Restaurateurs want to offer their customers unique experiences linked to certain regional or cultural aspects. Organic and responsible products are among the key ingredients to differentiate from others. Your customers want to know where your products come from. You can provide this information when you choose products that are sourced responsibly. By carefully picking the products you present on your menu, you can create a positive and long-lasting impact on the environment and the health of your customers.
Responsible sourcing provides many benefits for restaurant or café owners. See some of the most important advantages:
Certifications and labels are a visible way to know how sustainable a product is. When a product is labelled with the logo of a certification scheme, the origin and production method is guaranteed. Digital tools that give information on where the product comes from and how it was made (transparency and traceability) are increasingly available, such as smartphone apps. METRO’s own traceability solution PROTRACE provides restaurateurs with lot-based traceability information and enables you to receive important information about your products. Being in close contact with suppliers and finding out how they produce food is also a way to be closer to what you are sourcing. Many small producers do not have certifications or digital tools but are happy to share details of how they produce food. Sharing this information with your customers in a simple way can be a great possibility to connect them with the food you source.
Around the world, logos on labels, and certifications make it possible to recognize products that have an official sign of quality and origin. But not all products that have a certificate are labelled. Check out the following main schemes and examples.
Not all producers are on the same level of sustainability and for some the development is gradual. A product can be sustainable for many reasons (local, healthy, organic, etc.) and often this can only be known by asking your supplier. Sometimes a product is not certified even when it is made sustainably. Sometimes the cost of certification can prevent producers from getting their products certified. Or there is simply not a relevant certificate issued for example, most social audits which check the working conditions do not issue a certificate.
If you want to find out how sustainable your suppliers are you could ask them if they have a production certification (for example GlobalG.A.P) or social audits (for example SEDEX and amfori BSCI). You could also ask them about their sustainable practices even if they are not certified. This will give you a good impression of how sustainable they are.
When you support those producers who are making efforts, it will motivate them to continue and improve. Just remember that when you make claims about sustainability, they must be provable. And honest, simple communication is key.
It is not always easy to know what a sustainable product is and the definitions can
be different depending on
the perspectives and beliefs of the person or organisation
looking at it. You can use the following characteristics
as a guide, because
sustainable products have at least one of these characteristics.
It is not always easy to know what a sustainable product is and the definitions can be different depending on the perspectives and beliefs of the person or organisation looking at it. You can use the following characteristics as a guide, because sustainable products have at least one of these characteristics.
There is no global agreement on what makes a product local. However, the way to define a local or regional product is how close it is to your business. Local means the food is from a nearby location. Regional means the food is from a specific region - usually something that is defined by the country, for example a district, province or region. It is important that you have a clear definition of this aspect for yourselves and that you make it transparent to your customers.
There are two additional factors that can also be included: Proximity means the main and/or value-giving production is in a region (or x km around your business) OR the main and/or value giving ingredient is 100% from a region (or from x km around your business). Referring to a type of producer or product means products are transparent and traceable (what’s in them and where they are from), they are produced in a traditional way or based on a traditional recipe and therefore a rediscovery of old varieties. The producer is a small holder (SME, Small to Medium Enterprise) and supports local/regional infrastructure and economy.
Buying local is a responsible act that creates a sense of proximity, or closeness, in your menu and with your customers. It means you can put money back into your community and region, giving the producers financial stability. Depending on the product it may also mean a reduced carbon footprint due to fewer food miles or the distance it has travelled. And in some cases, it cuts down on wasteful packaging. Additionally, it allows you to differentiate from your competitors which contributes to your positive brand image and reputation. This strengthens your local community and instils pride in local production. By creating a closer connection to how food is produced, you can establish an identity with the region which helps to win loyal customers.
Naturally, some products will not be available in all localities, for example, mangoes in Germany. Although, when produce is available locally it should be prioritized wherever it makes sense.
People love seasonal products. Sweet, juicy strawberries, delicate asparagus or a new season lamb – depending on where we live, we have different experiences of seasonality. According to the OECD, seasonal products are those that are either not available on the market during certain seasons or periods of the year or are available through the year but with regular fluctuations in their quantities and prices that are linked to the season or time of the year.
