Kraft makes sustainable cocoa commitment

Kraft Foods has said that its premium Cote d’Or chocolate brand will convert to the use of sustainable cocoa beans.

Beginning in France and Belgium, Cote d’Or dark chocolate will contain cocoa sourced from farms that meet Rainforest Alliance sustainability standards. This programme will then be rolled out in the UK, Germany, Spain, Hungary, Poland, Portugal, the Netherlands, Canada and the United States.

The brand will be the “first mainstream chocolate” to carry the Rainforest Alliance Certified seal, the US food giant claimed today (29 October).

Additionally, in Sweden, Denmark and Finland, Kraft’s Marabou brand will convert to sustainable cocoa, while in Austria and Switzerland the Suchard brand will use Rainforest Alliance certified cocoa.

By 2012, Kraft said that it would use certified cocoa in the production of its entire Cote d’Or and Marabou ranges, increasing the amount of sustainable cocoa it purchases ten-fold to 30,000 tonnes.

Source: http://www.ausfoodnews.com.au/2009/10/30/kraft-makes-sustainable-cocoa-commitment.html

Fairtrade products manufacturer Max Havelaar sees sales growth in Belgium

In Belgium Max Havelaar sold over 20 per cent more of its fairtrade products compared to a year earlier. Although the sales in fairtrade products have increased, the sales growth was smaller than last year, last year the turnover increased with 30 per cent.

The two most known Max Havelaar products, bananas and coffee, saw their sales increase with 7 per cent in the first half year of 2009. The sales of rice increased with 5 per cent. The sales of fairtrade juices increased with 13 per cent, wine with 20 per cent. The highest growth rate saw the biscuits and chocolate, from these products they sold over 40 per cent extra.

Source : Food Holland

Starbucks Europe will only offer Fair Trade coffee

Starting March 2010 all the espresso coffee offered in the European Starbucks-establishements will be guaranteed Fairtrade. All cappuccino, mokka and other espresso products will than have a certificate that they are 100% Fairtrade and manufactured below the Starbucks Shared Planet norms and standards.

Starbucks already was the biggest purchaser of Fairtrade coffee and the step up to Fairtrade Certified espresso coffee in Europe supports the total amount of 2,8 million euro for the smaller coffee farmers.

The news was announced at the International Fairtrade Conference in Berlin. The announcement is in line with the long term coorperation between Starbucks and the Fairtrade Labelling Organizations International (FLO). It is a next step on the way to sustainability and the double of the purchasing of Starbucks Fairtrade coffee up to 18 million kilo by the end of 2009. Earlier this month Starbucks started with selling Fairtrade-espresso in her British and Irish establishements.

Albert Heijn Pure and Honoust assortment of FairTrade products

Dutch supermarket chain Albert Heijn, market leader in The Netherlands, launched an own premium brand range of “Pure and Honoust” products. (In Dutch: Puur & Eerlijk). Products have been cultivated, manufactured and purchased with respect to the people, animals, nature and environment.

Albert Heijn Puur & Eerlijk Sustainable Categories

The Albert Heijn Puur & Eerlijk range consists of five categories. These five categories are: AH Puur & Eerlijk biological food, fairtrade, sustainable fishing, free-range animals and ecological products. All the product groups are grouped under one brand name and one type of, environmental-friendly, packaging. The sustainability of the AH Puur & Eerlijk products are guaranteed by independent external organizations.

Fairtrade: Honoust Price

The Max Havelaar Certificate, which can be found at all the AH Pure&Honoust fairtrade products, guarantees that farmers in third world countries have good working conditions and have good access to the Western markets. This means they get honoust prices for their products. Currently there are 23 countries working with the Max Havelaar certificate. There is an increasing group of Fairtrade-certified product groups like coffee, tea, chocolate, fruit, flowers and cotton.

What does the Max Havelaar Certificate mean?

The Max Havelaar certificate for fairtrade guarantees that the farmer obtains an honoust price for its products. This means that small farmers and their family can work for a better future. Fairtrade only works with small farmers, united in democratic farmer organizations. The farmers together are stronger and are able to better negotiate, furthermore they can get purchasing discounts, can obtain credits, improve their techniques by sharing knowledge and work on social facilities.

The development premium that farmers receive from Max Havelaar is given as social (economical) project. These type of projects take care of better living and working circunstances. The farmers can deal with their own situation. Fairtrade also wants them to take care of sustainable environment, there are strong rules for water, air, garbage, biodiversity etc. This will lead to further improvement and sometimes to a biological certificate.

