"PlanetProof is forcing trade to become transparent"

 
This certification immediately leads to price discussions. Growers have to invest money to get this seal of approval. They reckon this pushes their products' prices up. It is not that black and white, says Els Lindeboom of SMK, the Dutch Environmental Labelling Foundation. "It greatly depends on the type of cultivation and the kinds of measures that need to be taken. It is a completely different story for lit greenhouse cultivation than for open field farming. Sometimes it can even be more cost-effective. Growers might need fewer pesticides, which also costs money", he says. In the purchasing process, prices are not all-decisive. "PlanetProof may well result in a realistic surcharge", says André. "When purchasing produce, we look at aspects that add to the price we are prepared to pay. These include quality, the certainty of the supply, and availability. These, along with PlanetProof, contribute to the decision." 

During the purchasing process, Superunie does not look at only Dutch growers. Their ambition is to bring 50% of European fresh fruit and vegetables under the PlanetProof label by the end of the year. In 2017, it was started with products of Dutch origin. By the end of 2017, 36% of the range had been certified. They have already far exceeded the 50% goal for certain products. These products include aubergine, bell peppers, and iceberg lettuce.

Superunie is taking a proactive role in the transition process. André sits on the SMK's Advisory Committee. He actively informs producers about this quality mark's list of requirements. "We want to buy from as close to the source as possible. We are discussing the transition to PlanetProof with growers. We have paid particular attention to the feasibility for farmers being able to meet the required standards. This was done by the advisory committee. The bonus-malus system also allows the growers to choose which requirements suit them best", explains André. 

Cindy Verhoeven (l) and André Boer of Superunie, and Els Lindeboom of SMK
 
"Our goal is to have safe, transparent, sustainable chains. Fruit and vegetables are an important product group. These products need to be grown more sustainably. It is, therefore, essential that we know where our products come from. PlanetProof is an ambitious, yet feasible certification scheme. It can improve environmental problems. Think of soil conditions due to, for example, crop rotation. Or fertilisation requirements and biodiversities like flower borders around orchards for bees and butterflies", says Cindy Verhoeven, Sustainable Trading Process Manager at Superunie. "We have also made plans in the area of sustainability for our tropical fruit and vegetables. These mostly come from countries outside of Europe. We have joined the Covenant on Sustainable Tropical Fruit and Vegetables. With this, we commit ourselves to having 100% sustainable tropical fruit and vegetables by 2020."