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Netherlands: Fresh herbs in small packages have yet to catch on

In summer there is usually more demand for fresh herbs than in winter. Mint and basil in particular do well on the barbecue. However, sales aren’t spectacular either, says Jacqueline Monden of De Kruidenaer in Etten-Leur. “It’s not like the sales are up 50% all of a sudden. We do almost equally well in the Autumn.”

De Kruidenaer offers both herbs in large and small containers – mostly to spice up the tea. According to Jacqueline, small packages have yet to catch on with customers. Mostly, the company is looking for packaging that guarantee the shelf life. Verbena is an example: a herb that is difficult to keep and therefore difficult to transport. "If you have sensitive products or customers that are further away, good packaging is required."

According to Jacqueline, there are few major developments in the market. She indicates that the marketing of traditional herbs such as basil, chives and dill remains stable. "Only the marketing of parsley in recent years is clearly on the rise. In addition, lemon thyme and coriander are doing quite well. However, the increase of the flat parsley is the most interesting."

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