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TRANSCRIPT
ROUTES2MAR KET
&
www.food2market.eu
SUCCESS CASES
FOOD2MAR KET
ALTERNATIVE
3page index page
2 Food2Market
alternativeRoutes2Market
BelgiumFlanders’ FOOD, Brussels
Piet Deschuttere
T. +32 (0) 2 788 43 69
The Netherlands
Food Connection Point, Helmond
(Brabant, Limburg, Zeeland)
Jacqueline Lanting
T. +31 (0) 492 59 43 54
FoodValley NL, Wageningen
(other Dutch provinces)
Mia Holleman
T. +31 (0) 317 46 65 16
GermanyFood-Processing Initiative e.V.,
Bielefeld (North Rhine-Westphalia)
Norbert Reichl
T. +49 (0) 521 986 40-0
Deutsches Institut für Lebensmit-
teltechnik e.V., Quakenbrück
(Lower Saxony)
Helmut Steinkamp
T. +49 (0) 5431 / 183 – 135
Karin Hollah
T. +49 (0) 54 31 / 183 - 194
This publication is initiated by Food2Market
and is meant to inspire everybody active in
agrofood. October 2014.
1. Fine Food on TV - Teleshopping
2. Farmer´s Fridge kiosk
3. Vending machine with barbecue meat
GRILLOMAT
4. Regional food chain “Mijn Boer”
5. Groos Rotterdam 6. Averbode Abbey:
„a moment of harmony“
7. Pajottenlander
8. King of Salt
9. Markthal, Rotterdam
10. Feel Good Market, Eindhoven
11. HNGRY You cook, we inspire
12. Gekke Gerrit
13. Let’s Coffee Mobile
14. Honest and tasty Hereford meat
15. TNS Homemade Foods
16. Hollandshop24 online shop for
Dutch products 17. Gourmetfleisch.de
18. Retail and catering combines
19. Create your individual products online
20. Putting Dutch strawberries on the map
21. Het voedselcollectief
22. Streekbox
23. Oh-Saft – fresh juice subscription
24. Smartmat
25. Crêpes & Stones
26. Deutsche See offers a unique taste
experience
27. Vleeswaren Antonio „Breydel“
28. Buy a Cow
29. Sint Sixtus abdij, Westvleteren
30. Robuust! “The Zero Waste Shop”
31. BroodNodig Van Eeckhout
32. Sexy chocolate
33. Ojah, Plenti®
34. Dutch Spices
35. De 9 straatjes
36. Fenix Food Factory
37. Vair
38. De Heydehoeve
39. Käsestraße Schleswig-Holstein
Index
4 page index page 5
Introduction
Food2Market is a transnational partnership of five food network organizations from
Germany, Flanders and the Netherlands. Together, they assist entrepreneurs in the
food industry who are looking to break new ground. These are businesspeople who
are always searching for new opportunities and innovations, but who sometimes
accidentally overlook the best options because they happen to be just across the
border, in Flanders, the Netherlands or Germany. One of Food2Market’s main
missions is to make those markets accessible as rapidly as possible.
Cooperation within Food2Market removes boundaries and provides economy of
scale and expertise. Together they create new, transnational services which make it
easier for food SMEs to explore the market for innovations, to develop new
products or to launch existing products on new markets.
The final step, bringing (new) products on (new) markets, is always challenging and
the food retail is not always the best choice for small food companies.
In this booklet you will find cases of entrepreneurs who take another path. Each
and every one of them developed a new business model by creating a new market,
a new product, a new outlet, a new chain or any combination of these novelties.
Food2Market has collected these cases. Be inspired by them.
Food2Market
6 7page index page
In May 2010 a German manufacturer had to change his
mind about selling high-class fish specialties. When Steffen Weller, product developer of DIE RÄUCHEREI
(established in 1988) also became sales manager for the company, he contacted the worldwide leader in te-
leshopping, channel QVC. After 6 months of working on the products and the selling strategy, the company
first appeared on the teleshopping channel QVC with a live broadcast from Klein Meckelsen. Three months
later, the biggest single order in the history of DIE RÄUCHEREI was received as the offer of the day on QVC.
