Ahold\’s Simply Enjoy Get Sustainable Certification


Carlisle, Pennsylvania based grocer Ahold USA, announced this week that it received Rainforest Alliance certification for its Simply Enjoy Private Brand teas and UTZ certification for its Simply Enjoy coffees. The farms where the tea is grown have met the sustainability standards of the Sustainable Agriculture Network for Rainforest Alliance Certification, and the farms where the coffees are grown have met the requirements needed to receive UTZ certification.

The five Simply Enjoy teas — Masala Chai Organic Black Tea, Earl Grey Crème Organic Black Tea, Earl Grey Lavender Loose Organic Black Tea, Jasmine Organic Green Tea and Acai Berry Loose Organic Green Tea — now feature the Rainforest Alliance Certified seal. The Rainforest Alliance works to conserve biodiversity and improve livelihoods by promoting and evaluating the implementation of the most globally respected sustainability standards in a variety of fields. Its “green frog” seal is recognized worldwide as the symbol of environmental, social and economic sustainability.

In addition to the tea, all 42 of Ahold USA’s Simply Enjoy coffees are now labeled as UTZ-certified, which means they has been produced to meet standards that protect the environment and promote good social practices, the retailer noted. UTZ’s certification program enables farmers to learn better farming methods, improve working conditions and create better opportunities while safeguarding the environment and securing the earth’s natural resources now and in the future.

“In all aspects of our company’s operations, we are working to minimize our impact on the environment today and for future generations, which includes promoting sustainability within our own brand line of private label products, whether by the way the product is harvested or the material it is packaged in,” said Juan De Paoli, senior vice president of brand management and own brands, Ahold USA. “The Rainforest Alliance Certified seal and UTZ [certification] reinforce that Ahold USA is on the leading edge in sustainability with our private label products. In addition, our customers also have the assurance that they are purchasing quality sustainable products.”


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.