Parent Company: Jumbo Supermarkten B.V.
Brand Value: US$553 Mil.
Headquarter City: Veghel
Year formed: 1979
Jumbo is a privately held supermarket chain in the Netherlands that, after a string of acquisitions, has become a strong Dutch number two with 672 stores and over €8.4 billion in revenue. At end of 2019, the company also opened its first stores in Belgium. Unusually, Jumbo remains family-owned and adheres to an idiosyncratic manifesto of “Seven Certainties.” These include “lowest price,” “widest assortment,” and giving free groceries to those who are fourth in line in a checkout row. Jumbo has often won prizes for being the best retail chain, the best supermarket chain, and the most client- friendly company. Jumbo puts the client central with its unique formula: “best service + largest assortment X lowest prices.” Going forward, investments in online and mobile retail are aimed at turning Jumbo into a service provider in addition to a store operator. Jumbo has a long-running advertising campaign centered around Dutch actor Frank Lammers as a funny family patriarch, and also sponsors Formula 1 with Max Verstappen and the cycling team Jumbo-Visma. The latter sponsorship has led to the introduction of the Jumbo Foodcoach app in 2020, which for now is focused on providing personal meal plans for cyclists – but this will soon be expanded to include a wider range of sports. The goal is to help consumers with a healthy and balanced diet. Limiting waste and providing recyclable packaging are two important pillars in the sustainability Jumbo’s sustainability policies. By 2025, the company aims to use 20 percent less packaging material – and the material they do use should be 100 percent recyclable.
Responsibility index: 122