For most companies, it is about mass production, efficiency, and low costs. At PUURgroenten in the Netherlands, though, there is only room for purity. In 2012, Han Lammers and his wife Saskia started innovatively cultivating edible flowers, herbs, and vegetables in ponds. These days, they surprise chefs and home cooks across the globe with a growing assortment of fresh and artisanal ready-to-eat products.
© Mateus van der LoosHan and Saskia Lammers, foto Mateus van der Loos
PUURgroenten began with a simple vision: using their own hands to bring the pure flavor and quality of edible flowers, herbs, and vegetables to life. The Lammers cultivate a wide range of herbs, edible flowers, and mini, micro, and salty vegetables in ponds. "We've had to fight for 12 years and very stubbornly find our way," says Han.
"We always wanted to do it ourselves, with as few intermediaries as possible. We wanted to be the first to control the quality." The result? An impressive assortment of 120+ kinds of edible flowers, artisanal oils, herb mixes, and, since the pandemic, food boxes. "We have about 300 fresh and around 35 ready-to-eat products," Han explains.
Unique approach
PUURgroenten wants to make things as easy as possible for chefs without compromising flavor. "Whether it's intensely flavored oils or dried herb and Maldon salt combinations, each product bears the stamp of craftsmanship and passion. We don't have professional steam cookers or large machines – everything's done in small batches."
"That makes for a much more intense flavor," Han points out. Despite the higher costs and more complex logistics, chefs and home cooks find this investment more than worth it. "Our products speak for themselves. Once chefs discover the intense, authentic flavor, they keep returning."
The company's wide range and special flavors make it distinctive. "We have hardly any competition because most other places want efficiency and to maximize profits. We work with GlobalG.A.P., have annual audits, and ensure our products contain no crop protection residues," says Lammers.
The driving force: Innovation and partnerships
Innovation remains central. "We're always coming up with something new. Every new chef request or customer feedback is an incentive to develop something new." Flexibility and proactively responding to the market are key to their success. "Our clients choose us because we guarantee pure quality and can, time and again, offer something unique," Han continues.
Organic growth
PUURgroenten reaches both professional and home chefs, and their buyers range from high-end restaurants in Abu Dhabi to local eateries and home cooks. "More and more consumers want to experiment in the kitchen and are looking for special ingredients. They're an increasingly important sales group."
Hospitality sector under pressure
Han sees challenges as well as opportunities in the hospitality sector. "Some clients are noticeably still feeling the aftermath of the pandemic, especially regarding their debt burden and the ongoing staff shortages. Yet, there are new, young, ambitious entrepreneurs rising to the challenge with fresh ideas," he concludes. The market remains in full swing despite the pressure, just like PUURgroenten.
For more information:
PUURgroenten
info@puurgroenten.com
www.puurgroenten.com/nl/