{"id":92223,"date":"2024-07-02T09:41:19","date_gmt":"2024-07-02T07:41:19","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=92223"},"modified":"2024-08-11T15:19:07","modified_gmt":"2024-08-11T13:19:07","slug":"interview-kees-barnhard-terrasana","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2024\/07\/02\/interview-kees-barnhard-terrasana\/","title":{"rendered":"Kees Barnhard (TerraSana): \u00abEnsuring our products are delicious and as pure as possible remains our top priority\u00bb"},"content":{"rendered":"<p><strong>Kees Barnhard<\/strong> is the founder of <strong>TerraSana<\/strong>, a Dutch-based producer and distributor of organic products. In 1989 he embarked on a mission: to bring real organic food to every table. What began as a unique vision has turned out to be groundbreaking. And its innate love for pure food without additives is at the heart of &#8220;Positive eating&#8221;, the motto of TerraSana.<!--more--><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-92215 aligncenter\" src=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana.jpg\" alt=\"Kees Barnhard\" width=\"1200\" height=\"1004\" srcset=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana.jpg 1200w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana-768x643.jpg 768w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana-502x420.jpg 502w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana-696x582.jpg 696w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana-1068x894.jpg 1068w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><strong>TerraSana has been a pioneer in the organic food industry since its founding in 1979. What personal or societal values inspired you to start this company?<\/strong><\/p>\n<p>40 years ago Kees planted the seeds for TerraSana. As a grocer\u2019s son, he was taught early-on how pure tastes and what organic food does to people and nature. His innate love for pure food without additives is the heart of positive eating. TerraSana no longer fits in the attic where it once started, but is still a family business of people who share the positive eating DNA.<\/p>\n<p>This is our promise to our customers. We make sure that eating organic becomes a piece of cake for everyone! We want to be your go-to when it comes to food that\u2019s as good for you as it is for the planet. While letting you know what\u2019s exactly in the products. Being 100% vegan is our goal. While helping you on your vegan journey we are already well on our way to introducing everyone in Europe to organic food from small-scale makers with expertise. Makers from all over the world!<\/p>\n<p>No worries if you choose TerraSana. The good thing is that our choices are getting clearer. As a result, you know what to expect when you buy a TerraSana product. We screen every new product extensively with the entire team. We discover, taste and choose consciously. This is what we look for when we try out new products:<\/p>\n<ul>\n<li>Pure: only ingredients that really need to be in there<\/li>\n<li>Plant-based<\/li>\n<li>No refined sugars<\/li>\n<li>Collaborations with farmers and businesses we can trust<\/li>\n<\/ul>\n<p><strong>How do you maintain the highest quality standards and sourcing integrity for your very diverse product range?<\/strong><\/p>\n<p>We&#8217;ve been collaborating with suppliers of products we&#8217;ve offered for years, such as our extensive Japanese range with over 100 different items. This partnership dates back to the &#8217;90s, and it&#8217;s been consistent across various suppliers, including coconut milk, noodles, maple syrup, and more. When we decided to expand our Asian\/Oriental line, our procurement team embarked on a quest for new suppliers. These suppliers provide products straight from their country of origin, often tailored slightly for European consumers&#8217; tastes, like reducing spiciness. This journey involves establishing long-term relationships, co-developing products, extensive testing with customers, and our quality department&#8217;s active involvement. When necessary, we visit these locations to ensure adherence to our quality standards.<\/p>\n<p><strong>How has the growth of the vegan \/ plant-based food movement influenced your personal perspective on sustainable eating?<\/strong><\/p>\n<p>A significant part of our assortment had been plant-based for years. However, four years ago, we set ourselves the goal of offering our entire range as plant-based. At TerraSana, our core principle is to introduce products that are beneficial for both people and the planet. We strongly believe in the concept of reaping what you sow. We see plant-based eating as the future, a means to make a difference in the world, even at an individual level. Additionally, ensuring our products are delicious and as pure as possible\u2014using simple, uncomplicated ingredients\u2014remains our top priority. This approach makes our products accessible to everyone.