Albert Heijn goes all in on B Corp brands

Albert Heijn is launching the recurring "Every B-it helps" campaign alongside more than 45 well-known brands. The supermarket chain is using this initiative to boost the visibility of B Corp-certified companies both in-store and online. This makes it easier for consumers to choose products from businesses committed to people and the planet. The retailer is helping customers make conscious choices while grocery shopping.

Shelf visibility

The campaign gives these companies extra attention on the shelves. Independent organization B Lab applauds the initiative. It helps raise awareness about what the certification actually means. Tessa van Soest, Director of B Lab Benelux, states: “This “Every B-it helps” campaign puts B Corp-certified companies extra in the spotlights. Just like Albert Heijn Netherlands, they show that as a company, you can do more than what the rules require. I am incredibly happy that this campaign helps consumers recognize the companies in the supermarket that go the extra mile as a B Corp for people, the environment, and society.”

Caravan and in-store safari

Albert Heijn has been certified itself since late 2024. The chain is putting the B Corp brands from its inventory in the spotlight. Customers will receive information through an in-store safari. This year, a special campaign caravan is also touring the Netherlands. Consumers can win a gift card there to spend on these products. Brigitta Hogenes, VP of Quality, Health & Sustainability at Albert Heijn, reports: “With "Every B-it helps", we offer the opportunity to put the B Corp brands we have in our assortment in the spotlight. With this recurring campaign, we show what B Corp-certified companies do and make it easier for our customers to consciously choose products from companies that contribute to people and the planet.”

Assessing business operations

The certification is awarded for strong social and environmental performance, transparency, and accountability. To achieve this, companies voluntarily have their entire business operations independently audited. They also legally establish in their articles of association that they take all stakeholders into account. The network now includes more than 10,000 companies worldwide. Participants must undergo recertification periodically. This drives companies toward continuous improvement.

Ah.nl