^{In this blog post, Esmée takes us through her journey from studying at Campus Fryslân to launching The Sustainable Superstore, a platform that’s all about making eco-friendly and socially sustainable shopping easier. She opens up about how her passion for sustainability shaped her career and led her to create a space where people can find products that align with her values. From the lessons learnt in class to her first professional experience, Esmée shows how she turned her dream into a reality. Find out how she's helping others make more mindful choices and why her mission to support impact-driven businesses is a promising start to influence the way we shop!}

Hi Esmée, welcome to the blog! Could you introduce yourself and tell us how you found your way to Campus Fryslân?

I’m Esmée, 26 years old, and I grew up in Groningen. I recently launched my business, The Sustainable Superstore, a marketplace dedicated to truly sustainable products. So far, more than 20 sustainable brands have joined as partners!

For some background: after completing my bachelor’s, I started a master’s in International Development in Amsterdam. However, after two months, I realised it wasn’t the right fit for me; much of what we studied felt like it fell into a ‘grey area’ as it’s often unclear whether what you do is genuinely going to make a difference for the better. I knew I wanted to contribute positively, and that’s when I realised that path just wasn’t for me. That’s when I came across the Sustainable Entrepreneurship programme, which sounded exciting!

How did you experience the master’s?

❝This context made space for strong relationships with professors, which has benefitted my learning experience.❞

From the start, the Sustainable Entrepreneurship (SE) master’s programme felt like the right decision for me. The master’s programme was relatively small, with only 32 students, whereas I had previously been mostly in larger groups. That allowed for seminars of around 15 people, which was a refreshing change from my previous university experience, where classes often had about 50 students. This context made space for strong relationships with professors, which has benefitted my learning experience. Living in Groningen, I found that maybe a third of the students were also based there. We often travelled back and forth together from Leeuwarden, which was very nice.

There was a startup project that ultimately didn’t go ahead due to a lack of sign-ups. It would have been a great opportunity to incorporate a practical element into what is primarily an academic programme. We also worked with external stakeholders as part of the curriculum. For instance, we conducted research for a number of companies, including Fryslân Fungies, which is now also a partner of The Sustainable Superstore!

What about your final thesis project?

For my Sustainable Entrepreneurship Project (SEP) thesis, I chose a company listed on the Social Enterprise sustainable entrepreneurship website, which provided a helpful map of potential partners. I selected a relatively small company in Dronten, which is in somewhat of a remote area (at least for me!). The company is called TrendingTea and it focuses on direct fair trade tea, which was an exciting opportunity for me because I am a real tea lover. 

I got in touch with them already sometime before my thesis, during the Performance course. Back then, our professors encouraged us to contact our chosen companies in advance to prepare for the SEP, and so I took their advice. This way we managed to build a relationship before actually starting to work on the thesis project. I truly enjoyed working with this small company.

❝Our professors encouraged us to contact our chosen companies in advance to prepare for the SEP, and so I took their advice. This way we managed to build a relationship before actually starting to work on the thesis project.❞

How did the relationship with this company evolve after your thesis?

Recently, Trending Tea reached out to me to complete their B Corporation certification process. B Corporations prioritise social and environmental sustainability, assessing areas like governance, community, and workers. The certification requires submitting detailed documentation, which B Lab then reviews and verifies in person. To become certified, a company must achieve at least 80 points. After three years, they must go through the assessment again and improve their score; it's all about continuous improvement.

When TrendingTea contacted me to carry out this assessment for them, I was eager to collaborate with them again!

How did the idea of The Sustainable Superstore come to mind?

I started a job as a sustainability coordinator, but after a while, I realized the company did not want to go as far as I wanted to go. It was disappointing and not what I pictured my first job to be like. So, I decided to do something in my free time and started the Future Proof Programme for people under 30 who want to make a positive impact, not necessarily just in sustainability. I collaborated with a friend from my master’s.

The programme was online, and we used the Design Thinking method. We began with a problem and thought backwards, in a different sequence than what you would normally do when trying to start a profit-driven business. Through this process, we realised that although many people want to purchase more sustainable products, it’s often easier to buy non-sustainable options, especially when sustainability-focused solutions are not easily accessible. Ironically, my friend and I both experienced this firsthand in our new jobs in sustainability, where the gifts we received from our respective companies weren’t sustainable at all. This inspired us to create a sustainable alternative, specifically for companies that want to provide meaningful, eco-friendly options for their employees. Over three months, we developed the concept of a sustainable gift card.