<\/p>\n<blockquote><p>\u00abAt TerraSana, our core principle is to introduce products that are beneficial for both people and the planet\u00bb<\/p><\/blockquote>\n<p>Finding a plant-based alternative for some products has been challenging because we refuse to compromise on the flavors that consumers know and love. It sometimes takes us years to seek alternatives for products naturally containing milk or cheese, such as chocolate, traditional pesto, or cream cheese-stuffed peppers. We discuss our desires and requirements with suppliers, testing blind samples to ensure taste is the priority. A product must genuinely deliver in flavor\u2014it&#8217;s only deemed good enough when it\u2019s a 100% satisfactory and worthy replacement.<\/p>\n<p>We strongly believe that adopting a plant-based diet can address the global issues of climate change, poor soil quality, water pollution, and excessive nitrogen emissions. About 70% of the world&#8217;s agricultural land is utilized to produce feed for livestock, which is eventually consumed by humans after slaughtering. Recognizing organic farming as a solution to facets contributing to climate change, and understanding that consuming plant-based products is better for animals, humans, and the environment, we&#8217;ve committed to transitioning all non-plant-based products in our assortment to plant-based alternatives.<\/p>\n<p>Making the shift to fully plant-based while maintaining our high standards is incredibly challenging. Yet, it becomes possible for many products eventually. Take, for example, our chocolates; they will be 100% vegan in a few months. This brings us immense joy because we haven&#8217;t compromised on taste. It&#8217;s gratifying and forward-thinking when non-vegan testers prefer the vegan chocolates. Once we&#8217;re convinced, we conduct customer tests. If everyone shares our enthusiasm, we make the decision to switch.<\/p>\n<p>Currently, 99.7% of our assortment is plant-based, and by 2024, we aim to reach 99.9% with the products we offer. Additionally, we&#8217;re working tirelessly to ensure the remaining four products also become plant-based offerings in the future.<\/p>\n<p><strong>What can you tell us about your sustainability initiatives, going beyond the products?<\/strong><\/p>\n<p>Beyond our organic products, we are taking further steps, which we aim to reinforce with the B-Corp certification expected to be granted to us by early 2024. B Corp Certification is a designation that a business is meeting high standard of verified performance, accountability and transparency on factors from employee benefits and charitable giving to supply chain practicals and input materials. In order to achieve certification, a company must:<\/p>\n<ul>\n<li>Demonstrate high social and environmental performance by achieving a B impact assessment score of 80 or above and passing a risk review.<\/li>\n<li>Make a legal commitment by changing their corporate governance structure to be accountable to all stakeholder, not just shareholders, and achieve benefit corporation status if available in their jurisdiction.<\/li>\n<li>Exhibit transparency by allowing information about their performance measured against B Lab\u2019s standards to be publicly available on their B Corp profile on B Lab\u2019s website.<\/li>\n<\/ul>\n<p>As leaders in the movement for economic systems change, B Corps reap remarkable benefits. They build trust with consumers, communities and suppliers; attract and retain employees; and draw mission-aligned investors. As they are required to undergo the verification process every 3 years in order to recertify, B Corps are by definition also focused on continuous improvement, leading to their long term resiliency.<\/p>\n<p>In addition to B-Corp and our products, we have sustainability initiatives implemented across our office, distribution center, and production sites:<\/p>\n<ul>\n<li>Solar panels installed on our rooftops to generate a portion of our energy needs<\/li>\n<li>Use of LED lighting<\/li>\n<li>Extra insulation on our rooftops<\/li>\n<li>Implementation of a heat pump for our distribution center<\/li>\n<li>Provision of organic fruits for our employees<\/li>\n<li>Sole use of organic cleaning products for our premises<\/li>\n<li>Usage of FSC-certified paper in printers, having reduced the number of office printers to 2 to promote a more paperless environment<\/li>\n<li>In case a product cannot be sold, we donate it to the Food Bank, families receiving weekly free boxes, or to Herenboeren who utilize the products\/raw materials for their livestock.