The way into a buyer's yes, and the way of working that gets you there. I spent more than a decade on the other side of the table, at Albert Heijn, Etos and Jumbo.
Here I write about what really moves a brand into retail, in the language of category, not the language of brand. And sometimes about the inner work that makes the outer route possible.
The Way In / The Way In / The Way In / The Way In / The Way In / The Way In
October 5, 2026
There is a sentence I hear often, and it always arrives with the same quiet confidence. We tried to enter the Dutch retail market before, it did not land, and what we need this time is access. Someone who knows the buyers. A warmer route in. And then, almost as an afterthought: the rest we […]
September 7, 2026
Most founders I speak to arrive well informed. They listen to the podcasts, they read the newsletters, they know what a category review is. And almost all of it has trained them for a market that does not exist here. Listen to the American shows and the growth story is distribution breadth. 10,000 doors. 1,200 […]
August 3, 2026
Learn how to pitch to retail buyers in Dutch supermarkets. What buyers actually listen for, the questions they ask, and the mistakes that cost listings.
July 3, 2026
Want to become a supplier to Albert Heijn or Jumbo and get your brand into Dutch supermarkets? Here are the routes in, what buyers expect, and the mistakes to avoid.
