Friday, July 31, 2009

Coca Coca In the Netherlands focuses on a healthy, active life style and a sustainable environment.

Soft drink manufacturer Coca Cola in The Netherlands revealed their social responsability plan, key points are a healthy and active life style and a sustainable environment. By focusing on sustainability they hope to achieve better company results and for the society. Coca Cola is thinking about reducing water and energy use and the re-use of packages.

This means that they have the objective to recycle 85% of the bottles and cans. The bottles have already been changed, they have less weigth, reducing the amount of garbage. In The Netherlands the big bottles incluye some deposit to recycle these bottles. For the smaller bottles and cans this does not exist (yet), they are working on a new recycling system for these smaller bottles. This new recycle concept “Recycling Kit” is now being tested. The sales of these smaller amounts happen a lot in Shopping areas and at service stations, therfor when the test works out well, they will roll-out this recycling point concept into further areas.

Coca Cola, based in Dronten the South of The Netherlands, obtains sustainable water from their own mineral water source (current 87% of the total). The objetive is to be water neutral before 2020, therefor they need to re-use water.
At the website of Coca Cola you can find the commitments of Coca Cola with the environment.

Thursday, July 30, 2009

Jos de Vries The Retail Company launches at LinkedIn the Group Innovative Retail Concepts

Jos de Vries The Retail Company started the group "Innovative Retail Concepts" at for retail professionals to share knowledge and follow the latest trends on innovative (green) retail concepts.

We invite you to join this group and follow the news and to have discussions with other retail professionals.


Tuesday, July 28, 2009

How to find the right balance in creating the green store concept

Green buildings may be good for the environment but they also need to take into account shopping value and the comfort of the shopper. Removing all the air-conditioning could well reduce the quality of fresh produce and lead to overheated customers leaving the store.

How to find the right balance in creating the green store concept is an interesting article of the magazine Elsevier Food International, written by Noella Pio Kivlehan.

Climate neutral, biological tomatoes at Dutch supermarket chain Dekamarkt

The supermarkets of Dekamarkt are the first ones in The Netherlands selling biological tomatoes. Dekamarkt is analyzing the assortment, composing a responsable assortment. The tomatoes are cultivated climate neutral because the total process of cultivation is followed.
Because of the use of a lot of artificial manure rivers in Southern America have a lot of water plants in the rivers. These are removed and put on the side of the river, this causes a high level of emissions. Now this biological garbage will be used as compost. The transformation of this compost results into “carbon credits”, these are used to compensate the emission of production, storage and transport of these tomatoes.

Green supermarket gets energy from their clients

In the Sainsbury´s supermarket of Gloucester they have a novelty in green retailing. The clients generate energy for the supermarket, driving over a kinetical plate installed at the parking, the supermarket will receive energy. The movements are caught and transformed into energy, which the supermarket uses in different applications.

This supermarket already works with sun and wind energy. With this new application the supermarket thinks to save 30kW energy per hour, comparable with the energy consumption of all cooling and freezers in the supermarket.

Monday, July 27, 2009

Carrefour Belgium: buying green energy in the supermarket

The French hypermarket chain Carrefour is in Belgium the first retailer selling green electricity. At the moment they only offer it at their website but when it is succesfull they will apply it into their hypermarkets. The project is called Energy Eco Planet and the 100% green electricity is produced and distributed by the Belgian energy partner Lampiris under the label of Carrefour.

Sainsbury´s key points of green retail

British retailer Sainsbury´s has an interesting clear website about their commitment with green retailing. Several points showing their commitment with the environment can be found at this website. Below we will give you the link where you can find the videos about these green commitments.

- Reducing the carbon footprint
- Reducing waste
- Reducing packaging
- Green pilot store, green supermarket of the future
- Reduce, re-use, recycle

Furthermore you can see the key commitments of the retailer.
- Best for food and health
- Sourcing with integrity
- Respect for our environment
- Making a positive difference to our community
- A great place to work.

Click here for more information on Sainsbury´s

US green grocer PCC offers green, organic, local and sustainable products.


The website made a report on one of the biggest green supermarkets of the United States, the retail chain PCC. This store sells for 95% organic products, locally produced and sustainable. The supermarket of the movie is located in Seatlle, you can see how their production selection works and how they communicate where the products are from and how they are made. They have an impressive assortment of all types of organic and fairtrade products.

Friday, July 24, 2009

Biological supermarket concept Ekoplaza trendsetter in The Netherlands with biological and reform products

Ekoplaza is a Dutch biological supermarket concept which promotes natural food products. In the 4 supermarkets in The Netherlands consumers can find biological food products with the best reform quality. This concept before was known as “natureshop” but 2 years ago a transformation of the concept resulted into the new EkoPlaza concept.

The products directly go from the field to the EkoPlaza stores and are all biologically produced, meaning that no insecticide is used and that the products are made with respect to the nature and the environment and all the health aspects of humans and Earth.

The green message of US Retailer Whole Foods Market

One of the fastest growing supermarket chains in the United States is the chain Whole Foods Market. This chain has been one of the trendsetters in biological food products and is still growing rapidly in the USA and Canada. Inside the supermarket with the assortment and the communication and also outside the supermarket the retailer explains the effects and advantages on green retailing. For more information on this formula visit their website and to see the overview of Whole Foods Market green values and actions click here.

