What does the protein transition look like when you’re feeding millions of people every week? For David van Dooijeweert, it starts in the supermarket aisle. As CSR Advisor at Jumbo Supermarkets, David has led the company’s protein transition efforts for the past three years. With a background in corporate strategy — and the hands-on experience of managing one of Jumbo’s stores — he brings both big-picture thinking and shop-floor pragmatism. Strategy meets reality. Talking and doing.

Under his guidance, Jumbo has positioned itself as a front runner with a clear philosophy: more plant-based & better animal products. Not either/or — but forward. The retailer has introduced innovative meat concepts blended with plant-based ingredients, proving that sustainability and flavor can go hand in hand. No compromise required. Most recently, Jumbo brought locally grown Dutch beans and legumes to the spotlight, giving customers a fresh way to embrace plant-based proteins rooted in their own soil. David keeps the customer at the center — because real food system change doesn’t happen in reports. It happens in baskets, kitchens, and everyday choices.