More information on Max Havelaar.

Source pictures and text: www.albertheijn.nl

British Fair Trade Consumer Research

Despite the tough economic conditions at home, new research from Britain shows shoppers are showing increasing concern over the welfare of people producing their food and groceries in developing countries.

The study from international food and grocery expert IGD discovered that more than half (52%) of shoppers feel that the pay and conditions of people producing their groceries in poorer countries is an important consideration, while an additional third (34%) would like these workers to enjoy good conditions even if they don’t normally think about it.

Results of this IGD research are published in an article on the website Australian Food News. Click here to read the rest of the results on the British Fair Trade Research.

Cadbury´introducing international FairTrade Certification

Cadbury´s the UK confectioner advised that they will launch their Fairtrade cerfication on their Dairy Milk international, in countries like Australia, New Zealand and Canada. This Fairtrade dairy Milk has been succesfully launched in Great Britain and Ireland earlier this year.

Furthermore they are planning to certificate their Dairy Milk chocolate with the Fairtrade certificate.

For more information on the international fairtrade plans take a look here.

Understanding Fair Trade - Examples and best practises

Consumer Confidence – Understanding Fair Trade

The website EcoXOXO.com is a website specialized in green retailing, green products and eco-fashion. They offer innovative products, made of recycled, sustainable and renewable materials. The production methods of these clothes, the welness of the employees and the environmental effect of the production are key factors for this company. Green products are offered from non-biodegrable materials.

The section of Fair Trade shows the selection of the fair trade companies and the effect of selecting these companies.

The selection of the fair trade companies is very strict. Fair trade rules are a way of ensuring that trading partnerships are based on reciprocal benefits and mutual respect. And, that they provide equal opportunities for all people, including advancement, and the right to organize. It ensures that honoust prices are calculated and that wages be fair in the local context. Also, the companies must be open to public accountability to ensure that national health, safety, and wage laws be upheld. And finally, that products be environmentally sustainable and conserve natural resources. It is important that you purchase products from underdeveloped nations whose counterparts abide by these practices. Otherwise, the impoverished remain powerless.

At their website in the section Fair Trade you can some selection of their fair trade projects and the story about these projects.

Fair Trade Guidelines: http://www.ecoxoxo.com/Fair_Trade.htm

Supermarket Sainsbury´s launches plan to support homeless people

The local supermarket in Peterborough, which belongs to the big UK retailer Sainsbury´s launched today its plan to help the homeless people. This charity cause is charity of the year mentions the website International Supermarket News. The plan includes dinners, customer participations and in-store activities.

The plan with the project name, “Hosanna” will arrange raffles and theme dinners, like for example with christmas. The local supermarket of Peterborough also reserved space and invites their customers to donate clothes for the homeless people.

As far as we could find out this Sainsbury´s supermarket is the first and only of this chain organizing this project.

For more information on this charity project of this supermarket take a look at this news article.

Carrefour: the social responsability of a big retailer: the success of the social grocery stores

Carrefour, the large French retailer, started 5 years ago a plan to give something back to the society. In Belgium they opened their first social grocery store, a corner store where the Business experience in Retailing and the wish to support an increasing number of poor families with food and non-food articles.

The first aim of this store concept was to provide grocery products, hygiene products and cleaning products free of charge or with a big discount. The stores are located close to the target group, at the first store 250 families. The store concept also supports social integration, the employees are younger people who get trained and educated to obtain experience and a possible job at the hypermarkets and supermarkets of Carrefour. In Belgium currently there are 5 of these social corner stores.

The store is provided with samples sent by the central purchasing department (from textile, home and garden and toys departments) or with specific pallets from the warehouses. Such products are 80% cheaper than the price people actually pay in the GB-branded shops and Carrefour Belgium shops. The store design was realized with the equipment no longer used in the main stores.
Local companies and organizations are involved in material and logistic support, taking part in the shops’ performances. The group supplies the corner stores with the required equipment (aisle shelves, refrigerators, display shelves).

The employees have shown real enthusiasm as well as solidarity related to their job, as 5 grocery shops were opened in Belgium and 6 of them in France. 561 Carrefour hypermarkets have been involved. The retail concept also further expanded internationally, with the opening of the first social grocery shop in Athens, and the wish to further roll-out the concept in the different countries Carrefour is present.