Communication of origen of green products in retail: example Plus Retail (NL)

This picture of Dutch supermarket chain Plus Retail shows the communication of their fresh and green produce. This communication promotes (in this case iceberg lettuce) the fresh image of the company and improves the traceability of the products, bringing it closer to their consumers.

GfK researches the green consumers with their Sustainable Consumer Monitor for Supermarkets

In cooperation with the non-profit organization Solidaridad GfK published the Sustainable Consumer Monitor. The Sustainable Consumer Monitor needs to become a guide for retailers how to apply sustainanable retailing.

The report shows that there are 3 different groups of sustainable consumers: open-minded, organics and demanding. The report states that in The Netherlands there are over 3,9 million households that belong to one of these groups (over 50% of the total number of households in The Netherlands).

The consumers that belong to the group openminded are interested in the animal welfare. Organic consumers think about the environment and the demanding consumers look at social equaility and honest retailing. This research is very interesting for the food retailers. When for example a supermarket attracts a lot of open-minded clients, the supermarket can offer a wide assortment of meat replacement products. A supermarket that has a lot of demanding visitors can offer more fairtrade-products.

The reason why these consumers purchase more and more green and fairtrade products is that they think they support the environment and the animal welfare.

Waitrose green policy with ethical fish gives good results

In the UK-Market many customers seek for ethical sources for fresh fish. The English Waitrose stepped into this market by offering only sustainable fish, this step resulted into a growth of 15% in fish sales compared to the last years. The policy also implied froozen fish, which grew with 21% compared last year.

Waitrose has been one of the big sponsors of the movie “The End of the Line” a movie around ethical fishing, afterwards a big press campaign and consumer interest resulted into an increased interest about sustainability.

It is shown that when consumers know more about the reality of the situation, they most want to buy sustainable fish. The retail company only wants to provide this type of fish, meaning that for example swordfish cannot be offered, the company did not find a sustainable source for this type of fish. The ethical fishing policy of Waitrose includes a ban on many species under threat, and on damaging fishing methods.

Belgian Supermarket Chain Colruyt producing their own green energy

The Belgian retailer Colruyt announced the plan to only use own manufactured green energy.

At the end of 2011 Colruyt wants to produce their own energy with green production methods, becoming the first Belgian retailer that is 100% CO2-neutral. Currently the company already uses green electricity, a big part produced with their own wind mills and sun panels but the rest purchased externally.

To achieve this goal, Colruyt is investing in new energy projects. Every renovation or new supermarket will be foreseen of sun panels on top of the roof. The current amount of 3 wind mills will be extended with a further amount of 9 new wind mills. The company recently commented the purchase of the company Fraxicor, this company transforms fat of animal garbarge into environmental friendly green electricity.

Other important measurements that the retailer took is to close all frozen food furniture, lighting at parking and at warehouse with high efficiency lamps. The objective is to reduce the yearly growth of energy consumption to less than 10%.

Thursday, July 23, 2009

German retailer Rewe to increase its sustainability activities

Rewe is to increase its sustainability activities by offering greener products as a result of re-assessing its supply chain, and by doubling its use of solar energy at its own warehouses in Germany and the Czech Republic.

The chain is already sourcing sustainable grapes, strawberries and peppers from Spain and Italy. It is hoped that citrus fruits will follow suit later this year. In addition to this, Rewe hopes to extend the green method of sourcing to its dairy and fish ranges. The business seeks to work with suppliers who have an overtly environmentally conscious approach.

The firm also wants to use more solar energy through special panels on its warehouse roofs in Germany and the Czech Republic.

Wednesday, July 22, 2009

Dutch supermarket chain Jumbo introduces biological flowers

Jumbo starts to sell biological flowers in their supermarkets. The flowers are sold in a bouquet and under the brand name “Bioflora Made With”.

The bouquets consist of 100% biological flowers. Biological flowers are cultivated without artificial manure and synthetical insecticides. Jumbo started a corporation for the sales of flowers with Bioflora, a Dutch corporation of biological farmers.

Fresh market concept Marqt in the city centre of Amsterdam

After the opening of the first Marqt store in the city centre of Amsterdam, this new retail chain recenlty opened the doors of the second ecological supermarket, this time in Haarlem. Marqt is a new retail concept where real food is the central focus.

They have 5 basic principles in their formula: the real food is original, made with respect for the environment, real fresh, made with passion and tastes good.

The partners are selected under these criteria, all professionals with heart for their products and businesses. The products mainly come from the region and because of the selection of their providers the products directly come the Marqt supermarkets without loosing anything of their freshness.

In the design of the fresh market you can see a lot of wood, metal, stone and the colours black and white, every material is choosen because of the sustainability. The fresh produce are presented in wooden boxes. Central in the store you can see a kitchen island and the fresh square with meat, fish and cheese. Next to the fresh produce this fresh market offers a wide range of prepared meal solutions.

When you are visiting the city of Amsterdam or Haarlem this new concept is for sure worth a visit.

Spanish hypermarket chain Alcampo (Auchan) celebrates its second edition of the week of the green shopping bag

The Spanish hypermarket chain Alcampo celebrates its second edition of the week of the green shopping bag, this takes place in the 50 hypermarkets this chain has in Spain. During this week the hypermarket formula shows the need and the reasons for consumers to act responsable when they do their shopping, providing them with green shopping bags, made of recycled material.

