Upfront is now a well-known name in the Dutch food industry. The brand grew as a sports nutrition brand through supermarkets, gyms and other sales channels, and has been developing its innovative Foodstores since the end of last year.
Following the success of the first store, Upfront opened its second Foodstore in Rotterdam at the beginning of June. The concept revolves around straightforward nutrition: fewer ultra-processed products, less choice overload and greater clarity about what you’re eating.
Eosta supplies part of the organic fresh produce range, including pineapple, mangosteen, sweet potato, passion fruit and avocado.
Upfront makes ingredients clear and food more understandable. Eosta works with organic fresh produce and, through Nature & More, makes origin, growers and sustainability stories visible. In this way, Together, this reflects a broader trend in food retail: a growing need for transparency, simplicity and real food.
