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Private Label

REWE And Penny To Launch Fairtrade Orange Juice

Germany’s REWE Group has announced that it will introduce Fairtrade-certified orange juice in its stores from the spring of 2019.

The product will be available all across Germany under the REWE Beste Wahl private-label brand in REWE stores, and Paradiso in Penny outlets.

Certified Orange Juice

The oranges used in the production of these juices will be sourced from small Fairtrade-certified farmer cooperatives.

The journey of the product will be fully traceable, starting from the individual cooperative to the market shelves.

REWE Group has been collaborating with Fairtrade to provide better living and working conditions for small-holder cooperatives and workers in orange plantations in Brazil.

The managing director for private-label purchasing and development at REWE Group, Jan-Peer Brenneke, said, "There are many challenges facing Brazilian small-holder farmers, and it was important for us to work together to develop solutions that support sustainable cultivation and improve the situation of local people."

Training Programme

Training programmes have helped orange-growers to be more efficient, both socially and ecologically, the company noted.

The primary focus has been on sustainable cultivation practices, improving health and safety conditions and strengthening organisational structures for more self-determination.

Orange juice, with a per-capita consumption of around 7.4 litres in Germany in 2017, is the world's most-consumed fruit juice, the company claims.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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