Fair Produce NL is a new quality label introduced by several Dutch producers of fresh produce. The label’s intent is to ensure the fair and decent treatment of employees who contributed to the product under its header.
Responsible for upholding the brand’s quality is the Stichting Fair Produce Nederland (Foundation for Fair Produce Holland). Quality requirements are guaranteed through regular audits by independent certifier VRO Certification BV.
The label will first be implemented in the mushroom sector, although the Foundation would like to see its range extended to the entire fresh produce industry. According to the initiators, the label’s true genesis are recent scandals concerning working conditions, that have given the industry a bad name. Among the initiators though, is Prime Champ, who had to deal with government inspections recently, due to supposed exploitation of workers.
Many retailers have yet to be endeared to the initiative. The only ones to participate so far are Dutch retailers C1000 and Coop.
Some growers, however, are sceptical. Growers Paul Verhoeckx from Verhoeckx & Zn., and Arno van den Oord of Champoord agree that there isn’t much demand for such a label. “Customers already assume that the stuff they buy has been fairly produced. It should be implied. We don’t have the certificate, but I invite everyone to visit our farm and check it out for themselves.”
Annelotte Crena de Iongh of The Greenery is slightly more positive. “Last year there was a lot of negative media attention that didn’t do the sector much good. That’s why it’s important to promote the notion that the majority of the industry is fair, and does abide by the rules. On the moment, we don’t get any requests for the label, but we do stay in contact with the initiators.”
Despite many changes and challenges in the mushroom industry, Annelotte Crena de Iongh expects the sector to survive. “Poland is strong, yes, but if the Dutch manage to stay ahead when it comes to quality, speed, reliability and flexibility, they should be able to sustain the onslaught. In the end, it all depends on the customer.”
Source: FreshPlaza
