Supermarket Chains Ecology Question 1
Is the rate of organic (food) sales to the total (food) turnover at least 1%, or above the country average rate, or does the brand at least report these annual figures?
Dutch version: Ligt de verhouding in omzet van biologische (food) producten en totale (food) omzet boven de 1%, of boven het landelijke gemiddelde, of rapporteert het merk tenminste deze jaarcijfers?
German version: Ist im Lebensmittelsektor der Marke mindestens 1% (oder mehr als im nationalen Durchschnitt) des Gesamtumsatzes durch den Verkauf umweltzertifizierter Produkte erzielt worden? Oder veröffentlicht das Unternehmen diese Jahreszahlen zumindestens?
Organic farming and livestock keeping is in many ways environmental and animal friendlier than conventional farming. Organic farming excludes or strictly limits the use of synthetic fertilizers, chemicals, plant growth regulators such as hormones, livestock antibiotics, food additives, and genetically modified organisms. For this reason, organic products are believed to be healthier for consumers.
In a country like the Netherlands, supermarkets are responsible for the majority of the turnover of organic products. As there are premium prices for organic products, supermarkets are still very hesitantly growing their organic sales, uneasily varying with prices, product ranges, bargains, packaging, marketing strategies and etcetera.
To measure the real performances of supermarkets, the best way is to compare the organic (food) products turnover to the total (food) turnover. This is not a common reporting practice for the Dutch supermarket chains, where in general, CSR reporting with concrete numbers is pretty uncommon. The ‘less bad practice’ is given by Albert Heijn, stating that 60% of the organic products sold in the Netherlands by supermarkets were sold by Albert Heijn. With a market share of approximately 33%, this is clearly above the country average.
Note that for the Netherlands, the marketshare of organic food was 1.7 percent in 2010 .
Note that turnover may be defined both in terms of turnover and number of products sold.
Note that supermarket chains may offer a substantial share of non-food products. In that case it is proper to compare the organic food to the total food turnover.