Organic dairy and produce in the supermarket

The Dutch government has a target of 15% agricultural land by 2030. The current 5% is a long way off. By encouraging supermarket chains and producers to set targets for organic sales overall, and specifically for high-impact subcategories such as dairy and fresh produce (fruit and vegetables), they can give a strong impuls to the organic market.

Questionmark engages in dialogue with supermarkets about concrete steps in their assortments and business operations to achieve these targets, and facilitates collective action within the supermarket sector to help move the industry forward.

🇳🇱 Netherlands

In progress

September 2025 - January 2027

What can supermarkets do?

1. Set a target

2. Unburden - by switching product categories entirely or blending organic into regular products

3. Help the consumer choose - through assortment, information, de-marketing and nudging

4. Collaborate and lobby - to remove barriers in the previous steps

More info: policy brief (Dutch)

Blending organic - promising potential

Structurally blending organic into regular products has great potential for the organic market. This gives a farmers more security in the sales market, leads to economies of scale, and most importantly a growth in organic agriculture, all without asking customers to take responsibility and make a choice.

Questionmark has spoken with retailers, dairy producers and the government. The message is clear: blending organic products holds promise and there is an interest in exploring this route. Questionmark and Robin Food Coalition have asked CE Delft to sketch the scenario's for an annual growth of blending organic milk with regular milk. CE Delft conducts independent research and advice to contribute to a sustainable society.