The Netherlands is one of the smallest countries in the world. We are known for tulips, wooden shoes, our bad weather, our coffee shops and certain areas of entertainment in Amsterdam. The Dutch are also known for being direct, blunt and cheap (going Dutch means when you go out every person pays for themselves. And a Dutch party means everyone will bring their own food and drinks). A questionable reputation to say the least. But lately I am proud to say I am Dutch as it seems that the Dutch are leading the silent revolution of sustainable market transformation. Here are some recent examples of a small country having big ambitions.

Governmental guidelines on sustainable procurement: Our national government wants all of its purchases to be 100% sustainable by 2010.
source: http://www.senternovem.nl/sustainableprocurement/what_is_it_about/index.asp 

Dutch cocoa sector pledges 100% sustainability in 2025: The Netherland is one of the most important cocoa importing countries in the world. In 2010 the Dutch cocoa sector signed a statement to strive for a complete sustainable cocoa consumption in 2025. In 2015 50% of the Dutch cocoa must already be sustainable.
Source: http://www.teacoffeecocoa.org/tcc/News/Cocoa/Intentieverklaring-in-2025-alleen-nog-duurzame-cacaoconsumptie

Dutch Sustainable Trade Initiative receives 100 million Euros over five years: During the annual conference of the Dutch Sustainable Trade Initiative in December 2010, it was announced that the Dutch government will provide a funding of 100 million Euros to IDH within the next five years in order to improve sustainability in several commodity sectors.  Source: http://www.dutchsustainabletrade.com/en/in-the-press

Palm oil: The Netherlands has committed to only using palm oil certified under the Roundtable on Sustainable Palm Oil (RSPO) by 2015, providing a huge boost for the certification standard which aims to improve the social and environmental performance of the world's most productive oil crop. The pledge makes the Netherlands the first country to commit itself to using only sustainable palm oil.
Source: http://news.mongabay.com/2010/1105-dutch_palm_oil.html

Actionplan Sustainable Trade: On June 29 Dick Boer (CEO Ahold Nederland), Peter ter Kulve (CEO Unilever Benelux), Johan van de Gronden (Director WWF Netherlands) and Joost Oorthuizen (director of the Dutch Sustainable Trade Initiative) presented the Action Plan Sustainable Trade 2011-2015. The Action Plan consist of a vison letter undersigned by more than 60 companies and 8 civil society organisations, and a portfolio with sectoral development programs. The Action Plan is targetted at the members (and candidate members) of the House of Parlement of the Netherlands. With a annual turnover of 37 billion euros and 61.000 FTE, the supply chains of the development programs are of great importance to the Dutch economy. 
Source: http://www.dutchsustainabletrade.com/en/home

A minimum sustainability level for Dutch supermarkets: Dutch parliament accepted an initiative to start talking with Dutch supermarkets about a minimum level of sustainability for all their home brand products by 2015. Source: http://www.fairfood.nl/

UNILEVER  commitment to sustainable sourcing : As part of Unilever Sustainable Living Plan (launched in November 2010), Unilever will source 100% of their agricultural raw materials sustainably: 10% by 2010; 30% by 2012; 50% by 2015; and, 100% by 2020. Source: http://www.unilever.com/sustainability/environment/agriculture/

Sara Lee commits to sustainable sourcing : Sara Lee announced a new five-year initiative to boost its sustainable commodity program. The company committed to more than triple their current commitment of sustainable coffee in the next five years and purchase at least 350 million kilos across all its markets and product segments. Sara Lee's long-term goal is to use only certified coffee and tea in all products worldwide.
Source: http://www.prnewswire.com/news-releases/sara-lee-launches-ambitious-five-year-sustainable-coffee-plan-113192259.html

Go Holland!