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Fresh Produce

Albert Heijn Launches 'Jonge Boer Over De Vloer' Initiative

Albert Heijn has launched a new initiative, 'Jonge Boer Over De Vloer' ('Young Farmer on the Floor'), to highlight products sourced from young Dutch farmers.

Each month, four young farmers will be allotted shelf space in four Albert Heijn stores located close to their farms.

The selection criteria for the products include, among other factors, sustainability and animal welfare measures adopted by the farmers.

The First Phase

The first phase includes Noord-Brabant-based dairy farmers Siebe (24), from Erp, and Dirk (26), from Raamsdonkveer.

Siebe manufactures cheese under the brand Siebe's, while Dirk sells yoghurt and milk.

Siebe's cheese is available in Albert Heijn outlets in Erp, Gemert, Veghel, Heeze and Uden, while Dirk's dairy products can be found at the retailer's outlets in Oosterhout, Made, Tilburg and Waalwijk.

Other Products

Organic vegetable grower Krispijn (35), from Ens, in Flevoland, is the third participant.

Krispijn's vegetables are being sold at Albert Heijn stores in Urk, Kampen, Genemuiden and Zwolle.

Potato growers and brothers Joris and Geerd, from Lage Zwaluwe, in Noord-Brabant, have also been selected for this phase of the initiative.

Their Dutch sweet potatoes, under the 'de Zoete Pieper' brand, can be found in two Albert Heijn supermarkets: Breda and Zevenbergen.

The new concept is the brainchild of the Albert Heijn Food Rebels platform.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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