Utrecht, September 20, 2023 – PLUS, the Dutch supermarket chain, is making a significant commitment to sustainability by transitioning its entire range of raw potatoes to organic. Starting today, all 1-kilogram bags of raw potatoes will be offered as standard organic products, without any increase in price for customers. PLUS will cover the additional cost associated with organic farming, ensuring that customers pay the same price while organic growers receive the premium they deserve. PLUS becomes the first Dutch supermarket to offer all its raw potatoes as fully organic, as announced today at PLUS Jaap Schimmel in IJsselstein.
With this move, PLUS plans to gradually transition its entire range of raw potatoes to organic. The first step includes all 1-kilogram bags of raw potatoes, encompassing waxy, floury, and baby potatoes, with the rest of the 3 and 5-kilogram bag varieties to follow in a phased manner.
Positive Environmental Impact
Organic growers prioritize soil health, contribute to enhanced biodiversity, and operate without chemical synthetic crop protection agents and artificial fertilizers. Eric Leebeek, Commercial Director at PLUS, stated, “In 2021, we took a significant step towards increased organics by converting our entire fresh dairy range to standard organic dairy, a pioneering move in the market towards organic dairy from Dutch cows. Now, together with our growers, we are taking the next step in the potato aisle. Our phased transition to organic potatoes is a deliberate choice, giving our growers the time they need to expand their volume of organic potatoes. More organic products mean reaching more customers with organic options without increasing prices. This way, PLUS supports a large group of organic growers, contributing to a more positive impact on the environment.”
Organic Potatoes from Dutch Soil
PLUS sources its entire range of raw potatoes from the Netherlands throughout the year. Michaël Wilde, Director of Bionext, an organization promoting organic agriculture and food, emphasized, “The transition of Dutch agriculture cannot rely solely on farmers and policymakers. It is crucial that market players actively engage and provide a clear market perspective for both new and existing organic farmers. By choosing to make organic potatoes the standard, PLUS once again demonstrates how a retailer can take responsibility. We hope and expect that others will follow this excellent and significant example.”
Expanding the Organic Range
The complete transition to organic raw potatoes represents a significant step toward a more sustainable product range. It aligns with PLUS’s ambition to contribute significantly to the Dutch Ministry of Agriculture, Nature, and Food Quality’s goal of at least 15% organic agricultural area by 2030. PLUS’s organic product range continues to grow, from coffee and tea to rice, meat, and fish, as well as fruits and vegetables. PLUS is continuously expanding its range and, in some cases, covering the additional costs themselves. The organic potatoes will be included in the “Laagblijvers” (Low-Stayers) range, featuring everyday products, including fruits and vegetables, at consistently low prices. This makes organic options accessible to everyone.
PLUS Chooses a Replacement Strategy
PLUS has adopted a substitution strategy that aims to make the transition to more sustainable alternatives of products or product groups seamless and economical for consumers. This includes the adoption of Fairtrade bananas, free-range eggs, Fairtrade cocoa in all private-label products, as well as the shift to organic dairy products. Additionally, organic potatoes are also included in this initiative.
Source: https://www.plus.nl/info-over-plus/pg_persinformatie/persberichten/aardappelen-van-plus-standaard-biologisch-cid-0xsKKQKYiQgAAAGK3VBxA7Gk
