Loverendale Ter Linde is a biodynamic farm where vegetables, fruits, and flowers are grown with care for nature and the soil. They introduced the Concert at SEA audience to their “mattentaart,” a pastry that is fully local: from farm to market. This means the ingredients don’t have to travel far – it is a short-chain product that combines regional stories, heritage, sustainable agriculture, and local production. During Concert at SEA, they tested if people liked the pastry, which part of their story appealed most, and how much people were willing to pay. Visitors could taste the mattentaart, and then share their feedback via a digital survey or the Innofest wool map board.

A total of 310 taste testers shared their feedback. The taste evaluation was very positive: 57% found the mattentaart super delicious, and 39% found it good. The product was largely unknown but was still well-received. Only 8.2% of testers were already familiar with the mattentaart. Of the five storylines presented, the storyline about locally (organically) produced ingredients scored exceptionally well with 57% of the votes. The ideal price for a pastry appears to be between €2.75 and €3.75. The mattentaart was so popular that visitors came to Ter Linde’s beach bar the day after the festival specifically asking for it.

To effectively communicate its story to consumers, Ter Linde is taking several follow-up steps. The large storyboard at the beach bar already highlights the local aspect of the product well. In other communications, Ter Linde will emphasize the mattentaart’s local origin and ingredients. The mattentaart will also remain available at the beach bar, where the story seems to resonate well with consumers. Tim from Ter Linde would like to sell the pastry for €3.75. Innofest has advised further testing with different portion sizes. The mattentaart is currently being sold at maximum production. Scaling up production can happen after the summer. Only then will a larger rollout and promotion take place, including via social media.