The arrival of new season produce generates a real excitement and
expectation of tastes to come. You can demonstrate how in touch
you are with your food sources by updating your menu according
to the season. This includes several advantages. It is a good
opportunity to market your business and attract new customers by
bringing in fresh tastes. Seasonal foods can also be cheaper, and
usually taste better. New season produce is fresher due to reduced time in storage and transport
and you can actively support your local growers by sourcing from them in season.
Of course, some products will not be available in season, for example, strawberries in winter in Poland, but when produce is available in season, it should be prioritized wherever it makes sense. Check out the Seasonal Calendar for further information.
Organic means working with nature to produce food. Farming organically means higher levels of animal welfare, not using medicines unless necessary, fewer pesticides, more natural fertilisers, no genetically modified breeds, and managing the land in a way it doesn’t impact the surrounding environment. Organic products don’t contain artificial colours and preservatives.
Organic products in Europe are produced under strict requirements, such as no genetically modified organisms (GMOs), no ionising radiation, a limited use of artificial fertilisers, herbicides and pesticides, prohibited use of hormones and restricted use of antibiotics only when they are necessary for animal health. These rules are there to maintain soil fertility and the health of plants and animals.
Because of this, organic producers farm differently, e.g., they rotate crops (a different crop per season, per field, to refresh the soil), cultivate nitrogen-fixing plants and other green manure crops to restore the fertility of the soil. Don´t use mineral nitrogen fertilisers, and encourage natural routes of pest control, for example, using resistant varieties, breeds and other techniques . Some insects that can help for natural pest control are ladybugs, ground beetles, hoverflies and more. Respect the natural immunological defence of animals and don’t use overstocking in order to maintain animal health.
The opposite of organic agriculture is intensive agriculture. This can cause soil erosion, chemical run-off into natural water systems and can mean some weeds and insects become resistant to herbicides and pesticides. Organic farming doesn’t rely on synthetic or petroleum-based pesticides or fertilizers.
Ethically traded products are manufactured and sold under fair conditions. This means better living and working standards of producers; they are paid fairly, not forced to work and child labour is prevented. The community around the producers is also supported. Ethically traded products have to, at a minimum, comply with the eight conventions agreed by the International Labour Organisation. The producers will also be checked regularly to make sure they continue to comply.
Many farmers do not receive a fair price for what they produce.
Ethical trading ensures that farmers receive a fair price for
what they produce. Workers receive a living wage, have the
right to collective bargaining and work in safe conditions. A
part of the premium is reinvested into improving the quality of
the crop – production is more efficient, and trees are healthier
for example. You can therefore have a direct impact on the
taste of the produce such as coffee, chocolate and tea.
Animal welfare means that fewer animals occupy a given space which means there is less need for antibiotics and medicines whose residues can end up in food. This has a positive impact on the health of consumers. At the same time, it raises awareness among employees and affects how they treat animals.
As sentient creatures (capable of feeling fear, pain, pleasure and happiness) an animal’s welfare refers to its physical health, mental wellbeing and its ability to live and behave naturally. Animals shouldn’t be subject to suffering and poor welfare. They should be given the “five freedoms” which means they have freedom from hunger and thirst, discomfort, pain, injury or disease, fear & distress and have the freedom to express normal behaviour.
Despite being sentient creatures, billions of animals are raised
in
crowded, inhuman factory farms. Due to its intensive nature,
antibiotics are often used as part of the routine. Waste from
such
farms, when not treated properly, can also impact the
surrounding
landscape and communities. The conditions in many intensive
farms can also harm the workers’ well-being. Breeds that are
used
for intensive farming grow faster and in the case of chickens
mean
their bones are weaker and
can break easily. This also means more wasted animals that can’t
be
used for their meat.
Animals are able to display their natural behaviour which results in reduced stress. In fact, when animals are free to move their muscles naturally, better quality meat is produced. Animals that are slaughtered in stress-free conditions have better taste and texture. Eggs from hens raised outdoors have less chance of contamination by salmonella, which can cause food poisoning.
