Anja Wolff is Head of Sales and Marketing at Reismühle Brunnen, an integrated Division of Coop.

21.03.2017

<< First < Previous Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Next > Last >>
How to create win-win situations when engaging with small-scale farmers? An interview with Anja Wolff from Reismühle Brunnen, an integrated Division of Coop, the second largest retailer in Switzerland.

Rural 21: Ms Wolff, why did Reismühle Brunnen start the ‘fair & good’ project six years ago?

Anja Wolff: We have already been working in the Fairtrade sector for more than 15 years. The ‘fair & good’ project was launched to ensure a steady supply of sustainably grown rice and promote environmentally friendly organic cultivation, which improves the living standards of the farmers.

You are the market leader for bio-Fairtrade rice in Europe – and in this market segment, you work exclusively with smallholders. How can you assure the quality level of your product in this context?
Our local partners work according to clearly defined specifications that we set together with them. Furthermore, the entire production process is controlled. During the growing period, agricultural extension specialists pay regular visits to the farmers and also supervise the entire post-harvest process with them. The farmers dry the rice locally, in the sun.

<< First < Previous Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Next > Last >>