Additional NFP 2025 true pricing seed fund winners: Maas International and Grows in Rows

This follows additional funding made available by the Netherlands Ministry of Agriculture, Fisheries, Food Security and Nature, allowing for the initial selection to be expanded to include the runners-up resulting from the selection process. Given the many high-quality applications, we are very excited that the runners-up Maas International and Grows in Rows now also have the opportunity to implement their projects and are very thankful to the Ministry for providing that opportunity.

Grows In Rows is an agricultural commodity producer and aggregator based in Nigeria, with the mission to empower smallholder farmers by providing access to quality inputs, mechanization, extension support, and market linkages. Their project will focus on applying True Cost Accounting (TCA) to Nigeria’s avocado value chain. They will firstly conduct a TCA baseline analysis to quantify key hidden environmental and social costs to determine where interventions are most needed, while at the same time building local capacity of farmer cooperatives and local institutions. Based on this and together with local stakeholders, they will generate actionable recommendations for future interventions, such as adapted farming practices, cooperative governance, and export readiness.

Maas International is a provider of sustainable hot beverage solutions of coffee, tea and cocoa, for over 2,000 Dutch organizations. Maas combines the provision of sustainable coffee machine solutions for workspaces, with a robust sustainability ethos—investing in origin countries, local social inclusion, and minimized environmental impact. With their true pricing project, they aim to gain insight into the true social and environmental costs embedded in the ‘PURO coffee’ value chains (one of the coffee brands offered by Maas) in Honduras and Peru. In cooperation with the PURO coffee cooperatives, Maas will develop an action plan aimed at structurally reducing externalities identified. This will be combined with an awareness campaign through intuitive communication materials, directed at procurement departments and end-users, as well as publicly published.

We look forward to the projects’ implementation!

Take a look at our other 2025 true pricing seed fund winners here