Dutch supermarket focuses on clearer communication after recommendation on transparency

In response to a question about Questionmark's recommendation on the transparency of Ekoplaza, director Erik Does of supermarket Ekoplaza says in an interview: "We have not been clear enough, not transparent enough about, for example, how we reduce plastic in our packaging. We do not explain this enough on our website and in our communications. Albert Heijn is doing a fantastic job in Superlist Green when it comes to source of packaging, for example. It requires a lot of attention to make a small part of the assortment shine. We do business in good faith and do not have our KPIs clear. That is kind of in de DNA of our company. How we work. We are going to try to keep track of all information about origin and communicate about this. We will record this in our software and then add a field that, for example, says something about the amount of plastic in a package."  Read the interview (in Dutch): https://www.distrifood.nl/formules/artikel/2021/08/ekoplaza-zet-met-nieuwe-formule-in-op-vers-en-duidelijke-communicatie-101149370