Fresh produce marketer The Greenery has launched a new initiative that recognises growers that achieve 'exceptional sustainability performance', called Nature Counts.
Growers supplying the Dutch group with fresh produce that meets strict assessment criteria, including energy consumption, crop protection, transparency, waste, water, employment and nature/landscape conversion, will be eligible to apply the Nature Counts label to their produce packaging.
According to The Greenery, the special endorsement will be awarded by a jury of independent experts including retailers, growers and academics covering a range of areas such as crop protection, health, CO2 usage and sustainable trade.
To gain Nature Counts status, these assessors must grant exceptional scores in at least
one of these key areas, and above-average scores in the other categories, while also enjoying 'demonstrable success' on the market.
The Greenery said that the initiative had been launched in the hope that it would help stimulate both the horticulture sector and individual growers to continue improving the sustainability of fresh fruit and vegetable cultivation.
Officially launched at the Greenery-organised Health is More event in the Netherlands, the first Nature Counts status to be awarded went to beef tomatoes grown by the A+G Van Den Bosch family, which was praised by the jury for its pioneering spirit – such as the use of geothermal heat in its greenhouses.
The Greenery published its own sustainability report in October, in which it focused on the achievements of the group and those of its growers in thearea of Corporate Social Responsibility during 2009.
According to the report, entitled ‘Healthy is More’, the group reduced the impact of its operations on the environment by lowering its CO2 emissions, as well as reducing the amount ofwater and electricity used by 9 per cent and 7 per cent respectively.
In addition, efficiency measures in logistics and at Dijco, The Greenery’s transport company, resulted in a substantial reduction in fuel consumption.
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