DIE RÄUCHEREI prepares a wide range of international fish specialties and selected seafood and turns
them into exquisite delicacies with maximum quality. Their focus lies on the development of new fish food
ideas and implementing those ideas creatively in contemporary products with high quality and a big con-
venience factor. They have established a professional, countrywide sales network in the restaurant sector,
and they acquired cruise-liner customers as well as big retail chains in Germany. But the main part of their
production capacity is being put to use for the international airline catering business. Steffen Weller has now
done over 50 live shows presenting high-class fish specialties. Every show lasts 60 minutes and each time
at least one brand new product is being presented. Contact us at [email protected]
Fine Food on TV Teleshopping
The Farmer’s Fridge kiosk is a veggie machine. Made from reclaimed wood and
some recycled materials.
A Few Facts:
• The Farmer’s Fridge kiosk accepts all major credit cards.
• Touch screens, bar code scanners for coupons and email receipts make it user-friendly.
• Product images, nutrition and ingredient information are presented in a large, easy to read format.
• You can buy multiple items at once.
• Monthly power consumption for each machine is under $25 worth of electricity.
• It keeps food at the perfect temperature.
How it Works:
• Fresh produce every morning.
• At 5 a.m. daily everything is made fresh and from scratch.
• Delivering salads to the machine at 10 a.m. and removing unsold salads (which are donated to a
local food pantry) daily.
• Unsold salads are discounted by $1 at 6 p.m. nightly
Farmer´s Fridge kiosk
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8 9page index page
Landschlachterei G.H. Diekmann is a traditional butchery loca-
ted in Lower Saxony. Every day they produce a wide range of meats and sausages from regionally acquired
meat. A small selection of this range is offered in “GRILLOMAT”, a vending machine where barbecue pro-
ducts are stored in a cooled atmosphere. The GRILLOMAT is located on the company’s premises and offers
fresh barbecue meat 24/7. Making it possible for people to buy their choice of meat whenever they want,
without being restricted to opening hours any more.
Vending machine with barbecue meat /
GRILLOMAT
Farmers from the Amsterdam area have united under the name
‘Mijn Boer’ (meaning My Farmer). Together they offer their products to consumers through alternative out-
lets that create a direct contact between producer and customer. One of the outlets for Mijn Boer products
is the new supermarket format Marqt. In the retail area of 700 square meters at the Overtoom in Amsterdam
farmers have a special corner of their own. Marqt receives a percentage of the turnover of the farmers. Con-
sumers can check out the website www.mijnboer.nl to find out where a certain Mijn Boer product originated
from, how it was produced and other background information about all the products. Consumers are also
more than welcome at farms to attend demonstrations. This will make them more aware of the food pro-
ducts and the way they are produced, making customers more willing to pay a fair price for the quality and
sustainability of the products they buy.
Regional food chain “Mijn Boer”
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GROOS is a long forgotten word in Dutch meaning proud. GROOS
is a concept store for fashion, design, arts, music, literature, movies, delicacies and lifestyle products in
and from the city of Rotterdam. It opened its door in February 2013. GROOS aims to become the ultimate
platform for quality products originating from Rotterdam.
GROOS is a warehouse in Rotterdam that only sells products from Rotterdam. Its ultimate goal is to bring
together under one and the same roof all the products from Rotterdam that we are rightfully proud/GROOS
of, and to promote these products among a wide audience.
