The REWE and nahkauf stores combined this help with a donation campaign. Customers were asked to support this commitment by buying bananas and pineapples between 31 January and 13 February. The result: For every kilo of bananas sold under the REWE Beste Wahl, REWE Bio and Chiquita brands and for every pineapple sold, REWE now contributes 10 cents to REWE Group's sustainability commitment. This brings the total amount of funding that REWE has provided since 2007 to over five million euros.

The fund is used to realise social projects in the most important banana and pineapple-growing countries, for example to improve drinking water and medical care as well as leisure and sports facilities. However, the focus is also on ecological aspects such as reforestation, more sustainable cultivation and safeguarding or increasing biodiversity, as well as other social aspects such as securing livelihoods.

Improving social and ecological conditions in the value chains is part of the sustainability strategy. The "Guideline for Sustainable Business Practices" published in 2011 documents the values REWE stands for and creates a basis for further guidelines that address compliance with social standards on the one hand and the protection of raw materials on the other. These commitments, which include the promotion of fair trade, the strengthening of human rights and the improvement of working conditions, apply both to the company's own business activities and to the global supply and value chains. For example, there are guidelines for fairness, living wages and incomes and the prevention of child labour as well as for raw materials and products such as coffee, tea, cocoa, orange juice, soya and the sustainable cultivation of oil palms.