PLUS

Daily fresh milk from PLUS now organic

Since July 2021, all 0.5 and 1 liter packs of fresh milk, buttermilk and yogurt of the PLUS private label will standardly be organic. The consumer continues to pay the same price and the farmers receive a surcharge appropriate for organic milk. PLUS makes up the difference themselves. This is unique; PLUS is the first supermarket to take this sustainability step. We were closely involved in the introduction of organic dairy as the new standard. For nine years, Schuttelaar & Partners has been working together with PLUS and we assist in setting up their CSR policy and the accompanying objectives and strategy.

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The new standard

Organic is the new standard for fresh dairy in the supermarket. "Organic milk is better for the customer, the farmer, the cow and the environment," says Eric Leebeek, commercial director at PLUS. "The cows have more space, live healthier lives and receive organically certified feed. Organic farmers take good care of the soil, contribute to biodiversity and work without pesticides. Of course, we pay our farmers the premium price appropriate for organic milk."

Ambitious organic roadmap

This big step is the first in an ambitious organic roadmap that PLUS aims to follow. Over the next three years, PLUS will expand their organic private label assortment by more than 50 percent, aiming to double private label sales. Schuttelaar & Partners and PLUS will continue to work together on these ambitions in the coming years.

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