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This study carried out by IPSOS in the name of the Trade for Development Centre (TDC) aims to give an overview of the availability of sustainable banana, cocoa, coffee and tea products in the assortments of major Belgian supermarkets. The 4 product categories (bananas – coffee – tea – cocoa) were chosen as the focus for this research by TDC, because these are tropical commodities produced in the South and because these are core categories for the labels which are internationally recognized as sustainable labels.
The findings of the research show that supermarkets have adopted a more integrated vision on sustainability. The established sustainability pillars (people – planet – profits) have found their way into the values and vision of more and more supermarket chains. Generally speaking, there is an increased awareness of the importance of thinking on the long term, and giving sustainability a role in market strategy.