Groos Rotterdam
The abbey community has decided to let history come back to life. It has
developed a marketing & publicity concept that unifies the image and tradition of the Abbey, combining it
with a basket of 3 popular and widely consumed foodstuffs in Belgium: bread, cheese and beer. The Abbey
Averbode products can be tasted and bought in the abbey shop as of 23 April 2014. From 30 April onwards
these products will also be sold at Delhaize, in selected cheese shops and at beer mongers. Apart from
launching these new products, the Abbey has also presented its future plans: in the long term there will be
an experience centre that, among others, includes an own bakery, microbrewery and cheese maturation
room. The sales revenues will be used for philanthropic projects, educational publications with a social ad-
ded value and heritage projects in Averbode. The abbey wants the brand name Averbode Abbey to stand
for tasteful, traditional and healthy products. It therefore has carefully selected the partner companies La
Lorraine Bakery Group, Milcobel and Brewery Huyghe. Just like the abbey, these companies hold sustaina-
bility and authenticity in high esteem. Inspired and chastened by a long abbey tradition the basket with food
and drinks brings people together to enjoy a unique taste experience and to have a moment of harmony.
Averbode Abbey: „a moment of harmony“
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Pajottenlander is a family enterprise that started as the hobby of a music tea-
cher in 1987. In a later stage it became a ‘secondary occupation’ that finally grew into a full time professio-
nal business that he runs together with his partner, a bio-engineer. Activities are fruit cultivation (11 hectares
of own orchards), production of organic fruit- and vegetable drinks, and supplying of fruit and derivatives to
the food industry. Main outlets for the consumer goods are bio- and reform-shops. Pajottenlander develops
its own recipes for food products based on fruit and vegetables. Apart from their own cultivation, they buy
fruit and vegetables from carefully selected growers. All transformation- and food production activities are
outsourced to selected SME’s. Commercially, they focus on the industry segment in between mass-pro-
duction and niche-production, with the accent on authenticity, simplicity, organic, fair trade, etc. They work
without a budget for publicity, do not have special packaging or labels, and refrain from non-essential activi-
ties that increase the cost price. Pajottenlander is financially sound, and fully independent.
The company name ‘Pajottenlander’ refers to a rural geographical area “Pajottenland” South West of Brus-
sels. (Based on an interview in “De Tijd”)
Pajottenlander
Salt can be found all over the world, but liquid salt from the Primal Ocean is a
limited natural resource only to be found in Bad Essen (Germany). For more than 5 years a small family
business in Lower Saxony produces salt from the Primal Ocean seawater in Bad Essen.
In contrast to boiling salt or the regular process of retrieving sea salt they use a special method that ensures
all ingredients of the Primal Ocean water are retained in the salt. The creation of the salt crystals is very
elaborate and takes a lot of time and manual labour. The result is the only salt from Primal Ocean water. In
its natural liquid state it can be used as a salt spray, pure or combined with a variety of natural juices.
Instead of taking the traditional route of listing fees and big box stores they opt for Food Markets, Gourmet
food stores and online shops. They also create new food products in cooperation with other delicacy manu-
factures. Already the salt is being exported to England, Switzerland, Lebanon, Singapore and Hong Kong.
King of Salt
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The Markthal in Rotterdam is a horseshoe shaped arch with a lively
market hall underneath it that is bursting at the seams with fresh fish, warm bread, tender meat, a wide
variety of cheeses and freshly harvested vegetables. This is a market where shopping is an experience and
where you can go to enjoy a drink or grab a bite to eat. The arch itself is also comprises apartments. All in
all, it is a surprising combination of architecture, food, shopping, eating, working and living.
Markthal Rotterdam
The FeelGood Market is a vibrant market that offers lots of design, art, fashion,
regional products, vintage, jewelry, lifestyle products, kids stuff, (bio) food and beautiful, original and unique
creations by inspired designers, craftsmen and creative people. Most of these products are being presented
and sold by the creators themselves. The market also offers live music, workshops, dance and theatre.
- Every third Sunday of the month, from 12:00-18:00 at Strijp-S, Eindhoven.
