From India to E&CO; a journey towards sustainable awareness
Follow Janneke’s inspiring journey from India to the Netherlands, where she teams up with Pineut to make production more sustainable and conscious. In the blog, she shares her personal experiences and insights on making responsible choices that are not only delicious, but also good for the planet.
Sustainability is a topic that’s becoming increasingly relevant in our modern world. Yet for many, it feels like an abstract concept—something difficult to put into practice in daily life.
In a conversation with Janneke, the owner of the E&CO department store in Utrecht, we explore the true value of sustainability.
During a work trip to India, Janneke had the chance to collaborate with several microcredit organisations. The experience opened her eyes in ways she had never expected. Until then, she had never visited a developing country. Meeting people who, with very limited resources, still found clever ways to improve their lives was deeply inspiring.
While many around her saw sustainability as a difficult, restrictive obligation, Janneke reacted differently. For her, making a positive contribution sparked joy. This insight shifted her focus: she began to explore how to adapt her own consumption patterns and make more conscious choices.
A tangible result of this journey is her involvement with E&CO, a department store dedicated to sustainable and ethically responsible products. The store embodies the values that have become central to her life: offering products that are not only kind to the planet, but that also contribute to a fairer world. One example is the Woof Bake—a tasty, eco-friendly treat for dogs, made with sustainable ingredients and minimal packaging. It’s not only good for your four-legged friend, but for the planet too! Alongside Pineut’s Woof Bakes, the store also carries a wide range of sustainable pet toys.
The lessons from India led not only to personal changes, but also to a broader awareness of the need for sustainable living. They show that even small choices can have a big impact—and that sustainability is not a burden, but an opportunity for positive change.
The collaboration between Pineut and E&CO proves that sustainability doesn’t have to be complicated or dull. On the contrary, it inspires creativity and fun in the kitchen while contributing to a better world. These products deliver not only a delicious experience, but also a conscious alternative to mass-produced, over-packaged options.