Biobeurs 2026: Successful Launch Of New Bioacademy Learning Module

23 May 2026, Netherlands: ‘Organic connects’ was the theme of the recent edition of Biobeurs, and the event certainly proved that in practice. Around 5,600 visitors from across the entire supply chain – from farm to fork – gathered in Apeldoorn for the Netherlands’ organic trade fair in mid-April. One highlight was the launch of the BioAcademy’s Retail learning module, which includes a significant contribution by Rijk Zwaan. “Deeper knowledge of organic vegetables in the retail sector can help our industry move forward,” says Heleen Bos, Specialist Marketing Organics.

Jaimy van Essen, the Netherlands’ new minister of agriculture, fisheries, food security and nature, enthusiastically opened the trade fair: “There is a very infectious sense of positivity in the organic sector.” He also mentioned his personal commitment; as a young father, he makes a conscious choice to feed his baby organic food. According to the minister, a strong and futureproof supply chain is essential for further growth.

Retail Experience Tour

The sector itself has already reached the same conclusion, as illustrated by a number of initiatives. For example, a new online Retail learning module from the BioAcademy is designed to promote knowledge – and ultimately sales – of organic fruit and vegetables in supermarkets. Its official launch was celebrated with sparkling wine and balloons. Dozens of visitors signed up for the Retail Experience Tour to get a sneak preview of the learning module. “We’re delighted with the huge interest,” says Heleen.

Positive effect of nudging

At the Rijk Zwaan stand, Heleen demonstrated to the Retail Experience Tour participants how nudging – such as a sign saying ‘Choose organic, choose flavour’ – works in practice. “Research carried out by supermarket chains Albert Heijn and Jumbo shows that this kind of in-store incentive can boost sales of organic fruit and vegetables by 20%,” she states. Elsewhere on the tour, participants had the chance to test their knowledge about seasonal vegetables, certification schemes and shelf layouts. Heleen: “The learning module helps to raise awareness of organic fruit and vegetables among retailers.”

Easier to sell to retailers

Organic growers – who were in strong attendance at the trade fair – welcome such efforts to boost awareness. “The organic share within supermarkets is growing, but very slowly. Nevertheless, we see potential in the market. That’s why we’ve just added four hectares,” says Fons Verbeek, who has been growing organic peppers and tomatoes together with his brothers for 30 years under the name BioVerbeek. His son Lowie, who joined the business two years ago alongside Niek and Don, is optimistic about the future: “We’re finding it easier to sell our produce to retailers.”

Rising demand for organic vegetables

Fellow growers Geert Visker of Vitensa and Hidde Zijlstra of Viridis Eco, who both visited the Rijk Zwaan stand, are similarly optimistic. Like Bio Verbeek, they are members of Harvest House. “Prices could always be better, of course, but there is rising demand for organic vegetables.” According to Fons Verbeek, it would be beneficial if government institutions, schools and businesses would switch to organic produce in their canteens. “That could give sales a boost,” he believes.

Organic Tatayoyo® at EkoPlaza

During the event, some exciting sales-related news came from EkoPlaza, a 100%-organic Dutch supermarket chain making a name for itself with its vegetable assortment. The retailer announced that it will soon be carrying Rijk Zwaan’s organically grown Tatayoyo® snack pepper. Gert van Brakel of Biotuinderij van Brakel will grow this exclusively for EkoPlaza. Heleen: “The basis for this collaboration was laid during a barbecue we organised together with EkoPlaza last year. It’s a great example of how connections between supply chain partners lead to success in the organic sector.”

Also Read: China’s Fertilizer Trade Sees Strong Export Growth in Jan–April 2026, Potash Imports Remain Critical

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