The question was how to get more Africa into our shops. Not only through fresh products like mango and pineapple, but also some interesting new grocery products.
Somewhere in 2004 I think it was, we started the discussion with Albert Heijn. I remember making a presentation to them with a theme something like, "Love the price and love the world." At the time, Albert Heijn was very hard at work reducing their instore prices as much as possible, and I was trying to make a case for indeed capitalizing on offering the right price to our customers, but also for showing our commitment to the development of the South.
So we started talking with Fair Trade Original(FTO) and, after lots of good discussion, Albert Heijn decided to introduce a line of FTO products. At last - about six months ago now - the big day came when we introduced the new products to the public in our Leidschendam store. Minister Agnes van Ardenne of Development Cooperation and Dick Boer, President and CEO of the Albert Heijn Arena - now, (at the above date), Acting Executive Board Member of Ahold - were there for the celebration.
Well, now Albert Heijn is extending its range with all kinds of new products: really interesting ones, I think, like cook's sauces. I'll tell you more about that when we have them in the shops.
The latest addition was a line of juices, introduced some months ago now and already doing great. Just the right combination of regular orange and apple juice with a twist of mango or lime. Recognisably the same, but different!