Meanwhile, the programme made me realize I could make way more impact than in the position I had at the time, and so I quit my job, while my friend decided to focus on her corporate job. So I continued working on this project on my own. Coming up with the gift card was one thing, but figuring out where people could spend it sustainably turned out to be a much bigger challenge. That's when I came up with The Sustainable Superstore, a marketplace where impact-driven entrepreneurs can sell their products! 

How do you know if a product is sustainable?

With The Sustainable Superstore, I strive to offer only products that are genuinely sustainable. Based on my knowledge from the master's, I have developed 11 criteria, which can also be found on my website as well as an extensive checklist for partners. Next week, I am having a meeting with dr. Emma Folmer, Programme Director of the MSc. in Sustainable Entrepreneurship, to dive deeper into how I can best judge whether a brand is truly focused on people, planet and profit.

I have gotten in touch with a lot of inspiring impact-entrepreneurs since starting. Personally, I love it when products are sustainable in two ways: socially and ecologically. A good example of this is L.A.P. Atelier, in Leeuwarden. They create bags and buntings made from curtain fabrics. The people who create these products are survivors of violence and regain control through skill-building and confidence, supporting them toward reentering the job market.

Another of the products I offer on my platform is made from flip-flops collected in Kenya. Flip-flops are the most commonly worn footwear worldwide, but they are often of poor quality and end up in landfills or make their way to the ocean. Because of the currents, a lot of flipflops wash ashore in Kenya, where local wood artisans have now started to use flipflops instead of wood. So, instead of cutting down trees, they use waste to create art! These products are transported by ship; I do not work with companies that use airplanes for transport. 

Another 'more local' example is a product made entirely from waste oil from frying collected from restaurants. A Brazilian woman in Amsterdam collects this oil by bike to make soap from it, as her mother taught her. Now, she produces dishwashing soap that is made from local waste!

Are there many companies that check all your boxes?

For now, I’m focused on social enterprises and pioneers: companies that stand out and perform exceptionally well in terms of both sustainability and social responsibility. My goal is to grow from 25 partners now to 50 companies by 2025. After that, it may become more difficult to judge, but for now, I’m being very selective. When The Sustainable Superstore becomes more well-known, it might get easier for companies to find me instead of the other way around. But that also means it will become more challenging to verify their sustainability claims.

What are some of the reactions you have received about your idea?

A lot of people ask whether there’s enough interest in this kind of platform. They argue that people already living sustainably know where to find what they need, so why would they need this? But I think my target group is different. The Sustainable Superstore is for people who believe in sustainability but also want convenience: people who may be too busy or unsure where to find sustainable options. I can’t deny that sustainable products can be more expensive and often appeal to those who can afford or prioritise such decisions. Still, we are talking about a potentially large target group. More and more people are realising they need to take better care of the planet and therefore decide to buy less but more sustainable products. Ever since launching last week, I have received a lot of positive reactions, so I am very excited to see where this journey is going to take me! 

❝The Sustainable Superstore is for people who believe in sustainability but also want convenience: people who may be too busy or unsure where to find sustainable options.❞

How has the master’s programme helped you develop this?

First of all, I gained a lot of knowledge on sustainability and what it is that sustainable entrepreneurs do differently. You start with foundational and theoretical knowledge and then move on to practical courses. The programme also covers leadership for sustainability across various topics throughout the year. In spite of being a one-year programme, it provides a wealth of information. But, I think it’s more about learning a new way of thinking where sustainability is at the heart of everything you do. 

❝I gained a lot of knowledge on sustainability and what it is that sustainable entrepreneurs do differently.❞

The Performance course has been the most useful for me; I believe it offers a solid framework to assess whether a business is sustainable. I even used some of my class notes to develop the sustainability checklist I mentioned earlier!
Another example of applying what I’ve learned to my start-up is the Triple Layered Business Model Canvas. Many people use the business model canvas when starting a new business, but they do not include goals other than financial, and they do not consider different stakeholders. During the Strategy course, you learn to consider all stakeholders and intertwine different systems (people, planet, profit). It’s not just about aiming for profit, but about asking what impact it has on the world around you and how you can do good. Summed up, I think it is mostly about getting a holistic view of your business. This way of thinking is crucial; it stays with you.

❝I think it’s more about learning a new way of thinking where sustainability is at the heart of everything you do [...] this way of thinking is crucial; it stays with you.❞

Can interested parties (businesses, students, alumni) contact you to collaborate or learn more?

Definitely! If anyone has a sustainable brand and wants to become a partner of The Sustainable Superstore, they can reach out to me and we can explore possibilities. I am available at esmee thesustainablesuperstore.com as well as on LinkedIn as Esmée Cruiming. I look forward to connecting!

And if you’re looking to do make some positive impact while shopping for yourself or maybe as a gift, you find The Sustainable Superstore website here or follow us on Instagram.