Exclusive: Frozen Edamame Beans from the Netherlands Now Available on a Large Scale at Jumbo 

Following the announcement last September, it’s finally happening: the edamame beans harvested in Flevoland are available from 17 March in the frozen section of all 725 Jumbo supermarkets in the Netherlands and Belgium, as well as online at Jumbo.com. This marks a first for Jumbo, one of the largest supermarket chains in the Netherlands. Edamame beans have never been cultivated and sold on this scale in the country before. The young soybeans are gaining popularity among consumers, and Jumbo customers who love this nutritious green powerhouse can be assured that they come from local Dutch farms. Moreover, Dutch farmers benefit from a long-term partnership, ensuring stable sales.

Edamame is packed with proteins, fibres, vitamins, and minerals, and is increasingly popular in the kitchen. These beans are a favourite as a nutritious, protein-rich snack but previously had to travel long distances before reaching consumers’ plates. Typically, edamame is imported from Asia, but now, thanks to this initiative, Dutch-grown frozen edamame is available in all Jumbo stores. This step aligns with Jumbo’s commitment to inspiring customers to enhance their meals with locally grown, healthy products.

From Flevoland, Good for the Land 

The long-term collaboration with Jumbo enables farmers such as Harry’s Farm in Flevoland to scale up edamame cultivation. “As a farmer in Flevoland, I face the challenge of making my business future-proof. We grow a wide variety of crops, from onions to parsley, but I see great potential in edamame. With the growing demand for plant-based proteins, now is the perfect time to cultivate edamame in the Netherlands. Additionally, this plant is highly beneficial for insects and soil life, contributing to biodiversity,” says one of the Dutch growers. Dutch edamame is more sustainable than its Asian counterpart, as cultivation in Asia often leads to deforestation and high pesticide use. Dutch farmers operate differently, and this initiative helps expand their market opportunities. 

Sustainable Partnership 

Thanks to its sustainable collaboration with Jumbo, farmers like Harry have a guaranteed market, helping to compensate for any potential lower yields from other crops. Farmers receive a fair price, removing a major barrier to growing edamame. 

Jaimy Franken, Category Manager at Jumbo, says: “After our announcement in September, our customers can finally taste and experience homegrown edamame for themselves. This initiative not only enhances our sustainable product range but also supports local farmers. It perfectly aligns with our ambition to offer more plant-based and sustainable products from local sources.” 

The expansion of Dutch-grown edamame stems from the Plant Protein Forward initiative, which connects Dutch plant protein growers—such as bean farmers—with supermarkets. The goal is to enable more Dutch consumers to enjoy plant-based protein products grown in the Netherlands. By fostering collaboration between farmers and Jumbo, more Dutch farmers can cultivate plant-based proteins. Jumbo is proud to contribute to a healthy future for Dutch agriculture. 

Curious about the story of farmer Harry from Flevoland? Check out our video below.

About Jumbo Supermarkets 

Jumbo is a family-run company from Brabant with a rich history. Founded in 1921 as a grocery wholesaler, Jumbo has experienced impressive growth and is now the second-largest supermarket chain in the Netherlands. Every week, Jumbo welcomes millions of customers across its 725+ stores, online at Jumbo.com, and via the Jumbo app. Since 2019, Jumbo has also expanded into Belgium, where it now operates nearly forty stores. Across all its stores and online, Jumbo is committed to low prices, high-quality products, and excellent service with a smile. Customers can always rely on the well-known 7 Certainties. 

Corporate Social Responsibility (CSR) 

For the well-being of future generations, Jumbo aims to do the best for people, animals, and the environment. The family company’s CSR policy focuses on key areas such as local community engagement, healthier eating, sustainable supply chains, environmental responsibility, and good employment practices. Alongside customers, colleagues, entrepreneurs, suppliers, and partners, Jumbo actively contributes to tackling major societal challenges. For more information on all CSR initiatives, please refer to Jumbo’s annual report. 
 

Plant Protein Forward is an initiative by Foodvalley, Rabobank, and the Provincial Protein Network NL. 
 
For more information, please contact Sylvia Raijmakers, project leader Plant Protein Forward at Foodvalley Sylvia.raijmakers@foodvalley.nl or Jumbo Supermarkets, pers@jumbo.com.