German retailer REWE has said that its REWE Bio range of products has achieved higher quality sustainability standards than most products associated with EU organic labelling.
"Our REWE organic products meet far stricter organic criteria than those required by EU Eco-Regulation, which we now also make clear on our packaging,” commented Johannes Steegmann, head of marketing at REWE.
“Our products are characterised by a high quality of ingredients and are partly verified by the organic association Naturland. This goes hand-in-hand with ensuring greater animal welfare, environmentally friendly agriculture, as well as mandatory social standards.”
Current EU organic labelling requirements do not provide for compulsory grazing of dairy cows, which is part of REWE’s production commitment for its REWE Bio range.
For example, the raw milk that is being used for REWE Bio's fresh milk and natural yoghurt, among others, comes from cows that graze in the summer on fresh grass.
REWE Bio and Naturland also assume social responsibility practices in producing countries. Among other things, the equal treatment of local employees is monitored as well as workplace health and the presence of permanent employment contracts.
The REWE Bio range is also characterised by the presence of customer information on the packaging. On the front of the pack, customers can find specific information about the added value of the product and on the back, they can learn more about organic quality.
REWE has also started a comprehensive omni-channel campaign, to raise awareness about its packaging relaunch and its higher quality standards for REWE Bio.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Chiara Di Filippo. Click subscribe to sign up to ESM: The European Supermarket Magazine