Audience & positioning
Everyone at the table, three people in mind
Common Ground is for the whole neighbourhood. But when you write a flyer or design a post, picture one of these three people. They are based on our 2025 member survey (1,140 responses) and on conversations in the kitchens.
Amal
38 · Nurse and mother of two, Amsterdam-Oost · member since 2022
I want my kids to eat real vegetables. I just can't spend Saturday at three different shops.
- Fresh food at a price that fits the monthly budget
- A weekly box she can pick up after a late shift
- A place where the kids are welcome too
Henk
74 · Retired tram driver, lives alone in Rotterdam-West · comes to soup night
Since my wife died I don't really cook. On Thursdays I have somewhere to be.
- Company and a reason to go out
- A warm meal he can afford on his pension
- Information on paper, in large type
Sanne
26 · Student and volunteer cook, Amsterdam-Noord · on Instagram daily
I wanted to do something useful that isn't just signing a petition.
- Meaningful volunteering that fits around her studies
- To learn to cook for 60 people
- To meet people outside her bubble
Positioning
For neighbours who want good food without the price tag or the pretence, Common Ground is the local co-op and kitchen that brings growers and neighbours to one table. Unlike supermarkets and organic stores, we're run by our members, and everyone pays what they can.
Positioning map
Brand promise
Good food, a seat at the table
What people can count on, every time they meet us.
Our promise
Fresh, local food at a fair price, and a seat at the table for everyone who wants one.
The proof
86% of our produce comes from within 50 km. Members pay on average 30% less than in organic stores. 2,400 meals a month, pay what you can.
What makes us different
We are a shop and a kitchen in one, owned by the people who use it. Nobody earns a profit on your groceries.