

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Building blocks effect chemicals
Oleochemicals and their derivatives serve as
building blocks and effect chemicals in hundreds
of consumer and industrial applications such as

• Coatings
• Adhesives
• Detergents
• Elastomers
• Fine chemicals
• Foams
• Lubricants
• Paper
• Personal care
• Rubber
• and many more

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Introduction to the Bromborough Site
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Site Layout
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Key Facts History

• Employees on site 120
• 27 Acre site
• 11 operating units and 2 finishing units
• Turnover up to 50m
• Output up to 100,000te
• Exports over 50
• Products based on renewable, natural oils
• Site Development began 1853
• Price's Patent Candle Company
• Acquired by Shell then Unilever after WW1
• 2003 -150th Anniversary !
• 2006 - Uniqema bought by Croda
• 2007 New Uniqema oleochemicals business

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Why Reputation Management?

• Strong historical links, but weakened by
• Smaller, more dispersed work force
• Lower profile vs Lever Port Sunlight
• Removal of Unilever umbrella
• Low profile policy shaped by
• Odour problems (solved in mid 90s)
• Negative media coverage of chemical industry in
  general
• Specific issues with ICI image in NW region
• What changed?
• Negative / distorted media coverage of incidents
• Little recognition of continuing input to
  community
• CIA conference at Leeds on best practice
• ICI/Uniqema support
• 150th Anniversary for site

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Strategy

• Use 150th Anniversary to re-launch image
• Open day fun events at Village
• Local government, MP and local media
• Steering team managing activities to target key
  stakeholders
• Employees
• Local residents
• Schools education
• Local charities
• Local business
• Government Regulators
• Local Media
• Set targets to measure performance

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Our Reputation Objectives

• To support the education of young people in
  preparation for their futures
• To raise awareness of the Chemical Industry and
  its importance in our everyday lives
• To promote environmental awareness
• To support regeneration and economic growth in
  and around the Wirral area
• To contribute to worthy causes and to provide
  support to those less fortunate than ourselves
• To work in partnership with our external
  governing bodies in providing a safe and
  environmentally compliant organisation
• To motivate and develop our staff
• To secure support for the future of our site

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Key Activities

• Education
• Children Challenging Industry COSI Science for
  Life
• School partnering (primary secondary)
• Nuffield bursary students
• Work experience placements
• SETPOINT
• Catalyst visits links
• Apprentice training
• Local Charities
• Wirral Autistic Society
• Charles Thompson Mission
• Lyndale school
• MacMillan Nurses
• Red Nose day
• Charity Committee

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Key Activities

• Local Networks
• Wirral Investment Partnership (WIN)
• Wirral Environmental Partnership (WEP)
• Wirral Council Emergency Planning
• Chemicals NorthWest
• CIA NW Site Managers
• Responsible Care cell
• Chamber of Commerce
• Local MPs and MEPs
• Community
• Annual events Rocket Day, Fun Day
• Pensioners Xmas dinner
• Annual newsletter
• Time out for staff
• Local media links (press radio)

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Benefits

• Recognition
• CIA awards shortlist (2004/5/6)
• Wirral Making A Difference (2006/7)
• Wirral Environmental Business of the Year
  (2005/7)
• Positive local media coverage (also in case of
  incidents)
• Support/Influence
• Local council
• Local MP
• Staff
• Positive feeling for all staff
• Real personal development satisfaction for
  those directly involved
• Improved recruitment retention

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Shaping the oleochemical future

• Any Questions?