GreenPro on the one hand helps retailers get a diverse range of vegan products on their shelves. On the other hand, it helps suppliers (brands) get into the various supermarkets in Europe. This is often a big challenge for small players, especially if they are new to the European market. A market where every country has its own dynamics and culture. Founders Joep van Straalen and Aart-Jan van der Kaaij previously ran an online wholesale business selling meat to butchers. More and more they got convinced that meat has no future and that we need to move to sustainable alternatives.
The more high-quality, plant-based products available, the easier it gets for consumers to switch from animal protein to plant-based food. And hence, GreenPro contributes to the protein transition necessary to reduce the enormous impact of the meat industry on the environment. In Dutch supermarkets including Jumbo, plant based brands such as Verdino, Future Farm and Daiya can be bought thanks to GreenPro.
The way our food is currently produced has major negative impacts on the planet and human and animal health. Meat and dairy, place a huge burden on the planet. For example, more than 75% of the world’s arable land is now used for cattle feed and grassland. This comes with large scale deforestation, greenhouse gas emissions and loss of biodiversity. Moreover, animal suffering is inextricably linked to the production of meat, eggs and dairy. Because of the severe impact on the environment, alternatives to animal protein are necessary. And the great thing is, as Green Pro grows, the supply of plant-based products grows with it.