In the Netherlands, sales of sustainable fruit and vegetables rose slightly faster in 2020 than overall sales of fruit and vegetables. The share of sustainable fruit increased from 16 to 17%, while for vegetables, it climbed from 9 to 10%, according to data from Statistics Netherlands (CBS) for the Sustainable Food Monitor. Total expenditure on fresh fruit and vegetables increased from €3.8 billion in 2019 to €4.3 billion in 2020. The rise in sales of sustainable produce is partly the result of a slightly larger organic range at supermarkets.
However, the actual expenditure on sustainable fruit and vegetables is much higher as produce sold with the On the Way to PlanetProof label is not included in these figures.