Our mission is transparent – it’s about consumers and producer, and connecting the two as efficiently as possible, so that we eat what we want and grow what we eat. New Nature is what drives us. It's not an empty slogan, but a deep rooted conviction. We won't be able to realise our ambition on day one, but we're doing everything we can to achieve our goal.
We're convinced that we're encouraging a healthy appetite among consumers with these first products and we warmly invite you to taste New Nature!
New Nature is characteristic of us. We believe in shorter and better food supply chains to 'repair' the link between consumer and producer. We (we're doing it for ourselves as well, of course) want to keep on enjoying healthy and varied food in the long term. We're therefore going to need more new farmers in the future to keep providing us all (and there are increasingly more of us) with healthy and tasty food. Our aim is to make a concrete contribution to stop the negative spiral, where margins are under pressure, where businesses are bleeding each other dry and where it always has to be cheaper. That's the race to the bottom. It can only lead to duller flavours, limited choice, less innovation and more poverty and dependence. And very relevant for us, fewer farmers.
If we want to go forward, want to be more productive, want to make sustainability and innovation possible, then we have to understand that money has to be earned along the whole chain in order to make it possible. We short-change ourselves if we just focus on even lower costs and lower prices for the consumer. It's maybe nice in the shop, a dirt-cheap bit of food, but someone has worked on that product, and that someone has earned a salary for that which is coming under more pressure every year: the employee's boss often has to sell the product for less than cost-price. That isn't sustainable, financially, and it definitely won't ensure that better products are grown in a better way.
A mission is a long term project with hopefully success and surely disappointments. We will inform you the best we can with our journey via this website, social media and of course our sleeve around the jar.
We are now starting this race, which must lead us as fast as possible to our final goal. This is the race which we want to win with you.