Alcampo wants to contribute to the support of the reduction of the environmental impact by the one time use plastic shopping bags, that is why they supply the recyclable bag. This action fits in the project of the reduction of the plastic bags in the hypermarkets which Alcampo started in May 2009. This is supported by the slogan “More products in the bag, less bags in the world.”

Alcampo was in Spain the first chain of hypermarkets introducing alternatives to the plastic shopping bags, introducing recyclable bags and biodegrable made of bio patatoes.

In the company policy social responsability maintains a strong agreement with the environment. In 2004, white shopping bags were replaced by transparent bags, deleing the titan, a white pigment of these bags. Furthermore these shopping bags are more resistent and are filled better, reducing the consumption of plastic bags.

One year later, with the implemententation of green check-outs in all the hypermarkets. With these green check-outs Auchan was the first distribution company in Spain offering this sustainable medium, cash machines that did not have plastic bags. The clients in these rows can use their own shopping bags or purchase ecological shopping bags offered by the hypermarket chain.

Alcampo in Spain posesses 50 hypermarkets and 26 service stations in 14 Spanish communities, with a total of 15.500 employees.

New generation green supermarket Tengelmann Klimarkt

Tengelmann opened half a year ago their first Tengelmann Klimamarkt. This follows the objective that the supermarket chain Tengelmann gave itself. Before 2020 they want to reduce to the level of CO2-emissions with at least 20 per cent. Environmental and natural solutions to save the environment.

Their newest Klimamarkt can be seen as an example of an environmental-friendly store. This green supermarket uses 50% less energy than the traditional supermarket and they also succeeded to reduce the emission of CO2 to almost the level of 0.

What did they do and how did they do it? This green supermarket of the newest generation, warmth is being used to transform it into energy, the cooling and refrigeration departments have environmental-friendly furniture with all the doors closed. Furthermore there was a lighting plan created, were LED-lighting could promote the products, make them more sustainable and reduce the level of energy.

Belgian Supermarket Chain Colruyt obtaining energy in their supermarkets by introducing Sun Panels

The Belgian supermarket chain Colruyt is looking for ways to obtain a sustainable way of obtaining energy, this energy needs to support reducing the emission of CO2-gases. The price stunter will install as many sun panels as possible on the roofs of their supermarkets, where possible this will be the new way how the supermarkets obtain their energy.

Currently Colruyt already obtains 7 million kWh of electricity by wind mills, sun panels and warmth recuperation. The Belgian is with these action leading the Benelux revolution in green retailing. In neighbour country The Netherlands we do not yet see this many way to use sustainable energy in the supermarkets.

Mars further develops plan with new action to Sustainable Business

Mars comes up with a new action to sustainable business. The Green Order System has the objective to change the order behaviour to reduce the emission of CO2. The impact on the environment will be measured and communicated to the clients.
Mars now communicated that after 2020 they want to produce 100.000 tons cacao with the UTZ-Sustainability certificate. The UTZ-Sustainibility organization focuses in higher productivity on the same area, with the aim to reduce the loss of wood and to improve the income of the cacao farmers. Untill 2020 this will be adapted in different phases.

This manufactured chocolate will be used in the Mars products like Bounty, Twix and Mars. Next to the UTZ certification Mars also works with Rainforest Alliance. The method of UTZ is a structural approach to improve the productivity and reduce the level of poorness in the areas. Farmers learn how to improve their productivity, with improved methods. Furthermore they explain that farmers need to produce a wider assortment of products, to avoid depending to much on one product. Mars thinks this new production methods will increase the benefits between 30 and 50 per cent, mainly focusing on Ivory Coast (worlds biggest manufacturer of cocao for Mars).

UTZ Certified Good Inside is dedicated to creating an open and transparent marketplace for agricultural products. It offers coffee, tea and cocoa certification programs and manages traceability for RSPO certified palm oil, UTZ CERTIFIED vision is to achieve sustainable agricultural supply chains where farmers are professionals implementing good practices which lead to better businesses, where the food industry takes responsability by demanding and rewarding sustainably grown products, and where consumers buy products which meet their standard for social and environmental responsability.

American retail study shows that low Income Shoppers are More Willing to Pay a Premium for Sustainability

The company Miller Zell an Atlanta based retail specialist company researches several different of topics inside the world of retail. Today this retail company published their study on green retailing, which type of consumer purchases green products.
The traditional thougth is that consumers who are most interested in environmental-friendly products have a higher income and overall lifestyle commitment to eco-friendly living. In the research done by this retail design and strategy firm Miller Zell the result is that shoppers with a lower income are the ones purchasing green products.

In the study it states that Income is not the only important factor when consumers decide to do green shopping, consumers with lower income are willing to pay a premium for green products. Women are also willing to pay more than men for green products.
The interest of consumers in sustainable products did not result yet in good promotion and information on the green products manufacturers and retailers have. Wal-Mart last week launched the plan to obtain information on the effects on the environment of their products and communicate the effect of the purchase of this product on the environment.
The study also shows the channels that are most effective to trigger the interest of the shopper in green products as well as differences between the different generations and genders.
To download a copy of the study results, visit the Miller Zell blog, Inside the Aisle at
Does the outcome of this research come as a surprise for you? Which actions do you take to save the environment? Which advices would you like to share with the other readers of this blog?

