Dutch organic entrepreneurs explore the British market

The mission has been a valuable experience for Eugenia Tessadro, founder of Pal & Leo, a Dutch brand specializing in grain-free organic snacks, and Boudewijn van der Kroft, Managing Director of TerraSana, a producer and distributor of organic food products.
Tessadro finds that the visit has given her a clearer view of how active and competitive the British organic market is. ‘Beyond the big players, there’s a vibrant ecosystem of niche retailers and foodservice companies that are really pushing conscious eating forward.’

Meeting with the Soil Association (the UK’s leading organic certification and advocacy organization, ed.) has increased her understanding of the UK’s specific rules and cultural approach. ‘It helps me better understand the regulatory and cultural nuances that shape the UK’s organic landscape, which is quite different from the Netherlands.’

Van der Kroft explains that the trip has filled in many knowledge gaps. ‘It has given me a very good picture of the development of organic products in recent years, and of the environment in which we would be operating from a competitive point of view. It has also shown me the sales outlet – namely organic retailers vs. conventional retailers selling organic products – and the opportunities in out-of-home (the UK’s hospitality and catering sector, ed). All this knowledge is completely new to me. It gives me a good idea of whether we could and would want to play a role in the United Kingdom with our TerraSana brand.’

Differences between Dutch and UK markets

Both visitors have noticed clear differences between the British and Dutch markets.
Tessadro observes that ‘UK organic supermarkets place a strong emphasis on storytelling. From packaging to in-store displays, the focus is really on connecting consumers with the “why” behind the brand. In the Netherlands, organic tends to be integrated into mainstream retail. In the UK, the dedicated organic and natural supermarkets feel more like destinations in themselves.’

Van der Kroft adds: ‘In the UK, there are hardly any dedicated organic sales channels. Only a few organic retail chains exist, mostly concentrated around London. In the Netherlands, targeting either the conventional or the organic supermarket channel gives you national coverage, but that approach doesn’t work in the UK.’
 

Input for future export strategies

While visiting stores, Tessadro was struck by how UK retailers combine health, sustainability, and indulgence. ‘The way UK retailers are merging wellness, sustainability, and indulgence really stands out. For example, the expansion of functional products – from adaptogenic snacks to gut-friendly options – shows how much consumers are seeking food that feels good and does good. It is inspiring to see that indulgence and health don’t have to be opposites. This is very aligned with Pal & Leo’s philosophy.’

Van der Kroft: ‘I met a company that represents brands from outside the UK – they basically take over sales and distribution for foreign brands. It was interesting to talk to them and to other brands they work with. This could give us a way to enter the UK market without having to hire our own local employee to get started.’

From exploration to concrete market results

For Pal & Leo, the trade mission has already delivered real results. This month, the brand is launching at Planet Organic, one of the UK’s most influential organic supermarket chains and a pioneer in sustainable retail. Founded in 1995, Planet Organic built its reputation by offering high-quality, ethically sourced food and wellness products—making it a sought-after partner for international organic brands looking to enter the British market.
 

‘Being on Planet Organic’s shelves is a huge milestone for us,’ says Tessadro. ‘It’s both a mark of credibility and a great way to build brand awareness. The feedback so far has been very positive, and early sales are strong. That gives us the confidence to speed up our UK expansion. It’s also incredibly motivating for the team—seeing Pal & Leo in such an iconic retailer makes all the hard work feel worthwhile. With this momentum, we’re now in talks with other retailers, including Fenwick, Abel & Cole, DELLI, and Diverse Fine Food.’
 

Van der Kroft sees broader implications for the organic sector. ‘Although the UK has left the EU, it’s far from self-sufficient and still relies heavily on imports. That creates real opportunities for businesses – especially from neighboring countries. For Bio Nederland, it’s important to think about how we can better align with the sustainability goals of retail chains and wholesalers. How can the organic sector help buyers – such as catering entrepreneurs who face growing demand for sustainable products – encourage wholesalers to expand their organic offerings?”

Highlights during the mission

For Tessadro, one of the highlights was presenting Pal & Leo at the Dutch Embassy. ‘It is powerful to share our story in a room full of people so committed to change.’ She appreciates the many networking opportunities but suggests that future missions include more one-on-one meetings with buyers. ‘The networking is fantastic, but more targeted meetings could accelerate concrete next steps for businesses like ours. Maybe it would help to focus on retail or foodservice separately next time.’
 

Van der Kroft shared a similar appreciation for the program’s structure and content. ‘It’s always helpful to start with a good overview of the market in presentation form and then test what you’ve heard during field visits to different supermarket formats. The program was well organized, with relevant market presentations and visits on one side, and trade fair visits and practical sessions on topics ranging from logistics to sales and marketing on the other. It ended with a networking reception at the Embassy, where you could have real conversations about doing business. The next day, we explored the out-of-home market by visiting wholesalers, which gave us a complete picture of the entire sector. I didn’t feel like anything was missing!’
 

Storytelling and sustainability as keys to success

Both of them have taken important lessons home and are putting them to use. For Tessadro, the mission has reinforced the need for strong storytelling and visible certifications. ‘We are already adjusting our communication to highlight not just what Pal & Leo is made of, but the lifestyle and values behind it. It also gives us the confidence to prioritize the UK as one of our key export markets. We now know there’s genuine appetite for high-quality, grain-free, organic products like ours.’

Van der Kroft shares that same focus. ‘We know there’s strong competition, often with very similar products. So, we look at our range of more than 450 items to see where we can stand out. Offering more sustainable products is one way to do that — it allows us to create added value in the market. For me, organic products represent the highest level of sustainability.’
 

Tessadro and Van der Kroft are convinced that the UK offers real potential for Dutch organic brands, but also that success requires adaptation. As Tessadro puts it: ‘It is inspiring to see that indulgence and health don’t have to be opposites.’ 

For both, the mission confirmed that success in the UK depends on understanding the market. And just as important: on staying close to what makes their brands unique.

More information

Would you like to know more about organic markets in the United Kingdom? You can reach out to the Netherlands Agricultural Network team at the Dutch Embassy in London via email LON-lvvn@minbuza.nl.