The Netherlands – September 2023
Piet van Vugt, founder, and CEO of Van Vugt Kruiden, is on a mission to cultivate sustainable practices while minimizing food miles. With open-field and greenhouse cultivation in two Dutch locations, his commitment to reducing carbon emissions and environmental impact is at the core of this family-owned business.
During the winter months, when the Dutch climate becomes less conducive to herb production, the company sources herbs and baby leaf products from Spain, Italy, Kenya, and Morocco. However, Van Vugt Kruiden takes pride in offering locally-grown edible flowers throughout the year, promoting sustainability and reducing the need for long-distance transportation.
Sustainability is more than a buzzword for Van Vugt Kruiden; it’s a way of doing business. The company has taken significant steps to reduce its carbon footprint. With the installation of 3,400 solar panels, residual heat storage in buffer tanks, and electric boilers, the herb grower operates completely gas-free and 100% emission-free. Additionally, the company has implemented a closed water system, minimizing water wastage and ensuring every drop is sterilized and reused.
In the Netherlands, herbs can be grown outdoors in natural soil for five months, which Van Vugt considers a sustainable practice. During the winter season, when Dutch weather conditions are less favorable, southern European countries become the solution. While transportation remains a significant emissions factor, Van Vugt is optimistic about the future, believing that fully electric trucks will become the norm within the next decade.
Geographical cultivation in the southern region is essential to Van Vugt Kruiden’s business model. The company aims to supply hospitality and retail customers in the Netherlands and neighboring countries with herbs, edible flowers, and baby leaf products consistently year-round. Maintaining stable quality and pricing is crucial, especially for customers who rely on Van Vugt for a wide range of products, often purchasing from them six days a week.
Edible flowers, according to Van Vugt, still have untapped potential. The company’s commitment to continuity and customer relationships has led to lasting partnerships with 95% of its clients, providing a foundation for long-term planning and consistent workload management. While the holiday seasons can be hectic, Van Vugt takes pride in delivering quality products to meet customer demand.
Adapting to market demands, Van Vugt Kruiden expands its product range when necessary. However, the company remains steadfast in its choice of packaging. Despite losing some buyers due to its refusal to use paper packaging, Van Vugt believes that thin mono-material PET packaging is a more environmentally friendly choice compared to paper. The company is committed to sustainability across all aspects of its operations.
Innovation is also a hallmark of Van Vugt Kruiden. While unique products may not always become bestsellers, the company is responsive to market feedback and often introduces new herbs and flowers based on customer demand. Piet van Vugt himself oversees the experimental garden, where chefs frequently visit to explore and collaborate on innovative products.
For Van Vugt, it’s not just a business; it’s a passion. He cultivates far more than he’ll ever sell because he loves what he does. Whether you call him a professional grower or a hobbyist, Piet van Vugt’s dedication to sustainability and innovation continues to shape the future of Van Vugt Kruiden.