Dutch retail giant introduces a ‘pure & fair’ product line

Dutch retail giant introduces a ‘pure & fair’ product line

May 28, 2009 – Dutch retail market leader Albert Heijn presents its new private label line, named AH pure&fair. This new private label line is a so-called umbrella brand for all AH products categorized as biological, fair trade, sustainable fish and free-range meat

“Consumer research showed that consumers, who want to purchase sustainable products, are often confused by the high amount of logos, certificates and sustainability claims. Because of their uniformity AH pure&fair products will be immediately recognisable to consumers as a responsible choice”, according to AH director Dick Boer.

At the moment AH has about 200 biological and 40 fair trade products under its private label line. Within the next two and a half years the range of these products has to be doubled.

Coen de Ruijter, director of the Max Havelaar Foundation (Fairtrade), is very pleased with the announcement of Albert Heijn. “Such a broad range of Fairtrade products will definitely increase the demand of several products and ingredients, which directly supports more small-scale farmers in producing countries. It is fantastic that Albert Heijn shows with this new private label concept that purchasing Fairtrade is also possible in the mainstream market. And this step is a clear answer to the increasing demand of consumers for more sustainable products.”