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“Bio Week is a good indicator”

Lidl: Organic assortment doubled in the Netherlands since January 2016

Lidl Netherlands has been supplying organic products for ten years. In the past, these were marketed under the Biotrend label in the shops, but now that is Bio Organic. “We started with it at a good time, and organic has been fitted into the Lidl formula over the years. There definitely is enough demand for organic products. If customers aren’t interested, we as a discounter wouldn’t have it on our shelves,” says Sanne Bogaarts, manager Corporate Social Responsibility for Lidl Netherlands. Sanne expects demand for organic will continue to increase in future. “The growth will continue, but we won’t become an organic speciality shop.”

Bio Week
Early August was the fourth Bio Week for Lidl. Throughout the year, the discounter organises all sorts of themed weeks, for which an extended assortment is offered temporarily. Twice a year, organic products get their turn. “This action week is always a good indicator to see the preferences of our customers. Because of this, more organic products can be taken up in our permanent range.” This time, the bags of dried herbs from Grissini were new in the action assortment, among other things.

Making choices
Lidl’s organic fruit and vegetable range has doubled since January 2016, according to Sanne. “For example, on the fresh produce shelves we always have about 10 to 14 organic products. Because we are not a full-service supermarket, we have to make choices regarding our range. For this we look at the space on the shelves, and at what customers want. Sometimes we choose to offer both a conventional and a more sustainable version of a product, and we often replace them. In any case, many products in our range have been provided with a sustainability label by now. Customers often buy sustainable products without noticing because of this.” 
Sanne acknowledges that it might be much more difficult to tell a product’s story as a discounter than as a specialist shop. “Specialist shops often have a more permanent range, our supply regularly changes. Discounters also have more of a ‘no nonsense’ mentality. We do introduce customers in various ways to the producers, via the website, leaflets and social media. And soon they’ll be able to visit the farmer, for example.”

For more information:
Lidl Netherlands
Havenstraat 71
1271 AD Huizen
+31 (0)35 52 87 400

Publication date: 9/27/2017


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