Crisp focuses on regener­a­tively grown ‘No Shit’ vegetables

Online supermarket Crisp launches ready-made meals featuring regeneratively grown vegetables. The first dishes, including Thai pumpkin soup and a crunchy beetroot salad, are made with fresh produce from family farm Zonnegoed in Ens. Farmer Joost van Strien is part of the ‘No Shit Food’ movement, an initiative committed to nature-inclusive circular farming. This approach helps restore soil health, improve water quality, and increase biodiversity.

A growing market for fresh prepared meals

Crisp has been offering regeneratively grown vegetables through its app for some time. Now, it is taking the next step by incorporating them into ready-made meals. “There is a clear and growing demand for convenient, fresh, and healthy meals that are ready to eat or just need heating,” says Crisp co-founder Michiel Roodenburg. “The revenue share of our Fresh Prepared category grew by more than 10 percent last year. We are increasing the positive impact of natural farming by using regeneratively grown ingredients more often in this category. And that number needs to keep growing.”

Vegetables that boost soil health

Starting 27 February 2025, the first meal with regeneratively grown vegetables is on the menu: a flavorful soup made with pumpkins from Zonnegoed. Later this month, a beetroot salad with goat cheese will follow. “Good food starts with healthy soil,” says strip farmer Joost van Strien. “On our farm, efficient food production, nature restoration, and ecological cycles go hand in hand. We use growing systems that improve soil quality, capture CO₂, and enhance biodiversity. It would be great if more supermarkets made conscious choices to offer products that strengthen the food chain instead of depleting it.”

Crisp.nl