This week Albert Heijn introduced a new corporate brand, AH pure & honest. Products that fall under AH pure & honest are produced, grown or sourced with extra care for people, animals, nature or the environment.
With the new brand Albert Heijn is making it easier for customers to choose a responsible shopping alternative.
AH pure & honest is comprised of five different categories to give customers a broad selection of choices in responsible products. These categories are: AH pure & honest organic, fairtrade, sustainable catch (fish), free-range meat and ecological cleaning products. The Albert Heijn "biologische" label (for organic products) will now be integrated into the new corporate brand.
Each category provides, in its own way, the possibility for responsible choices within a customer's daily shopping. Above all, the responsible character of each product is guaranteed by a certification on the label by an external, independent organization such as Protection of Animals ("Dierenbescherming") or Max Havelaar.
A special design has also been developed for AH pure & honest, to make it clear to customers which products come from the pure & honest assortment, but also which category the products fall within. The rollout of AH pure & honest will be phased, starting in week 22 with organic meat and fairtrade flowers. The existing packaging will be gradually replaced by the AH pure & honest packaging. The ambition is to have 340 products in the store under the AH pure & honest brand before the end of the year.
Organic
The natural needs of animals and the environment are taken into account during the cultivation of products in the organic category. The animals, for example, get more space to move around in, are able to roam freely and are given organic feed. Organic vegetable products are grown in a natural manner, with no chemical-synthetic fertilizers; manure is used instead, as it is less harmful to the environment. The EKO mark on the label guarantees that the product is produced according to organic principles.
The natural needs of animals and the environment are taken into account during the cultivation of products in the organic category. The animals, for example, get more space to move around in, are able to roam freely and are given organic feed. Organic vegetable products are grown in a natural manner, with no chemical-synthetic fertilizers; manure is used instead, as it is less harmful to the environment. The EKO mark on the label guarantees that the product is produced according to organic principles.
Fairtrade
Fairtrade products have been purchased for an honest price and produced on farms in developing countries under internationally recognized fairtrade conditions. This increases the possibility for better living conditions for farmers and their families. Max Havelaar's inspection label, which will be found on all of the AH pure & honest fairtrade products, guarantees that the product has been sourced and produced according to international fairtrade conditions.
Fairtrade products have been purchased for an honest price and produced on farms in developing countries under internationally recognized fairtrade conditions. This increases the possibility for better living conditions for farmers and their families. Max Havelaar's inspection label, which will be found on all of the AH pure & honest fairtrade products, guarantees that the product has been sourced and produced according to international fairtrade conditions.
Sustainable catch
Fish under the pure & honest brand have been caught using methods that promote healthy fish stocks and sustainable fishery management and have minimum impact on the ecosystem. Albert Heijn cooperates closely with the World Nature Funds in this area. The Marine Stewardship Council for sustainable fishing label is found on all AH pure & honest sustainable catch products and guarantees that the seafood satisfies environmental standards.
Fish under the pure & honest brand have been caught using methods that promote healthy fish stocks and sustainable fishery management and have minimum impact on the ecosystem. Albert Heijn cooperates closely with the World Nature Funds in this area. The Marine Stewardship Council for sustainable fishing label is found on all AH pure & honest sustainable catch products and guarantees that the seafood satisfies environmental standards.
Free-range meat
Albert Heijn has now added new free-range meat products to its assortment as part of the AH pure & honest brand - an affordable, responsible choice, because it falls between the regular and organic assortment. AH pure & honest free-range meet includes beef, chicken and pork. Free-range animals have more freedom of movement and are fed more natural, healthy feed. The "better living" label of the Dutch Animal Protection organization marks these products - the more stars, the more animal-friendly the product.
Albert Heijn has now added new free-range meat products to its assortment as part of the AH pure & honest brand - an affordable, responsible choice, because it falls between the regular and organic assortment. AH pure & honest free-range meet includes beef, chicken and pork. Free-range animals have more freedom of movement and are fed more natural, healthy feed. The "better living" label of the Dutch Animal Protection organization marks these products - the more stars, the more animal-friendly the product.
Ecological
Albert Heijn is also introducing new cleaning products under its AH pure & honest ecological category. The environment is spared as much as possible in the production of these products by minimizing packaging and using raw materials that are biodegradable and do as little damage as possible to water life. The "Nordic Swan" and "The Blue Angel" labels on these products show that the rules have been observed.
Albert Heijn is also introducing new cleaning products under its AH pure & honest ecological category. The environment is spared as much as possible in the production of these products by minimizing packaging and using raw materials that are biodegradable and do as little damage as possible to water life. The "Nordic Swan" and "The Blue Angel" labels on these products show that the rules have been observed.
For further information on AH pure & honest, visit www.ah.nl/puureneerlijk
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