Shelf space for young farmers

With the 'Jonge boer over de vloer' (Young farmer coming by) initiative, Albert Heijn will be offering a platform for products from young Dutch farmers as of 11 February. Four selected young farmers will have shelf space for a month in four local Albert Heijn supermarkets around their farm.

The four young farmers are characterised by their passion for their profession and pride in their product and the care they take for nature and animals. Being a farmer is in their blood, where their (grand)parents started, they are now ready to determine their own course on how they want to be a farmer.

Cow farmer & cheese maker Siebe (24) from Erp, Noord-Brabant, who sells cheeses with milk from his own cows under his brand 'Siebe's cheese'. Dairy maker Dirk (26) from Raamsdonkveer, Noord-Brabant, who produces fresh dairy products such as yoghurt and high-quality milk in his dairy farm 'De Ambachtshoeve'. Vegetable grower Krispijn (35) from Ens, Flevoland, who grows a wide variety of organic vegetables including wild beets and rainbow pips. Potato growers & brothers Joris (23) and Geerd (25) from Lage Zwaluwe, Noord-Brabant, who sell their harvest of Dutch sweet potatoes under their brand 'de Zoete Pieper'.

Four weeks of local testing in four stores = 16 stores

The concept was developed by the Albert Heijn Food Rebels. They previously came up with concepts such as the Startup shelf, the Meal Wall and, more recently, the Waste Kitchen. Thinking up concepts and then quickly testing them on the store floor is what they do. With the pilot 'Jonge boer over de vloer' they want to give these young ambitious farmers a stage to test in local Albert Heijn shops. The products are sold on the regular shelf where the product would normally be,  cheese on the cheese shelf, dairy on the dairy shelf and vegetables and potatoes on the vegetable shelf.

Sales outlets

Siebe's cheeses are sold in Albert Heijn shops in Erp, Gemert, Veghel, Heeze and Uden. Dirk's dairy products can be found in Albert Heijn stores in Oosterhout, Made, Tilburg and Waalwijk. The organic vegetables of Krispijn at Albert Heijn in Urk, Kampen, Genemuiden and Zwolle. The Dutch sweet potatoes of Joris & Geerd are sold at Albert Heijn stores in Breda (2x), Zevenbergen and Made.