Asda hits back after downgrade of green credentials

by James Quilter , Brand Republic 09-Nov-09, 09:15

LONDON - Asda has criticised a consumer report that claims the supermarket's green credentials have fallen to those of value-retailers Aldi and Lidl as "inaccurate and misleading".

The "Green to the Core" report by government consumer watchdog Consumer Focus awarded an A,B,C, D or E rating to supermarkets as part of a study of how environmentally-friendly they are. This covers areas such as packaging, food sourcing and energy usage.

The report's authors found Asda's performance had fallen significantly since the last report in 2007 and handed the store a D rating.

The report claimed Asda had suffered due to its food sourcing - only a small proportion of its fish derived from sustainable sources. Additionally, only 59% of Asda’s fresh produce comes from the UK, a fall of 7% on 2007, while it has also cut its organic range by 39%.

In response, Asda has described the report as inaccurate and misleading stating it had cut carbon emissions to its stores by 20% since 2005 and had reduced packaging.

The Wal-Mart-owned chain also argued that sourcing certain products from the UK would require artificial environments to grow them in and would thus increase carbon emissions. It also said sourcing overseas helped developing countries.

Asda's poor performance came as both Sainsbury's and Marks & Spencer attained an A-rating, the first time the top rating had been awarded.

Waitrose, which has the highest proportion of home-grown produce, and Tesco, which had showed no progress since 2007, both retained there B and C ratings respectively.

The report's author also said there should be more money-off promotions on seasonal produce as well as recipes using the products to give people ideas.

Comments

Chris Arnold - 09/11/2009

I am surprised that the Co-op isn't at the top of the Green to the Core list and Tescos' are which makes me doubt this survey. Being a government watchdog makes me doubt the value of the survey even more. Nothing run by the government is likely to be free from a hidden agenda, has the right people around the table, or has well balanced and objective view. I'm open to being proved wrong. I think we have to be very careful of these kinds of reports as what makes a firm green is dependent on what you decide to define as green. Green is like politics, it has many different views. Despite being part of Wal-Mart I'm inclined to agree with some of ASDA's comments on the report. At least ASDA can say they are the only supermarket with a green logo. Chris Arnold, author Ethical Marketing & the new Consumer \(www.ecoethicalmarketing.info)

Chris Arnold - 09/11/2009

Slight correction, should have been Sainsbury's not Tesco \(pressed button too soon). Having dug a little further it think it raises the issues, who is dictating what is green and not? For example, in the Fairtade vs carbon footprint debate who decides what is better? Do I want my choice of green products in the supermarket decided by the government? The last group I'd trust is any backed by government. Let the people decide not politicians or quangos. The last thing we want is government politics dictating the green agenda. Everything they touch is corrupted.