Albert Heijn has launched the latest edition of its ‘Every B Helps’ campaign in the Netherlands, giving more than 45 B Corp-certified brands greater visibility across its stores and digital channels. The initiative is designed to help customers identify products from companies that meet verified social and environmental standards while encouraging more informed grocery shopping.
The campaign combines in-store promotions with online content to make B Corp-certified products easier to find. Albert Heijn is also introducing a dedicated shopping safari in selected stores and sending the ‘Every B Helps’ caravan across the Netherlands to engage customers with information about participating brands.
What is B Corp?
B Corp certification is awarded by B Lab to companies that meet independently verified standards for social and environmental performance, transparency and accountability. Certified businesses are assessed across their entire operations, commit to considering the interests of stakeholders alongside shareholders, and undergo regular recertification to demonstrate continued progress.
Albert Heijn became B Corp certified at the end of 2024 and says the certification supports its long-term ambition of making better food more accessible while encouraging continuous improvement across its business.
More than 45 participating B Corp-certified brands are receiving additional shelf visibility during the campaign. Customers can also learn about the certification through the in-store shopping safari and the travelling campaign caravan, which will visit locations across the Netherlands. Visitors will have the opportunity to discover participating brands and enter competitions for gift cards that can be used to purchase B Corp products at Albert Heijn.
The campaign has also been welcomed by B Lab Benelux, which said wider supermarket visibility can help improve consumer awareness of what B Corp certification represents and make it easier for shoppers to recognise businesses that have committed to higher social and environmental standards.
For suppliers, the initiative demonstrates how sustainability credentials are increasingly becoming part of supermarket merchandising strategies rather than remaining solely a corporate responsibility programme. By giving certified products dedicated visibility, retailers can help consumers identify products aligned with their purchasing preferences while supporting supplier differentiation on the shelf.
Netherlands supermarket Albert Heijn is using its Every B Helps campaign to give B Corp-certified brands more visibility in stores and online, helping shoppers identify products from companies with recognised social and environmental standards.
What happens next?
Albert Heijn is expected to continue rolling out the recurring Every B Helps campaign through its stores and digital platforms, while participating B Corp-certified suppliers benefit from increased visibility. As sustainability credentials become more important in grocery retail, similar merchandising initiatives could become more common across European supermarket chains.
Editor’s note: Based on information released by Albert Heijn and B Lab regarding the Every B Helps campaign and B Corp certification.
