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While the Green Score is receiving independent certification, Colruyt Group is renaming the loyalty program in its app: with “Every Step Counts,” the retailer aims to more strongly encourage sustainable choices.
Greater Credibility
The loyalty program in Colruyt Group’s Xtra app is now called “Every Step Counts.” Customers can earn points when they choose products with a Green Score of A+, A, or B. They can redeem these points for free products, a day pass at the Jims fitness chain, or a free webinar, or they can use them to support a charity supported by the Colruyt Group Foundation. Last year, customers supported various charities more than 65,000 times in this way, according to the retailer, which says it aims to encourage positive behavior and make sustainable choices more tangible for customers.
Since 2021, the Green Score (formerly known as the Eco Score) has been helping consumers compare the environmental impact of products in their supermarkets. The label, which was developed by an international consortium and for which Colruyt Group holds a license in Belgium, assigns products scores ranging from A+ to F based on a life-cycle analysis and various additional criteria. It is already visible on more than 4,800 private-label products and 11,000 national-brand products.
Starting in late September, the Green Score will comply with the new legal requirements for environmental labels under the European EmpCo legislation. This strengthens the label’s credibility, says Colruyt.
