Sales through selective distribution

In the Netherlands, people throw millions of liters of chemical cleaners down the drain every day, said Arnout Noteboom owner of BIOnyx.nl "We not only show that things have to be better, but that they can be better."

Noteboom laid the foundation for BIOnyx during a project in South Africa as a producer of coffee pods. "Together with a local roaster, we sourced our coffee from regional farmers and in the process I noticed that quality, fair trade and sustainability did go hand in hand." Once back in the Netherlands, he worked at a car cleaning company. "There I noticed that there were hardly any environmentally friendly alternatives. This was the beginning of BIOnyx: one of the first and most progressive organic brands in the Netherlands." 

In the world of cleaning products, there are three types, according to Noteboom. "The chemical ones that are 100 percent bad, the ecological ones that are already slightly better because they contain at least one environmentally friendly raw material and the organic ones; with 95 to 100 percent natural ingredients."

When it comes to sales and consulting, Noteboom chooses his own path. "Through selective distribution, I market my distinctive products, which are not available on every street corner. Garden center Intratuin is an exception. However, I do have my own website, especially for the private individual who sits on the couch in the evening looking for a biological solution for the green deposits on his terrace. Gardeners and other professionals have also experienced the qualities and benefits of my products over the past three years. They come back every year; they are my ambassadors. I cherish them." 

BIOnyx makes high-quality and organic niche products for all indoor and outdoor surfaces, according to Noteboom. "Clean and fresh, and so the environment is protected," he says. He notes that users are increasingly looking for an organic alternative. "Take the Terrace and Driveway Cleaner; not only does it remove green deposits, but it is also the only product that breaks down biofilm, so the patio stays clean longer. Young people are also becoming increasingly aware of the need, helped in part by the fact that traditional chemical products are legally given less and less space."