Feel Good Market Eindhoven
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HNGRY is a ‘food store’ new style, launched in Belgium. The concept is simple:
the store is organized and presented per menu instead of per ingredient. This way the store provides true
cooking inspiration, which makes shopping that much easier. One could compare it to literally entering a
cooking book.
The customer makes a choice about what he or she wants to eat, after which all the necessary products
can be found on one location in the shop. You only buy the quantity of ingredients that you need. So you
do not have to buy a bundle of parsley when you only need one twig. In addition to the ten weekly varying
menus HNGRY offers more than 30 different blends of coffee and tea as well as a wine selection compiled
by a sommelier. HNGRY also offers its customers a range of nice cooking accessories and table decora-
tions. And when the customer arrives home with his purchases, he can start cooking right away since every
menu comes with a recipe!
You cook, we inspire
The fragmentation of the supermarket sector in the Netherlands allows for
a new concept at the lower end of the market. That concept consists of top brands at low prices and a
weekly changing product range. From cheese to wine, shampoo to toothpaste, Coca Cola to potato chips
or pasta to deep frozen foods: all these A-brand products are offered at rock bottom prices. At Gekke Gerrit
people can go fun shopping for food.
Gekke Gerrit
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At events and at town markets for food-loving people we have proven to be
a popular provider of coffee. At weddings, birthdays, presentations and other events and occasions where
coffee is commonly consumed, we help create a nice and friendly mood. And we are proud of all our years
of experience in brewing and serving coffee and being highly skilled baristas.
Let’s Coffee Mobile
Earlier this year Giel Hermans (Agricultural Entrepreneur of
the Year in 2011) made his biggest dream come true: he started the one and only butcher shop in Holland
that sells meat from Hereford cattle. These gentle, sweet natured animals are reared in the wild, in nature
reserves in Limburg in the south of Holland and in the Eifel in Germany, and have their temporary homes in
striking roundhouse barns. Combined with the craftsmanship of the artisan butcher this makes for a delici-
ous, honest and tasty piece of beef.
By letting his animals roam in protected nature reserves Hermans made the transition of cattle as lawn
mowers to cattle as both lawn mowers as well as producers of beef. He already supplied the higher end of
the catering sector, a wonderful customer group, with superb meat. But with his new butcher shop Giel Her-
mans want to make his beautiful product available to all. This way a new sales area is created for Hereford
beef, while at the same time it brings consumers into direct contact with the entrepreneur who lets them
discover the taste of real meat.
Honest and tasty Hereford meat
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„Food, just like home-made“ TNS Homemade Foods has been a pro-
ducer of “croquettes” since 1999. It was founded by Daphné Aers. She is the daughter of an independent
financial controller who did the financial follow-up of food companies. She discovered a niche in the deep-
frozen croquette market and started an artisanal production in a small café, with 3 persons, at the age of 20.
Today the production facilities cover 2000 square meters for 30 employees.
In 2013 TNS started a ‘tapas‘ restaurant, Pure Daphné in Gent, where they offer a range of croquettes that
come in different sizes and different tastes. More restaurants will follow.
Apart from their own restaurant the company also supplies restaurants and caterers in the nearby region.
And they are now also into retail selling by producing small lots of special croquette-types that are not inter-
esting enough for mass-producers. The flexibility of TNS is the key to their success. (From interviews in “De
Standaard” and TV1.)
TNS Homemade Foods
We, Hollandshop24, are a small family business based in Northern Germany and
specialized in sale of food from the Netherlands. It all began with the deployment of Dutch soldiers in See-
dorf. During more than 40 years a Dutch community formed in Zeven (Nierdersachsen). The Dutch soldiers
and their families had their own schools, clubs, a Dutch supermarket and much more! Because of this Dutch
community a lot of products from Holland were also introduced to the local German population. But after the
withdrawal of Dutch troops from the town in 2005 unfortunately you could no longer buy Dutch food pro-
ducts in and around Zeven. Since many Dutch people chose to remain in Germany, there was none the less
still a demand for Dutch products.
