Dutch-grown quinoa reaches Jumbo shelves

Dutch-grown quinoa is now available in Jumbo supermarkets across the Netherlands. A tangible result of what Plant Protein Forward is all about: creating the market conditions that allow locally grown crops to move from potential to practice.

In the video, pioneering quinoa grower Govert van Dis, Jumbo Category Manager Kirsten van Galen and Marc Arts, CEO and founder of GreenFood50, share how the Dutch quinoa value chain has developed and what it takes to bring a locally grown crop to supermarket shelves.

Note: In the video, quinoa is referred to as ‘protein-rich’. Nutrition claims such as ‘high protein’ are regulated under EU legislation and depend on the nutritional composition of the specific product. The term is therefore not used here as a product claim.

More than a different country of origin

At first glance, it is a simple change on the supermarket shelf: quinoa that was previously sourced internationally is now grown by Dutch farmers.

But there is more to it.

The quinoa supplied by GreenFood50 and sold under Jumbo’s own brand is Dutch-grown, organic and wholegrain. The varieties used are naturally low in saponins, the bitter compounds found on the outside of quinoa seeds. As a result, less processing is needed to remove the outer layer and the grain can remain wholegrain, retaining the fibre-containing outer layers.

This gives Dutch-grown quinoa an interesting nutritional proposition, but the crop is relevant from an agricultural perspective too.

Quinoa is known for its ability to cope with challenging growing conditions, including saline soils, although tolerance differs between varieties. With salinisation becoming an increasing challenge in parts of Dutch agriculture, that resilience adds to the potential of quinoa as a crop for the future.

From promising crop to viable market

Agricultural potential alone, however, is not enough.

For farmers, introducing a new crop only becomes attractive when there is a credible market for it. Growing something successfully is one thing; having buyers, sufficient volumes, long-term agreements and a viable business case is another.

That is the challenge Plant Protein Forward addresses.

Plant Protein Forward was initiated by Foodvalley, Rabobank and the Provincial Protein Network NL to help scale and professionalise value chains for Dutch-grown plant proteins. Foodvalley contributes its transition expertise, market knowledge and ecosystem; Rabobank brings its network and business perspective, with a strong focus on true value; and the provinces help build regional and national support for new value chains.

Together, they connect farmers, processors, food companies, retailers and foodservice organisations around concrete market opportunities.

Rather than starting with a crop and hoping that demand will follow, Plant Protein Forward starts by connecting existing or emerging market demand with local production opportunities.

Quinoa: from market opportunity to supermarket shelf

Quinoa is a good example of how this approach can work.

Market research by Foodvalley and Circana showed growing retail demand for products containing quinoa, while quinoa sold in the Netherlands was still largely sourced internationally. At the same time, GreenFood50 and Dutch growers had the knowledge and potential to increase local production.

The opportunity was clear: could more of the existing demand be supplied by Dutch farmers?

By bringing growers, GreenFood50, Jumbo and other partners together around that opportunity, the quinoa value chain has moved from ambition towards long-term market commitment. Jumbo is now sourcing its own-brand organic quinoa from twelve Dutch growers.

For the farmers involved, that long-term demand matters. It provides greater confidence to invest in cultivation and quality. For Jumbo, it creates a more local and transparent supply chain. And for the wider protein transition, it provides a practical example of how local crops can move beyond pilots and become part of mainstream food retail.

Building the next value chains

Quinoa is one result, but Plant Protein Forward is not about a single crop or product.

The programme is developing and strengthening value chains for a range of Dutch-grown crops. Earlier collaborations have already helped Dutch edamame and soy-based products reach the market, and the lessons from these cases are now being used to accelerate new opportunities.

Each value chain is different, but many of the challenges are the same: creating sufficient demand, connecting the right partners, sharing risks, building long-term commitment and ensuring that value is distributed fairly across the chain.

That is why involvement from the market is crucial.

Are you a retailer, foodservice organisation, processor or food company looking for opportunities to source or use more Dutch-grown plant-based ingredients? Or do you see market potential for a crop that is currently struggling to scale?

Plant Protein Forward is looking for partners who want to turn that potential into viable, long-term value chains.

Together with Foodvalley, Rabobank, the Provincial Protein Network NL, growers and value chain partners, you can help move the next Dutch-grown crop from field to market.