Kaufland Introduces ‘Bewusster Verpackt’ Conscious Packed logo

German retailer Kaufland wants to significantly reduce plastic waste. By 2025, the trading company has decided to reduce its own plastics consumption by at least 20 percent. As of now, brand products whose packaging is made more sustainable are marked with a new “consciously packaged” ‘Bewusster Verpackt’ logo. At first glance, the customer can see where plastic has been saved and how recyclable or recyclable has been increased.

Kaufland operates around 670 branches nationwide and employs around 74,000 people. With an average of 30,000 items, the company offers a wide range of food and everything for daily needs. The focus is on the fresh fruit and vegetables, dairy and meat, sausage, cheese and fish sections. The company is part of the Schwarz Group, one of the leading companies in the food retail sector in Germany. Kaufland is located in Neckarsulm, Baden-Württemberg.

“Environmental protection concerns us all. In particular, we must push ahead with the reduction of plastics, “emphasizes Lavinia Kochanski, Head of Sustainability at Kaufland. “As a retail company, we have a high responsibility and can make a difference. Especially with the packaging of our own brands, we can react effectively and quickly, since we are in close contact with the producers. We manage to save over 2,000 tons of plastic this year. Its own brands account for 1,700 tons of this alone. ”

The ‘Bewusster Verpackt’ logo creates more transparency for customers and is now printed on the front or back of the packaging. For this, it must meet at least one of the following criteria:

  • Recyclability of at least 80%
  • Recycled content of at least 30%
  • Reducing the volume or weight of the packaging material by at least 10%.

The logo is already visible on various private label products, such as the sunflower oil from K-Classic and toothbrushes, herbal baths and foot care products of the company’s drug private brand Bevola. By the end of the year, about 25 private label products from Kaufland will carry the ‘Bewusster Verpackt’ logo.

Further savings of plastic

Kaufland has already converted some of its private brand packaging this year: for example, the company completely removed the plastic wrap from the K-Classic Schlemmerfilet, replaced the plastic shaft on the Bevola cotton swabs with paper and replaced the plastic caps on all of the K-to-go brand coffee mugs replaced by an integrated drinking opening in the aluminum closure. Kaufland is also constantly working on optimizing its products in the fresh and non-food sector: By further changing the packaging of fruit and vegetables, self-service meat and textiles, the company can save more than 2,000 tons of plastic per year.

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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.