Deep discounter Aldi is launching a certification campaign, which will be backed by advertising, to improve the image of its private label products.
The Quality Standard (QS) logo will appear on the discounter’s fruit, vegetables, potatoes, organics and meat. And this independent certification will be supported by a consumer advertising campaign.
The new system will be in place by the end of October 2006 and individual stores will have to be QS certified before they can offer any of the products in the range.
Where overseas suppliers have EurepGAP certification, this is likely to be of a sufficient standard to be QS-compliant.
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