Ethics, safety and sustainability are the pillars that guide us to act now, with an eye on the future. Our principles guide the way we do business, relate to different stakeholders and create value for society.
Ethics|GRI 102-12, 102-16, 103-2, 103-3|
We understand that our responsibility goes beyond compliance with legislation, with ethics as the starting point for all our business activities and a non-negotiable value in all decision-making.
According to a 2017 study by the Getulio Vargas Foundation (FGV), nearly BRL 4.8 billion in sales taxes (ICMS)8 alone are evaded annually in Brazil by companies in the fuel sector, which, for the most part, do not have assets to honor the debts accrued over long periods.
This behavior is deleterious to market and, especially, society. In this context, each crop year we stress the importance of ethics in conducting business, of transparency in our relationships, and of fair competition in the markets where we operate.
The principles guiding this form of doing business are communicated through the Code of Conduct, which establishes rules to achieve, with an honorable reputation, the business objectives, in addition to the Anti-Corruption Guide and the Policy to Combat Bribery and Corruption, whose goal is to ensure transparency in commercial relations and with public agents.
The internal documents related to this topic are available for consultation by all employees on our intranet. The content of these materials is also reinforced through periodic training, both for new employees and for updating the information for professionals who have been part of our team for some time.
In 2018/2019, we launched new versions of the Competition Compliance and Anti-Corruption Training, mandatory for all staff, provided in classroom or distance modules (webinar) for external employees, in addition to an online module for the others.
In addition, we are signatories to the Business Pact for Integrity and Against Corruption of the Ethos Institute; we have established partnerships with trade associations for fair competition; and endorse—through the Sugarcane Industry Union (UNICA - União da Indústria de Cana-de-Açúcar)—the Movimento Combustível Legal (Legal Fuel Movement), an initiative created in 2016 by Plural, which aims to promote intense discussion with society and public authorities about illegal activities that permeate the fuel industry.
In 2018, this movement reinforced—through various news reports, interviews and videos, in various digital channels—the position of combating irregular trade, addressing issues such as tax evasion, tax delinquency and fraud on volume and quality at the pumps at the service station—actions that directly harm consumers and the market. To learn more about the program, click here.
We also support initiatives aimed at disseminating best practices in areas surrounding our operations and with our partners. An example is the adherence to the Program called Na Mão Certa, by signing the Business Pact Against the Sexual Exploitation of Children and Adolescents on Brazilian Highways. In 2018, we were recognized by Childhood Brasil, the entity that leads the initiative, because of our support to the program.
As a consolidated practice, we receive, through our Ethics Channel (by toll-free number 0800-772-4936 or email firstname.lastname@example.org), claims referring to violation of the Code of Conduct. The contacts are registered by an independent company, ensuring anonymity of the whistleblower. In 2018/2019, the communication of the channel was reinforced among employees through internal campaigns. Thus, the tool was also designated for reporting claims referring to prejudice and discrimination of any kind. This channel has been redesigned, which has made the interface more practical and intuitive. As a result, there was a 26% increase in the number of records compared with the previous crop year (555 contacts in total), of which 292 generated disciplinary measures or improvement in controls, 153 of which proved to be founded. Escalations included enforcement of disciplinary measures, such as warnings, suspensions, and even terminations.
Our upstanding way of acting includes maintaining a transparent, objective and timely communication with investors. We voluntarily adhered to the Sarbanes-Oxley Act, which requires the adoption of mechanisms for easily verifiable financial reporting and traceable source data. In addition, our financial statements are audited externally and follow international accounting standards. In October, as a result of this work, we were awarded the Transparency Trophy, granted by the National Association of Finance, Administration and Accounting Executives (ANEFAC - Associação Nacional dos Executivos de Finanças, Administração e Contabilidade), together with the Institute of Accounting, Actuarial and Financial Research (FIPECAFI - Fundação Instituto de Pesquisas Contábeis, Atuariais e Financeiras) and Serasa Experian. The award attests to the quality of the financial statements we disclose to the market.