Organic Food Program and Carbon Neutral Program of Dole

The banana producer, Dole, lets customers “travel to the origin of each organic product”. By typing in a fruit sticker's three-digit Farm Code on Dole Organic's website, customers can read background info, view photos of the farm and workers and learn more about the origin of Dole products (
Dole produces organically-grown bananas in its own farms and sources from independent organic growers located in Honduras, Ecuador, Dominican Republic, Colombia and Peru for the European and North American Markets and recently in the Philippines for the Asian Market. 100% of Dole’s organic bananas are certified organic and follow the organic production standards as set by the law in the US, EU or Japan.

Furthermore Dole has a carbon neutral program:
'Carbon neutral,' as applied to the banana and pineapple product supply chains, means that the carbon dioxide (CO2) emitted to produce, pack, transport and distribute the fruit will be offset by mitigation practices which increase the capture of CO2 in order to achieve a 'neutral' balance. These practices entail new, more efficient transportation methods, changes to agricultural processes to reduce CO2 emissions, and partnering with local farmers to implement preservation and reforestation programs.

US Retailer Food Lion to open first green store

US Retailer Food Lion (South Carolina) is planning to open the first green store of the formula and the first LEED-certified (Leadership in Energy and Environmental Design) grocery store in the region.

The store will feature a number of environmentally friendly construction and energy-efficient services, including an on-site recycling center, skylights for natural lighting, educational kiosks and preferred parking for low-emitting vehicles.By building the first LEED grocery store they plan to reduce energy costs by more than 20 per cent compared to a typical supermarket as well as conserve 44 per cent more water than other Food Lion stores.

For nearly a decade, Food Lion has been dedicated to numerous sustainability initiatives, such as energy conservation and reducing carbon dioxide emissions throughout its 11-state footprint, reducing its energy consumption by more than 27 per cent since 2000 or 2.5 trillion BTUs.”Food Lion’s first green store is expected to open in the fourth quarter of 2009 and will provide employment for approximately 50 associates. Food Lion currently operates 145 South Carolina stores and employs more than 7,600 associates in the state.

Communication of origen of fair-trade products

Yesterday in our article we mentioned the importancy of the communication to your customer that your store a green store is and how which measurements your company take to make it green(er). The same accounts for fair-trade products, where do they come from and how are they produced.
One good example of communication of origen of fair-trade products is the English company Chippindale Foods. This retailer offers full egg traceability via their website Every egg in the supermarket is foreseen of a tracking code. When the clients types in the code into their website, it gives full information on the origen of the egg. Furthermore there are menu suggestions and information on the production of "green" eggs.

What are the green effects and advantages of online shopping?

In an article in the Guardian we could read a topic from Lucy Siegle about the green effect and advantages of shopping online. It sound very environmental friendly to do your shopping from the computer, but is this really true?

In the United Kingdom they expect the online Shopping to grow up to 21,3 billion pounds in 2011, a growth with almost 9 billion pounds. Some people do their shopping with the computer, because they consider it to be green, less transport and less shopping bags. There have been several studies on this topic.

One of these studies goes back to 2000 when Webvan, a big US onliner retailer, when they concluded that wider adoption of online shopping would not result into environmental profits, another study in 2002 of US book retailing did not see greater energy savings when buying online.
One of the most recent studies is the study of Carnegie Mellon University, where they concluded that shopping online via resulted in a decrease of 35 per cent energy consumption and CO2 emissions than the traditional retailer (where they loose energy because of the open doors of the store and bad refrigeration furniture for example).

This effect is caused by the save of the driving to the stores and for example less receipts. But both ways to do your shopping need the transportation to get it to the distribution centers, stores or at home. We can now see more and more retailers who introduce electricity home-delivery cars like the Spanish supermarket chain Condis or the Eco-Truck of Delhaize in Belgium where the route is better planned and the load is bigger to save extra kilometers.

Online shopping may prove marginally more green in terms of energy saving but we see retailers more and more take measurements to save energy, reduce CO2 emissions and acting green.

Green retailing manual for retailers

What are the advantages and opportunities for a retailer in green retailers? Where do they need to think of and which measurerement they can apply now? A small guide into green retailing.

Some important questions retailers need to think about when they choose a supplier looping at the environmental benefits of this supplier and his products.

What kind of company is your supplier, how are their production methods, are they looping for ways to reduce pollution and garbage and are they reducing the level of energy and water?

Where is your supplier located? What does this mean for the pollution of the transport from the factory to the distribution center and finally the supermarket? This is a difficult paradox, once a company decided to quit all the African products from their assortment to reduce the level of transportation and emissions of gases, on the other hand this decision resulted into a lot of difficulties of the farmers and suppliers in Africa.

What happens with the product after use of this product? What is the level of garbage? Can this be re-used? Can it be recycled?

Communicate with your clients, make sure that your claims can be proved! If you say to reduce the level of plastic bags, reduction of CO2 make sure it happens and very important make it understandable for the consumers.

Communicate how things are measured and what the effects on the environment are. Display these environmental friendly products on an important place, support them with labels of the environmental impacts of the products and the packaging.

Opportunities in green retail
Green retailing gives you a good opportunity to win the trust and the loyalty of the consumers. Search for the measurements you can take to get a green store: Offer reusable packaging and bags, to return it to the supplier or that the consumer can re-use it. Install energy efficient lighting and water saving devices in-store (for example rainwater installation to re-use the water). Reward your customers when they do not need a bag.
Vary the size of a bag; convenience stores can work with smaller bags than traditional supermarkets, offer different sizes.

Tell your customers and employees about your efforts to save the planet!

