Streeckgenoten
Exclusively for Albert Heijn

Challenge
They say that what comes from far away tastes good. But what about products that come from nearby? Are they less tasty? Not if Albert Heijn has anything to say about it. In line with its fresh and local policy, supermarket chain Albert Heijn wants more local products on its shelves. Perron 9, in collaboration with Keulen Vleeswaren, was tasked with developing a compelling retail concept.

Strategy
We came up with a name and identity that create a clear brand image, giving the local butcher a face. The new retail concept initially focuses on the select club or 'society' of local entrepreneurs who are allowed to place their traditional food products on Albert Heijn's shelves.

Name
We came up with the name Streeckgenoten, with 'streeck' spelled with 'ck' to emphasise the (historical) craftsmanship of the food products. The part of the name 'genoten' also refers implicitly to the excellent quality and pure taste experience of the traditional food products.

Design
How do you stand out in the visual chaos of the supermarket? In addition to the name, Perron 9 developed an identity in the form of striking blue-striped packaging that immediately catches the eye on the shop shelves. We literally give every Streeckgenoot a face. Who makes it and where does it come from? That's what people want to know. The local butcher gets his own seal sticker with his own photo on the packaging. In this way, we emphasise the honest, local character of the product.

Result
Streeckgenoten proves that not everything that tastes good has to come from far away. The selected top butchers from various regions surprise true food lovers with their homemade meats and specialities. The concept has rapidly gained brand awareness, leading to rising sales figures. Streeckgenoten has now been rolled out nationwide and expanded to include bakers and cheese makers. Albert Heijn now sells the products of 80 local butchers, bakers and cheese makers under this name.