The Flower Farm
The Flower Farm is a Dutch food brand focused on making everyday supermarket products without palm oil. Founded by Marcel van Wing after he witnessed the impact of deforestation in Indonesia, the company positions itself as an alternative to conventional spreads and other packaged foods that rely on palm oil. Its mission is to reduce demand for palm oil and help protect rainforest ecosystems. The brand sells products such as margarine, baking and frying fats, peanut butter, hazelnut spread, and cookies. It emphasizes that its products are made with alternatives such as shea butter and rapeseed oil, and it presents palm-oil-free choices as something consumers can easily buy through regular supermarket channels. Core Values Deforestation-free choices : The company’s central value is to avoid palm oil and reduce pressure on rainforest destruction. It frames product development around ingredients that do not require deforestation. Sustainability : The Flower Farm emphasizes responsible sourcing and the use of alternatives such as shea butter and rapeseed oil to lower environmental impact. Consumer awareness : It encourages shoppers to make conscious choices in the supermarket and highlights the role of everyday purchases in protecting forests. Transparency and accountability : As a certified B Corp, the company presents itself as committed to high standards for people, planet, and transparency. Unique Aspects Mission-led brand founded from field experience : Marcel van Wing started the company after living in Indonesia and seeing deforestation and oil palm expansion firsthand. Palm-oil-free positioning across mainstream retail : The Flower Farm says its products are available in nearly all Dutch supermarkets, making deforestation-free choices accessible in ordinary grocery shopping. B Corp certification : The company states that it is a certified B Corp, indicating external assessment against standards for social and environmental performance, transparency, and accountability. Tree-planting partnership with Trees for All : The brand works with Trees for All to restore forest in Borneo, with a stated goal of restoring 24 hectares of tropical rainforest and a one-for-one tree-planting action for customers. Measured impact claims : The company says a family can save up to 16.5 kg of palm oil per year by switching across several product categories, and that its sales have already made millions of square meters of palm oil plantation unnecessary.