To get your products into Dutch supermarkets, you need three things: a product that meets EU food-safety and labelling rules, a price that still earns you a margin after transport and duties, and a reliable delivery point in Europe. Very few small and medium-sized producers go straight to a large chain with their first order. The more realistic path is to start with smaller buyers, build experience, and then grow. This article walks through each step, from the point of view of someone who works with both markets.
How do Dutch supermarkets buy?
The large chains usually work with a small number of suppliers they trust. They care about consistent quality, complete paperwork, on-time delivery and products that can be traced back to their source. This is why buyers often ask for documents before they ask about taste. A great sample is a good start, but it is not enough to be accepted.
Each chain has its own process, and processes change over time. Ask the buyer directly what they require, and do not guess.
Basic requirements before you make an offer
- Food-safety certification: for example HACCP or ISO. Many retail buyers ask for higher standards, so ask which certificates they accept.
- EU-compliant labelling: ingredients, allergens, nutrition information and country of origin. Mandatory information often needs to be in Dutch, so check the details for each product.
- Suitable packaging: strong enough for long-distance transport, and sized correctly for shelves and for wholesalers.
- Enough shelf life: goods must arrive in the European warehouse with enough time left for the buyer to resell them.
- An EORI number and a Dutch VAT number: needed for importing and selling within the EU.
Some product groups (for example meat, fish and seafood, products of animal origin, or novel ingredients) have their own import rules. Confirm the details with the competent authority or with us before you ship anything. This article is not legal advice.
Three routes to Dutch supermarkets
| Route | Advantages | Points to note |
|---|---|---|
| Selling directly to a large chain | Large volumes if it succeeds | High demands on documents and logistics; usually requires existing export experience |
| Through an importer or wholesaler | They already have customers and a warehouse in Europe | One more party in the chain, so you need to understand the final price |
| Through a B2B platform | You sell in your own name to many types of buyers and test the market at lower risk | You need to build your brand and trust step by step |
Practical steps to take
- Check whether your product can be sold in the EU. Look at ingredients, additives and the import rules for your product group.
- Complete your paperwork: certificates, labels, EORI, Dutch VAT number.
- Calculate your price from the market back to your factory. A supermarket shelf price has to cover transport, customs clearance, warehousing and the seller’s margin.
- Send samples and a product file to buyers: photos, specifications, certificates, shelf life.
- Start with small orders through Asian shops, restaurants and wholesalers. Delivering on time with consistent quality is the best proof you can show when you approach a large chain.
- Listen to feedback on taste, packaging and price, and adjust.
How can Miss Linh help?
Miss Linh (Vietnam Food Europe B.V., Oegstgeest, the Netherlands) is a B2B platform and service provider. Vietnamese food producers sell their products in their own name to European businesses: restaurants, caterers, shops, supermarkets and wholesalers. You remain the owner of your products until they are sold. The goods are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers.
We help with: advice on whether a product can be sold in the EU, pricing advice, setting up VAT and customs, transport and customs clearance to the warehouse, listing your products on the platform, marketing and sales (newsletters, samples, customer visits, trade fairs), order handling, collecting payment, delivery, and complaints and returns. You take care of the food-safety certificates, labelling, packaging, EORI number and Dutch VAT number, and we help you through each of these steps.
We do not promise to place your product with a particular supermarket chain. But this is an orderly way to begin: you have stock in Europe, real orders and feedback from buyers. Miss Linh earns a commission only on products that are actually sold, and focuses on small and medium-sized producers, especially women-led businesses. Read why and how to become a supplier, or see the producers already on Miss Linh.
If you make dipping sauces or seasonings, look at the sauces and condiments category to see what your product would sit next to. For rice paper, see rice paper and wrappers.
Frequently asked questions
Can a small company get into Dutch supermarkets?
It is possible, but rarely at the start. Small companies usually begin with Asian shops, restaurants and wholesalers, and then use that experience and feedback to approach supermarket buyers.
Do I have to have a certificate such as HACCP or ISO?
Food-safety certification is a basic requirement for selling to European businesses. The specific certificate depends on your product and the buyer, so ask the buyer or contact Miss Linh to confirm what applies in your case.
What does the label need to include?
The label must follow EU food-labelling rules, including ingredients, allergens, nutrition information and origin. Mandatory information often needs to be in Dutch. Check the details for each product with the competent authority or with us.
How do I contact Miss Linh?
You can send details about your products through the contact page. Our team speaks Vietnamese, Dutch and English.