PLUS Supermarket Chain's Unprocessed Potato Line Is Now 100% Organic

PLUS's Dutch range of unprocessed potatoes has become completely organic. The unprocessed potatoes in 1 kilo sacks are standard organic as of September 20th, without the price raise from the retailer’s part.

“The customer continues to pay the same price and the growers receive the additional price that is appropriate for organic. PLUS will make up the difference itself. PLUS is the first Dutch supermarket to offer all unprocessed potatoes completely organic. The supermarket announced this today at PLUS Jaap Schimmel in Ijsselstein,” according to a company press release.

PLUS is gradually turning its entire line of raw potatoes organic with this stage. The first step is to buy all raw potatoes in 1 kg sacks - waxy, crumbly, and baby potatoes. The rest of the raw potato variety in 3 and 5 kilo bags will be released in stages.

“A More Positive Impact on the Environment”

Organic growers take good care of the soil, contribute to better biodiversity and work without chemical-synthetic crop protection products and without artificial fertilizers.

“[...] We are taking the next step within the potato industry together with growers. The fact that we are gradually converting the potato shelf to organic is a conscious choice. Because this gives our growers the time they need to expand their volume of organic potatoes. More organic products means more customers that we reach with organic without increasing the price. With this, PLUS supports a large group of organic growers, so that together we contribute to a more positive impact on the environment,” Eric Leebeek, commercial director at PLUS, mentioned.

The entire range of unprocessed potatoes from PLUS comes from the Netherlands all year round.

“[...] By choosing to make organic potatoes the standard, PLUS once again shows how you as a retailer take responsibility. We hope and expect that others will follow this beautiful and important example,” Michaël Wilde, director of Bionext, chain organization for organic agriculture and food, added.

Another significant step toward a more sustainable range is to make the entire line of unprocessed potatoes organic. With more and more organic products, PLUS is able to contribute significantly to the Ministry of Agriculture, Nature, and Food Quality's objective of having at least 15% organic agricultural land in operation by 2030.

The range is still being expanded by PLUS, and in many instances, the added expenditures are covered by PLUS. The Laagblijvers product line includes organic potatoes. These are standard goods with a set low price, which includes produce like fruit and vegetables. As a result, everyone may now acquire organic food.

The replacement strategy, in which a product (or group) is instantly changed to a more sustainable variant, is what distinguishes PLUS's approach to sustainability. In this approach, the store also makes it simple and economical for customers to choose a sustainable option. Examples include the selling of at least free-range eggs, the use of Fairtrade chocolate in all private label products, and, more recently, the requirement that all fresh daily private label dairy be organic. Potatoes grown organically are a deserving successor on this list.

Waxy, crumbly, and tiny potatoes grown organically in the Netherlands are now available in supermarkets. The 1 kilo bags cost EUR1.69 each.