More information on ethics and integrity in our operations can be found here. |GRI 205-1, 205-2, 205-3, 206-1, 307-1, 419-1|
8 ICMS - Imposto sobre Circulação de Mercadorias e Serviços (Tax on the Circulation of Goods and Services)
Safety|GRI 103-2, 103-3|
Safety is a fundamental value and the main vector that defines how we operate.
During the crop year, two editions of Safety Day were held simultaneously in all units to reinforce the message that life is what matters. The second edition of the year was even more special: held in October, the edition had the engagement of the internal audience from beginning to end. Given that October is the month when children's day is celebrated, the communication was all conceived by the sons and daughters of our employees, so as to raise awareness about the need to work safely and, at the end of the day, return unharmed to those who love us and wait for us at home .
We also promoted two editions of Alert Week, which engaged employees and third parties from all business areas in our Sistema Alerta! (Alert System!), which seeks to prevent accidents using behavioral tools. Leaders were also present in the safety dialogues during the week. The event included several activities on occupational safety to reflect on how behavior is key to achieving Zero Accidents. As in the previous crop year, Sistema Alerta! was discussed in a more educational and simple manner, using the analogy of riding a bicycle.
Regarding training, a novelty came from Raízen University: the virtual reality goggles. The equipment was used to simulate critical scenarios, recreating a feel of reality. In this way, employees absorb knowledge more quickly, without being exposed to risk.
We also continued to communicate the Five Rules that Save Lives in our 26 production units, to raise employee awareness about behaviors in five key groups. By following these rules, approximately 70% of the most frequent accidents could be avoided in operations.
Five Rules that Save Lives
Likewise, we reinforced the Five Safe Driving Habits, specifically dedicated to professionals who drive cars in our fleet or transport fuels, a flammable product.
Five Safe Driving Habits
Keep a safe distance between your vehicle and the one in front so there is always time for reaction.
Use compatible speed to allow control of the vehicle in different conditions.
Always wear your seat belt.
Keep your phone off while driving.
Do not drive under fatigue.
In addition to increasing risk perception and improving processes in fuel distribution operations, the program called Dono da Área (Owner of the Area) trained 52 supervisors on safety management and dissemination of best practices. The idea is to turn supervisors into agents of change in the areas in which they work, an example to inspire people, solve problems and provide innovations. Those with outstanding performance were recognized and awarded by Senior Management.
Another outstanding initiative was the Fire Brigade Challenge, held to promote the integration of 63 emergency response teams at our terminals and bases at airports. In total, 227 professionals simulated fuel tank loading and unloading operations on an operational platform, with emergencies involving product spillage, fire and rescue of victim.
As a result, in 2018/2019 we completed a five-year accident-free period in the operations at fuel distribution terminals—a historic mark we achieved thanks to the team's joint efforts. However, in the production units, unfortunately the lost-time injury frequency (LTIF/TF) was 0.12 and we recorded one fatality, which shows that attention to this topic must be constant. These numbers were reported to team leaders within 24 hours and all occurrences were or are being investigated. Lessons learned are shared to avoid recurrence. Board members and Directors devote attention to this topic, monitoring indicators and attending regular meetings of the Social Responsibility Committee. We continue, all together, in our tireless quest for Zero Accidents. |GRI 403-2 |
More information on occupational health and safety can be found here. |GRI 403-1, 403-2, 403-4|
Sustainability in relationships|GRI 103-2, 103-3|
We listen and share among ourselves, our clients and partners to grow and reach the best solutions.
Ensuring the sustainability of our operations involves inspiring best practices at all stages of the production chain and ensuring customer satisfaction. To this end, since the beginning of our activities, we have established partnerships and developed relationship and recognition actions that aim to ensure the excellence of everything we prioritize in our strategy.
Grow together with our partners
|GRI 102-9, 103-2, 103-3|
The ELO and Cultivar programs form a valuable platform for the nearly 2,000 suppliers of sugarcane, accounting for more than half of our crushing volume. The purpose of the initiatives is to promote sustainability among producers through products and services that help them to efficiently use resources and to adopt best agricultural, environmental and social practices.
