Results Value Creation in Chains become more visible

On November 8 supermarket chain Jumbo announced to present private label products from Dutch soil under the heading "van Dichtbij" starting at the end of this year. This emphasizes the pride in the work and products of Dutch farmers and market gardeners.

The range of products of Dutch origin, such as fruit and vegetables, meat and dairy products, will also continue to grow. The talks held since the summer by representatives of various sectors at LTO Nederland, NAJK and Rabobank with the supermarket as part of the 'Value Creation in Chains' initiative are at the basis of this.

"The announcement by Jumbo shows that the market is really on the move. Supermarkets are increasingly moving towards more sustainable consumption. The talks we are having with supermarkets under the heading of Value Creation in Chains are making a concrete contribution to this: opportunities are being seized to work together on sustainability, with the product of Dutch farmers and horticulturists being given priority. Parties in the chain also gain a better understanding of each other's challenges. It is good to see that Jumbo wants to make its customers more aware of the craftsmanship and sustainable production methods of our Dutch farmers," said Sjaak van der Tak, chairman of LTO Nederland.

Cooperation farmers and supermarkets

Lately there has been increasing attention to the recognizability of Dutch products on supermarket shelves. In September, Jumbo introduced a range of beef products from pasture-raised cattle from the Netherlands. Albert Heijn announced in October that it will offer mainly meat from Dutch cows for its entire beef assortment. In addition, the cooperation of farmers and market gardeners with supermarkets is receiving more attention. Jumbo puts the farmers and market gardeners who work together with Jumbo as suppliers for 'Van Dichtbij' (Close by) in the spotlight by placing signs near them. In addition, in the switch to Beter Leven Keurmerk 1-star broilers concrete agreements are made between broiler farmers and slaughterhouses, which in turn supply supermarkets.

Value Creation in Chains

In 'Value Creation in Chains' supermarkets, processors, farmers and horticulturalists are working on future-oriented chains. In these chains, farmers and growers are business partners with whom a distinctive product is developed for the long term - and for which consumers are prepared to pay a premium price. Value Creation in Chains is in a start-up phase until the end of the year, in which opportunities for successful cooperation are explored. The emphasis is on strengthening mutual trust and realizing value for all parties in the chain.

Source: LTO