The August 2012 issue of De Boerderij, a popular magazine for Dutch farmers, showed how “innovative farmers are increasingly successful in finding their consumers”. More than 3,300 farmers (out of a countrywide total of 67,000) are selling their products directly to consumers, bypassing supermarkets in the process. And this number is growing fast. The age-old practice of direct marketing is coming back to the Netherlands, and consumers are playing an important role.
