The Danube needs more business friends

Business as a key stakeholder in the Danube Basin can either make problems or contribute to solutions. Many businesses with operations or markets in the Danube Basin have already embraced the need for sustainable development by voluntarily assisting the ICPDR and Danube countries. By doing so, they also enhanced their ‘corporate social responsibility’, a principle that encourages business to make decisions based not only on economic or legal factors, but also on the environmental and social consequences of their activities.

As participating partners, companies have attended ICPDR workshops and negotiations to voice their concerns and solutions and cooperate with other stakeholders. As good environmental managers, they have improved their operations such as water and energy efficiencies. As innovators, they have developed new, practical solutions and technologies. And as funders, they have supported ICPDR projects and activities.

Partners in change. Two key contributors are Coca-Cola Hellenic Bottling Company and The Coca-Cola Company, which in 2005 jointly started the ‘Green Danube Partnership’ with the ICPDR. Results have included raised public awareness about the Danube through support for annual Danube Day celebrations and the development of the Danube Box [see article on page 21] as well as activities to reduce the environmental impacts of their own corporate activities.

Taking this momentum forward, the ICPDR, supported by Coca-Cola, created the ‘Business Friends of the Danube Fund’. The Fund offers companies the opportunity to enter into long-term, mutually beneficial partnerships that will help to preserve and protect the basin, its resources and ecosystems.

“We take our corporate social responsibilities very seriously indeed, and we have significant operations along the Danube River which contribute to water conservation and to a wider understanding of the concept of sustainable development. Our recent signature of a cooperation agreement with the Duna-Drava National Park authority comes as a direct result of our relationship with the ICPDR and is a leading example of our commitment to sustainability.” Sir Michael llewellyn-smith, board director Coca-Cola hellenic

Shared responsibilities, shared benefits. Fund obligations for businesses include a minimum ‘partnership donation’ of €25,000 for at least two years, while possibilities for in-kind or project-related donations may be considered. Companies should also aim to use water responsibly in their operations. ICPDR obligations include: reporting on Fund contribution use; partner access to the use of the Fund name, logo and brand; joint communications; and the organisation of annual partner events.

There are also many opportunities to support ICPDR efforts such as sustainable river basin management, environmental protection, nature conservation, pollution reduction, emergency preparedness and disaster relief. Examples include raising public awareness and participation through public events, educational materials and publications; improving scientific knowledge and capacity; or improving the knowledge and training of water managers.

“We are confident that more companies in the basin will partner with the ICPDR,” says ICPDR Executive Secretary Philip Weller. “We need their cooperation, and both they and their consumers will gain from improving their water-related operations in the process.”

Paul Csagoly is a communications specialist and writer about European environmental issues.

 Next: A new platform for inland waterway transport