Rabobank

Building shorter food chains; bringing the potato back into our hearts and minds

TERRITORY

Consumer Goods & Retail

SERVICES

Concept Development, Co-creation

PROJECT TEAM

Martijn Pater
Babke Hogenhuis
Tessa Werter

Challenge

The Covid-19 crisis has proven fertile ground for local consumption and shorter food chains. But short chains offer much more than a temporary solution for changing consumption patterns during this crisis. It is key to make these chains stick and perpetuate the transition towards more local supply.

Approach

Dutch consumers are not able to make conscious decisions about eating local, in-season or sustainable. In fact; we see a growing gap between farmers, producers and (urban) consumers. Also, the Dutch potato chain is already very sustainable and relatively short. 90% of potatoes consumed in the Netherlands are ‘home-grown’. However, the potato has lost its mojo. It is considered somewhat boring and is associated with traditional Dutch cuisine like ‘stamppot’. To turn this around, we developed Piepr.

Result

The platform Piepr.org introduces new potato inspired dishes and products that place the spotlight over unique Dutch potato crops. Our mission is to reintroduce potatoes directly from farmer to consumer. With personal stories of farmers and cultural and culinary connections, we stimulate awareness around short chains. And; shorter chains help to deliver a better margin for farmers.

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