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Private Label

Rewe And Penny Switch To Sustainable Own-Brand Orange Juice

Germany's Rewe Group has announced that it has completed the transition to sustainably sourced private-label orange juice ahead of its 2025 target.

All own-brand orange juices and concentrates offered in approximately 5,800 Rewe and Penny stores across Germany have acquired Fairtrade, Rainforest Alliance or organic certifications.

In 2018, the retailer pledged to sell only Fairtrade, Rainforest Alliance or organic-certified juices in the orange segment.

Rewe Group has been working for many years to improve the living and working conditions of orange growers and is a member of the European Fruit Juice Platform.

In the spring of last year, the retailer launched its first Fairtrade-certified orange juices under the brand Paradiso in Penny outlets and REWE Beste Wahl in Rewe stores.

The oranges used in the juice were sourced from a traceable supply chain in Brazil.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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