At this link you can find information on the opening and the second social grocery store that Carrefour opened in Greece (Piraeus)

www.carrefour.fr

www.jdv-trc.blogspot.com

Website Green America Today platform for your search on Fair Trade information

The American website Green America Today encourages consumers to buy and consume green and offers solutions to companies to act green. On their website there is an interesting section about Fair Trade. Below you can see a copy of their initial page on Fair Trade. By clicking the links you get to their website and can find answers about what Fair Trade Means and what you can do.

Fair Trade is a people-powered solution to global economic injustice. It is a system of trade based on direct relationships and partnerships between buyers in the global north and producing communities in developing countries.

Fair Trade helps ensure that farmers and artisans throughout the developing world receive a fair price for their products, have direct involvement in the marketplace, and uphold environmental and labor rights standards. The system builds real and lasting relationships between producers in developing countries and businesses and consumers around the world.

Green America serves the Fair Trade community as public educators, encouraging people to support Fair Trade while providing them the means to do so. We encourage using your spending power to influence the market and help reshape the global economy to one that works for all people and the planet. Use this site to learn about Fair Trade, its products and producers, and what you can do to make a difference.

Discover ...

• What is Fair Trade?
• Products & Producer Profiles
• What You Can Do
• Get Involved: Green America's Fair Trade Alliance
• Resources
• Order the Guide to Fair Trade

http://www.greenamericatoday.org/programs/fairtrade/

Jos de Vries The Retail Company launches at LinkedIn the Group Innovative Retail Concepts

Jos de Vries The Retail Company started the group "Innovative Retail Concepts" at www.linkedin.com for retail professionals to share knowledge and follow the latest trends on innovative (green) retail concepts.

We invite you to join this group and follow the news and to have discussions with other retail professionals.

http://www.linkedin.com/groups?gid=2120501

Regards,

Maurice van der Kooij

Dutch retail formula Organic “Food For You”

Dutch retail specialist Jos de Vries The Retail Company developed a new concept for a biological retail concept. The Organic concept is born out of the will to offer a cualitative assortment of (fresh) biological products. Organic wants to be a source of knowledge and inspiration for conscious consumers who are searching delicious and responsable (biological) eat and drinks products. Organic is the expert in biological products and wants to share this information with the consumers. The best biological components and meals have been selected to prepare your creative and healthy meal at home.

Unique and different biological retail concept
The challenge to translate this philosophy to an unique and different, modern store concept with an own brand, logo and identity was the starting point for Jos de Vries The Retail Company. Recognizability and attraction of the logo is very important for a store formula. The designed logo translated the characteristics of the retail concept, trendy, delicious and biological, this is supported by the olive colour and the form. This can also be seen at the packaging of their own private brand label.

Having fun doing biological shopping
The focus in the assortment is on fresh products. The best fresh assortment (varying per season), authentical, pure of origen and honoust prepared can be found in the Organic stores. The lay-out of the store is different than a traditional supermarket lay-out, the fresh departments are integrated in a dominating island, placed in the middle of the store.

Dominating instore product presentation
The choice of material translated the character of the formula, it is pure and authentic. The shop design elements are minimal to let the products play a dominating role in the store, combined with warm lighting.

ORGANIC (NL)

www.jdv-trc.blogspot.com

Trends and development in organic products, how to create extra turn-over in retail

In the article Once there was a hypermarket of Bob Damen, creative director at Jos de Vries The Retail Company we can see the following trends in organic products.

Organic products in the United States

People in the United States have never shunned luxury and the expression of affluence; however, here we see a development towards organic and socially sound products. Organic products are hot: customer satisfaction studies performed in 2008 showed that anything to do with organic products is highly appreciated. And this was the case even before Al Gore’s launched his film ‘An inconvenient truth’’.

Extra turnover in organic products

As developments in the US show us, organic products have the future. One could opt to include these products in the regular assortment, but why not let them be a department in their own right? This is how you will add value to this group of products as well as to the private label.

http://jdv-trc.blogspot.com/2008/12/once-upon-time-there-was-this.html to read the full article.

US green grocer PCC offers green, organic, local and sustainable products.

...

