Germany’s REWE group has announced that, starting in the spring of 2019, it will be introducing Fairtrade-certified orange juice in its stores. The product will be available all across Germany under REWE Best Choice brand 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.
The journey of the product will be fully traceable, starting from the individual cooperative to the market shelves. The REWE Group has been collaborating with Fairtrade to provide better living and working conditions for smallholder cooperatives and workers in orange plantations in Brazil.
Managing director for Development National/International of the REWE Group, Jan-Peer Brenneke: "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."
Training programmes have helped orange growers to be more efficient, both socially and ecologically. The primary focus has been on sustainable cultivation practices, improving health and safety conditions and strengthening the respective organisational structures for more self-determination.
According to an article on esmmagazine.com¸ orange juice, with a per capita consumption of around 7.4 litres in Germany in 2017, is the world's most consumed fruit juice.