Five achievements of NGOs in the Dutch food sector
The Dutch food retail sector is dominated by a select number of companies. Basically, there are three big companies: Ahold (35% market share), Superunie (29%), and Jumbo Group (18.4 %). Compared to other western countries, the Dutch retailers are seen as slow with changing to a more sustainable food sector. According to Food Practices in Transition by Gert Spaargaren, this is mainly because of their focus on price competition. So if the change doesn’t come from the retailers, where does it come from? In the Netherlands. NGOs are important actors behind sustainable changes in the food sector. In this article we will discuss five big achievements of NGOs in the Dutch food sector.
Campaign against green logo Albert Heijn 1980s
In the 1980s, Albert Heijn was under pressure from NGOs and in the media because they used a green logo for house brand products. They claimed that these products where more sustainable. This was being criticized because they used it only for their house brand and not for other brands they sold. Another reason was that there were no clear criteria for applying the logo. Albert Heijn had to stop using this logo and started to use more recognizable logos like the organic logo.
Introduction Beter leven logo 2007
In 2007 the organisation “dieren bescherming” introduced the “beter leven” (better life) logo. The logo was introduced because the NGO saw that a lot of farmers didn’t dare to take the step to switch to organic meat production. This was because farmers were afraid they would become to expensive and therefore wouldn’t sell anything. The beter leven logo made it easier to become more sustainable because it works with a three star system. Every star has specific requirements for every type of animal. So for example: pork with one star means that the pigs have more space, toys to play with, they are not castrated and the transportation to the slaughter house is shorter. In this way the farmer can choose to farm more sustainable in an easy way and the consumer can see how sustainable a products is by looking at the number of stars.
Ban of white veal in all supermarkets 2008-2009.
Animal rights NGO, Wakker Dier, started a campaign against the sale of white veal, they claimed that the production of white veal was not animal friendly. In the end, all supermarkets stopped selling white veal, a big success for Wakker Dier.
In 2016 “milieudefensie” organized a petition for more cows outside in the meadows instead of inside in mega-stables. They plead for a system that calculates the number of cows a farmer is allowed to have on the basis of how much land he has. They collected over 50.000 signatures and presented them to the Dutch Government.
One of the most recent NGO campaigns is the campaign against “plofkip” (a Dutch term used for fattened chicken) by Wakker Dier of the past couple of years. This is a very remarkable campaign because Wakker Dier is directly confronting large retail chains like Albert Heijn, McDonalds and KFC. They do this with TV-commercials showing horrible pictures and videos of fattened chickens and naming companies that sell this kind of chicken. It is an direct way of campaigning but it seems quite successful as a lot of companies have stopped selling “plofkip”.
Food Practices in Transition, Changing Food Consumption, retail and Production in the Age of Reflexive Modernity. By: Gert Spaargaren, Peter Oosterveert and Anne Loeber
Distrifood: http://www.distrifood.nl/service/marktaandelen
Dierenbescherming: https://www.dierenbescherming.nl/zoeken/page/7
Wakker Dier: https://www.wakkerdier.nl/campagnes/successen
Milieudefensie: https://milieudefensie.nl/veestapel/nieuws/meer-dan-50-000-mensen-vragen-kamerleden-om-een-gezonde-veehouderij-met-koeien-in-de-wei