So we came up with the idea of opening a business in Zeven, where you can go ‘Holland shopping’.
Through our website we got more and more inquiries from all over Germany and also parts of the world.
From this, the idea for an online shop was born, a place where people from all over the world can buy all
kinds of Dutch food products: Holland Shopping Online.
Hollandshop24 online shop for Dutch products
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Gourmetfleisch.de dispatches premium steak specialities to consu-
mers at home. The goods are delivered in freshness boxes at the desired date of the customer. Meat pro-
ducts can be ordered online. After ordering, the meat is cut up and delivered by refrigerated transport to the
consumer. Apart from steaks and steak specialities from different regions of the world Gourmetfleisch.de
also offers meat products from lamb and traditional pig breeds as well as sauces, steak butter and burgers
including burger buns and additions.
Online sale of fresh meat
Gourmetfleisch.de
Camper & Theo make use of each other, in the noble sense of the word. Camper
is a somewhat exclusive shoe shop whereas Theo is a bistro restaurant. Because of the high rents for retail
space both companies decided to join forces and offer the services of two different shops on one and the
same location. Camper Schoenen by Camper are unconventional, comfortable and always “A little better”.
The same can be said about Theo, the bistro with sun deck that offers toast, pasta and salads of higher
quality.
Retail and catering combines
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Consumers can create their individual food products online with the taste
and look of their choice. Chocolate, cakes, cereal mixtures, mixed spices and beer are just some examples
of the available products. The principle of this upcoming trend involves a basic product and the addition of
further ingredients, flavours and special designs. In many cases not only do the products get a distinctive
individual character but they also come in different packings, selected and personalized by the customer,
with a special design and self-written messages.
Examples are:
• Chocri - meine Schokolade www.chocri.de
• Cookie Mania www.cookie-mania.de
• Braufässchen - make your beer www.braufaesschen.com
• Mymuesli - Dein individuelles Bio Müsli www.mymuesli.com
Create your individual products online
Strawberry growers join forces. In the Netherlands the third
Tuesday in April is all about the opening of the strawberry season. Growers have introduced this theme day
to make the general public aware of the fact that it is the time of the year that Dutch strawberries are once
again available. In 2014 the united growers organized a special event in the town of Geldermalsen: a spin-
ning marathon of which all the proceeds were donated to the Ronald McDonald Houses. Growers, consu-
mers, suppliers and retail organisations all put in a collective effort by cycling in teams. At the end of the
day they had collected a total amount of € 1350 for this charity.
Like the previous years Imagro took care of supporting and guiding the growers. This comes down to more
than just producing and distributing communication tools. The focus lies on inventing and creating actions
in co-creation, bringing together the growers and getting other areas of the sector strongly involved. Ima-
gro operated as an initiator, a facilitator and as a mediator. Only by working together as a sector this kind
of event can be successful. The campaign reached no less than 3 million people with the message: “Dutch
strawberries, they are here again!”
Putting Dutch straw-berries on the map
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Voedselcollectief Eindhoven & Klein Gemaakt
A voedselcollectief or versvoko (food collective) is a group of individuals who collectively purchase their
daily needs when it comes to vegetables, fruit and on occasion other food products. The advantages: a fair
price for both farmer and consumer, no pesticides or conservatives, less CO2 emissions, knowledge about
the origin of the food and increased contact between neighbour and farmer.
The voedselcollectief is not a standard (web) shop, it is not just about getting a product from A to B. It is
much more about a fairer distribution (fair price for farmer and consumer) and about honest and sustainable
products. And it has a strong social component: every participant gives a hand, puts in a bit of effort. This
way there are no personnel costs. Voedselcollectief Eindhoven was set up together with Klein Gemaakt and
now has over 650 participants. Would you like to join as well?
Het voedselcollectief
Streekbox helps you eat good and healthy food with 100% fresh ingredients.
