Pieter Pot, a Dutch startup delivering groceries in reusable jars, has raised €2.7 million to scale operations and develop its circular packaging solutions, addressing the rising consumer demand for sustainable alternatives.

Information on the Target

Pieter Pot is an innovative Dutch startup that operates as an online supermarket delivering groceries without traditional packaging. Established to provide a sustainable alternative to single-use packaging, Pieter Pot utilizes a circular packaging system where products are supplied in reusable jars. The initiative has attracted considerable consumer interest, with approximately 30,000 individuals currently on the waiting list to access the service. The startup's diverse product range includes both its private label items and well-known brands.

Founded by Martijn Bijmolt and Jouri Schoemaker, Pieter Pot began operations just over a year ago, initially serving the Rotterdam area using a cargo bike. Following a successful crowdfunding campaign that raised €500,000 in late 2019, the service expanded to cover the entire Netherlands. The recent funding of €2.7 million will facilitate the scaling of operations and the development of proprietary circular packaging solutions.

Industry Overview in the Netherlands

The Netherlands is increasingly recognized for its commitment to sustainability and circular economy practices. With a growing societal emphasis on reducing single-use plastic waste, there is an urgent need for in