In order to better assess the evolution of our suppliers, we established, in the last crop year, the ELO indicators. The work—which was supported by partner NGOs (Imaflora and Solidaridad) and by professors of the Center for Advanced Studies in Applied Economics (CEPEA - Centro de Estudos Avançados em Economia Aplicada), of the Luiz de Queiroz School of Agriculture, University of São Paulo (USP)—marks a new phase of the program, which is now also intended to cover suppliers of our suppliers. Among the results, it was noted that of the 99.5% of the sugarcane volume in the program, 28% showed an evolution between 2017/2018 and 2018/2019. This rate reflects the efforts of 299 suppliers to adopt best social and environmental practices.
Another highlight of the ELO program during the crop year was the approximately 25 lectures conducted by our legal professionals in associations of sugarcane producers, aiming to provide guidance on the labor legislation in the fields and encourage the adoption of best practices. To reinforce the message, we produced primers made available to participants and to associations.
The Cultivar program was consolidated, for another crop year, as an important platform for creating value for producers, especially in a period with lower margins in the sector. In this sense, the program focused on supporting sugarcane producers in increasing productivity, reducing costs and generating cash by disseminating new techniques in agricultural management and offering differentiated commercial terms in the purchase of inputs and financing with more attractive interest rates, promoting the sustainable growth of the production chain.
Looking to strengthen our relationship with this audience, we annually promote the Cultivar event, in which we recognize best practices, stimulate business and generate knowledge. In May 2018, the fifth edition was entitled "Cultivando Raízes para o Futuro" ("Cultivating Roots for the Future") and was marked by the Innovation Arena, with a presentation about Pulse and supported startups; and the Business Arena, with a panel that dealt with the economy and political scenario, and how this affects business. On the occasion, 30 suppliers of the program who stood out for the best results in the previous crop year were also awarded. The winners received a trip to London, England.
The relationship with producers was also highlighted in the 2018 edition of Guia Exame de Sustentabilidade, a leading publication on the subject at national corporate level. We also won the MasterCana Centro Sul 2018 award, which, for 30 years, has recognized the merit of professionals and companies that work for the sustainable development of the sugar and ethanol industry.
Persisting in the quest for operational excellence in sugarcane transport, we have in place a program called Transmov, which, every two months, recognizes carriers for best performance based on criteria such as safety, management and operational efficiency. The trophy is itinerant, passing on from carrier to carrier, according the closing of the evaluations at each period.
Individual recognition of sugarcane drivers is promoted by the program called Conduzir, through which vehicles are monitored 24 hours a day by a telemetry control center, which collects information such as speed on the road, clutch actuation time, sudden braking and acceleration, engine temperature and RPM, among others. Thus, this audience receives a score based on their safe driving profile, with monthly incentives and at the end of each harvest.
For the fifth consecutive year, in 2018 we were chosen Brazil's Best Fuel Distributor during the 33rd National Convention of Transporters, Dealers and Retailers (TRR - Convenção Nacional Transportador-Revendedor-Retalhista), including Best Dealer in Brazil in Operations. This criterion took into account loading time, cleanliness and organization of the terminal and occupational safety.
Supporting this audience includes remote monitoring via a telemetry system. As of 2018/2019, all tanker trucks in our fleet are equipped with four cameras in order to ensure compliance with safe driving procedures and to clarify cases of theft and accidents. Also installed were a voice alert routing system, which works via GPS and tablets, to transmit to the driver warning messages about speed, critical points, roundabouts, schools, etc.
We continue to promote the Truck Rodeo annually, an event in which 50 drivers who met health and safety requirements for 12 months compete in precision maneuvering tests.
