The recently published Benchmark Versspeciaalzaken 2025, commissioned by the Trade Centre, the Royal Dutch Butchers (KNS) and the Association of Dutch Fish Specialists (VNV), pretends to give direction to a future-proof fresh produce sector. But anyone reading the report carefully will see that the future picture is mainly based on classic business indicators and an industrial logic - while the social challenges facing the sector call for a different view.

Therefore, Movares' article - "The future of food retailers" - is a refreshing and relevant example. Movares shows that it is indeed possible to approach future-proofing in a substantive, connecting and socially relevant way. Instead of only focusing on turnover and floor productivity, it looks at the role of the specialty shop in relation to the neighbourhood, health, sustainability and cooperation in the chain.

What do we actually measure - and what should we measure?

The Benchmark focuses on traditional metrics such as yield, hourly labour costs and square metre productivity. Indicators that fit an industrial food system, focused on scale and efficiency. But the big challenges of our time - health, climate, food security - are left out of the picture.

A forward-looking benchmark should ask questions such as:

• How much of your assortment comes from the region?
• How do you work with local farmers and producers?
• How do you help customers make healthier choices?
• Are you contributing to reducing food waste?
• What is your social contribution in the district?

These are the yardsticks by which you can really judge whether a shop is future-proof - not only economically, but also ecologically and socially.

The fresh food specialist as a connector between farmer and neighbourhood

Fresh food retailers have a unique position in the food landscape: they are locally rooted, artisanal and close to consumers. They can be pioneers in connecting local chains, offering healthy food, and strengthening regional economies. But that requires a different appreciation of success than just financial metrics.

Movares' insights show that these are not abstract ideals, but concrete directions to steer. By structurally including social relevance in benchmarks, we can help entrepreneurs develop in line with the real challenges of our time.

From measurement to meaning

The 2025 Fresh Produce Benchmark is not necessarily wrong - but it is incomplete. It says something about where entrepreneurs are now within the old model, but little about where they can or should grow towards. As long as we continue to measure with yesterday's tools, we will also continue to operate in that past.

Movares shows that it can be done differently: future-proofing as a substantive and social anchor. Not measuring what is easiest to count, but what really matters. That is not only more inspiring, but also necessary if we want to prepare the fresh industry for a meaningful future.

Source: Report Benchmark Fresh produce shops 2025 commissioned by Vakcentrum, Koninklijke Nederlandse Slagers (KNS) and Vereniging van Nederlandse Visspecialisten (VNV) and https://movares.com/actueel/de-toekomst-van-de-levensmiddelenspeciaalzaken/