Progressive employment practices

The shortage of skilled staff in the food industry – particularly in specialist roles such as butchers and operators – remains a major challenge. 
 
Reducing this shortage and creating attractive working conditions is and remains a top priority for us. It is no coincidence that ‘Motivated employees’ is one of our strategic pillars. 
 
We aim to play a leading role in the areas of working conditions, terms of employment, professional development, health, safety and wellbeing, so that we can attract and retain the best people.

We have our own recruitment department and are constantly expanding our learning pathways and traineeships. We also actively engage with schools and educational institutions to promote the Van Loon Group as an employer offering opportunities for development and training.
 
 We offer a wide range of professional study and development programmes (including vocational training) so that employees can grow and further develop their skills.

Food affordability remains a key social issue. Fluctuations in commodity prices, a growing number of households living in poverty or ‘barely above the poverty line’, and significant price differences compared with other countries led to a round-table discussion on food prices taking place in the House of Representatives in 2025. This highlights just how relevant and enduring the issue of affordability is.

Good food should not be a luxury; this is a key objective in our strategic plan. That is why we offer a balanced range, ensuring there is plenty of choice at every price point.
 
From affordable products such as minced meat – also available in value packs or as a special offer – to more premium products such as steak, offering an attractive alternative to eating out.
 
Food inflation is partly driven by high labour costs. We are investing in the automation of labour-intensive production processes to minimise these costs and, consequently, the price increases of our products as much as possible.

Sustainability efforts are under pressure. Geopolitical tensions, uncertainty in international supply chains and the erosion of Europe’s competitive position are making it more difficult to pursue sustainability ambitions with undiminished commitment. European legislation and regulations in the field of sustainability, such as the CSRD and EUDR, have been postponed or watered down. Combined with sharply rising costs, this is creating uncertainty and slowing down investment decisions within the sector.

We are convinced that our sustainability targets for 2050 remain as relevant as ever, and that structural progress is only possible through consistent investment, even as circumstances become more complex. Naturally, this is subject to our key condition of keeping good food affordable.
 
In 2023, we joined the Science Based Targets initiative (SBTi). Our CO2 reduction targets for 2030 have been validated and approved by the SBTi. Our policy is having an impact: we are well ahead of our 2030 targets.

In 2025, we achieved the Ecovadis Gold rating, placing Van Loon Group among the top 5% of companies worldwide in terms of sustainability performance. 

Due to growing awareness of animal welfare and the impact of the food supply chain on our planet, demand for closed-loop and local animal supply chains is on the rise. These supply chains are fully transparent, making it easier to communicate with consumers about origin, animal welfare and environmental impact

We continue to invest in the further development of our 100% Dutch Varken op z’n Best supply chain. Thanks to the implementation of blockchain technology, we have gained insight into the CO₂ footprint per pig farmer for 2023 and can actively manage this. Compared to the 2019 baseline, we have already reduced emissions by more than 25% per kilo of pork. 

The roadmap for VoB for 2035 has been updated to incorporate the new Animal Welfare in Livestock Farming Covenant. We are also making significant progress with Rund op z’n Best.

The shift from animal to plant-based proteins – the protein transition – is a significant market trend driven by government policy and broad collaboration within the sector. Dutch retailers have committed to this development, with the aim of meeting at least the legally required ratio of 50% animal and 50% plant-based proteins by 2030. However, the shift is proceeding more slowly than planned and sales of meat substitutes have fallen significantly. In addition, there is a hype surrounding high-protein products that is slowing down the transition.

We have developed an innovative plant-based fibre, FiberFort™, which enables the production of hybrid meat products. Hybrid meat products combine meat (animal proteins) with plant-based fibres or vegetables. Over the past year, we have significantly expanded our hybrid product portfolio for the Dutch retail and foodservice sectors. As a result, sales of hybrid products in 2025 have risen by 433% compared to 2024. This has enabled us to save over 1 million kilograms of animal-based raw materials. 

Both consumers (who do their shopping with our retail customers) and our foodservice customers are constantly looking for convenience. Consumers are cooking less and less for themselves, and when they do, they prefer it to be quicker and easier. We see a similar trend among our FoodService customers; here too, there is a need for ready-made or partially prepared products to save time and compensate for the lack of (qualified) staff. As a result, we are constantly on the lookout for innovative solutions that meet the current demand for convenience.

Our convenience division produces chilled ready meals, meal components, (pasta) salads, soups and sauces. These products are the ultimate example of convenience foods. 
 
Through our Retail and Foodservice division, we also produce a wide range of pre-cooked meat and chicken products (which simply need to be reheated). In addition, our oven dishes and seasonal specialities (BBQ/Christmas/Easter) are a household name in the market. These products take all the work off consumers’ hands: searching for a recipe or spending time cooking is no longer necessary — often, the product simply needs to be heated in the oven at the right temperature.

Health is playing an increasingly important role in consumers’ purchasing and eating habits. There is a clear shift away from ultra-processed foods and towards more natural and nutritious products with recognisable ingredients. Consumers are taking a more critical look at what they eat and place greater value on the functional contribution of food to their health and energy levels. The emphasis is particularly on essential nutrients such as energy, proteins, fats and fibre. This trend is reinforced by a societal focus on vitality, preventive health and an active lifestyle, among both consumers and (future) employees.

Van Loon Group views health as a key future market and consumer trend that is becoming increasingly intertwined with our product development and innovation agenda. 
 
The focus here is on further developing products with improved nutritional composition, paying greater attention to natural ingredients and further optimising the balance between taste, convenience and health. An example of this is our range of ready-made meals, where we have introduced a range of family dishes with a very high vegetable content.
 
In addition, we are exploring how health can be structurally integrated into our strategy, in conjunction with sustainability, affordability and the protein transition.