REWE Group Commits to Fair Trade Chocolate

The REWE Group is the first grocery retailer in Germany to convert its entire assortment of private brand to Fairtrade cocoa. The change will take place gradually until the end of 2018. In addition to chocolate bars, the range also includes chocolate bars, pralines, Easter and Christmas confectionery, instant cocoa and nut nougat spreads. 99% of cocoa is already sustainably certified in all REWE Group own brands.

As a founding member of the Sustainable Cocoa Forum, the REWE Group has been committed to the certified cultivation of cocoa for many years. Cacao cultivation is the main source of income for more than 5.5 million farmers in developing countries, providing a livelihood of more than 14 million people. 90% of cocoa is grown in small-scale farms in the major West African cultivation areas. Key challenges include working conditions, low income, decreasing soil fertility through inappropriate farming systems, improper use of agrochemicals, and forest clearing and land use change to expand acreage.

Since 2014, the REWE Group has been cooperating with the Fairtrade Cocoa Program, which enables small farmers to earn a more stable income and additional income for the implementation of local projects. 

Dieter Overath, CEO of TransFair eV (Fairtrade Germany): “The REWE Group is a long-standing, reliable and innovative partner of fair trade. Be it coffee, tea, roses or confectionery, the Fairtrade assortment in the REWE and PENNY markets is getting bigger and bigger. The REWE Group played a pioneering role in 2014 with the introduction of the cocoa program. We are pleased that the REWE Group is further expanding its fair raw material purchasing and continues to rely on Fairtrade-sealed cocoa. “

Dirk Heim, Head of Bio and Sustainability Commodity, REWE Group: “It is important to us, especially in the cocoa sector, to permanently contribute to the improvement of local living conditions and to conserve natural resources. The cooperation with Fairtrade enables us to accept cocoa from responsible, fair and sustainable production as well as a transparent certification of our products.”

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Christopher Durham
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.