Jumbo launches label with close to home products

From the end of this year, customers will be able to find Jumbo house brand products from the Netherlands on the shelves under the "Van Dichtbij" (Close by) label. With the "Close to home" brand, Jumbo is responding to the increasing demand from customers for delicious, fresh products such as eggs, fruit and vegetables, meat and dairy from the Netherlands. Moreover, Jumbo emphasises the widely shared pride in beautiful and tasty products of Dutch origin with its "Van Dichtbij" logo. The introduction of the 'Van Dichtbij' label on products will take place step by step. Moreover, 'Van Dichtbij' extends further than just the shelf. In the near future, Jumbo will be introducing customers to these Dutch products and the farmers and growers who market them with great passion in a variety of ways. From 10 November, 'Van Dichtbij' will be introduced in shops, TV commercials, Hallo Jumbo magazine and via Jumbo.com/vandichtbij. 

Cees van Vliet, Jumbo Operations Director: "When buying fresh products, we at Jumbo have been working for years with the motto: close by if possible, further away if necessary. More than three quarters of our potato, fruit and vegetable, dairy, meat and egg offerings are already of Dutch origin and we want to grow this further in the coming period. We like to make the attention that Dutch farmers and growers give to freshness, taste and sustainability visible to our customers. We are proud of their enormous dedication and craftsmanship and all the beautiful, tasty products that this results in." 

Pride in cooperation with farmers and growers

Communicating the pride in the work and products of Dutch soil is a result of the series of table sessions that Jumbo organised with farmers and growers around the summer. The relevant agricultural organisations were closely involved in these table sessions within the framework of the project 'Value creation in chains' initiated by LTO Nederland. All participants expressed their desire to put the Dutch product more in the spotlight. In addition to the introduction of 'Van Dichtbij' (Close by), Jumbo is also responding to this fine ambition by placing signs at its dedicated farmers and growers throughout the country. In doing so, the supermarket chain wants to show its appreciation for and pride in working with these suppliers. 

jumbo.com