Tesco Moves To Rainforest Alliance Certified Cocoa For Private Brand Chocolate

    UK retailer Tesco announced earlier this month that the cocoa sourced for its private brand chocolate, including its Easter Eggs, now comes from sustainably managed farms and is sourced as Rainforest Alliance Certified.

    The Rainforest Alliance is committed to supporting cocoa-growing communities, helping increase farmer income, safeguarding soils and conserving wildlife.

    All the supermarket’s products for which Rainforest Alliance Certified cocoa is sourced will now carry the Rainforest Alliance cocoa sourcing label.

    The partnership and certification come as recent research reveals that demand for sustainable food is high, with nearly 80% of shoppers wanting supermarkets to do more to offer food that is sourced in a responsible, sustainable way.

    Tesco began the transition to Rainforest Alliance Certified cocoa in 2016 and now purchases responsibly produced cocoa for all Tesco UK chocolate products, such as biscuits, cakes, desserts and cereals.

    To make customers aware of the change, the Rainforest Alliance Certified green frog features in a new Tesco television advert which first aired on Channel 4 on Tuesday 5th March, in a special launch during The Great British Bake Off.

    The move is part of Tesco’s commitment to ensuring more of its products are sourced sustainably. In November 2018 Tesco and WWF announced a ground-breaking, long-term partnership with an aim of reducing the environmental impact of the average UK shopping basket by 50%.

    Giles Bolton, Responsible Sourcing Director at Tesco said:

    “For many of our customers Easter is a time to enjoy some chocolate and we want them to be reassured that our cocoa is sourced responsibly, and we treat our farmers and growers well. Our collaboration with the Rainforest Alliance will help us support farmers to improve their livelihoods and protect the environment, while also offering our customers quality, sustainable and affordable products. This is just one of a number of initiatives that illustrate what we are doing to address the environmental and sustainability challenges facing our shoppers, colleagues, suppliers, and communities.”

    Alex Morgan, Chief Markets Officer at the Rainforest Alliance said:

    “Tesco has been a strong partner for the Rainforest Alliance in cocoa and other commodities for many years.

    “Through sourcing commitments, program like the Little Helps Plan, and outreach to consumers, Tesco is helping drive awareness and impact of sustainable sourcing in very meaningful ways.”

    Emma Keller, Head of Food Commodities at WWF UK said:

    “Certification schemes, such as Rainforest Alliance, are a great tool for people to use when looking for products that meet a certain level of social, economic and environmental standards. It’s great to see 100% of Tesco’s own brand Easter eggs are now carrying the Rainforest Alliance Certified seal. As part of our partnership with Tesco, which aims to reduce the environmental impact of the average UK shopping basket by half, we will be looking at rolling out similar success across different products with additional certification schemes, including 100% MSC certification on Tesco’s global own brand seafood.”

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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.