The relationship with this audience is endorsed by the program called Clube Irmão Caminhoneiro Shell, which completed three decades in 2018. To celebrate, we launched the cultural contest named 30 Anos de Estrada ao seu Lado (30 Years on the Road Next to You), which invited truckers to share their stories with the Shell brand. In the crop year, the program earned us yet another reason to celebrate: it was awarded by the Licensee Mission Hero Awards, which recognizes the initiatives of Shell-licensed markets in line with the global mission of improving people's journeys. Our work was recognized by the Facebook strategy, focused on the leading role of truck drivers, added to the excellent results we had in the first year of the page on this social network. At the end of 2018, the Clube Irmão Caminhoneiro Shell had more than 350,000 members, who enjoy exclusive benefits and information relevant to the activities.
We seek to offer a differentiated value proposition to fuel retailers, who have several benefits included in the Integrated Offer program. This initiative provides to this audience all our experience in marketing planning and promotional actions. Even though membership is optional, we already have 3,691 participants—81% of the service stations eligible for the program.
To provide attractiveness to the service stations of our partners, we also offer the Shell Select as a brand for their convenience stores. In the previous crop year, we developed a new layout for the stores, with the most advanced technology available on the market. The purpose of the franchise was to develop a model focused on increasing profitability through simplified operation, lower operating costs and a more intuitive in-store consumer experience. There are several innovations, such as new layout, more modern visual communication, modular furniture and optimization of equipment. In addition, we expanded the product mix and introduced a new food service offering, with freshly-prepared snacks and products such as pizzas, cakes, sweets and natural juices without added sugars and preservatives.
With new product options and personalized service, franchises of the store chain have at their disposal the Shell Select Shopping Portal, which allows them to centralize orders, schedules and amounts in a single place. In addition, we are implementing a fleet of delivery trucks exclusively dedicated to the Shell Select network, with GPS monitoring in real time.
Other benefits include training for service station professionals, meetings to clarify doubts and recognition initiatives, such as the annual event of the program O CARA (THE GUY), which, in 2018/2019, promoted several engagement actions, the Shell V-Power challenge, a circuit that simulated the benefits of the product: cleaning, protection, performance and yield. The event also featured the presentation of world champion soccer coach Carlos Alberto Parreira, from whom the participants received the Golden Ball trophy.
Also looking to recognize our dealers, we celebrated, in London, the Você Conquista, an event that annually recognizes partners who stand out in the Shell dealer network. The 2018 edition highlighted the contribution of this audience to the consolidation of our main indicators, focused on the sale of Shell V-Power, opening of service stations, contract renewals, expansion of the Shell Select network of stores and, mainly, customer service.
More information on purchasing and relationship practices with suppliers and business partners can be found here. |GRI 102-9, 204-1, 308-1, 308-2, 407-1, 408-1, 409-1, 414-1, 414-2|
Supporting customer journey
Humanology – a Shell brand concept, through which we value human relationships in business and prioritize people—was strengthened in 2018/2019. This concept guided the new Shell V-Power campaign, which highlighted the advantages of frequently using this fuel in vehicles. The communication was based on research that showed that there are still many questions about the use of premium fuels—a significant portion of consumers, who, although admiring and recognizing the product, use it only occasionally.
Shell Box, after going through the biggest change since its launch, has become even more practical and intuitive, including a payment functionality directly through the app. The launch of the new interface was accompanied by the Pay and Earn promotion, whereby consumers, when paying the bill using Shell Box, earn points to be exchanged for miles and discounts on fuel.
In August, we also introduced novelties in the loyalty program called Valoriza with B2B and retail customers, which accumulate points based on established criteria. Now, participants can redeem benefits from companies such as Smiles, Dell, Getnet, Alliance-Mercedez and IdealWork.
In aviation, we strengthened our relationship with pilots and aircraft mechanics through the Shell Aeroclass loyalty program, conducted in partnership with Netpoints. There are more than 30,000 prize options that can be exchanged for points accumulated. Through the app, it is possible to schedule fueling, know which airports rely on Shell Aviation fuels and consult weather information to guide flight planning. To learn more, click here.
Given all these efforts, our work was one of the highlights of the 16th edition of the Companies that Most Respect Consumers Award, granted annually after a study conducted by Consumidor Moderno magazine. The goal is to identify the companies that most respect consumers based on the actual customer experience. We won first place in the category Fuel Stations.