13 November 2021SUPER, the first start-up only pop-up supermarket going for positive impact;

This is the world’s first supermarket that can rightly call itself SUPER.

This pop-up ‘Supermarkt’ in the Heerenstraat in Amsterdam was open for only 2 weeks in September 2021 and introduced visitors  to a range of products that make a positive impact on our planet, people and animals. SUPER markt had a clear mission: to make the offer in supermarkets more sustainable, healthier and tastier. and inspire by this initiative to do better by showing it was possible. From toilet rolls to jam, from toothpaste to ice cream, and everything in between, ‘Supermarkt’ did not just a showcase more than 30 affiliated young companies. Half of the shelves were filled with products from startups from ‘the Brave New Food range’ as open call participants and other game changers in their network. SUPERmarkt made both consumers and food industry companies more aware of the choice they have by not going for products that involve slavery, waste or the felling of rainforests.

This successful and remarkable PR stunt send out a bold signal to the ‘big boys’ in the food industry to make the effort and change from “green words to green deeds”. Juicy detail, Albert Heijn supported this initiative and offers in the meantime some of the products in their shelves. With success.

Initiative was taken by “We Change The Game” https://wechangethegame.nl/de-super-markt/  Albert Heijn and the DOEN Foundation support this initiative.

Hereby the entire list of brands that were present.