German retailer Rewe has confirmed it plans to extend its Pro Planet sustainability label to fresh produce, a significant development for Europe's largest consumer market.
Rewe already sells a large number of products that carry the label, which is overseen by an independent board made up of NGOs, consumer association Die Verbraucher Initiative and development agency Caritas International, guaranteeing compliance on a broad range of social and environmental standards.
However, this year is expected to see the Pro Planet mark appear on fresh fruit and vegetables for the first time, with the speed of the roll-out said to depend on how quickly the necessary audits can be made.
Speaking exclusively to Eurofruit, Rewe's head of strategic purchasing Guido Siebenmorgen (pictured) said the extension of the brand to fresh produce was already at an advanced stage.
'There are 300 products using the Pro Planet label. We now want to develop it on fresh produce too,' he said.
Siebenmorgen said he believed the consequences of the EHEC crisis were now 'well behind us' and that shoppers were no longer worried about the safety of the food they bought, but the sustainability debate had continued to grow in importance for consumers.
'There is absolutely no doubt that the sustainability debate continues to grow,' he added. 'Next to key factors such as price and affordability, shoppers are also buying with a social conscience.'
The full interview tih Guido Siebenmorgen can be found in the February 2013 issue of Eurofruit. Those attending Fruit Logistica can collect a free copy from the Eurofruit stand B-01 in Hall 5.2.