<\/li>\n<\/ul>\n<p><strong>What does it mean to be Positive Eating?<\/strong><\/p>\n<p>Positive eating embodies many aspects of our brand. It&#8217;s about enjoying good food together and making the right choices for yourself, your surroundings, and the planet. Organic food is, of course, our starting point; it&#8217;s &#8216;positive&#8217; for us because it allows us to make a positive contribution to our collective future and the future of the Earth. Additionally, we opt for &#8216;positive eating&#8217; by creating pure, honest, and plant-based products. We don&#8217;t add anything to our recipes that doesn&#8217;t belong, ensuring that &#8216;positive eating&#8217; is always delicious. Because we face such significant challenges, we&#8217;ve developed a manifesto that focuses on &#8216;Choose positive.&#8217; See below:<\/p>\n<p>&#8220;For over 35 years, we\u2019ve been doing what we believe in \u2013 producing organic food with care and respect for mother nature. We believe that you get what you give. Now is what we choose to give more important than ever.<\/p>\n<p>Choose positive. Choose mother nature. If we take care of her, she will take care of us. Caring for nature is an integral part of our food philosophy. Just as a product idea starts as a seed and grows into a flourishing product, we take the time to make choices that harmonize with nature. For us, this primarily means going organic. Because an organic piece of earth is a healthy piece of earth. The more we invest in organic today, the healthier we make the soil for tomorrow. If you give the earth healthy food, you will receive healthy food in return.<\/p>\n<p>But we don\u2019t do enough. Our earth, our home is facing challenges. And that affects us, all of us. It motivates us at the same time. We know our choices affect the earth\u2019s future, and that\u2019s exactly why we believe in making a difference together.<\/p>\n<p>In 1989, TerraSana embarked on a mission: to bring real organic food to every dining table. Not just for the pure taste and your health, but also for the small ecological footprint. So that the earth has a beautiful future, and we can continue celebrating all the moments that matter in life together.<\/p>\n<p>What began as a unique vision turns out to have been pioneering. We make organic eating accessible \u2013 food without compromise, as part of your everyday life. Because what you put into your body partly determines how your body functions. And because what you take from the soil, how you treat that soil, determines how the earth continues to work.<\/p>\n<p>Let\u2019s make honest eating the norm. Food brings us together, and this is something we must do together. Will you join us? Choose positive!\u201d<\/p>\n<blockquote><p>\u00abPositive eating embodies many aspects of our brand. It&#8217;s about enjoying good food together and making the right choices for yourself, your surroundings, and the planet\u00bb<\/p><\/blockquote>\n<p>We aim to convey with this message who we are and what we, as a brand, aspire to achieve for our collective future. After all, the Earth is our future!<\/p>\n<p>This is also why we chose to start revamping our logo two years ago, aiming to present more coherence across all the diverse categories we operate in. Our goal is to ensure that consumers recognize the TerraSana brand and, regardless of whether it&#8217;s kuzu, coconut milk, or licorice, they can trust its quality. In all our communication materials, we utilize the logo alongside the distinctive globe. On our packaging, we prominently display the unique selling points, outlining the reasons why one should choose our products.<\/p>\n<p><strong>The organic food sector has seen significant growth and changes over the years. How would you describe the current situation?<\/strong><\/p>\n<p>The organic market has seen significant growth over the years in general. However, this growth doesn&#8217;t solely originate from organic stores in all the countries where we operate; it also stems from conventional retail, where more consumers are buying organic products. Interestingly, any food scandal in recent years has led to an increased demand for organic products, as they represent trust due to the stringent regulations governing organic production.