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Pesticide-free fruits being offered under new private label 'TiP BIO'

Real sets new standards with immediate change to organic bananas

A total of around 5,000 organically cultivated products, of which about one fifth are coming out through private labels 'real BIO' and the new 'TiP BIO', are available to customers from Real to permanent choice. These include premium products from Demeter agriculture as well as a wide range of products from permaculture production. Permaculture is a particularly sustainable and environmentally friendly form of organic farming.

Long-term sustainability strategy
It was 2015 when Real made a start with this projects; now the goal has been reached. Real is the first company operating nationwide in the food retail sector, which is now offering only organically cultivated bananas or bananas of Demeter quality. In the future, customers therefore have the choice between the TiP BIO banana at a reasonable price, or the particularly sustainably produced banana with Demeter certification. In October 2015, real replaced its conventionally cultivated bananas with real organic banana in all of its markets.
"While other companies are boldly announcing tests and projects, we have already reached the target we once set: As the first large retail company, we now offer only organic bananas to our customers. We are talking certified bananas," explains real CEO Patrick Müller-Sarmiento. "This is also a real pioneering move with in the German food retail industry."
Private label TiP BIO
In the entry price range, real now offers only organically cultivated bananas under its new private label TiP BIO . As an alternative in the premium segment, real Demeter bananas are produced by conversion companies. These originate from particularly resource-conserving cultivation on healthy, humus-rich soils and go beyond organic cultivation, guaranteeing fair wages and working conditions on the plantations.
"By working with a new banana ripener, we have also been able to further improve the quality of these bananas, and with the conversion of our assortment to organic bananas only, we are taking yet another big step towards our goal of producing only sustainable products by 2030."
As a trading company, real is at the interface between the food industry and the consumer. "We are aware of our great responsibility, and not only towards our customers, to whom we want to offer an excellent product. We are absolutely dedicated to also ensure fair and safe working conditions in the countries where our products are produced," says Patrick Müller-Sarmiento.

Further measures in the area of ​​sustainability
With numerous activities, real is also driving forward the development of sustainability in other areas. In about two-thirds of the markets, real customers now have the opportunity to avoid plastic waste by shopping with reusable containers, to be presented at the counters of the markets. There are many other measures to reduce or avoid waste: Doing away with the plastic foil for the real organic cucumber or using of 'grass paper' punnets for organic limes and organic vine tomatoes. Real also abolished its disposable carry-alls in 2017 and only offers reusable alternatives made of FSC-certified paper, cotton or especially tear-resistant recycled material.

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