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Private Label

Suppliers Feature On Jumbo's New Dairy Range

By Dayeeta Das
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Suppliers Feature On Jumbo's New Dairy Range

Dutch retailer Jumbo has announced that three farmers from the Netherlands are featuring on the packaging of six artisanal products in its new range of dairy products.

They are the first suppliers of the retailer's newest dairy line, 'Direct van de Boerderij' (direct from the farm).

Farm Products

The initial offer in the new range comprises full-fat and semi-skimmed Jersey milk, buttermilk, butter, organic full-fat quark and full-fat yoghurt from the three different farms.

For many Jumbo customers, it is important to know where their products come from, and this new line caters to this requirement.

Furthermore, appreciation for small-scale, high-quality products that are manufactured with care for people, animals, and the environment is growing.

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Farmer Kees, who supplies the Jersey milk, said the milk is produced without additives in the small-scale factory in his own yard.

He added that he wants to preserve the natural landscape here in Twente – a grassland full of herbs, shrubbery and flower borders. 

"By supplying directly to Jumbo with Direct van de Boerderij, I receive an extra charge for my dairy. This offers extra room to invest in nature and in the product," Kees said.

Local Products

Olaf de Boer, commercial director of Jumbo, said, "Customers are increasingly asking for honest and local products whose origin is clear. By entering into a partnership with these passionate farmers, we can shorten the chain together. 

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"In addition, our customers are assured that these farmers provide a beautiful and tasty product, with an eye for animals and nature."

The first six products of the new Direct van de Boerderij dairy line are available in almost all Dutch Jumbo supermarkets.

The retailer has also introduced a plant-based line on the dairy shelf, comprising vegan yoghurt and soy- and almond-based milk SKUs, among others.

This new offer contains ten different products for different mealtimes, from breakfast to dessert.

© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Private Label news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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