Amsterdam/Zürich – UTZ Certified is proud to announce that Switzerland’s largest retailer and market leader Migros will switch its assortment of coffee to sustainably produced UTZ Certifed coffees by the end of 2010.
The partnership between Migros and UTZ Certified started in September 2007 when the Espresso blend became UTZ Certified. “The consumer is becoming increasingly critical and wants to know under which circumstances a product has been produced” says Karin Heierli, Category Manager Breakfast at the Federation of Migros Cooperatives. By the end of next year the whole Migros-Basis-Assortment will be assured of sustainable growing practices and traceable. Herewith Migros will further strengthen its leading position in terms of sustainability. In 2009 Migros has been awarded by the World Retail Congress to be most sustainable retailer chain in the world for 2009.
“Migros strives in all activities for economically, socially and environmentally responsible solutions,” explains Karin Heierli. “The pilot project with the Espresso range started in 2007 has been a success: the same quality & taste at the Migros price with the added independent assurance of sustainable production. With our move to a fully sustainable assortment we are living out our vision and enabling a lot of people to make a responsible decision on a daily basis.”
Anita Aerni, European Account Manager at UTZ Certified is delighted with Migros’ message to the mass market. “With the commitment of Migros, UTZ Certified reaches a new milestone, endorsing the sustainability efforts of the market leader in Switzerland. For thousands of producers worldwide this creates opportunities to market their better product for a better price. In addition, UTZ Certified reinforces its leading position in terms of volume sold to various markets, largest in the Netherlands, Scandinavia and now also in Switzerland.” The progress of the switch to sustainable coffee can be followed at www.migros.ch/coffee.
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