<\/p>\n<p>The onset of the war in Ukraine last year led to increased prices of raw materials and energy. Consequently, some companies implemented price hikes, while consumers faced uncertainties about their disposable income after adjusting to new energy contracts or prices. Towards the end of 2022 and the beginning of 2023, we observed consumers becoming more cautious, spending less within organic specialty stores. This trend was noticeable across all the countries where we operate. With people getting accustomed to higher living costs and slightly decreasing energy prices, there&#8217;s a sense of optimism returning, albeit not yet across all regions. Many small organic stores in Germany and France have closed and are facing severe difficulties. Moreover, with an inflation rate of about 10%, life has become significantly more expensive for consumers.<\/p>\n<p>Fortunately, this year, due to reduced sea freight costs and more favorable currency exchange rates in our procurement, we were able to lower the prices of our coconut milk, maple, and Japan assortment. This was aimed at encouraging wholesalers and stores to follow suit, in the hope that consumers would resume purchasing more products. Additionally, we hope that our colleagues will also take similar steps, as it benefits us all when consumers perceive they can buy more for the same amount, ultimately resulting in increased sales of organic products across the entire chain.<\/p>\n<p><strong>Author: <\/strong>Oriol Urrutia, Co-Editor<\/p>\n<p><strong><a href=\"https:\/\/www.bioecoactual.com\/en\/subscription\/\" target=\"_blank\" rel=\"noopener noreferrer\">Subscribe<\/a>\u00a0to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n<p><em><strong>Bio Eco Actual<\/strong>, International Organic Newspaper<br \/>\n<\/em><strong><a href=\"https:\/\/www.bioecoactual.com\/en\/newspaper-library\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kees Barnhard is the founder of TerraSana, a Dutch-based producer and distributor of organic products. In 1989 he embarked on a mission: to bring real organic food to every table. What began as a unique vision has turned out to be groundbreaking. And its innate love for pure food without additives is at the heart [&hellip;]<\/p>\n","protected":false},"author":419,"featured_media":92217,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8356,5210],"tags":[],"class_list":["post-92223","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-leaders","category-latest-organic-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kees Barnhard (TerraSana): \u00abEnsuring our products are delicious and as pure as possible remains our top priority\u00bb - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Kees Barnhard is the founder of TerraSana, a Dutch-based producer and distributor of organic products.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/en\/2024\/07\/02\/interview-kees-barnhard-terrasana\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kees Barnhard (TerraSana): \u00abEnsuring our products are delicious and as pure as possible remains our top priority\u00bb\" \/>\n<meta property=\"og:description\" content=\"Kees Barnhard is the founder of TerraSana, a Dutch-based producer and distributor of organic products.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bioecoactual.com\/en\/2024\/07\/02\/interview-kees-barnhard-terrasana\/\" \/>\n<meta property=\"og:site_name\" content=\"Bio Eco Actual\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BioEcoActual\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-02T07:41:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-11T13:19:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/07\/Kees-Barnhard_terrasana.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1004\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bio Eco Actual\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:site\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bio Eco Actual\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/\"},\"author\":{\"name\":\"Bio Eco Actual\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#\\\/schema\\\/person\\\/43c1f0817cbc73f37ce66f2978084ceb\"},\"headline\":\"Kees Barnhard (TerraSana): \u00abEnsuring our products are delicious and as pure as possible remains our top priority\u00bb\",\"datePublished\":\"2024-07-02T07:41:19+00:00\",\"dateModified\":\"2024-08-11T13:19:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/\"},\"wordCount\":2168,\"publisher\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.bioecoactual.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/Kees-Barnhard_terrasana.jpg\",\"articleSection\":[\"Industry Leaders\",\"Latest Organic News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/\",\"url\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2024\\\/07\\\/02\\\/interview-kees-barnhard-terrasana\\\/\",\"name\":\"Kees Barnhard (TerraSana): \u00abEnsuring our products are delicious and as pure as possible remains our top priority\u00bb - 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