Organic products are gaining ground. Bionext’s trend report shows that total sales of organic products grew by 9.6% in 2024. Organic specialist shops in particular – including butchers – saw a strong increase in sales of 14.6%. De Groene Weg, the largest chain of organic butchers in the Netherlands, is noticing this growth in its shops and therefore sees opportunities for new franchisees.
Franchisee speaks
According to franchisee Koen Vergeer from Groningen (NL), interest in organic meat is growing noticeably. ‘Our customers are very diverse: young families, elderly people, but also people who come from far away because organic meat is scarce in the north. During the coronavirus pandemic, many consumers discovered us and many have stayed,’ he says.
Vergeer emphasises that doing business within De Groene Weg offers both freedom and support. ‘You determine your own product range and pricing, but you belong to a club with the same goal: to introduce as many consumers as possible to organic meat. The collaboration with colleagues is valuable, from recipes and product development to human resources.’
Entrepreneurship with structure
De Groene Weg works with Dutch consultancy firm WinkelManagement, which supports entrepreneurs in financial and business matters. ‘Profit is not a coincidence,’ says consultant Loek Wisman. ‘We make annual plans, analyse costs and turnover, and ensure that a good entrepreneurial income remains. Organic entrepreneurship is profitable if the figures are managed properly.’
Transparency and craftsmanship
De Groene Weg distinguishes itself with a completely transparent chain from farm to counter. The origin of the meat is fully traceable, a factor that, according to Wisman, is becoming increasingly important: ‘Consumers want to know where their meat comes from. At De Groene Weg, entrepreneurs can tell that story completely and credibly.’
In addition, the formula offers support such as joint marketing, printed materials, a website and regular consultation meetings. This gives entrepreneurs room to focus on their craftsmanship.
Opportunities for a new generation of entrepreneurs
De Groene Weg currently has nine butcher’s shops throughout the Netherlands. Some entrepreneurs have been active for decades, while others – such as Vergeer – belong to a younger generation. The need for new professionals is evident throughout the artisan sector: experienced butchers are approaching retirement, while the demand for craftsmanship is growing. To ensure the continuity of the formula, De Groene Weg offers opportunities for new franchisees. ‘Organic products don’t sell themselves,’ says Vergeer. ‘You really have to believe in them and be prepared to tell the story. Those who have that drive can count on loyal customers, colleagues to bounce ideas off and a strong formula.’
The expansion of the butchery formula is good news for everyone in the chain. The stronger the shops, the greater the visibility and the better the continuity for the sale of organic meat. New entrepreneurs also bring fresh energy and ideas, which strengthens the formula as a whole. Internal analyses show that there are plenty of opportunities in various regions where there are no organic butchers yet, such as Amsterdam, Den Bosch and Maastricht.