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Reader's Digest Most Trusted Brand

Sustainability scores points: “Frosch” is the most trusted brand yet again

In 2017, for the 15th time in succession, the “Frosch” brand belonging to the Mainz-based company Werner & Mertz has been named the most trusted brand among cleaning products in Germany. In the Europe-wide survey, readers of the Reader’s Digest magazine selected the brand as the “Most Trusted Brand” among household cleaners with 30 per cent of nominations. The eco-pioneer thus improved its good result from the previous year by four percentage points and increased the gap to second place, which this year collected twelve per cent of nominations. 

Through their votes, consumers once again showed that, alongside top-class product quality, factors such as consistent sustainability and reliable service orientation by manufacturers, as well as quality seals and awards, are increasingly playing a crucial role with regard to trust in brands. Beginning with production, “Frosch” is focused on the environment throughout the entire value chain. “Ensuring sustainability creates trust”, says Reinhard Schneider, CEO of Werner & Mertz. “We are delighted that our commitment to the environment is taken note of and rewarded by consumers.”

Through the “Frosch” brand in particular, Werner & Mertz has been backing eco-effectiveness and the careful handling of resources according to the circular cradle-to-cradle principle since 1986. For over ten years, Werner & Mertz has been EMAS-certified at its two production sites in Mainz and in Hallein, Austria. EMAS is the world’s most demanding system for sustainable environmental management from the European Union. The brand was able to establish itself as an “eco-pioneer” upon its market launch with the first phosphate-free cleaners on the market.

Through the study “Reader’s Digest European Trusted Brands 2016”, the Reader’s Digest magazine has for the 15th time ascertained the most trustworthy brands in over 100 product categories in ten European countries. Without the prior specification of brand names, 17,969 participants were asked to name the most trustworthy brand for them personally in each category for this study. The annual survey is carried out online in some countries and on paper in others. It is the largest Europe-wide consumer study.

Frog Frosch Awards