The website Faircompanies.com made a report on one of the biggest green supermarkets of the United States, the retail chain PCC. This store sells for 95% organic products, locally produced and sustainable. The supermarket of the movie is located in Seatlle, you can see how their production selection works and how they communicate where the products are from and how they are made. They have an impressive assortment of all types of organic and fairtrade products.

www.faircompanies.com

GfK researches the green consumers with their Sustainable Consumer Monitor for Supermarkets

In cooperation with the non-profit organization Solidaridad GfK published the Sustainable Consumer Monitor. The Sustainable Consumer Monitor needs to become a guide for retailers how to apply sustainanable retailing.

The report shows that there are 3 different groups of sustainable consumers: open-minded, organics and demanding. The report states that in The Netherlands there are over 3,9 million households that belong to one of these groups (over 50% of the total number of households in The Netherlands).

The consumers that belong to the group openminded are interested in the animal welfare. Organic consumers think about the environment and the demanding consumers look at social equaility and honest retailing. This research is very interesting for the food retailers. When for example a supermarket attracts a lot of open-minded clients, the supermarket can offer a wide assortment of meat replacement products. A supermarket that has a lot of demanding visitors can offer more fairtrade-products.

The reason why these consumers purchase more and more green and fairtrade products is that they think they support the environment and the animal welfare.

www.jdv-trc.blogspot.com

Waitrose green policy with ethical fish gives good results

In the UK-Market many customers seek for ethical sources for fresh fish. The English Waitrose stepped into this market by offering only sustainable fish, this step resulted into a growth of 15% in fish sales compared to the last years. The policy also implied froozen fish, which grew with 21% compared last year.

Waitrose has been one of the big sponsors of the movie “The End of the Line” a movie around ethical fishing, afterwards a big press campaign and consumer interest resulted into an increased interest about sustainability.

It is shown that when consumers know more about the reality of the situation, they most want to buy sustainable fish. The retail company only wants to provide this type of fish, meaning that for example swordfish cannot be offered, the company did not find a sustainable source for this type of fish. The ethical fishing policy of Waitrose includes a ban on many species under threat, and on damaging fishing methods.

Spanish supermarket Chain BonPreu sells more than 100.000 Fairtrade products

The Catalan company was the first distribution company in Spain introducing fairtrade products in their assortment (over 10 year ago).

BonPreu sold last year more than 100.000 units of FairTrade products, an increase of 25% to 2007. This number indicates the increasing interest in Catalonia in fairtrade products and social responsable retailing that is guaranted by the quality of the products.
The social responsability and the willing to support a model of honest products and production methods are clearly seen, people do not want child labor and want a honest Benedit for the manufacturers and employees.

BonPreu is well known for the colaboration with fairtrade organizations ONG Intermón Oxfam and they celebrated several times the Party of FairTrade, organized by Setem-Catalunya. This party is celebrated in May, the month of fairtrade retailing, the consumers is offered and presented a big assortment of fairtrade products and explained the story behind these products. Outside the month of fairtrade retail BonPreu and Esclat offer fairtrade products in their assortment like coffee, tea, sugar and chocolate. Next to the sales of these products the supermarket chain is comitted to the organizations Setem-Catalunya and Intermón Oxfam and “Manos Unidas (Hands United), an organization that develops different project in third world countries. They also support the Foundation Internation Josep Carreras for health care projects and projects related with the maintenance of the environment.

Bon Preu currently operates 127 supermarkets and hypermarkets, achieving sales figures of EUR275 million over 2009.

Jumbo Supermarkets best biological (meat) supermarket of The Netherlands

Social responsable meat eaters and vegeterian consumers in The Netherlands can better go to the supermarkets of Jumbo. Biological meat and meat replacement products have a good price and there is a big assortment available. This is the result of the result of the supermarket monitor. Super De Boer had the best result in the monitor because of the high price and the relatively low offer of biological meat and meat replacement products.

At many dutch supermarkets like, Dirk van den Broek, Hoogvliet en C1000, the biological products are dubble the price of normal meat products, while the price of meat replacers can cost 4 times a much as normal meat. The biggest assortment of biological meat products in The Netherlands have the supermarkts of Plus; here consumers can find 45 biological meat product and 50 different types of meat replacers.

Market for food products, fresh produce directly from the farms

After several researches done by Transforum it shows that especially consumers in the city want sustainable manufacture food products. They want free-range chicken, that the environment is being saved and that the farmer receives a fair price for his products.

The popularity of regional manufactured food is increasing. The way it is sold is getting more and more important, places where food can be smelt and tasted and contact with the farmer is gaining popularity.

