An April message from our CEO

In 1998, I was there at the start of AH Biologisch. It felt small, an experiment, even a bit idealistic. We were trying to make organic normal, without knowing if it ever would be.

Now, nearly 30 years later, organic sales in the Netherlands have passed €2 billion. That doesn’t surprise me, but it does make me stop for a moment. What once felt fragile now feels inevitable. The growth is steady, not a hype. Organic is rising faster than the overall market, and products with sustainability labels are adding hundreds of millions in revenue. This is no longer the edge, it’s becoming the current. And still, we’re not reaching everyone. For many, sustainable choices remain too expensive or unclear, and as businesses we don’t always explain their value well enough.

That’s what stays with me. Pride. Because these transitions start slowly, until they become impossible to ignore.

We’re there now. The question is no longer if this will grow, but who will accelerate it.