The advantages for the retailer
- Your customers feel good about shopping in your store
- You reduce your impact on the environment
- Your employees enjoy a better working environment
- You improve your companies “green” image
- You save and earn money

Insight in the retail of the future: the importance of green retailing

The company Accenture did a research about how the retail industry would look like in the year 2020, what are the mayor technological, socio-demographic and business trends we can export in the future of retail. Accenture is a global management consulting, technology services and outsourcing company, committed to delivering innovation.

In this research they recognize the environment to be one of the most important factor for today´s retailers. Before the retailers did not see that much the importance but consumer demands, regulations from the government and the effect of green organizations changed the world of retail.
Some of the leading retailers started the green revolution, seeking to obtain an environmental-friendly and sustainable business. Tesco for example wants to be recognized "a leader in helping to create a low-carbon economy.” Tesco for example introduced new transportation methods, invested in recycling centers and introduce to their consumers the level of carbon that every product contains and how much they can save purchasing a certain type of product.
Coop, one of the world’s largest grocery chain, is basing its product ranges on green propositions. In fact, working with products of Bio Suisse, 30 organic farming organizations and around 6.300 farms producing organic products in Switzerland.
Accenture asks itself in this report some questions about what will happen in the development in green retail, how will the environmental plan adapted into retail strategies? Premium payments for environmental-friendly products, more low-energy production, and the creation of new—higher—standards for ethical trading?
What do you think what will happen in green retail in the future months and years?

Wal-Mart Supermarkets to share the green impact of their products and services

The American supermarket giant, actual world leader in sales, wants to inform their client more on green retailing impact of their products and services. By better giving information about their products, the clients of Wal-Mart have more options to choose their preferred (green) supplier or products. To obtain this required information all the suppliers need to give an insight of the environmental effect and use of energy of their products.

In history this is the biggest impact on green retailing. The data obtained will result into a rating-system, which will be communicated on the shelves of the supermarkets.

The aim of this new environmental program is to reduce the use of energy, the reduce the level of garbage and to stimulate sustainability in retail. For the manufacturers and suppliers it has a big impact, they need to invest in obtaining the information. To better compete with their competitors and to obtain a better score on the Wal-Marts scorecard and the communication to the customers. To get the total plan operation it will take several years, the Wal-Mart concern expects everything to be ready in ten years. Experts think they can introduce it earlier, in 2011, supported by the wave of environmental measurements international retailers introduce.

An earlier measurement of Wal-Mart (the introduction of energy-efficient lamps in their assortment) had a positive effect on the environment, this green initiative already resulted into the sales of over 100 million energy-efficient lamps.

Sustainability - should it be just about "green" products or should we focus on sustaining our generations?

By Kyle Howell - VIP Recruiter at NWA Green Expo
Most of the topics and discussions about Sustainability are always focused on products or services related to making products more sustainable. I have been working on planning for the 2010 NWA Green Expo and had a meeting today with a non-profit called Teen Action Support Center. This was an eye opening experience that led me to this discussion.
Sustainability is not just about the "greening" of products or our habits, but it also is about taken care of our generations to ensure they are aware and able to take care of the environment. There is always a human side to everything we do. Now, the NWA Green Expo will be partnering with the Teen Action Support Center to create an overall expo that addresses products/services for both the earth and human benefit.
I would like to know what your thoughts on this are and if you have already seen this type of partnership in action, let me know some tips on how to make it successful. Now, to advertise the expo. The expo is hosted by the Bentonville/Bella Vista Chamber of Commerce. It will take place on April 30th - May 1st, 2010, in Bentonville, AR. I am currently trying to sign up keynote speakers, so if you know any or are aware of companies that would be willing to sponsor such speakers, please contact me at

Aquié (Grupo Cuevas) development of green supermarket

Grupo Cuevas is a famous Spanish chestnut manufacturer, who had the wish to develop a new innovative supermarket concept in the region of Galicia, especially in the Ourense Area, next to their 25 supermarkets.

Together with Jos de Vries The Retail Company the formula Aquié has been developed during in 2008 which was based on a new, modern design, the use of new technologies and a well-balanced assortment of healthy groceries. Everything developed thinking of the trend on sustainable Retailing. The company only supplies bio-recycable bags and when the client brings his own bag the client gets a small reward from Aquié. The furniture and lighting was selected on the environmental advantages because of the low consumption of energy.

Next to these innovative aspects of Green Retailing the clients can choose from a selected assortment of daily varying fresh and healthy menus (to prepare or prepacked). These products are tested and prepared by the university of Vigo to create an ecological and healthy product assortment and offering meal solutions for the customers.

This fifth generation supermarket of Aquié directly was very succesfull with this new innovative concept. They are that succesfull that they opened their 2nd store already (in A Porriño, Galicia). The first supermarket could welcome over 1.250 visitors on a daily base and the turn-over is over 29% higher than the other stores of the Grupo Cuevas.

The supermarket concept of Aquié has been choosen as one of the most innovative new retail concepts in the world during the recent World Retail Awards in Barcelona.

Sustainable packing an emerging consumer trend - study

The increasing importance of sustainable packaging as a consumer issue means companies need to constantly reassess the amount of packing they use, according to a new report.

The study, from market analysts Datamonitor, said while sustainable packaging is not yet the main reason for purchasing a product, it is becoming a “consumer expectation”. It is one of a growing number of issues – including ethics, economics and environmentalism- that is driving consumer choice, said report author Matthew Adams.
Please click here to continue reading the rest of the outcomes of the report on this consumer trend.

