The supermarket chain, Lidl, has since very recently started offering only bananas that originate from fair trade in its Belgian stores. Lidl is the first chain store on the Belgian market that has switched this product to 100% Fairtrade (previously Max Havelaar).
British and Dutch chain stores, among others, took this step several years ago. However, this commitment from Lidl to sell fairtrade bananas is a first for Belgium. In doing so, this supermarket is reaching out to farmers. These farmers can now count on a higher income and better working conditions in the long run. At the same time, the chain store meets its consumers' demand. These people are paying an increasing amount of attention to sustainability when shopping.
In 2019, the total annual banana consumption in Belgium will reach almost 90,000 tons. Lidl sells about 14 million kg per year. Thanks to this new commitment for 100% Fairtrade certified bananas, by the end of the year, roughly one in three bananas sold in Belgium will be fair trade.
“That is, in the first place, a huge step forward for the thousands of farmers and laborers in the Colombian banana plantations," says Fairtrade Belgium's Director, Nicolas Lambert. "The impact and volume are very interdependent - the more customers choose fairtrade products, the larger the impact on the farmers' income and standard of living. Large volumes are, therefore, of fundamental importance to facilitating large-scale change."
Transition in the banana sector
Supermarkets can make responsible use their dominant position in the supply chain. A strong commitment from chain stores such as Lidl is, undeniably, an important first step in supporting the transition in the banana sector. This sector must switch to a sustainable product that keeps the farmers' well-being in mind.
“This proves that such a commitment is possible. Even in the difficult economic reality of the Belgian market," Lambert emphasizes. "Every day, all the big players in the distribution sector are devoting themselves a little more to a sustainable world. However, sustainability also means that those people at the root of our supply chains also get decent payment terms and positive future prospects. This is not an easy task. Fairtrade offers a concrete solution for this."
Fairtrade is committed to working with partners on all levels. Together, they want to create a more sustainable banana sector. A sector that enables farmers and laborers to earn a living wage. This, while they devise a sustainable development plan that respects the environment. "We would like it if Lidl's commitment inspires other supermarkets to take the important steps needed to promote fairtrade bananas," concludes Nicolas.
Source: Fairtrade België