The new standard 

Organic is the new standard for fresh dairy in the supermarket. "Organic milk is better for the customer, the farmer, the cow and the environment," says Eric Leebeek, commercial director at PLUS. "The cows have more space, live healthier lives and receive organically certified feed. Organic farmers take good care of the soil, contribute to biodiversity and work without pesticides. Of course, we pay our farmers the premium price appropriate for organic milk." 

Ambitious organic roadmap 

This big step is the first in an ambitious organic roadmap that PLUS aims to follow. Over the next three years, PLUS will expand their organic private label assortment by more than 50 percent, aiming to double private label sales. Schuttelaar & Partners and PLUS will continue to work together on these ambitions in the coming years.