Since 2016, PENNY’s Bio-Helden range has been supplying customers with organic fruit and vegetables that may look unusual but which are in no way inferior to their ‘perfect’ companions in terms of quality. The volumes sold have been consistently positive ever since. Launched with 13 Bio-Helden, consumers can now choose from up to 37 products, according to the season and harvest. In the last year alone, PENNY recorded a 27 percent jump in its Bio-Helden sales.
‘Naturgut Junior-Helden’ produce joined the Helden family in 2018. PENNY’s Naturgut Junior-Helden range supports growers who have converted to organic but have not yet received organic certification, due to the legally stipulated transition period and can therefore only command the price of conventional produce for their organically produced fruit and vegetables. PENNY pays them an additional fee between the price of conventional and organic produce.
In 2019, PENNY was awarded the national ‘Zu gut für die Tonne’ (Too good for the bin) prize in recognition of its commitment to combating food waste through its Naturgut Bio-Helden produce and its ‘Kostbares Retten’ (Don’t just throw it away) campaigns.
Through its Bio-Helden, PENNY is helping to prevent food waste and making a tangible contribution to achieving the REWE Group’s packaging target of 100 percent environmentally friendly own-brand packaging by the end of 2030. To this end, virtually all Bio-Helden packaging has been replaced with a plastic-free alternative or is now sold without any packaging at all, which will lead to a reduction in plastic of up to 50 tonnes per year.