New Retail Lighting Guide from Carbon Trust UK

The Carbon Trust has published a new guide on how to reduce display lighting costs in the retail sector. The document is entitled "Display lighting - Creating maximum impact with minimal energy consumption".
The guide shows that retailers could cut their display lighting usage by up to 30% by adopting the latest energy saving technology.In addition, as LED lighting advances the potential savings will be greater.The guide can be downloaded from the website of Carbon Trust (downloading the doucment is for free but registration is required).

Organic Food Concept The Netherlands realized by Jos de Vries The Retail Company



Green order and delivery system in retail sector

Mars Company in the Netherlands is testing a new initiative in logistics: Green order. The objective is to change the order behaviour to reduce the emission of CO2. The impact on the environment will be measured and communicated to the clients. When an order is placed the emission of CO2 will be mentioned at the delivery receipt, to see the effects of the order on the environment.

With Green Order Mars wants to support social responsability and improve the occupation grade of the delivery trucks. The project will be done together with transport company Kuehne + Nagel and the consultancy agency Capgemini.

Introducing the Green Order system they also hope to reduce the number of traffic jams and have lower costs because of a more efficient delivery system. The client will benefit by the more efficient receival of products. Clients will also get a “logistic customer scorecard”, where supplier and client can formulate their environment goals.

German retailer REWE launches plan to reduce CO2 emission by 30 per cent

The German retailer REWE has announced plans to reduce its annual CO2 emissions of 2.5 million tons by 30 per cent by 2015. Compared to the 2006 reference year, the CO2 emissions per square metre of sales floor area will thus be reduced from 320 kg to 224 kg. To achieve this goal, the company will cooperate with the Öko-Institut in Germany and with the Federal Office for the Environment in Austria in the collection and evaluation of data and in taking further steps.

More than 60 per cent of the total emissions of REWE Group are caused by the factor "electricity". By increasing the energy efficiency of the stores and by the switching to green electricity important steps towards achieving the corporate climate goals have already been taken. Now, the aspects of refrigerating agents (15 per cent of the emissions), heat (12 per cent), logistics (8 per cent), paper consumption (3 per cent) and business travels (2 per cent) are on the agenda.

French supermarket chain E.Leclerc launched website for fairtrade products

The French supermarket chain E.Leclerc and Alter ECO (promotor of fair trade products) work together and developed a website ( to inform and educate the French consumers about the origen and availabilty of the FairTrade Products in their French Leclerc supermarkets.
Information point and meant to created an increase awareness of the use and benefits of the fair trade concepts. The website shows fairtrade products, services and fair trade projects. Leclerc sold last year for a total of 22 million euro on fair trade products, this means a 18,5% of the total turn-over of fairtrade products in France. Alter Eco Americas Corporation is a start-up dedicated to the import and distribution of fair trade food products.

Supermarkets United Kingdom achieve carrier use reduction of 50% since 2006

Leading supermarkets have failed to meet a target on cutting the use of carrier bags given to customers despite Government campaigns

The amount of plastic bags used by supermarkets has dropped according to research by almost a half in the last three years. This means that retailers were very close to achieving their desired aim of cutting the use by 50%.

This measurement has been taken from leading supermarkets in the United Kingdom Tesco, Waitrose, Asda, Somerfield, Marks and Spencer and the Co-op. This announcement comes as there have been calls this week for supermarkets to be more open about the amount of carriers they use.

Last year, these seven supermarket chains signed up to a voluntary agreement with the Government to achieve a 50 per cent cut in the number of bags given out compared to 2006. In May 2006, 718 million bags were being given out - by May 2009 this had almost halved to 372 million, a reduction of 48 per cent.

Recycling of packages in Spanish market

The Spanish recycling organisation Ecoembes, recycled last year 1.229.636 tons of packages, a total of 62% of the total market of packages. Furthermore they could turn 99.111 tons into energy value. A total of 1.328.747 tons of packages, 67% of the total market value, was recuperated.

If we look at the typs of material we can see that paper and cartoon was the biggest product group, followed by plastics (+12%) and metal.
The results are higher than the law of packaging from 1997 states. Spain can be placed more and more by the best recycling countries of Europe, countries like France, United Kingdom, Sweden, Czech Republic or Norway.

Since the start of Ecoembes in 1998 they avoided the waste of over 10 million tons of packages, this is the same amount as the contact of 750 football stadions of FC Barcelona. Of this number they recycled over 8 millions of tons, a saving of 7,7 million of tons of CO2, 8.900 Mwh energy (yearly consumption of 900.000 housholds).

In Spain an increasing number of families and companies have the option to separate their garbage. A number of 12.376 Spanish companies work with Ecoembes (90% of the total amount of packaging). The biggest sector of recycling is the food sector, followed by the drinks sector and companies of hygienic and beauty products.

Green Retailing in the Netherlands is booming

In The Netherlands you see the trend that despite, or maybe thanks to, the crisis, that green retailing is hot. For some important Dutch retailers it was a stimulation to further focus on green retailing, sustainable and repsonsable retailing.

When the economical crisis began, many people were afraid of the effects on green retailing, that companies would choose for cost savings instead of social responsability. Partly this happened, retailers competing on price without thinking to much of the environment, but we also some innovative new initiatives to develop environment-friendly retail projects.

