News Milk
Plus makes private label dairy completely organic
As of this week, all fresh milk and buttermilk in a liter pack of the Plus house brand are organic as standard. The yoghurt will follow from the end of July and the 0,5 liter packs will follow in mid-September. The customer continues to pay the same price and the dairy farmers receive the additional price that is appropriate for organic, the supermarket reports.
About 1.000 organic cows provide Plus with more than 7,8 million liters of sustainable milk every year. After a short transition phase of a few months, Plus will purchase the organic milk exclusively from Dutch dairy farmers.
Plus makes up for the difference itself. "Organic milk is better for the customer, the farmer, the cow and the environment," Eric Leebeek, commercial director at Plus, said in a statement on the supermarket's website. "The cows have more space, live healthier and receive organically certified animal feed. Organic farmers take good care of the soil, contribute to biodiversity and work without pesticides. Of course we pay our farmers the additional price that is appropriate for organic."
Organic turnover will double in the next three years
Over the next 3 years, the chain wants to expand the organic private label range by more than 50%, thereby aiming to double the turnover of the organic private label. Since 2010, all bananas at Plus have been 100% Fairtrade certified and since 2012, the supermarket no longer sells free-range eggs. All eggs are at least free-range eggs with the Beter Leven 2-star quality mark. The chain has always paid the extra price itself, says Plus.
Linda van Eekeres
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