De Groene Weg, a Vion subsidiary, focuses exclusively on organic meat. Ever since its foundation in 1981, De Groene Weg has been market leader in the Dutch organic meat sector. In the Netherlands, De Groene Weg has exclusive butcher shops and is supplier for a number of large retail chains. In addition, part of the meat is exported.
The market for organic meat is growing, and will continue to grow. In the Netherlands and Germany, it is growing steadily with five to ten percent a year; the figures in Scandinavia and France are even higher. With subsidiary ‘De Groene Weg’, Vion has incorporated the second largest producer of organic pork and beef in Europe. One of the things that distinguishes De Groene Weg is that regarding pork, the company works on the basis of a demand-driven, closed supply chain.