Pieter Pot, the Dutch start-up successfully closed a funding round of 9 million euros. The funding round was led by the ETF partners and included participation from SHIFT Interest, the Future Food Fund and IQ Capital. With the current operations focused on the Netherlands, the funding is expected to be used for expansion into the UK, France, Germany and Scandinavia.
Pieter Pot is a supermarket founded in 2019 focused on significantly reducing the amount of plastic waste and creating circular economy and packaging waste reduction initiatives. Concerned about the continued increase in the use of plastic, Pieter Pot aims to actively help reduce grocery waste. Due to inefficient recycling around the world, most of the waste still goes to landfills, producing harmful emissions and a series of lingering problems exacerbating climate change.
The company says the food delivery and grocery industries are contributing to the problem. Pieter Pot offers next day grocery deliveries in reusable plastic containers and creates a circular methodology by collecting, washing and reusing packaging.
âPlastic packaging is a by-product. Consumers are interested in what’s in the box, not the box itself. By moving packaging to reusable products, we are able to radically change consumption patterns without requiring people to radically change their behavior, âCEO Jouri Schoemaker said in a statement. âWe have now proven that it can be done on a large scale and, with the new investment, we are doubling the growth and convenience of our customers. ETF Partners’ experience and track record speaks for itself, and we are delighted to have them with us.
Although still small enough to be considered a niche, Pieter Pot has attracted investment through an unwavering focus on sustainable end goals. âPieter Pot is at the epicenter of several trends, including sustainability and technology, and is reinventing an industry at the heart of everyday life, especially grocery shopping,â said Tomer Strikovsy, investment manager at ETF Partners. “This is exactly the kind of company we are looking to invest in: a unique service offering in a booming and continuously growing industry, led by a team hyper focused on impact through their sustainable and scalable business. . “
Other supermarkets across Europe are joining the mission to achieve a circular economy. Swiss company Lyfa offers its customers groceries in sustainable packaging such as glass jars, jute bags and reusable containers. Its delivery service includes the collection of old containers for redistribution.