Regener­a­tive agricul­ture by Unilever, Jumbo, Agrifirm, Ardo

Unilever, Jumbo, Agrifirm, and Ardo are joining forces to secure the future of Dutch agriculture by implementing regenerative farming practices. This collaboration is crucial to restore soil health and promote sustainable farming methods. The involved parties are determined to protect and future-proof farmland.

The Carrot Collective

The joint project, called 'The Carrot Collective', initially focuses on carrot cultivation. Regenerative techniques are being applied on approximately 30 hectares of farmland. In April 2024, the first carrots were sown, which will be processed from September in various Unilever products such as Unox soups and Knorr meal kits. Carrots have also already been harvested and are now available in Jumbo stores. Each farm receives a unique approach tailored to the specific characteristics of the land, applying various regenerative practices.

Framework for regenerative agriculture

The Carrot Collective uses a framework aligned with the Sustainable Agriculture Initiative (SAI). This framework helps measure the impact on biodiversity, soil health, water usage, and climate. Collaboration within the collective is essential to enhance knowledge development about regenerative agriculture in the Netherlands. Suppliers like Agrifirm and Ardo play a crucial role in providing carrots that eventually end up in various Unilever products and fresh in Jumbo stores.

Importance of collaboration

Debora van der Zee of Unilever emphasizes the importance of this collaboration for the transition to a future-proof food system. Ton van den Hoek of Jumbo Supermarkets shares this vision and is proud that their fresh carrots are already available in stores. Both parties see regenerative agriculture as a promising approach to promote sustainable food production and improve soil health. The involved parties, supported by Deloitte, are committed to realizing sustainable changes within the food system through the Net Positive Network.

Unilever.nl