In a move to strengthen the sustainable e-commerce sector, Dutch zero-waste online supermarket Pieter Pot has announced a merger with Belgian counterpart Andy.
Both companies specialize in delivering groceries and beverages in reusable glass containers, aiming to eliminate packaging waste.
The merger will allow customers to order a full range of groceries – from pantry staples to drinks – under one combined platform while retaining their individual brand identities.
A strategic fusion for growth
Founded in the Netherlands, Pieter Pot delivers around 500 products – from rice to mayonnaise – in reusable glass jars across the country.
Belgian-based Andy, meanwhile, focuses on beverages and dairy products, delivered in deposit-based glass bottles in select regions.
Both companies previously faced financial challenges, filing for bankruptcy in 2023 and 2024, respectively, before successfully relaunching.
According to Jouri Schoemaker, founder of Pieter Pot, the merger is not a survival tactic but a strategic move to accelerate growth.
"Together, we are simply a stronger company", Schoemaker says. With a combined customer base of 20,000, the merger aims to expand product offerings and forge new partnerships with food producers.
The collaboration will also enable cross-border product availability, allowing Dutch customers to access Andy’s Belgian beverages and vice versa.
Job security and expansion
The merger secures jobs for all 40 employees across both companies and is expected to create new positions. Functions such as order picking, previously outsourced, will now be handled in-house, further solidifying operational efficiency.
A shared vision for sustainability
Both Pieter Pot and Andy operate on a circular economy model, using reusable glass containers to minimize waste. The merger reinforces their commitment to sustainable consumption while addressing past challenges of limited market reach.
Following its 2023 bankruptcy, Pieter Pot successfully relaunched through a crowdfunding campaign, proving the viability of its zero-waste concept.
What’s next?
The merged entity will continue operating under both brand names while exploring synergies in logistics, supplier partnerships, and customer acquisition.
Industry observers note that the collaboration could set a precedent for cross-border sustainable e-commerce in Europe.
"This merger isn’t just about survival; it’s about scaling a shared vision for waste-free grocery shopping", Schoemaker adds. "By combining forces, we can offer customers a seamless, sustainable alternative to traditional supermarkets."
