Sustainable products: The role of retail and the hospitality industry
In recent years, the sales of food products with a sustainability label have steadily increased. According to the annual Monitor Keurmerken Retail (Retail Quality Marks Monitor), it appears that top quality labels such as Organic, Planet Proof and Beter Leven (Better Life) are growing year after year, both in sales and in the number of products in the supermarket. Increasingly, consumers are unknowingly choosing a product with a top quality label. For example, PLUS has made all its fresh dairy products, unprocessed onions and potatoes organic as standard under its own brand. In the fruit and vegetable department, Jumbo sells all its sliced vegetables with the On the Way to Planet Proof quality mark. These are just a few examples of how supermarkets encourage consumers to make sustainable choices. Other examples include the prominent placement of vegetable departments, the often lower price of meat substitutes compared to meat, and packaging with less plastic.
Cooperation throughout the chain
Supermarkets do not do this alone. They work closely with suppliers, producers, farmers and market gardeners. Long-term partnerships enable them to work step by step towards innovation, sustainability and a fair revenue model. Important reasons for this are changing consumer demands, international agreements such as the Paris Climate Agreement and (inter)national regulations such as deforestation legislation and biodiversity goals. Food security is also becoming increasingly important. Climate change and geopolitical tensions make it more difficult to purchase the right products on time. Collaborative efforts make purchasing more predictable and reduce the chance of empty shelves.
As consumers, we take full shelves for granted. But we often fail to consider the complex processes and the efforts of the people who make this possible every day. Filling supermarket shelves with fresh, sustainable products is a top achievement. It deserves to be appreciated more.
Supermarkets set their sustainability ambitions in objectives and report on them in sustainability reports. These increasingly meet CSRD requirements, giving consumers insight into their progress.
The forgotten role of the hospitality industry and fast food
Although supermarkets are taking clear steps, consumers are increasingly buying their food elsewhere. Restaurants, company canteens, schools and fast food chains are playing a growing role. Spending on food outside the home has risen considerably in recent years, from 1,162.70 euros per person in 2018 to 1,427 euros per person in 2023 (source: foodinspiration), and this trend is expected to continue. Yet we still see sustainable products in these sectors only sparingly.
Larger caterers such as Albron and Compass are already focusing on a more sustainable and healthier range of products. However, there are still plenty of opportunities in the hospitality and fast food sectors. Think of more products with top quality labels, less food waste and more sustainable packaging. It would be valuable if the annual monitor could also include these channels, so that their impact becomes more visible.
Working together to improve sustainability
Action is needed from all parties in the chain to improve the sustainability of the food supply. Supermarkets are showing that sustainability is possible through cooperation and innovation. Now it is time for the hospitality industry, catering and fast food to follow suit. By working together, we can achieve a sustainable and affordable food supply for everyone.
Making the food supply more sustainable is not only the responsibility of producers and suppliers. As a consumer, you can also contribute by consciously choosing sustainable products. Together we can make a difference.