Complimented with some of the tastiest recipes and conveniently delivered at your home address. All you
need for 3 delicious meals, like potatoes, pasta, vegetables, meat, dairy and bread. Priced from € 4,10 per
person and per meal, delivery fees included. No more expensive than supermarkets, while definitely a better
purchase!
A nutrition expert and a professional cook have compiled the recipes for the menus. By following these
recipes, we get the best products from the best farmers in the country. This way we can offer both Dutch
and foreign menus, prepared with the best Dutch ingredients.
Streekbox
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Oh!Saft is a concept where consumers or companies receive fresh oranges for
one glass of freshly squeezed orange juice a day. These oranges are delivered every second week Custo-
mers can order a subscription and get a fruit press and biweekly delivery of oranges. Orders are suited to
individual needs or tailored to the requirements of companies.
Oh-Saft – fresh juice subscription
Order vegetables and meat for a full week menu. Smartmat does the
shopping, you do the cooking. Deliveries at home are made once a week. The passion for tasty and heal-
thy food in combination with a busy family life is the driver behind Smartmat. The company was founded in
Sweden in 2011 by Anders Asarby. Smartmat is the ideal solution to have a convenient variation of tasteful
food on every day of the week, by providing both recipes and food products.
Smartmat
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Freshly produced liquid pancake dough is sold in the
restaurant. Consumers compose and bake their pancake specialties. No additives, no preservatives.
Crêpes & Stones
Deutsche See is Germany’s leading manufacturer of fish, seafood and select gourmet
products and a major innovator in the field. The high quality products are made hand-crafted in the manu-
facturing plants in Bremerhaven. Deutsche See has a total of over 1,700 employees. Each of the more than
subsidiaries across the country sets a regional standard of excellence for the production and distribution of
fish and seafood. Sophisticated cooling-logistics allows us to offer customers, from food retailers to restau-
rants, a delicious variety of products from oceans around the world.
In October 2013, Deutsche See launched a very informative and interactive website. They give information,
recipes and bring the fish right from Bremerhaven to your home (at present in Berlin and Stuttgart): You or-
der online and 24 hours later best products in professional-quality will be deliver by the Deutsche See-Team
at your door.
You will find here a selection Deutsche See’s latest creation, carefully crafted by chefs who share a passion
for fine fish and sea food.
Deutsche See offers a unique
taste experience
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Producer of delicious meat products, with USP „uniquely
braised and seasoned with tasty and spicy herbs“ Vleeswaren Antonio „Breydel“ aimes for a strong brand
support. They do this by ways of their promotion centre and through their external communication. Corpo-
rate Social Responsibility is a key value in their entrepreneurship.
Breydel promotion centre. Since July 2009, Breydel is located in a brand new multifunctional building,
incorporating a modern production hall and a visitor centre, the Breydel promotion centre.
Cooking workshops. As the brand slogan ‘Taste the ambiance, every day’ indicates, ambiance is what
counts at Breydel. Cooking workshops are organised on a weekly basis in the Breydel buildings.
You can enjoy a wonderful evening of interactive cooking with a Breydel chef or a TV chef in charge. We
always have wonderful Belgian celebrity chefs scheduled for our workshops.
Social engagement. Breydel organises the Breydel Feasts: a cheerful popular party. Most of the revenue of
these feasts is donated to the Belgian NGO Trias / Entrepreneurs for Entrepreneurs. Breydel also supports a
long-term project: Conpapa in the Andes range in Ecuador.
Vleeswaren Antonio „Breydel“
EAT LESS MEAT, but eat quality meat that is traceable. That is how it works!
Click on the cow and order your part of the meat. You will receive this part of this animal as a package. A
package can contain everything a cow has to offer: from sausages to steaks. As soon as 100% of the cow
has been clicked on, all the meat has been sold. The animal will then be slaughtered, the meat will mature
for at least two weeks and be processed. Delivery of the meat will take place no later than four weeks after
the order is made. The package will be delivered free of charge in the Randstad area, but we also make
deliveries throughout the rest of the country.
