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Superunie Switches to Fairtrade Tea for All Its Members

Published on Sep 15 2010 7:54 AM in Private Label

Superunie Switches to Fairtrade Tea for All Its Members

Dutch retail group Superunie has switched to purchasing only Fairtrade tea for its members' house brands, which include own-brand labels such as Perfekt, Makrant and 1 de Beste. The new buying arrangement comes into being from October 1st. Dick Roozen, CEO of Superunie, said the company was "incredibly proud that we can take this step."

Since 2005, Superunie has been buying its private label tea directly from a selected supplier in Sri Lanka, with its own plantations. Under the new arrangement, which is part of an agreement with the Max Havelaar Foundation helping underprivileged farmers in developing nations, Superunie will pay an additional premium of US$0.50 per kilo, on top of the guaranteed minimum price of $2 per kilo.

"Superunie has set an impressive standard for the breakthrough of Fairtrade in and outside the Netherlands," explained Peter d'Angremond, director of the Max Havelaar Foundation. "The company showed that through a simple move, a contribution can be made towards poverty alleviation and sustainable development in producing countries. I see the Fairtrade achieving the same goals internationally, and it is wonderful that Superunie is a frontrunner." (15 Sept)© 2010 - ESM: European Supermarket Magazine

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