The project Landmarkt of Transforum has been started, this is a covered market place at the border of a city, that fills in these needs of the customers. Farmers and local manufacturers sell there directly their fresh regional produce.

Other food products can be found also in this new project. For this concept it is important to have direct with the consumers, they get to know what they want and how they want it.
Medio 2010 the first Lasmmarkt store will open his doors.

The Story of the Ethical Fashion Brand Izzy Lane

An interesting fair-trade concept is the fashion brand Izzy Lane. This UK-based company make their garments with ethical production methods. The wool of the clothes come from their own Wensleydate and Shetland sheep, a lot of them saved from slaughter.
The ethical fashion brand has an assortment of knitwear, handknitted by their own network, coats and jackets. All production takes place locally so transport is minimized.

At their company website www.izzylane.com you can find further information on their production methods and their assortment. The BBC broadcasted a topic on this ethical fashion company, the movie you can watch at this link

Wereldwinkels (WorldStores Netherlands) want to be climate neutral, sustainability and responsable retailing

By the end of the year the Wereldwinkel want to have hundred of their four hundred stores to be climate neutral. This announed the organization of Dutch Wereldwinkels at the World Fair Trade Day.

At the Fair Trade Day with a lot of different activities the attention is focused on honest retailing. The The European Worldshops do this with the campaign “Fairtrade, the right climate”. They explain the relationship between the climate and fairtrade. The formula of Wereldwinkels is 40 years old in The Netherlands, with now a total 400 stores in The Netherlands. 100 of these stores will start with climate neutral measurements, reducing the level of energy and use green electricity.

The aim of a Wereldwinkel is to sell as many products as possible. High turn-overs mean higher turn-overs for the producers. Some other aims of this formula is:
- Improve the life quality and welfare of the producers
- Possibilities to development for the producers
- Consumers education on the effect and the advantages of fair-trade

www.wereldwinkels.nl

Mars further develops plan with new action to Sustainable Business

Mars comes up with a new action to sustainable business. The Green Order System has the objective to change the order behaviour to reduce the emission of CO2. The impact on the environment will be measured and communicated to the clients.

Mars now communicated that after 2020 they want to produce 100.000 tons cacao with the UTZ-Sustainability certificate. The UTZ-Sustainibility organisation focuses in higher productivity on the same area, with the aim to reduce the loss of wood and to improve the income of the cacao farmers. Untill 2020 this will be adapted in different phases.

This manufactured chocolate will be used in the Mars products like Bounty, Twix and Mars. Next to the UTZ certification Mars also works with Rainforest Alliance. The method of UTZ is a structural approach to improve the productivity and reduce the level of poorness in the areas. Farmers learn how to improve their productivity, with improved methods. Furthermore they explain that farmers need to produce a wider assortment of products, to avoid depending to much on one product. Mars thinks this new production methods will increase the benefits between 30 and 50 per cent, mainly focusing on Ivory Coast (worlds biggest manufacturer of cocao for Mars).

UTZ Certified Good Inside is dedicated to creating an open and transparent marketplace for agricultural products. It offers coffee, tea and cocoa certification programs and manages traceability for RSPO certified palm oil, UTZ CERTIFIED vision is to achieve sustainable agricultural supply chains where farmers are professionals implementing good practices which lead to better businesses, where the food industry takes responsability by demanding and rewarding sustainably grown products, and where consumers buy products which meet their standard for social and environmental responsability.

Organic Food Program and Carbon Neutral Program of Dole

The banana producer, Dole, lets customers “travel to the origin of each organic product”. By typing in a fruit sticker's three-digit Farm Code on Dole Organic's website, customers can read background info, view photos of the farm and workers and learn more about the origin of Dole products (http://www.doleorganic.com/)

Dole produces organically-grown bananas in its own farms and sources from independent organic growers located in Honduras, Ecuador, Dominican Republic, Colombia and Peru for the European and North American Markets and recently in the Philippines for the Asian Market. 100% of Dole’s organic bananas are certified organic and follow the organic production standards as set by the law in the US, EU or Japan.

Furthermore Dole has a carbon neutral program:
'Carbon neutral,' as applied to the banana and pineapple product supply chains, means that the carbon dioxide (CO2) emitted to produce, pack, transport and distribute the fruit will be offset by mitigation practices which increase the capture of CO2 in order to achieve a 'neutral' balance. These practices entail new, more efficient transportation methods, changes to agricultural processes to reduce CO2 emissions, and partnering with local farmers to implement preservation and reforestation programs. http://www.doleorganic.com

Communication of origen of fair-trade products

Yesterday in our article we mentioned the importancy of the communication to your customer that your store a green store is and how which measurements your company take to make it green(er). The same accounts for fair-trade products, where do they come from and how are they produced.

