With the initiative ´Young farmer on the floor´, Albert Heijn is offering a stage for products from young Dutch growers and farmers. Four selected young farmers are given shelf space in four local Albert Heijn stores for a month.
Among them potato growers & brothers Joris (23) and Geerd (25) from Lage Zwaluwe, North Brabant, who want to sell their harvest of Dutch sweet potatoes under the brand name 'de Zoete Pieper'. Vegetable grower Krispijn (35) from Ens, Flevoland, who is growing a large diversity of organic vegetables, such as wild beets and rainbow carrots, also gets shelf space. Additionally, cow farmer & cheese maker Siebe (24) from Erp, North Brabant, and dairy maker Dirk (26) from Raamsdonkveer, North Brabant, get a stage.
The organic vegetables from Krispijn will be sold at Albert Heijn in Urk, Kampen, Genemuiden, and Zwolle. The Dutch sweet potatoes from Joris & Geerd are being sold at Albert Heijn stores in Breda (2x), Zevenbergen, and Made.
Four weeks of locally testing in four stores = 16 stores
The concept was thought up by Albert Heijn Food Rebels, who previously introduced concepts such as the Start-up shelf, the Meal Wall, and recently the Waste kitchen. Creating concepts and then quickly testing those on the shop floor is what they do. In this concept, local product is sold on the regular shelf where it would normally be found, so cheese on the cheese shelf, dairy on the dairy shelf, and vegetables on the vegetable shelf.