From field to store: details of where raw materials come from and how they were processed

Transparency and traceability in the value chain

Today’s consumers want to know more than ever about where products come from and how, by whom and under what conditions they were produced. In addition to this, legal requirements regarding declaration of origin, traceability and up-to-date information in online trading are increasing constantly. Ensuring that we are accurately informed about individual steps in the product chain means that we are in a better position to identify and tackle any critical points.

With this in mind, we have prioritized the issue of transparent product chains under consideration of people, animals and the environment as one of eight main projects in our multi-annual sustainability targets. 

In concrete terms, for us this means:

    • Traceability and transparency is guaranteed throughout the entire production and supply chain of our own-label brands.
    • All critical raw materials used by us, such as soya, palm oil, etc., meet minimum standards with regard to sustainability.
    • Animal welfare standards are met in the entire meat, milk and egg range.
    • Manufacturers of branded goods also comply with sustainable minimum standards.

In 2013, we further held a stakeholder forum on the issue of transparency in the product chain. During this event, it became clear that our stakeholder groups view retailers as being responsible for the entire supply chain, whereby concrete expectations vary significantly depending on the respective interest group and product category. We are looking closely at these expectations in a comprehensive project concerning transparency in the supply chain.

Principles and topics