The Mission

Our mission is to provide consumers, specifically price and sustainability-conscious restaurants, with an alternative to the price-gouging and faceless mega-corps dominating the organic and sustainable produce market. We want to bring back transparency and community and reconnect people to their food sources, while also making sustainability more accessible through increased convenience.

The Challenge

Consumers increasingly demand ethical and sustainable food options, but current supermarket initiatives fall short. Albert Heijn’s “Buitenbeentjes” program markets imperfect produce as waste reduction, yet this food was never truly destined for waste, and farmers receive up to 90% less compensation for class 2 produce, while consumers only see discounts as minimal as 10%. Similarly, organic products often carry a 50% markup despite production costs being just ~16% higher—profits that rarely support real sustainability, as corporate supermarket carbon footprints continue to rise. At the same time, food price inflation continues to strain household budgets, and many consumers feel increasingly disconnected from where their food comes from, with little transparency or community in the food system. This reveals a clear gap: consumers want fair, sustainable, affordable, and transparent food systems, but current offerings are neither truly sustainable nor equitable.

The solution

After analyzing the profit margins of organic produce for the major supermarkets in the Netherlands, we believe that there is room for a more just and sustainable business model that lowers prices for restaurants and raises pay for farmers, while still leaving a healthy profit. We currently follow a B2B approach by offering fresh class 1 or class 2 organic produce to restaurants, catering companies and other such organizations. We are planning to expand to B2C and serve individual consumers directly once our B2B division has been successfully established and is operational.