PromZ Vak 4 · 2025 · English edition

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Pineut: The recipe for impact

Human work

The beating heart of Pineut isn’t in some anonymous factory hall, but in a production house in Vlaardingen. In collaboration with sheltered employment initiative ‘Stroomopwaarts’, Pineut provides work for about 70 people with sheltered employment status. No one left on the sidelines. “These are not easy processes,” Marlies explains. “But when you see what it means for someone to experience structure and pride... that’s priceless.”

The assembly lines are built with both precision and flexibility. Every step is adapted to the abilities of the people working there. “We place the fastest workers up front, so they can set the pace and support others. But speed should never come at the cost of joy.”

And those who don’t thrive in group settings? They get other tasks: labeling, checking batch codes. Every pair of hands matters.

Gifts with a conscience

Pineut is not a price fighter, and doesn’t want to be. “Our products aren’t the cheapest, but they’re socially produced, transparently sourced, and above all: genuinely delicious.” Pineut works with leftover streams, organic ingredients, and traceable supply chains. “We measure our performance in three areas: organic, fair pricing, and transparency. Our goal is to score 100% in all three within five years.”

This opens doors for intermediaries. An increasing number of governments and healthcare institutions are looking for suppliers who contribute to their Social Return on Investment (SROI) obligations. Pineut recently received official SROI certification. “With an order from us, you meet those obligations — and give a gift with meaning.”

Gluten-free with a smile

If you think social or sustainable equals slow and rigid, you don’t know Pineut. “A large physical therapy practice wanted to combine gluten-free and regular baking mixes for Easter. Two weeks later, 4,000 units were ready, with customized labels.” Whether it’s for Teacher’s Day, summer gift sets, or Christmas packages — the team moves quickly. With love. And with Rotterdam-style decisiveness.

Why distributors should pay attention

For traditional distributors, Pineut's added value comes down to three words: quality, flexibility, and impact. The range fits any gift concept — from eco to local, from food to fun. “And we’re open to customization,” Marlies emphasizes. “Think co-branding, private label, or limitedtime collaborations.”

Intermediaries like De Knegt & Leeflang, Stegman, and Robitex are already on board. “You’ll find us in showrooms, co-developing product ranges, and jumping in where needed. We don’t just fill boxes — we create things that make people smile.”

The price of principles

Still it ’s not always easy. “ There were years when sustainability was under pressure. During the energy crisis, everyone turned to basic grocery boxes. That’s when a social brand like ours quickly drops off the radar.” But Pineut kept course. “We make some compromises, but we never stray from our core.”

It’s a fine line. One that requires balancing. But it may also make Pineut more relevant than ever. “Transparency, circularity, and social inclusion aren’t a trend — they’re the future.”

Pineut delivers more than products. They deliver stories, connection, and responsibility. Or, as Marlies puts it: “You should give a gift that makes an impact — for the giver and the receiver.”