farmer on his field

Our goods and services have to tick all the right boxes by offering quality, safety, and sound social and environmental ethics – from their production and procurement to their useful lives and their disposal. With this in mind, we want to make the whole value chain sustainable and transparent.

For example, METRO takes a transparent approach to its procurement of products and its usage of resources. We ensure this by maintaining direct relationships with our business partners. We have also developed a cross-industry, international traceability solution together with cooperation partners and the standardisation organisation GS1 Germany.

Traceability: transparent supply chain for fish and meat

METRO is dedicated to taking a sustainable approach to sensitive product groups. This means, for instance, that customers of METRO Cash & Carry can find out where and how the fish they are buying was caught – quickly and easily using a smartphone app. In the future, it will also be possible to call up detailed data on numerous meat products, such as their origins, processing, quality and sustainability. This innovative solution is special because everyone from the producer to the vendor is involved. They each enter their product information in their own decentralised databases which are merged online. It is then possible to find specific product details via a search engine thanks to unique product identification.

Standardised process

The new traceability solution is based on international GS1 standards. This means it will be possible to add other product groups and databases in the future. All market players throughout the supply chain can take part, wherever they are in the world. METRO is considered exemplary in the battle against illegal fishing thanks to its use of modern traceability systems.

Labels and seals of approval

To provide better guidance for our customers, we use various labels which guarantee high sustainability standards. These include, for example, Fairtrade , Marine Stewardship Council (MSC), Forest Stewardship Council® (FSC®) and the European organic label. We also use dialogue and information to encourage responsible consumer behaviour among our customers.

Reducing and avoiding waste

METRO wants to minimise waste. It is important to us to think in life cycles and promote innovative manufacturing and recycling technologies. We advise our customers on how to dispose of products and packaging. This means raising awareness of conserving resources, providing information about avoiding waste, and incentivising and enabling correct disposal. Our involvement in the Retailers’ Environmental Action Programme (REAP) is one example of our activities in this field. REAP is a joint platform of major European retailers and the European Commission (Directorate-General for Environment). It enables them to share their experiences and present exemplary environmental and resource management projects.

Genetically modified organisms

In the last years, the topic of genetically modified organisms (GMO) has become increasingly important as the food assortment impacted by GMO has been enlarged tremendously. On a world scale, consumers as well as experts assess the use of modern biotechnology in food items in completely different ways. METRO GROUP knows these differences and respects the particular perspectives of the different countries and their consumers.