1. Duncan Pruett, Oxfam

2. 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

3. 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

4. Concentration in the Supply Chain

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

9. 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

10. Indicators

11. Race to the Top
• Constant engagement with
companies
• Outreach to consumers/ public
• Investor engagement –
•33 investors, $1T in assets
•Aviva, BNP Paribas , F&C

13. Spurring a “public discussion”

15. Requests
Know 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

16. 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.

17. • 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

18. 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

19. 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