Organic in the supermarket

How can supermarkets encourage the growth of the organic market?

The organic market share in the Netherlands is far below national and European targets. It is largely 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.

In 2023, we launched research into the question what we can expect supermarkets to do to encourage organic production and consumption? This resulted in a whitepaper and policy brief on the next steps forward, which laid the foundations for our programme market for sustainable agriculture.