Dutch-based grocery retailer Jumbo released the Direct van de Boerderij—or direct from the farm—range of artisanal dairy products. The new product line, nested under the Jumbo label, features friendly packaging that showcases three Dutch farmers who produce the dairy products. The Direct van de Boerderij diary range currently contains six products: whole milk, semi-skimmed Jersey milk, buttermilk, butter, organic full-fat quark, and full-fat yogurt.
At a time when consumers are more concerned with where their products are produced and what goes into them, this locally sourced range brings a natural, artisanal touch to the dairy aisle. By directly drawing on the farmers, the Direct van de Boerderij dairy line positions itself as a provider of a more personal shopping experience. The Direct van de Boerderij range is available at almost all Jumbo grocery stores.
Locally Sourced Dairy Products
The Direct van de Boerderij Product Labels Feature Local Farmers
Trend Themes
1. Locally Sourced Products - Retailers could create their own locally sourced product lines to meet growing consumer demand for transparency and authenticity.
2. Artisanal Packaging - Innovative packaging designs that highlight local producers like the Direct van de Boerderij range can enhance a product's perceived value and authenticity.
3. Direct Farm-to-consumer Sales - By facilitating direct sales from farmers to consumers, businesses can leverage the trend towards more personalized shopping experiences and build consumer trust in their products' authenticity.
Industry Implications
1. Supermarkets - Supermarkets like Jumbo can capitalize on the trend towards locally sourced products by partnering with local farmers to offer a wider range of artisanal products.
2. Dairy Producers - Dairy producers could differentiate their products by emphasizing their use of locally sourced, artisanal ingredients and engaging consumers with the stories of the farmers who produce them.
3. Agricultural Technology - Technologies that streamline the farm-to-consumer supply chain, such as online marketplace platforms, could facilitate direct sales from farmers to consumers and promote greater transparency and traceability in the food supply chain.