On September 3, a different kind of supermarket opens up temporarily in Amsterdam. It sells only product with a positive impact. The assortment ranges from toilet paper rolls to toothpaste to jam, icecream and many things in between. The initiative allows 45 scale-up brands to bundle their advertising power. The SUPER-market claims that purchases in the shop contribute to the brands being listed in regular supermarkets. Interesting angle is that the country’s largest regular supermarket Albert Heijn is one of the parties behind this initiative. For them the turnover of the products functions as a proof of concept, reducing the risk of introducing new products in the shelves. Everybody wins!
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