Research shows that 59% of the Dutch people is prepared to pay an extra for more sustainable products and/or services.

Below we give some examples of the Dutch retail sector of how some of the mayor players adapted to environmental-friendly and honest retailing.

Maxeda, the organization of 11 retailers launched a program called “keen on green”.
La Place for example serves only Max Havelaar coffee and biological tea

De Bijenkorf launched a clothing brand “Pure”, all products made of biological cotton

V&D increased the assortment of with a lot of new green products

DIY-markets Formado and Praxis increasingly add new construction materials which are used to make houses more environmental friendly, they even decreased the format of the leaflets which are now printed on environmental friendly paper.

Project “The Green Plug” of BCC electronics chain, increasing the consciousness of the consumers for environmental solutions like saving light bulbs. Clients can borrow energy meters for free.

Clothing brands G-Sus and Mexx are now members of the Fair Wear Foundation

Development of Dutch bio-shopping-mall

In the Dutch city Almere they are working and developing a new bio-shopping-mall. The design is foreseen of a green environmental-friendly roof-top. The green roof, let the shopping-mall integrate with the environment, it is also works as a water reservoir, isolation of heatness and coolness and as roof for the parking. It also it seems a parc. The idea is to integrate a greenhouse under the roof. In the shopping mall they can sell the produce of this greenhouse in a biological restaurant and supermarket.

The total area measures 2.500 sqm, everything built in an environmental friendly way, including a supermarket, biological restaurant, several stores and 28 appartments (selected for the image and sustainability).

Ecolabel: the label for green retailers

The European Ecolabel is a voluntary scheme, established in 1992 to encourage businesses to market products and services that are kinder to the environment. Products and services awarded the Ecolabel carry the flower logo, allowing consumers - including public and private purchasers - to identify them easily. Today the EU Ecolabel covers a wide range of products and services, with further groups being continuously added. Product groups include cleaning products, appliances, paper products, textile and home and garden products, lubricants and services such as tourist accommodation.

While the logo may be simple, the environmental criteria behind it are tough, and only the very best products, which are kindest to the environment, are entitled to carry the EU Ecolabel. What is more, this is a label that consumers can genuinely trust. The criteria are agreed at European level, following wide consultation with experts, and the label itself is only awarded after verification that the product meets these high environmental and performance standards.

The EU Ecolabel is a rapidly growing brand. Many producers wanting to sell their products across Europe have realised the benefits that the European Ecolabel brings. Products bearing the Flower logo can be marketed throughout the European Union and the EEA countries (Norway, Iceland and Liechtenstein).
The voluntary nature of the scheme means that it does not create barriers to trade. On the contrary - many producers find that it gives them a competitive advantage.
Ecolabel criteria are not based on one single factor, but on studies which analyse the impact of the product or service on the environment throughout its life-cycle, starting from raw material extraction in the pre-production stage, through to production, distribution and disposal.
The flower logo helps manufacturers, retailers and service providers gain recognition for good standards, while helping purchasers to make reliable choices. The EU Ecolabel is part of a broader action plan on Sustainable Consumption and Production and Sustainable Industrial Policy adopted by the Commission on 16 July 2008.

Over the past ten years, the "Flower" has become a European-wide symbol for products, providing simple and accurate guidance to consumers.All products bearing the "Flower" have been checked by independent bodies for complying with strict ecological and performance criteria.
There are currently twenty-three different product groups, and already more than 250 licences have been awarded for several hundred products.

The EU Eco-label is administered by the European Eco-labelling Board (EUEB) and receives the support of theEuropean Commission, all Member States of the European Union andthe European Economic Area (EEA).The Eco-labelling Board includesrepresentatives such as industry,environment protection groupsand consumer organisations.
Check for the manufacturers and retailers who have this label and/or for more information on this topic.

Fair Trade Shop: development of a new store concept

Opening first WAAR store in Nijmegen
At the end of 2008 FaiRSupport, the retail organization behind Fair Trade Shops and Wereldwinkels, opened the first store of the new WAAR-concept. The Fair Trade Shops are located in the center of Amsterdam. The Hague, Haarlem and Utrecht. Fair Trade Original products can be found in the Fair Trade Shops and WAAR. During this year the Fair Trade Shops will be transformed to the by Jos de Vries The Retail Company newly developed store concept of the WAAR-stores.

What is WAAR?
WAAR builds further on the known fundamental elements of the Fair Trade Shop. Fairtrade is one the of the most important focus points of this new formula. The assortment has been increased, FaiRSupport added some special products and product groups. Clients can now find biological articles, products with FSC quality mark and articles of recycled material with a special design. The statement in the store explains where WAAR stands for “ WAAR believes that the world becomes a better place by giving. Worldwide you are able to find authentical gift-ideas with an inspiring story to share. About beauty, power, emotion and love. WAAR brings these pure products, which communicate, closer. For others or for yourself. Always special because of the origen and for returning something to the world. This is WAAR. WAAR is a world to give. “

Durable entrepeneurship
WAAR centralizes to do business in a durable way. The new store concept has been developed by Dutch retail specialist company Jos de Vries The Retail Company. This company has long-time experience in retail and has developed and designed several succesful shop formulas in Europe for the last 28 years. The focus by the development of this concept was on working in the thoughts of the FaiRSupport philosophy, durable and fair products. The interior and the construction has been performed with as many durable products possible, ecological paint and FSC wood. The shelves have been selected to be durable and by type of enviromental-friendly material. To save the environment and lower the energy costs, durable energy and cost-saving lighting has been placed in the store.The communication is as much as possible digital to save paper and printing. The product information in-store is been provided on tv-screens and future direct mail will be digital.

