Dutch supermarket Plus will use blockchain technology to map banana supply chain

The first Dutch supermarket to exclusively sell Fairtrade bananas announced their next important steps during the World Banana Day. The supermarket organisation will use blockchain technology to show consumers exactly where the bananas come from, and the route they have taken. They will immediately take the next step as well. This autumn, Plus will introduce the first Fairtrade and carbon neutral banana from a transparent and traceable supply chain.



These steps fit all of Plus’s activities to offer consumers responsible products. Plus was recently name ‘Most Responsible Supermarket of the Netherlands’ for the fifth year in a row.

Complete transparency from farmer to mouth
The Dutch enjoy bananas. In total, they eat 1.3 billion bananas per year, about 75 to 80 per person. With supplier Fyffes and technology partner Supply Chain Information (SIM), Plus will map the entire supply chain of its Fairtrade bananas from Colombia. This autumn, consumers gain insight into the entire story and people behind the bananas they can buy from their Plus supermarket.

Carbon neutral
Besides offering an insight into the entire supply chain, Plus is researching the possibilities of a Fairtrade and carbon neutral banana. The banana production has various environmental challenges, and climate impact can be reduced even more. The climate impact of bananas is therefore carefully mapped. The carbon footprint is then looked at to see where it can be reduced by means of investments in the supply chain. The remaining climate impact is compensated.

These initiatives fit the trend of consumers looking for responsible, fair products, and wanting to know where their products come from. Eric Leebeek, commercial manager of Plus Retail: “Plus stands for Good Food. And Good Food comes from a healthy supply chain. In 2010, we were the first Dutch supermarket to decide to only sell Fairtrade bananas. Bananas have been the best sold product in supermarkets for years. There are plenty of reasons to take the next step, because we can make a difference with it.”


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