Dutch supermarket chain Albert Heijn has started a campaign featuring B Corp-certified A-brands to encourage customers to make more conscious choices. The retailer itself is also B Corp certified.
Pop-up shop
Brands such as Alpro, Bonduelle, Clipper, Hak, Illy, Spa, Tony’s Chocolonely and Zonnatura take centre stage in Albert Heijn’s new campaign. The Dutch market leader, which has itself been B Corp certified since the end of 2024, wants to raise awareness of B Corp with this campaign and encourage customers to choose a product from a B Corp-certified company once.
Customers can learn more about how the participating brands are committed to people, the environment and society through a QR code. Shoppers can also play along with a quiz and the forty largest Albert Heijn shops allow them to taste a participating product. The retailer will also open a B Corp pop-up shop in Amsterdam from 17 to 20 July, where shoppers can learn about the B Corp brands.
B Lab, the non-profit organisation behind the B Corp certification, welcomes the campaign: “By shining the spotlight on these companies, more and more customers are learning what the B Corp certification stands for – companies that use their commercial power to build an inclusive, regenerative and fair economy”, communications manager Charlotte Smit says.
