Whitepaper: Organic in the Supermarket

The organic market share in the Netherlands is far below national and European targets. At the moment, it is up to consumers to choose between organic and regular food products. Supermarkets hold a key position between thousands of farmers and producers and millions of consumers. With their product range, marketing and price strategy, and placement of products they pull at the strings of the organic market.

What can we expect from supermarkets to encourage the production and consumption of organic food? This whitepaper starts research on this question.