One good example of communication of origen of fair-trade products is the English company Chippindale Foods. This retailer offers full egg traceability via their website www.wheresyoursfrom.com. Every egg in the supermarket is foreseen of a tracking code. When the clients types in the code into their website, it gives full information on the origen of the egg. Furthermore there are menu suggestions and information on the production of "green" eggs.

www.jdv-trc.blogspot.com

Aquié (Grupo Cuevas) development of green supermarket

Grupo Cuevas is a famous Spanish chestnut manufacturer, who had the wish to develop a new innovative supermarket concept in the region of Galicia, especially in the Ourense Area, next to their 25 supermarkets.

Together with Jos de Vries The Retail Company the formula Aquié has been developed during in 2008 which was based on a new, modern design, the use of new technologies and a well-balanced assortment of healthy groceries. Everything developed thinking of the trend on sustainable Retailing. The company only supplies bio-recycable bags and when the client brings his own bag the client gets a small reward from Aquié. The furniture and lighting was selected on the environmental advantages because of the low consumption of energy.

Next to these innovative aspects of Green Retailing the clients can choose from a selected assortment of daily varying fresh and healthy menus (to prepare or prepacked). These products are tested and prepared by the university of Vigo to create an ecological and healthy product assortment and offering meal solutions for the customers.

This fifth generation supermarket of Aquié directly was very succesfull with this new innovative concept. They are that succesfull that they opened their 2nd store already (in A Porriño, Galicia). The first supermarket could welcome over 1.250 visitors on a daily base and the turn-over is over 29% higher than the other stores of the Grupo Cuevas.

The supermarket concept of Aquié has been choosen as one of the most innovative new retail concepts in the world during the recent World Retail Awards in Barcelona.

Organic Food Concept The Netherlands realized by Jos de Vries The Retail Company

ORGANIC (NL)

ORGANIC (NL)

Spar Netherlands launches new Fairtrade Coffee

Spar is introducing 3 new products of FairTrade Coffee into their assortment, the products are of the Max Havelaar brand and are available in different types: aroma, goudmerk and cafeine free. This new FairTrade coffee is added to the current assortment of FairTrade coffee products.

Spar is furthermore developing the range of fairtrade products, so are they planning to introduce Fairtrade chocolate and chocolate sprinkles products.

The turn-over of FairTrade-products in The Netherlands has grown with 28% during the last year, the total turn-over was 61 million euro. The association of Max Havelaar explains that the reason is that every time more Dutch retailers choose for FairTrade products. La Place sells Max Havelaar wine and the assortment at Ben&Jerry´s of Max Havelaar has grown. The category of chocolate products saw the biggest growth.

Currently 80 food manufacturers and food retailers offer FairTrade-products in The Netherlands.

Green Retailing in the Netherlands is booming

n The Netherlands you see the trend that despite, or maybe thanks to, the crisis, that green retailing is hot. For some important Dutch retailers it was a stimulation to further focus on green retailing, sustainable and repsonsable retailing.

When the economical crisis began, many people were afraid of the effects on green retailing, that companies would choose for cost savings instead of social responsability. Partly this happened, retailers competing on price without thinking to much of the environment, but we also some innovative new initiatives to develop environment-friendly retail projects.

Research shows that 59% of the Dutch people is prepared to pay an extra for more sustainable products and/or services.

Below we give some examples of the Dutch retail sector of how some of the mayor players adapted to environmental-friendly and honest retailing.

Maxeda, the organization of 11 retailers launched a program called “keen on green”.
La Place for example serves only Max Havelaar coffee and biological tea

De Bijenkorf launched a clothing brand “Pure”, all products made of biological cotton

V&D increased the assortment of with a lot of new green products

DIY-markets Formado and Praxis increasingly add new construction materials which are used to make houses more environmental friendly, they even decreased the format of the leaflets which are now printed on environmental friendly paper.

Project “The Green Plug” of BCC electronics chain, increasing the consciousness of the consumers for environmental solutions like saving light bulbs. Clients can borrow energy meters for free.