A special story
Behind the products of WAAR there is always a special story, who produces it, which techniques are used and are there any rituals or uses connected with this product preparation. The products tell these stories, to tell the store further. The more stories told the better the companies who need it will benefit from it, the companies in developing countries. This manner of “storytelling” plays more and more an important role in this store and outside this store. WAAR has been developed in cooperation with Bloei, Van Keulen Interieurbouw and VVO2 Retailcommunicatie.WAAR has developed a new website where you can find more information on this concept. For other newly developed retail concepts you can take a look at

Green retailing: the green revolution that changes the retail landscape

Jos de Vries The Retail Company and Retail Bouw Management are focusing on the the development “ The Green Shopping Experience “, green retailing and environmental thinking ánd acting in retail. We have to think of the paradox between of earning money on the one side and on the side to “educate” the consumer of consuming less, that the customer adapts will be adapted and that environmental friendly and social responsable products are being purchased.

Last week
Alexis Mavrommatis, senior consultant at Jos de Vries The Retail Company Spain gave an inspring presentation on green retailing for the prestigious EADA Mba business school in Barcelona. This school will launch a new speciality of retail management, where one of the central themes will be “green retailing”.
In the presentation he mentioned that especially in these difficult crisis it is difficult to think and act environmental friendly. Important aspects for green retailing for retailers are adapting to the different senses of the consumers: the mental, emotional, intellectual, fysical and motivation aspect.

It is necessary to be different, authentic and to increase the multisector perception, break routines and communicate with the customers. The green revolution is not just a trend, but an increasingly important phenomen in the world of retail, it will change our lives, the way we consume and the way we buy.

In the United Kingdom and Germany we can see the retailers develop their own green plans, like for example Marks&Spencer with their Plan A. But also Tesco and Sainsbury focus on the green aspect in the retail landscape.

Below we give some of the example of green retailing in the United Kingdom.
Investment in logistics and recycling: Tesco invests 150.000 euro per store in recycling.

Sainsbury´s invests in logistics: the trucks use fuel which is generated from the recycled garbage of the stores.

Environmental friendly shopping bag of Tesco, which includes the recycling of 15 cans of Coca Cola.
Clients are being rewarded with the loyalty system when they do green purchases.

Retailtrends from all over the world: marketing focusing on kids

This week we show the latest trends on marketing for kids, retailing focusing on the kids. Children are the future, the consumers of today and tomorrow. Who wants to create loyalty of the kids needs more than a conversative concept, Jos de Vries The Retail Company shows you the latest trends in marketing for kids.

American Girl (United States)
The store American Girl focuses experience and services go hand in hand. Directly after the entrance you can find the “American library for girls”, decorated with 3D paintings. On the first floor the young clients can dress up their dolls or go to the doll doctor. Also they can walk with their doll through a mini-New York shopping street. There is place for 220 “doll-mothers”. They also can take a photo shoot with their favourite doll in a professional photo studio.
Instore Kids Corners (Spain)
Instore Kids Corners is worlds market leader offering a large number of different Play Structures, Play Systems and interactive games but the basic principle for all these products is the same: “Turning Play Into Profit”. More turnover by entertaining the client’s children or by guiding them through the store with play systems installed at strategic points. The play systems are suitable for 1m2 to unlimited space. Instore Kids Corners also offers Child Furniture, indoor and outdoor Play Structures or custom developed products. Jos de Vries The Retail Company is in Spain the official distributor of the products of Instore Kids Corners.

Ikea (Sweden)
Children form an important role at the famous Swedish Retail chain Ikea. "Småland , land of the small the children is an added value which we can see in every Ikea-store. The children are in these kids area able to create their own experience world. Children between 3 and 10 year are accompanied by experiences personell. The possibilities are almost unlimited, if necessary parents can be informed. Throughout the store you can see that they focus on children, including own bath rooms.

Jamin (The Netherlands)
Delicious, hand-made and crispy products – in the marketing strategy of the experienced Dutch candy specialist these are the key words. With these themes the company focuses on the children, creating a wide range of various candy products. Since over 125 year this candy company is a big player in The Netherlands, especially with the children.

Imaginarium (Spanje)
At the Spanish toy chain Imaginarium the children are the most important clients. This directly is obvious when you see the entrance of the store, a normal entrance for the parents and a special entrance for the children. In the store, next to the big assortment of toys, there is a restaurant. Here the children are able to prepare their own meals with professional suport. All the meals are healthy and show the children what is good and healthy but especially why this is. The Flagship-store at Passeo de Gracia in Barcelona Centre is also for the parents very interesting to visit.

Globus (Germany)
Learning by playing this is the idea of the new Globus stores, in these stores the green theme is central. Their green retail also focuses on children, like in the Southern German city of Freilassing. Here the children learn how recycling works by clear recycle-furniture where they can collect plastic, cartoon and batteries. (every type of material has their own colour). With this idea, on a innovative and pedagogical way the children learn how to show the environment.

Contact data:
Safariweg 6-11
3605 MA Maarssen
P.O. Box 1194
NL-3600 BD Maarssen
The Netherlands
Tel. : +31(0)346 - 563764
Fax : +31(0)346 - 572722
Blog Widget by LinkWithin