EuroCommerce Launches Website To Promote Sustainable Consumption

By Dayeeta Das
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EuroCommerce Launches Website To Promote Sustainable Consumption

EuroCommerce has launched a website to illustrate the diversity and scale of initiatives adopted by retailers and wholesalers to support more sustainable consumption and healthier lifestyles.

The #SustainableCommerce website also aims to encourage sustainability across the food supply chain in line with the farm-to-fork strategy.

The platform demonstrates the importance of sharing this journey with consumers and collaborate across the whole supply chain to reach the strategy’s objectives.

Cooperation and supply chain dialogue will also be essential in delivering on the Commission’s proposed code of conduct, EuroCommerce added.

Website Highlights

The website will provide an insight into how businesses are making the farm to fork objectives a reality in line with their specific strategic focus and scale.


It sets out the initiatives and undertakings taken forward by retailers and wholesalers across three verticals, including cooperation with farmers and other partners, promoting sustainability and healthy lifestyles, and supporting sustainable practices.

This builds on the retail sector’s strong track record as a pioneer in offering and promoting more sustainable choices, including organic, healthier options with reformulated and ‘free-from’ products, measures to reduce our CO2 footprint, limiting the use of plastic and packaging, and minimising food waste.

Farm-To-Fork Strategy

According to EuroCommerce, the farm-to-fork strategy will only succeed if it is consumer-driven and affordable.

A recent study by McKinsey and EuroCommerce revealed that 50% of consumers planned to buy more healthy, local, or environmentally friendly foods in 2021, with 37% of respondents looking to spend less on groceries and 26% aiming to save money as well as adopting sustainable lifestyles.


Director-general of EuroCommerce, Christian Verschueren, said that retailers and wholesalers welcome and support the farm-to-fork strategy and have implemented a range of initiatives to operate more sustainably, and encourage customers to adopt healthier and more sustainable lifestyles.

“Achieving the farm-to-fork objectives will need the whole supply chain to be working together. Our members have been working with their suppliers to ensure their products allow consumers to live healthier and more sustainable lives. We see this as an important starting point in a longer-term process and have asked the Commission to help create a structure for dialogue among all players in the supply chain,” he added.

© 2021 European Supermarket Magazine. Article by Dayeeta Das. For more Technology news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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