In-store harvesting


We like to keep abreast of new retail concepts around the world here at Sherlock. One of the most exciting we recently came across is a self-service herb garden which opened in Albert Heijn’s XL store in Purmerend in The Netherlands in November 2016.

From a retailing point of view, it’s exciting because it gives customers access to fresher food – in fact, it’s the first in-store farming unit in the Netherlands.

Allowing customers to harvest their own food also gives them more choice and control over what they eat. As a spokesman for Albert Heijn says: “Freshness adds to any food experience and you can’t get any fresher than this!”

Customers can choose from 13 different varieties of herbs, harvesting only the quantity they want (using scissors provided) – which, Albert Heijn says has environmental benefits. “Customers will only take as much as they need so this will eliminate unnecessary food wastage,” the spokesman adds.

And as the price of each type of herb is the same, customers can mix and match. This is particularly useful for a consumer following a recipe which calls for a specific blend of herbs, such as a bouquet garni.

After arriving in-store, the herbs are finished off under LED lights, so the herb garden comprises a “one more week” section and a “ready to cut” section.

The herb garden concept is just one of a number of environmentally-friendly measures that Albert Heijn has implemented in its newly refurbished Purmerend store. All in all, the concept gives Albert Heijn an innovative edge over their competitors when it comes to the in-store experience.

Nederland, Purmerend , 2 november 2016. Vandaag ging de Albert Heijn XL in Purmerend weer open na een  ingrijpende verbouwing van twee weken. In de allernieuwste XL van Nederland worden klanten volop geïnspireerd door nieuw assortiment en innovatieve concepten. Vers speelt een hoofdrol in de nieuwe Albert Heijn XL. Klanten zien door de hele winkel vernieuwende versconcepten zoals verse vis op ijs en een sappen- en yoghurtbar. De winkeltrip wordt een beleving met de ‘choose it yourself’-concepten zoalskruiden plukken in de kruidentuin, schaal- en schelpdieren scheppen of je favoriete hagelslagsamenstellen.  En door een fors aantal energiebesparende maatregelen mag de XL in Purmerend zich vanaf vandaag de duurzaamste supermarkt van Europa noemen.   Foto en bijschrift vallen buiten verantwoordelijkheid van de Algemene Nieuwsdienst van het ANP. Foto is vrij van rechten en mag alleen redactioneel gebruikt worden in de context van het bijschrift.
Image credit: Albert Heijn

Share Insight

Image credit: Albert Heijn

  • Euan Sey, Founder and Commercial Director, Curry Leaf Cafe

    “They’re an easy bunch to work with, have a great knowledge of the sector and give 110%.”

  • Ruth Timmins-Williams, Brand Experience Manager, Tesco

    “Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased...”

  • Dan Dixon, Sales Director, Exhibitions, William Reed Business Media

    “They were flexible, great to work with, and the result more than met our expectations.”

  • Nick Cooper, Founding Director of Crunchy Critters

    “The team’s extensive knowledge of the food & drink sector really shone through and they went above and beyond...”

  • Sam Hepworth, Head of Communications and Digital Media, Whizz-Kidz

    “Sherlock rose to the challenge and provided us with several initial concepts that were all so impressive that we struggled settling on just one.”

Subscribe today to receive our newsletter