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Netherlands: “Bio+ A-brand for organic sector”



Bio+ is a relatively new label for organic produce. It is billed as an ‘A-brand for the organic sector’. According to Leaniek van de Graaf of Naturelle, the organic division of The Greenery, no other label covers so wide an assortments as Bio+.” Apart from fresh produce, it covers beef, bread, canned food, soup, snacks and dairy. Naturelle is the exclusive supplier of fruit and vegetables under the Bio+ header.

Bio+ products are currently available at over 2500 supermarkets. “It’s the fastest growing brand in the sector,” states Leaniek. In 2011 the label was elected ‘Brand with the biggest social contribution’ and last June it was the big winner of the Food magazine Marketing Award 2012.


It is no accident that the products are available at the average retailer. “A conscious decision. Our target audience are light users, people who buy both regular and organic. We want to introduce all people to the concept, not just preach to the converted. We are seeing that an increasing group of people discover the benefits of organically produced food, and we want to encourage this trend.”

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