Buy a Cow
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Brewery of the world famous Trappist Westvleteren.
Regular sales: only at the abbey, and with many restrictions. By occasion a special action via retail, as a
fundraiser for the new abbey building. The product is world famous and consumers sometimes travel 100
-200 km, on specific days only, to buy a limited quantity of Trappist Westvleteren.
Sint Sixtus abdij, Westvleteren
Food2Market
Organic food products are offered in “bulk” without packaging.
Robuust! is the first packaging free store in Belgium! The idea? Precycling! Robuust tackles the problem of
waste at the root by taking packaging out of the production process. This allows us to save natural resourc-
es, decrease the amount of CO2 produced and decrease the amount of leftovers and overall waste bags.
Moreover, as locally produced goods are always our first choice, it stimulates the local economy!
Key messages are ‘sustainability’ and ‘value for money’. Consumers have to bring their own (re-usable)
packaging.
The shop first opened on 29 June 2014 in Antwerp.
Robuust! “The Zero Waste Shop”
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The warm bakery next door. The mission of BroodNodig is to offer tasty, fresh and
artisan bread seven days a week. BroodNodig is the warm bakery next door. Marc Van Eeckhout bakes
fresh bread artisan style every night of the week. To serve everyone ‘next door’ we created BroodNodig, a
concept of self-service bread shops. We have 20 types of bread, served in 30 seconds through 10 automa-
ted shops that are open from 5 am until 23 pm.
BroodNodig Van Eeckhout
Food2Market
Beugnies-les-Chocolats is a Flemish pralines producer who wants to improve
the image of his family enterprise and his products.
Several parallel tracks are followed, among others making use of social media and opening a shop that
serves both professional customers and non-professional consumers. Social media means: (1) An attractive
website with an e-commerce platform (for professional buyers only), (2) A co-creation challenge, organised
in the region of Gent among students and higher educated yuppies, on how to develop a soft erotic image
for newly created chocolate products.
Beugnies would be interested to start a shop, somewhere on an attractive location, where customers can
do their shopping, while having insight in the production hall. Personnel would be dressed in a sexy outfit,
to underline the image of the newly created products, similar to Abercrombie & Fitch, Agent Provocateur or
Victoria’s Secret.
Sexy chocolate
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Plenti®: the most versatile alternative for meat or fish. A revolutionary
protein-rich range of ingredients with a unique meat- or fishlike bite, enabling industry and culinary profes-
sionals to claim their share of the fast growing meat-free market. Plenti® is recognized worldwide as a truly
new category of meat and fish alternatives for flexitarians and vegetarians. 100% plant based, free of glu-
ten, clean label, easily processed or ready-to-use Plenti®Prepared filets, strips, chunks, cubes, slices etc.
Ojah, Plenti®
Food2Market
From years of experience in flavours and ingredients Dutch Spices
knows precisely how to create the right taste. Every day we develop new flavours and try to improve
existing flavours and recipes. There are always two mainstays to this: a balanced and tasty combination of
ingredients and the second one is that the ingredients are safe, in other words allergen-free according to the
VITAL standard.
Would you like to know more? We provide detailed product specifications because we are aware that food
companies have to know precisely what raw materials they are getting. These specifications are availa-
ble for every product and are never more than a year old. There are no allergens in the food made by the
companies that Dutch Spices supplies because we do not use the 24 allergens on the LeDa list (either by
way of recipes or by way of cross-contamination). Every day we work on our dream of making tasty food for
everyone.
Dutch Spices
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40 41page index page
De 9 straatjes is a collective name for nine cosy and picturesque shopping
streets in the middle of the UNESCO Heritage Canal Belt. Full of quirky little shops, hidden cafés and res-
taurants it is both charming and delightful. This area consists of The Ree-, Harten-, Beren-, Wolven-, Oude
Spiegel-, Run- and Huidenstraat. The Gasthuismolensteeg en Wijde Heisteeg are also part of De 9 straatjes.
