Discounter Lidl seems to have returned to its commitment in early September by reintroducing a second variety of bananas. They are certified Rainforest Alliance and are sold cheaper than Fairtrade: €1.05 per kilo, comparing to €1.25 for Fairtrade bananas.
For those following the Belgian market, a slight decline in sales is noticeable. “The Belgian consumer was not 100% ready and prefers to have the choice, that’s why we reintroduced another banana, at a little less, but on the one hand, we had to satisfy the customer and on the other, to respect our long-term commitment,“ said Isabelle Colbrandt, spokesperson for Lidl Belgium, Luxembourg.
Internationalsupermarketnews.com explains how the Rainforest Alliance does not pursue the same goals as the Fairtrade label. The first is an international NGO “working to conserve biodiversity and ensure sustainable livelihoods for local people”. The Fairtrade label “guarantees good working conditions, financially supports the farmer and his community with a minimum price and a premium and also includes a whole series of ecological criteria”.
