Three and a half months ago, I opened the doors of Terroir.
In such a short time, countless bottles and artisanal French products have found their way to private customers, businesses, institutions, and events across the Netherlands.
I've had the privilege of meeting extraordinary producers and talking with dozens of passionate people. Among them, Corentin Mounié and Gilles Suprin. Our conversations didn't change the way I see things. They simply reinforced a belief I've held for a long time: behind every product are people, agricultural choices, and a responsibility towards the living world.
And then there's what's happening around us: wildfires devastating France and other parts of the world, worsening droughts, farmers adapting to increasingly unpredictable seasons...
These aren't new realities to me. But seeing them unfold before our eyes has made me want to take Terroir even further.
I no longer want to simply select great products.
I want to understand what happens before they reach the table.
The soil. Farming practices. Biodiversity. Transport. The challenges producers face. Their values and the choices they make.
I want to tell the whole story.
Because behind every bottle, every jar of mustard, every cider, or every saucisson, there is so much more than a product. There is a piece of land, a climate, generations of know-how, families, and decisions that have an impact far beyond what's on our plate.
Take mustard, for example.
For years, nearly 80% of the mustard seeds used by the French food industry were grown in Canada before being processed in France.¹ Thousands of kilometres travelled, despite France having a remarkable heritage and expertise in mustard production.
I'm not writing this to give lessons.
I'm writing it because I truly believe that the more we understand what we eat, the better choices we can make—not only for today, but especially for tomorrow.
That's why Terroir is taking a more intentional direction.
I'll continue to carefully select artisanal products that make me proud. But I'll also spend much more time telling their stories, understanding their practices and their impact on our planet, and giving a voice to the producers behind them.
I'm still learning.
But if, in my own small way, I can help bring even more meaning to what we eat and drink, then Terroir will become much more than just an online French delicatessen.
And I truly believe this is only the beginning.
Martin.
¹ Source: Le Monde, investigation into the French mustard supply chain following the 2022 mustard shortage.