PromZ Vak 4 · 2025 · English edition

By Peter van Gestel

PINEUT:

The recipe for impact

It all started with limoncello. Homemade. Not in a factory, but at the kitchen table. Two friends, a creative background, and a strong urge to do something meaningful. Twelve years later, Pineut has become a supplier to be reckoned with — not because they push bulk, but because they package their mission into jars full of meaning.

Welcome to Pineut: where gifts are more than just things, and production is about people — not just profit margins.

From kitchen table to supply chain

It really started as a hobby that got out of hand,” says founder Marlies van Iterson. “We made liqueurs based on natural ingredients. Limoncello, coffee liqueur... And we thought it was a shame not to do anything with it.” So they booked a booth at the Swan Market — and sold out in no time.

That was 2012. Pineut has since evolved into a true product developer. Baking mixes, infused waters, cocktails, and savory recipes — each with a sustainable or social story. Not dreamed up by marketers, but born from genuine involvement and a desire to do things differently.

From retail to corporate gifting

Retail still makes up the largest share of revenue (around 70%), with customers like Intratuin, Xenos, and even Efteling. But the other 30% — promotional — is growing steadily. “We’ve really caught up in the last two years,” Marlies says. “We went from reactive to proactive. We joined GéPéBé, participated in The Supplierdays, and started getting a better picture of what intermediaries want.”

What turned out? Glass jars are fun — but fragile and expensive. So Pineut transitioned to pouch bags and cardboard packaging. “Without compromising on taste or appearance. We want the product to really be used. Not some gimmick in a box, but something that ends up on the table.”