Not having to, but wanting to: the sustainability policy of the Dutch Expert Group wins Wecycle Award
Sustainability as a Core Value, Not an Obligation
For the Dutch Expert Group, known to consumers as Expert electronics stores, sustainability is more than just a requirement—it’s a principle embedded in their operations. This dedication recently earned them the Wecycle Award, presented by Stichting OPEN. They spoke with General Manager Dik Pijl, who is also a board member of Techniek Nederland, and Service Manager Tanja Klop about their approach.
A Unique Structure with a Shared Purpose
The Expert Group operates as an entrepreneurial cooperative, with 140 franchisee-run stores across the Netherlands. This structure exempts them from strict compliance with certain Dutch and European sustainability laws. However, this freedom hasn’t stopped them from prioritizing eco-friendly practices.
Sustainability is becoming part
Dik Pijl, General Manager
of our DNA
“Sustainability is becoming part of our DNA,” says Dik. “We recently redefined our vision and mission. We don’t want to look away. We are aware of the effects of what we do and we take responsibility for it. When consumers return with electronic devices, the first question should be whether it can be repaired. If not, we believe it is important that these discarded devices are disposed of and processed responsibly.”
“We think in terms of processes that every franchisee uses,” Tanja continues. “If repair is possible, we employ many of our own technicians who support us in this. The first objective is to get the device working again for the customer who brought it. If that doesn’t work, we want to prevent the device from unnecessarily ending up on the waste mountain. That’s why all Expert stores are affiliated with Stichting OPEN, so that we can have e-waste processed in the best possible way.”
This policy is widely supported within the Group, says Dik. “It is not an empty promise from the management. It has been discussed in detail with everyone, so that all franchisees know what we do and how. People often want to be at the finish line with a sustainability policy, but that is not how it works. This is not a linear process with a defined beginning and end. We like to look at good examples around us so that we can learn from them. We want sustainability to become part of our corporate DNA. That takes time.”
Moreover, you are stronger together, Tanja continues. “We are in extensive discussions with partners. We go to processors and talk about possibilities. The trick is not to continue to operate within your own framework, but to set up a collaboration with the entire sector and the entire chain.”
If you look at a sustainability policy from the legal obligation, it is imposed, says Dik. “Then you are more likely to adopt a defensive attitude.” Tanja adds: “We see it as an opportunity. We believe that it works if you do it from intrinsic motivation, instead of from an obligation.”
With that approach, the Dutch Expert Group has started again – with a different approach, Dik concludes. “This Wecycle Award is a reward for the courage we have shown – it feels good that it is appreciated by such an important organization. This Wecycle Award motivates us to further integrate sustainability into our strategy. Yet we always keep both feet on the ground. We roll up our sleeves and continue this journey to a more sustainable organization.”
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