Monetizing sustainability with Albert Heijn

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Enabling consumers to make sustainable choices step by step

In the past, supermarkets seemed to revolve mainly around lower prices and discount promotions. Although customers are still price-conscious in their everyday shopping, a shift in value drivers can be observed. In addition to quality, taste and shelf life, sustainability is becoming increasingly important.

This is increasingly reflected on today’s shelves in all the different product ranges. In fresh produce departments, for example, an increase in organic alternatives can be seen, with both quality certifications and labels on the front of almost all packaging. You can also see more and more cheerful slogans in other communications that point to sustainable production and conscious choices.

Joined by Marit van Egmond, CEO of Albert Heijn Supermarkets: A conversation about the roadmap to sustainability and the importance for supermarkets to offer choices to consumers…