According to the MSC (Marine Stewardship Council), sustainable fishing means leaving enough fish in the ocean, respecting habitats, and ensuring people who depend on fishing can maintain their livelihoods.
Many different fishing methods are used around the world, and they frequently cause damage to the ecosystems of our seas, rivers, and rural areas. For example, the use of nets that destroy the seabed cause tremendous damage to coral reefs. By-catch is fish or marine life that is caught unintentionally in nets while fishermen are trying to catch other types of fish. The high level of by-catch is a significant cause of overfishing. A large amount of by-catch is not used for consumption and is generally thrown back into the sea by fishermen as injured or dead discards.
Sustainable fish can be caught in the wild or harvested on farms (aquaculture). When caught in the wild, it is important that endangered species are not captured, fish are not caught in over-fished regions, and the fishing methods don’t cause damage to the environment. Fish farmed using aquaculture is the most important source of fish after traditional fishing. Fish that is farmed sustainably is less prone to contamination from chemicals found in polluted waters due to the way the environment is managed. The fish is also free of harmful antibiotic and medicine residues.
Overfishing and exploitation of fish stocks is a serious problem, and it is estimated that in some places 90% of fish stocks are either overfished or at maximum capacity. This impacts the livelihoods of people who rely on fishing and by extension there are adverse effects your ability to serve fish. By sourcing sustainable fish restaurateurs can help to preserve fish stocks for future generations. If we carry on fishing unsustainably there will be no fish left and what is left will be expensive. The traceability of products is a very important part of sourcing fish sustainably. A robust traceability system means that fish doesn’t come from illegal fishing, the exact catching area is known and the way it is produced is clear. If sustainability guidelines are followed, for both wild caught and farmed fish, the fishermen work in a safe environment and are compensated adequately. The environment is carefully managed and the local communities are supported.
Nutritious food contains substances your body needs to stay healthy. These substances are proteins (the building blocks for muscles), fat (for nerve function, skin health and essential metabolism), carbohydrates (for energy) and a whole array of smaller elements like minerals and vitamins that are needed for the proper functioning of our body’s processes. The kind of nutrition our body needs changes over time, and depends on our gender, physical activity and overall health.
We are what we eat! Nutritious food keeps us healthy, and ensures infants and children develop properly. Generally speaking, we want to avoid malnutrition, which causes both undernutrition and obesity with associated diseases like diabetes. A healthy person functions properly, has a strong immune system, is likely to have safer pregnancies and childbirth, lower risk of diseases and will live longer.
Food waste can be avoided if production resources are used efficiently and everything that is fit for human consumption is used. For example, fruit and vegetables that are not visually perfect can still be used in different ways for example a sauce or stew. Using each part of an animal (nose-to-tail) prevents uncommon parts going to waste.
About one-third of all the food produced in the world goes to waste. When we waste food, we also waste all the energy and water it takes to grow, harvest, transport, and package it. That´s why about 11 per cent of all the greenhouse gas emissions that come from the food system could be reduced if we stop wasting food.
Biodiversity is the combination of different kinds of animal and plant life on earth and in different areas such as rainforests, grasslands, and deserts. It includes tiny organisms like insects, worms, fungi, and micro-organisms that work together to keep our soil and water healthy. When nature is biodiverse, we benefit from its food, medical discoveries and what we refer to as ecosystem services such as cleaning water and providing oxygen.
Foods that contribute to biodiversity help to maintain this richness in species by reducing the negative impacts on those ecosystems. These negative impacts can be caused for example by using pesticides without proper controls. Alternative foods such as for example ancient grains, rare animal breeds, and heirloom vegetables are good ways to encourage biodiversity. Schemes that guarantee an origin and way of production, such as the Label Terroir or the PDO (protected designation of origins) are also great ways to support unique varieties of foods.
As humans our mental well-being is better when we are part of an environment that has a healthy and balanced biodiversity. Sadly, activities such as deforestation, agricultural intensification and climate change have lead to a decline in biodiversity. This means a massive loss of species over a relatively short period of time.