The streets in the heart of Amsterdam’s canal district are the connection between the four main canals.
Most of the buildings date from the beginning of the 17th century and are little, monumental shopping hous-
es. Even after 400 years crafts, trades and culture are still dominant.
The 9 streets is home to a great number of vintage stores, alternative fashion, and specialized theme stores.
The streets are also an excellent location for a good cup of coffee and a short escape from the busier
streets of Amsterdam.
De 9 straatjes
Food2Market
Fenix Food factory Over a year ago 7 entrepreneurs came together in the streets of
Rotterdam. Kaapse Brouwers, Booij Kaasmakers, Firma Bijten, Jordy’s Bakery, Cider Cider, Stielman Koffie-
branders, Rechtstreex all shared a great love for food. They all had a lot of expertise when it comes to ma-
nual craftsmanship and every one of them had a strong desire for changing the food industry. They formu-
lated a collective goal, put up a plan and turned it into reality under the roof of Fenixloods 2 at Katendrecht.
Under the name of FenixFoodFactory these entrepreneurs offer the city of Rotterdam a culinary incubator:
a place to buy groceries, a place to learn how these products are made and a place to experience artisanal
tastes. Come and meet us, share the passion and share the experience!
Fenix Food Factory
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42 43page index page
Vair Varkenshuis In the Vair Varkenshuis the natural behaviour of the pig is the main
theme. It is a new way of keeping pigs that makes for happy and sometimes slightly pampered animals.
Distribution channels of Vair pork:
- Vair shop www.vair.nl/agenda/
- Web shop www.okvlees.nl/bijzonder-ok/vair-varkenshuis
- “Vairwenbus” on markets and fairs
Vair
Food2Market
De Heydehoeve: “We, the people from De Heyde Hoeve, bring you delicious and honest
pork with the pure taste and tenderness from ‘earlier times’. We are all about a sustainable way of keeping
pigs, with respect for animal welfare. Also, we produce green energy from the waste materials at our farms.
Because of the Dutch origins of the animals and because of the special feed that we provide our pigs with,
we can guarantee a sustainable quality and a reduced CO2 emissions. Our organisation is structured in the
form of a farmer’s cooperative. This way you, the consumer, can be absolutely sure that you get tasteful
pork from an honest pigsty.”
The distribution channels of Heydehoeve:
- web shop www.heydehoeve.luondo.nl/
- butchers and retail outlets www.heydehoeve.nl/vrienden/verkooppunten
- b2b www.heydehoeve.nl/vrienden
- out of home/horeca www.heydehoeve.nl/vrienden/P4
De Heydehoeve
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44 45page index pageFood2Market
“Käsestrasse Schleswig-Holstein” is a route that connects
the cheese-producing member companies of the association “Käsestraße Schleswig-Holstein”. The farms
are spread out all over Schleswig-Holstein (a federal state in Northern Germany), so the “cheese road” goes
around Schleswig-Holstein and reaches a length of about 500 km. Apart from the farms there are many
further attractions along this route. One of the goals of the association that initiated the Käsestraße is the
promotion of German cheese from this region.
Another important goal of the “cheese road” is the preservation of a diverse culture with many small cheese
dairies, which were often run exclusively via direct marketing.
Check out www.kaesestrasse-sh.de.
In Germany there are many of these “Theme Streets” that are linked to food. Examples are Spargelstraße,
Weinstraße, Deutsche Kohlstraße, Bier- und Burgenstraße, but also from non-food areas like Deutsche
Märchenstraße, Deutsche Uhrenstraße, etc.
Käsestrasse Schleswig-Holstein
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Thanks to the co-financers
“The project contributes to a more
cohesive EU society as it derives
from a coöperation of people from
different countries working on
common issues that touch the lives
of EU-citizens.”
Contact:
Food2Market
For this booklet, We used
public information available
on the internet & press