KLM

• KLM contacted Better Future because they aspire to be the number 1 in CSR in their industry. In their opinion, it was only possible to reach that position when they would make a sustainable positive contribution to the base of the pyramid. Subsequently the question arose what KLM could develop to make this contribution. During a one-week program in Kenya, KLM collaborated with ATOM-tdf and the NGOs Wild Living, Green Belt Movement and AMREF Flying Doctors to connect to this target group. Truly experiencing the life of these people during a family stay and working together with the aforementioned parties resulted in a thorough understanding of the
• needs at the BoP. With these insights, the group developed several concrete business innovations. One initiative was to start selling local products from the BoP to travelers in the plane and at the airport, serving both travelers and the BoP. Additionally, setting up local health services for the middle class in cooperation with KLM Health Services could improve the local medical infrastructure whereas profits could be used for a better service to the BoP. Another idea was to develop a chain of companies throughout Kenya for small reparations on electronics or cars in order to enlarge the product life cycle and stimulate sustainable use of products. The wide
• range of ideas would clearly realize important opportunities for the people at the BoP as well as for KLM and its CSR ambitions.
  
  Elfrieke van Galen, Senior Vice-President CSR