Around 1 million animal species are threatened with extinction – more than ever before in human history. This goes hand in hand with wildlife population declines, habitat loss, and depletion of the natural resources that we depend on for our livelihoods and economic development. We must rethink how we are using natural resources, ease the pressure, and allow ecosystems to recover. Furthermore, food crops and animals that lack biodiversity are more prone to diseases and require a higher use of medicines.
Products that do not cause deforestation do not destroy natural forests. Deforestation is mainly driven by the production of soy, palm oil, cattle, paper, and wood. Soy is mainly used as animal feed for meat, poultry, and also for fish production.. Palm oil is a common and highly effective cooking oil, and is a part of many pre-made food products and can also be found in cosmetics, detergents and soaps.
One of the drivers of climate change is deforestation – the loss of natural forest and vegetation as a result of the conversion of forests to agriculture or urbanization. It is important not to cause deforestation because forests are one of the natural resources that remove carbon dioxide from the atmosphere. Forests also provide a natural habitat for many plant and animal species, helping maintain a healthy biodiversity that creates living space and livelihood for many people.
Packaging protects food, ensures food safety and improves shelf life. But when used unnecessarily and disposed of in the wrong way, packaging can cause harm to the environment. In gastronomy, single-use packaging has up until now been almost indispensable, and it is mostly made of plastic. Packaging that has less environmental impact means that it does not create waste and the resources that were needed to produce it are not discarded. The three Rs are a way to explain the concept:
The amount of packaging is right for what it needs to do, without unnecessary parts, weight or thickness. Packaging doesn´t contain substances of concern for example Polyvinyl chloride (PVC), Polyvinylidene chloride (PVDC) and Bisphenol A (BPA). It does not use expanded polystyrene (EPS) unless there is no alternative.
The material used can be recycled, for example, glass, paper or certain types of plastic, for example, PP, PE and PET. The different parts can be separated for recycling, for example, plastic inside a cardboard sleeve or a paperboard around a yoghurt cup. The packaging contains recycled material wherever possible, for example, water and beverages in recycled PET, detergent in recycled HDPE or PET. And all packaging should be collected and reused, for example, plastic crates to transport products or refillable bottles in glass, HDPE, and PET.
The material comes from renewable resources, for example, bio-based plastics made from sugar cane or starch) and wood/paper fibre from managed forests.
When packaging is used unnecessarily and dispensed of in the wrong way it can cause harm to the environment. The production and disposal of conventional plastic and single-use packaging requires resources (for example fossil fuel) and has a negative impact on the environment - a truckload of plastic ends up in our oceans every minute. Other materials like cardboard and wood when not disposed of properly can also attract fines and waste collection costs.
Compostable packaging decomposes into natural elements which are rich in nutrients and good for the environment within a certain period of time. Home compostable packaging can compost at ambient temperature (20-30°C) within 52 weeks according to European standard EN 13432. This means that you can throw your packaging in your compostable bin with your fruit and vegetable peels.
Industrial compostable packaging needs to be collected and properly treated in a specific facility. It will completely break down within 12 weeks thanks to specific conditions (50-70°C) according to European standard EN 13432. If the waste is put into a recycling bin, it will contaminate the whole batch, making it impossible to be recycled and reused. In landfills or in in-home compost bins, it won’t biodegrade. And if it ends up in marine environments, it’ll function similarly to conventional plastic, breaking down into micro-sized pieces, lasting for decades, and presenting a danger to marine life.
Food products with a minimal carbon footprint emit a minimum of carbon dioxide and other greenhouse gases, like methane, into the earth’s atmosphere during all stages of that food’s production, for example, a local tree fruit. Each gas has a carbon equivalent, and this is what calculations are based on. When meat and dairy are produced sustainably, they do emit carbon (via methane) but it is captured back into the environment via the natural carbon cycle.
Carbon emissions contribute to climate change. And climate change is already having a serious negative impact on wildlife, freshwater, oceans, and the economy in various areas on the planet. If we can significantly reduce carbon emissions, we have a good chance to avoid a climate crisis. Emissions also cost producers money, for example, the fuel used to power farm equipment. This cost will eventually be passed onto buyers of that produce.
