Jumbo Unleashes Transparency: Unravelling Our Food Week
Veghel, vrijdag, 13 juni 2025.
Jumbo Supermarkets has announced a strategic partnership with the ‘Our Food Week’ Foundation, a national initiative aimed at providing consumers with deeper insights into the food supply chain. From 4th to 11th October, Dutch consumers can track their food’s journey through various activities including farm tours and local markets. The collaboration emphasises Jumbo’s commitment to transparency and sustainability, with the ambition of informing consumers about the origin, production processes, and societal impact of food. This initiative reflects the growing need for awareness and openness in the food industry.
Strategic Collaboration in Food Chain Transparency
Jumbo Supermarkets has joined the ‘Our Food Week’ Foundation, an initiative that aims to provide consumers with deeper insights into food production from 4th to 11th October. This partnership underscores the increasing importance of transparency in the food sector [1]. Menno Wigtman, unit manager of Fruit and Vegetables and Protein at Jumbo, emphasises the strategic vision: “We want to make a difference every day by making delicious and responsible food accessible to everyone” [1].
Activities and Transparency Objectives
During ‘Our Food Week’, various activities will take place, including farm tours, cooking workshops, and markets with local products [1]. This approach aligns with broader industry trends, where 44 percent of consumers are willing to pay more for food that supports the environment [2].
Technological Innovation and Chain Transparency
The collaboration fits into a broader movement towards increased transparency in the food chain. Blockchain technologies and digital traceability solutions make it possible to track the complete journey of food products [3]. Approximately 80 percent of American consumers indicate that food traceability increases their trust in sustainability and safety efforts [4].