According to a survey published by the European Food Safety Authority in June this year, 53 percent of EU citizens surveyed said that the question of where a food comes from is a relevant factor in their purchasing decisions. This indicates that a food’s origin is more important than its cost (51%), safety (50%) or taste (49%).
PENNY was quick to pick up on this trend and is gradually introducing more detailed product and origin information, especially for its own brands. As of Monday (19 August), all pineapples will be sold with a QR code. Customers can use this to access a special website where they will find detailed information about the respective plantation as well as its sustainability activities, audits or awards. And from 9 September, Naturgut organic bananas will also be sold with this QR code (www.penny.de/herkunft).
PENNY customers, for example, will discover that pineapple supplier Tropicales del Valle from San Carlos (Costa Rica) is a family business. The finca is located in the province of Alajuela which primarily grows pineapples, alongside sugar cane and coffee. The company sold around 3.5 million boxes of pineapples last year and employs 364 people, 60 of whom are women. The company is certified by the Rainforest Alliance, GLOBAL G.A.P and GRASP. PENNY customers can also read an illustrated account of how Tropicales del Valle has voluntarily placed 150,000 square meters of rainforest located on the finca under protection. The website also provides general information on PENNY’s commitment to sustainability (including REWE Group’s Central America Fund) and its quality seals.
“We want our customers to be able to trust both us and our products. By introducing the QR code, we are showing that we are aware of our social and environmental responsibility in the supply chain. Customers who buy pineapples and bananas from us can do so with confidence and with a clear conscience, because we attach great importance to how we select our partners. Examining their ecological and social credentials is part and parcel of this process,” explains Stefan Magel, REWE Group Board Member for Retail Germany and COO of PENNY.