Food products with a minimal water footprint consume and/or pollute a minimum of freshwater resources during all processing stages of that food’s production.
Freshwater is a scarce resource, and it is becoming more and more polluted and depleted in many areas, for example, rivers that run dry and wildlife that is endangered because of contaminated water. If we can avoid depleting this precious resource, we can avoid conflicts and the risk of consuming polluted water in both our water and food supplies.
It is not always easy to know what a sustainable product is and the definitions can
be different depending on
the perspectives and beliefs of the person or organisation
looking at it. You can use the following characteristics
as a guide, because
sustainable products have at least one of these characteristics.
It is not always easy to know what a sustainable product is and the definitions can be different depending on the perspectives and beliefs of the person or organisation looking at it. You can use the following characteristics as a guide, because sustainable products have at least one of these characteristics.
Within the last decades, our consumption habits have changed a lot compared to past generations. We live in a globalised world where most of the time we are used to getting different kinds of products throughout the year, even though they are not in season or don’t grow locally, so sometimes, we lose the connection about how the ingredients are produced. Check out the following simple ways to source responsibly:
Once you have worked on the basics, you can focus on really embedding sustainability into your sourcing:
Once you have worked on the basics, you can focus on really embedding sustainability into your sourcing:
Once you have taken steps towards sustainable sourcing, check what impact they have, for example, less plastic waste, increased sales of sustainable menu items, or increased positive reviews on your restaurant. It is important to track and measure the progress because that boosts morale to achieve even more. Discuss with your staff regularly about the improvements observed and take note of what positive impacts they are seeing.
Here are a few ways this can be done:
Be aware that “farm-to-table” restaurants continue to appeal to restaurant visitors. Connect your customers to the source of your ingredients by talking with them about your menu.
Explain why you made the changes and the benefits of those changes. For example, you might decide not to serve strawberries in the winter, but customers need to know why not.
If you have traceability information on your menu or your website, explain how it works. Think about displaying a seasonal calendar with pictures of the produce in your restaurant, website or social media page. This can create a good connection with your customers especially if you can interact over it and freshen up the information as the season changes.
Communicate what you are doing. For example, a sign on your menu in your restaurant or website is a visible reminder to your customers about your responsible actions.
As a business your impact on your community will be so much more when your customers and staff understand what you are doing. Some might copy your practices in their shopping decisions. Your impact could be greater than you imagine!
Understand the importance of sustainable products
Inform yourself about labels and certification
Use the comprehensive guide to sustainable products
Introduce simple steps to your business to source sustainably
Use advanced ways to integrate sustainability into your business
Track and talk about your progress to customers
Applications that can support with menu design or communications are:
METRO supports you with a diverse product assortment and services for your sustainability strategy. Please check out the local METRO or makro website in your country.
Look at your main ingredients. Do you know how sustainable they are? Focusing on the ingredients that are most important to your business is an effective way to start. Sustainable products meet at least one of these characteristics: they are local and/or regional, seasonal, organic, fairly traded, animal welfare assured, sourced responsibly, nutritious, create less waste, contribute to biodiversity, have minimal carbon footprint and minimal water footprint.
Get to know your suppliers and if possible, visit them to learn about their production methods. Consider asking questions such as:
Some suppliers will use codes to show that they can track their products. Sometimes this is done digitally and can be available on an app. Ask if you can display this information on your menu so customers can scan it e.g. via a QR-Code. Ask if your supplier has a website or social media page where you can find updates from their site and can also encourage your customers to find out more. You don’t have to have information on every ingredient. Making a start and being open and transparent to your customers is what they increasingly expect.
Involve your staff from the beginning and explain why you are doing this. Explain the different ways to source sustainably, for example, local, regional, and seasonal. Use visual reminders, for example, posters of seasonal calendars in the office or the kitchen.
Sourcing sustainably is a complex topic, and changes on short notice can be hard to make. Looking at your most common ingredients, there are some simple ways to make a start:
Check out for more detailed information our comprehensive guide on sustainable products and our overview of schemes. Use them as additional information for specific questions of your employees or customers.
