Author: Benjamin Nederveen

“Quality can relate to many things, but in this particular case it is all product related. Zegveld and Hartigh (2007, p. 87) give three aspects of the high quality: high product quality, many fresh products and an extensive quality check. Thanks to these high requirements, Albert Heijn is able to keep selling quality products and so continues its highly reliable image. They cooperate with suppliers and growers to keep up this unconditional quality guarantee. Secretly, Albert Heijn even uses his magazine Allerhande (4.3 million readers) for this purpose, by explaining where the products come from and how the quality is secured. This is a very smart move, as people start to think: In case Albert Heijn sells this product, it must be of high quality… (InfoNu, 2008)”