Clothing brands G-Sus and Mexx are now members of the Fair Wear Foundation

Development of Dutch bio-shopping-mall

In the Dutch city Almere they are working and developing a new bio-shopping-mall. The design is foreseen of a green environmental-friendly roof-top. The green roof, let the shopping-mall integrate with the environment, it is also works as a water reservoir, isolation of heatness and coolness and as roof for the parking. It also it seems a parc. The idea is to integrate a greenhouse under the roof. In the shopping mall they can sell the produce of this greenhouse in a biological restaurant and supermarket.

The total area measures 2.500 sqm, everything built in an environmental friendly way, including a supermarket, biological restaurant, several stores and 28 appartments (selected for the image and sustainability).

Ecolabel: the label for green retailers

The European Ecolabel is a voluntary scheme, established in 1992 to encourage businesses to market products and services that are kinder to the environment. Products and services awarded the Ecolabel carry the flower logo, allowing consumers - including public and private purchasers - to identify them easily. Today the EU Ecolabel covers a wide range of products and services, with further groups being continuously added. Product groups include cleaning products, appliances, paper products, textile and home and garden products, lubricants and services such as tourist accommodation.

While the logo may be simple, the environmental criteria behind it are tough, and only the very best products, which are kindest to the environment, are entitled to carry the EU Ecolabel. What is more, this is a label that consumers can genuinely trust. The criteria are agreed at European level, following wide consultation with experts, and the label itself is only awarded after verification that the product meets these high environmental and performance standards.

The EU Ecolabel is a rapidly growing brand. Many producers wanting to sell their products across Europe have realised the benefits that the European Ecolabel brings. Products bearing the Flower logo can be marketed throughout the European Union and the EEA countries (Norway, Iceland and Liechtenstein).

The voluntary nature of the scheme means that it does not create barriers to trade. On the contrary - many producers find that it gives them a competitive advantage.

Ecolabel criteria are not based on one single factor, but on studies which analyse the impact of the product or service on the environment throughout its life-cycle, starting from raw material extraction in the pre-production stage, through to production, distribution and disposal.

The flower logo helps manufacturers, retailers and service providers gain recognition for good standards, while helping purchasers to make reliable choices. The EU Ecolabel is part of a broader action plan on Sustainable Consumption and Production and Sustainable Industrial Policy adopted by the Commission on 16 July 2008.

Over the past ten years, the "Flower" has become a European-wide symbol for products, providing simple and accurate guidance to consumers.All products bearing the "Flower" have been checked by independent bodies for complying with strict ecological and performance criteria.
There are currently twenty-three different product groups, and already more than 250 licences have been awarded for several hundred products.

The EU Eco-label is administered by the European Eco-labelling Board (EUEB) and receives the support of theEuropean Commission, all Member States of the European Union andthe European Economic Area (EEA).The Eco-labelling Board includesrepresentatives such as industry,environment protection groupsand consumer organisations.

Check http://www.eco-label.com/ for the manufacturers and retailers who have this label and/or for more information on this topic.

Sainsbury´s opens new flagship green store in United Kingdom

Sainsbury’s Dartmouth store is run on renewable energy, reducing CO₂ emissions by 40%.

Sainsbury´s opened a new flagship green store in Dartmouth, Devon (United Kingdom), in August 2008. Built with respect for the use of natural resources, including energy, water, waste, timber and land, the store was specifically designed to reduce both its operational and embodied carbon.

The pioneering store will save 40% of its overall CO₂ emissions, achieved by the use of cutting edge technology. The store’s ‘biomass boiler' will heat both the building and water, using locally sourced wood that would otherwise be wasted. By using renewable energy, the amount of energy consumed from the national grid has been dramatically reduced by 50%.

Sainsbury's Dartmouth has been designed to leak fewer draughts and employs other measures, such as 'quiet revolution wind turbines' ™, to power the checkouts. This is contributing to cutting electricity usage (kWh) by a third overall.

Further carbon savings are made through the use of lower lighting levels and increased use of daylight, and cool air will be collected from chillers to keep the store cool during warmer months.

Rainwater harvesting is one of the techniques being used to reduce water consumption. Collected rainwater is used to flush customer and colleague toilets, and to irrigate plants. The store will save over one million litres of mains water every year, and uses 60% less water overall as a result.

The store's construction is also environmentally responsible, and where possible recycled or recyclable materials have been used or FSC-approved timber. As 200 trees have been used for the frame of the store, Sainsbury's will also re-plant 400 trees in the local community.

