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Gelderland Supermarkets Champion Local Food

In the past, supermarket owners often knew local farmers personally. With the project ‘Local Food in Gelderland Supermarkets,’ Foodvalley brings that connection back—with a modern twist. Senior researcher Jan Willem van der Schans and Niek Leussink, co-owner of Jumbo Leussink, share how Gelderland farmers and supermarkets are reconnecting.

While critics often target supermarkets for their unsustainable products and low margins for farmers, Jan Willem takes a positive approach. “Most people prefer shopping at supermarkets. Within that reality, it’s possible, with the right efforts, to create a fair and healthy food system.” Driven by this conviction, he leads the Foodvalley project that has encouraged Gelderland supermarkets since April of this year to place local food more prominently on their shelves.

“Supermarket owners have been overlooked so far, as discussions usually take place with headquarters. However, supermarket owners are highly engaged with their local communities and open to partnerships with nearby farmers.”

Jan Willem van der Schans, Senior Researcher at Foodvalley

Opportunities for Entrepreneurs

For supermarkets, local food presents opportunities, according to Jan Willem. “With such a short supply chain, you can achieve more revenue and profit.” The commercial viability of a local assortment is evidenced by the success of the Naoberschap brand, a local label from Jumbo Leussink, offered in their nine stores. Niek Leussink remarks, “In one of our stores, a remarkable 10% of total revenue comes from Naoberschap products. This mainly concerns fresh products, which constitute a limited portion of our overall assortment. In reality, the revenue share of Naober products within this category is therefore even larger. It goes beyond that. The local offering is a decisive reason for many customers to shop with us. When they come for those local products, they often discover other delightful items in our store.”

Beyond financial benefits, supermarket owners also value the social aspect. “Personal contact with farmers and the human touch—many business owners say they enjoy this. It feels a bit like they’re ‘running a shop’ again, just like in the past,” says Jan Willem.

For Jumbo Leussink, the social dimension of short supply chains is a key reason to offer a local range. “At Jumbo Leussink, we value our local community and entrepreneurs, or our ‘Naobers’. With our Naoberschap brand across our nine stores, we support these local businesses by building long-term partnerships. We don’t just aim to offer interesting products as tourist souvenirs; we focus on popular, sought-after products that are accessible to all customers and genuinely make a difference. This creates a valuable collaboration, enhancing our community’s positive impact for both local entrepreneurs and customers.”

A Fresh Strategy

The project specifically targets supermarket owners. Jan Willem explains, “These owners have been overlooked so far, as discussions usually take place with headquarters. However, supermarket owners are highly engaged with their local communities and open to partnerships with nearby farmers.” Together with supermarket owners, Jan Willem and his colleagues established four core points for successful collaboration: the ordering system, logistics, local farmer selection, and shelf presentation.

Streamlined Processes

“With a clearer understanding of supermarket owners’ needs, we can develop targeted solutions,” says Jan Willem. “We now know much more precisely what is needed to get and keep local products in supermarkets. One of the key solutions is smart software, like a programme that tracks stock and automatically orders new products from the farmer.” For fresh products, a combination of technology and human attention is essential. “If apples start to brown, a shelf stocker should notice this and report in an app that a new supply is needed.”

Training staff—from shelf stockers to cashiers—is crucial. “They need to know how to handle products well and tell their story: where they come from and how they’re made. It can also be helpful if farmers and supermarkets engage service providers who support the process, such as logistics companies. They also have an important role to play in increasing the local assortment in supermarkets. Such service providers are not an extra link that complicates the chain but relieve both parties, streamline the process, and facilitate direct communication. As Foodvalley, we can connect supermarkets and farmers with them.”

Getting Started

Jan Willem’s team organised a special workshop for supermarket entrepreneurs at the beginning of October. “There was significant interest. Entrepreneurs from Plus, Jumbo, and Spar attended. We also invited farmers and supportive service providers.” During the workshop, successful examples took centre stage, such as Van Onze Grond, a joint initiative by farmers, growers, and supermarket entrepreneurs.

“And, of course, there was ample opportunity to meet each other, pitch ideas, and exchange experiences. Attendees could get started with each other right away. We are gaining a better understanding of what is needed to make local food a success in supermarkets,” says Jan Willem. “Three years ago, we knew much less about this; we learn more every day. This is what makes working on this project so rewarding. But the most gratifying aspect is the impact. More and more supermarkets and farmers are finding each other—just like in the past, but now with modern knowledge and technology.”

Do you run or know of a supermarket in Gelderland that offers local or Gelderland-sourced products?

That supermarket deserves a spot on the map! A place on the map makes it easier for consumers to find supermarkets with local offerings, while also giving local suppliers and other chain partners a way to connect with stores that are passionate about local food.