GreenPro International

The current food chain is no longer sustainable. GreenPro International’s founders Aart Jan van der Kaaij and Joep van Straalen are firmly convinced of this. Maintaining the current chain is also completely unnecessary, according to them, because there are now very good, sustainable alternatives. The answer: plant-based products. Based on the premise that not everyone needs to go vegan, but that if we all choose a tasty, plant-based alternative more often, we will already be taking a big step in the right direction.

With its portfolio of 100% plant-based brands, the scale-up supplies vegan meat and fish substitutes, cheese, ice cream, pizza, ready meals, sauces and snacks, among others, to retailers, industry and foodservice in Europe. GreenPro International is category captain for Jumbo, and an increasing number of GreenPro brands are also on the shelves at Albert Heijn, Crisp and other retailers in Europe. Besides importer and distributor, GreenPro International is also an advisor and knowledge partner, providing clients with advice on products, concepts, optimal shelf design and the supply chain. The organisation is growing fast, is on top of trends and is determined to attract only the best people. The appointment of CEO Dirk Holzapfel, former Managing Director Danone, is a good example of this.