The Dartmouth store is an important stage in the plans to roll out sustainable features to the remainder for further expansion of Sainsbury´s in the United Kingdom. These plans make a significant contribution to their overall target to reduce CO₂ emissions per square metre by 25% by 2012.

More information on http://www.j-sainsburys.co.uk/

The Retourette: Recycling point in Dutch supermarkets

Retourette is a collection point of all the small houshold garbage, batteries, paper, glas, carton, clothes, can, shoes and empty places can be delivered to the Retourette points. The customers can hand in everything at one point and it is all for free.

The new Retourette stores are developed in a way that it gives everybody a good feeling to think environmental friendly, the delivery point is an interactive way to learn how to think green, for young and old. Children get to know Ronnie the Rainbow Caterpillar. Ronnie learns the children what the effects and advantages are of recycling your garbage. Children see the importancy of thinking green.

Retourette is not only just a recycling point, it is also a sponsor of charity projects. 5% of the total turn-over of Retourette goes to charity projects to maintain and imprive our environment.

Below you can see some impressions of the new Retourette-shop in Aalst (The Netherlands), the Retourette is like other stores, located in a zone of supermarket or shopping mall.

WWW.JOSDEVRIES.EU your partner in green retail

Retailtrends: biological products in the supermarket

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

Just a small assortment and referral to these products are not sufficient anymore, biological products are “hot”. How do big retailers adapt to this trend? Below you can find some sales ideas which you find at some big European and Northern American retailers.

Supercoop (The Netherlands)
The Dutch supermarket chain Supercoop developed an own biological zone in their supermarket. Customers can find a wide range of biological and health products. The department is specially excitrated, support with communicative messages and special graphical materials. Everything focussed with special spot-lightning to bring full atention to this wide range of biological products.

Planet Organic (Ireland)
Who wants to sell biological products with success has to present it in an interesting manner and offer authentical products. The British chain Plant Organic succeeded at both points. This formula, with currently 4 stores, goes for the most exclusive quality (communicative supported with POS-material and the packaging) and for a wide range of organic products. The products are considered to be fresh, healthy and unique in the market.

Hediard (France)

Luxery products are also available in the assortment of biological products, this we see at the French supermarket chain Hediard. This formula is famous for the premium-quality of biological products, where the origen of the product and the quality check are the central points.

Whole Foods (United States)
The big American food retailer Whole Foods made a big change to biological and ecological products. In the 270 stores there is a wide range of fresh, biological produced fruits and vegetables. The products directly come from the field what guarantees the freshness and quality.

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Retailtrends from all over the world: Fairtrade Marketing

This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

The theme which is very actual is Fair Trade and Green Retailing. The increase of social responsability, environmental friendly and honest products is big. Below you can find an overview of how some big international food retailers adapt to this development.

Marks & Spencer (United Kingdom)
FairTrade in optima-forma. The British supermarket chain Marks & Spencer named 5 objtectives: reducing the level of CO2, less garbage, fair trade, sustainable products and motiving the customer to live healthy. In the cafetarias of the Marks & Spencer for example you can only find FairTrade-products. All supported by various communication media to present and promote the Plan A.

Migros (Switzerland)
Continue low pricing and a FairTrade-bonus is one of the warranties of the Swiss supermarket chain Migros. The bonus is being used in worldwide social projects, for example building schools in India. These constructions are done with environmental-friendly materials, good working conditions and minimum wages.

Globus (Czech Republic)
Without demand products will not be offered. In Czech Republic for years there has been limited demand of fair-trade-products. Globus started to offer fairtrade-products in their assortment, following the worldwide trend of fairtrade-products. By offering fairtrade-products a demand was created, creating new opportunities for this German retailer in Czech Republic.



WAAR (The Netherlands)
This new Dutch formule of the FairTrade-organization improves the world by giving. Giving opportunities and telling a story. Every product is different, the origen differs and every product therefor has his own story. This is clearly communicated in the store (first store opened in Nijmegen, The Netherlands), where a big assortment of “honoust products” can be found.

Contact data:

Jos de Vries The Retail Company BV

Safariweg 6-11

3605 MA Maarssen

P.O. Box 1194

NL-3600 BD Maarssen

The Netherlands

Tel. : +31(0)346 - 563764

Fax : +31(0)346 - 572722

maurice@josdevries.eu