REWE And Penny To Launch Fairtrade Orange Juice

Germany’s REWE group has stated that it will introduce Fairtrade-certified private brand orange juice in its stores from the spring of 2019. The juice will be branded REWE Best Choice in REWE stores and Paradiso in Penny outlets.

Oranges used in the production of these juices will be sourced from Fairtrade-certified, small farmer cooperatives in Brazil.

Managing director for private-label purchasing and development national/international of the REWE Group, Jan-Peer Brenneke, said, “There are many challenges facing Brazilian smallholder farmers and it was important for us to work together to develop solutions that support sustainable cultivation and improve the situation of local people.”

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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.