Dutch-grown quinoa heads to supermarket shelves

Starting in August, Jumbo will sell quinoa grown in the Netherlands. The product will appear under its private label in stores. GreenFood50 supplies the quinoa, which is produced by Dutch growers. Jumbo has made a multi-year commitment to the partnership.

The launch follows Dutch edamame, lupin and dry soybeans. The soybeans have been used to make several plant-based yogurt varieties. Plant Protein Forward also played a role in these supply chains.

Demand as a starting point

Rabobank, Foodvalley and the Provincial Protein Network NL launched Plant Protein Forward in 2024. The program connects existing market demand with Dutch production. It focuses on long-term collaboration and fair value distribution.

Foodvalley worked with market research firm Circana to assess quinoa sales. According to the analysis, retail sales of quinoa products are growing steadily. However, most quinoa still comes from South America. Peru and Bolivia are the main countries of origin.

Plant Protein Forward aims to shift some of this sourcing. This allows Dutch growers and supply chain partners to meet growing demand.

Working together on market entry

The program connects growers, food companies, processors and retailers. Foodvalley contributes market knowledge and access to its network. Rabobank brings its network and business perspective to the partnership. The bank also places particular emphasis on different forms of value.

Provincial governments build regional and national support for new supply chains. This should enable their further development and expansion. The collaboration covers cultivation, processing, product development, purchasing and market entry.

Growers need sufficient long-term market prospects to make the transition. This includes fair prices and agreements covering a longer period. They also need confidence that investments in cultivation and quality will pay off.

More crops in development

The launch took place at a GreenFood50 quinoa grower’s farm. Representatives from Jumbo, Foodvalley and the Ministry of LVVN attended. Supply chains for buckwheat and seaweed are also under development. By the end of 2027, at least seven crops should have benefited from the program.

Foodvalley.nl