Dutch supermarket chain Jumbo has introduced laser labelling on some of its organic fruit and vegetables, eliminating the need for packaging such items.
Initially starting with ginger, calabash, and courgettes, the retailer said it will expand the labelling technology to include other organic items in the future.
Jumbo emphasised that the technology does not affect the taste, smell or shelf life of the products in question.
Environmental Initiatives
The laser-labelling technology is one of a host of environmental initiatives the company is implementing in-store.
It is the first national chain to use the PlanetProof ‘natural label’. Products with the PlanetProof mark (previously called Milieukeur) have been grown under more environmentally friendly conditions, such as using less fertiliser, pesticides, or herbicides.
Producers of more sustainably produced vegetables, flowers, fruit, plants, trees and flower bulbs may use the label.
The retailer expects to use the labelling on 80% of its Dutch fruit and vegetable products by the end of 2018. It aims to increase that number to 100% by the end of 2019.
The logo can currently be seen on celery, cucumbers, and 'paprika in a bucket', and will soon be added to onions.
Vegetable Consumption
Jumbo added that it had launched two initiatives aimed at encouraging the consumption of more fruit and vegetables. One is the campaign #grillenmetgroenten, which encourages consumers to get ‘enthusiastic’ about grilling vegetables on the barbecue.
The chain is also adding indications of the recommended daily intake of vegetables on packaging, per serving size, and will also provide tips about varying vegetable intake.
Klaas de Boer, director of buying and merchandise at Jumbo, said, "We are proud of the steps we take in offering sustainable fruit and vegetable products. Clients pay more attention to the environment and health when choosing products."
"We help our customers to make a sustainable, tasty and healthy choice in an easy way. We work day in and day out, together with (chain) partners."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
