German retailer Rewe has revealed its new in-store sustainability scheme, involving an on-pack label highlighting eco-friendly, own-brand products.
The group said that the 'Pro Planet' badge would offer customers a reliable guidance on products sourced from sustainable production, Kam City reported.
'The idea behind it is to get sustainable products out of their niche existence in order to make them attractive for the vest majority of the consumers,' said CEO Alain Caparros in a statement. 'By the end of 2011, we would like to sell more than 500m articles bearing the ProPlanet label.'
To qualify for Pro Planet status, products must demonstrate that they contribute to a sustainable use of natural resources in either production or use. This is measured by an expert council, using a system devised by the UN Centre on Sustainable Consumption and the Wuppertal Institute for climate, environment and energy.
