Dutch edamame now available at Jumbo supermar­kets

This plant-based powerhouse, grown on Dutch soil, is now available on a large scale for the first time. As of 17 March, frozen edamame beans from Flevoland are available in the freezer aisle of all 725 Jumbo stores in the Netherlands and Belgium. It’s a first for the supermarket chain: edamame has never before been cultivated and sold on this scale in the Netherlands.

From Asia to your local freezer aisle

Edamame beans are known as protein-rich, nutritious snacks and have become hugely popular with consumers. Until now, they were mostly imported from Asia—but that’s changing. Jumbo customers can now pick up locally sourced beans. The partnership with Dutch growers ensures both a regional product and multi-year supply.

Support for future-proof farming

Harry’s Farm in Flevoland is one of the participating growers. “As a farmer in Flevoland, I face the challenge of making my business future-proof,” says the grower. “With the growing demand for plant-based proteins, this is the perfect time to start growing edamame in the Netherlands.” Thanks to the partnership with Jumbo, growers receive a fair price and guaranteed sales.

Step toward more sustainable agriculture

This launch is part of the Plant Protein Forward initiative, which connects growers and supermarkets around plant-based proteins. According to Jumbo, the initiative fits their goal of offering more sustainable, locally sourced products. “Our customers can now finally taste these home-grown beans for themselves,” says category manager Jaimy Franken.

Jumbo.com