Sustainable delivery as an extension of Neleman’s mission

Why Neleman chooses GreenChoice to make sustainability visible at checkout

Neleman is more than a wine brand. This Dutch winery is known for its organic and vegan wines, but above all for its clear mission: contributing to a better world. Sustainability is part of the company’s DNA, from vineyard to bottle, and from packaging to shipping.

Neleman customers buy consciously. They choose quality, but also impact. And that’s exactly why sustainability doesn’t stop at the product itself. Delivery needs to align with the same mission.

We spoke with Sander Schadenberg, Senior Developer at Neleman, about the role GreenChoice plays in this.

The challenge

How do you make an already sustainable checkout even more conscious?

Sustainable delivery is part of Neleman’s DNA. Even before Greenchoice entered the picture, they were already actively driving green choices in the checkout behind the scenes. Although this remained invisible to the customer at the front end, the logistical footprint was already being structurally reduced at the back end

• Greener carriers were shown higher in the checkout
• Delivery with electric vehicles was prioritized
• Customers could choose their delivery day
• The system managed volume consolidation at the back end, strategically clustering shipments with a single fixed carrier

“For Neleman, sustainability has always been a top priority. We already selected and prioritized carriers based on how green they were.”

Still, one important question remained:

How do you make customers even more aware of the impact of their delivery choice without making checkout more complicated?

That’s not a simple challenge, especially in a market where:

• Next day delivery is still the standard for the consumer
• Customers aren’t always home at the time of delivery
• Second or third delivery attempts create extra CO₂ emissions
• Pickup points aren’t automatically the most sustainable option
• Alcohol shipments can’t be delivered to neighbors or left at the back of the house

“A second or third delivery attempt isn’t green at all. Customers need to be aware of that effect.”

While Neleman already had strong control over its delivery process, they were looking for a way to make sustainability more visible and more explicitly part of the decision moment in checkout.

The solution

GreenChoice as an extra layer on top of a strong foundation

For Neleman, GreenChoice didn’t replace what they were already doing, it strengthened it. As Sander Schadenberg puts it:

“GreenChoice was an extra layer on top of everything we already did. A great add-on that fits perfectly with our business case.”

Implementation was smooth, with no major technical hurdles. According to Sander, the pilot was “plug-and-play; it was mostly about adding a checkbox and adjusting styling to Neleman branding. Technically, it was very simple.”

What GreenChoice adds most is visibility. It makes the sustainable option explicit and instantly recognizable for customers, right at the moment they make their choice. And for a brand like Neleman, that’s crucial:

“Our customers choose organic and vegan wine. They want to do something good for the world. Every step that supports that story helps our mission.”

The real value lies in awareness for the customer and brand consistency. As Sander explains:

“It doesn’t solve one specific problem, but it helps. Every small step helps.”

In this way, GreenChoice helps Neleman tell its sustainability story more clearly— and extends the impact of its mission all the way to the customer’s doorstep.

The benefits of GreenChoice:

• Up to 30% higher checkout conversion through sustainable delivery choices
• Commercial growth and CO₂ reduction in a single checkout
• More control for the customer, less warehouse pressure lowers your costs
• Make your sustainability choices visible to your customers