03 September 2021
Today the world's first supermarket opens that can rightly call itself SUPER. In the pop-up ‘Supermarkt’ in the Heerenstraat in Amsterdam you can get acquainted the next two weeks with products that make a positive impact. From toilet rolls to jam, from toothpaste to ice cream, and everything in between. The shop has a mission: to make the offer in supermarkets more sustainable, healthier and tastier.
The creation of ‘Supermarkt’ is not just a showcase for the - now 30! - affiliated young companies; it is also a PR campaign that sends a signal to the 'big boys' in the food industry. No green words, but green deeds, that's what We Change The Game https://wechangethegame.nl/de-super-markt/ stands for. Albert Heijn and the DOEN Foundation support this initiative.
Brave new startups
As Brave New Food we can only applaud this ‘Supermarkt’. We are also quite proud that half of the shelves are filled with products from startups from 'our range' as open call participants and other game changers in our network:
Sunt / Laura Hoogland
Gro Together/ Wouter Muis
Boon Bonen / Michael Luesink
Willicroft / Brad Vanstone
Intelligent Food / Junion Hanenberg
Yespers / Stefan Baeke
Instock / Freke van Nimwegen
Botanic Bites / Doreen Westphal
Mayoneur / Geert Kranendonk
Fruitfunk / Daan Schapendonk
Lazy Vegan / Vincent Bosgraaf
Grunten / Berend Eberson
Seamore food / Willem Sodderland
Magie Creations / Madeleine Gielens
Mr. Kitchen / Daan Faber
Shopping for the good
We hope this concept will make both consumers and food industry companies more aware of the choice they have. Fortunately, there is now a better alternative for every old-fashioned product. Products that do not involve slavery, waste or the felling of rainforests. So go to ‘Supermarkt’, be surprised and contribute with your shopping to a change that is good for the world!
We are pleased that Marit van Egmond and Anita Scholte op Reimer of Albert Heijn and Mirjam Niessen of our Brave New Food partner The DOEN Foundation support this first ‘Supermarkt’ in the world. After all, only together can you really make a difference.