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3 Questions to: Sonja Dümmen (Dümmen GmbH)

The Rheinberg-based company Dümmen Group is consistently expanding its sustainability strategy. In future they will supply fair trade poinsettias under the Red Fox brand to their international pot plant producers. Thus Dümmen will answer the widely shared desire for an ethical, transparent production chain. Sonja Dümmen is Head of Marketing at Dümmen GmbH and is managing the Fairtrade project.

Mrs. Dümmen, what are the reasons why the Dümmen Group will soon be selling poinsettias from your farm Red Fox Ethiopia as a Fairtrade product?
Dümmen: The Fairtrade Mark renders visible our way of working and what we represent. It records monitored working conditions and a responsible approach to plant protection and the environment. What is most important, however, is that it provides support for the people locally in Ethiopia. With Fairtrade we have the opportunity to invest 10% of the turnover directly on the ground for the benefit of the people there. The consumers who make a conscious decision to buy here support this initiative by purchasing Fairtrade products.

How can we visualise the certification process? What are the challenges?
Dümmen: All partners in the chain have to be certified, starting with the parent plant production site in Ethiopia, which is inspected by an independent certification organisation. Other links in the chain also have to be certified, however, such as the production plant in Rheinberg and the producers in Europe that raise the poinsettia cuttings. Since we run the production chain centrally, from cultivation to the finished young plant, this is entirely feasible. We only have to create transparency for third parties, which naturally always entails administrative work.

What specific advantages do you see for retailers, nurseries and last but not least for customers?
Dümmen: The advantages for the retail trade are quite clear and are to be found in the transparency of the supply chain. It can always trace Fairtrade products back to their origin and rely on the fact that reliable, inspected suppliers are behind the product. The consumer can buy responsibly and help people in Africa by buying Fairtrade. Transparency is important here too. The customer sees where the cutting comes from, but also who has raised the product to its finished state in Germany or Europe. The customer is also informed about the advantages for our partner businesses: ten percent of the revenue from the cut-tings is for the workers locally in the country of origin to use as they see fit for social purposes. The monitored production conditions create transparency and guarantee a fair process.

Further information: dummengroup.com

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