What Supporter van Schoon does

Supporter van Schoon is a Dutch non-profit organization and public awareness brand dedicated to litter prevention and community cleanup mobilization, operating for over 32 years (founded 1991) with 11–50 employees headquartered in Den Haag, Netherlands. The organization runs the flagship Landelijke Opschoondag (National Cleanup Day), which mobilized 55,000 participants across 2,321 cleanup actions in 2025, and supports World Cleanup Day activities. Its core programmatic offerings include the interactive Schoonkaart (cleanup map) for organizing local actions, the Kenniswijzer Zwerfafval knowledge platform with hundreds of research documents and standardized methodologies, targeted litter-approach programs for shopping districts, snack routes, business parks, fast-food locations, beaches, and events, plus school and BSO educational materials and monitoring services for municipalities.

The organization's business model is structurally distinct from a commercial enterprise: it does not charge for participation, knowledge resources, or campaign toolkits. Instead, it operates as a brand under Stichting Verpact, which is funded through mandatory extended producer responsibility (EPR) contributions from producers and importers of packaging in the Netherlands — a closed regulatory funding pool tied to the EU Single Use Plastics directive and Dutch statiegeld regulations. The sole commercial revenue line is a small e-commerce webshop (deBriesWebshop.eu) selling physical cleanup supplies. Strategic stakeholders span Dutch municipalities (300+), major consumer brands (McDonald's, Albert Heijn, Coca-Cola, Heineken, Jumbo, Pathé), national government agencies (Rijkswaterstaat), and environmental NGOs (IVN Natuureducatie, Stichting De Noordzee, Plastic Soup Foundation, WWF Netherlands).

In 2025, Verpact consolidated Supporter van Schoon alongside Kennisinstituut Duurzaam Verpakken (KIDV) and Afval Goed Geregeld under the single Verpact brand, with the explicit strategic goal of building one clear sender for circular economy messaging and achieving a fossil-free, circular packaging chain by 2050. The Supporter van Schoon brand and Landelijke Opschoondag continue operationally, though from 2026 the flagship event is organized directly under Verpact.

Name

Supporter van Schoon

Legal name

Stichting Verpact

Website

https://supportervanschoon.nl

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Supporter van Schoon is a Dutch non-profit community mobilization brand under Stichting Verpact that organizes litter prevention campaigns, including the annual Landelijke Opschoondag mobilizing 55,000 participants, serving citizens, municipalities, schools, and partner companies across the Netherlands.

Ownership category

akta.pro rank

Product category

Litter Prevention and Environmental Awareness Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133), Waste Management and Remediation Services (562)

SIC

Services-Social Services (8300), Refuse Systems (4953)

akta.pro primary industry

Pollution Prevention & Toxics Reduction (BPAGAGAJ)

akta.pro secondary industry

Residential Curbside MSW Collection (BPALAAAA)

Keywords

• Litter prevention programs
• Community cleanup mobilization
• Municipal waste partnerships
• Producer responsibility funding
• Environmental awareness campaigns

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Organizational funding (Verpact): Supporter van Schoon operates as a brand/movement under Stichting Verpact, which is funded by producers and importers of packaging who are legally responsible for preventing packaging waste and litter. The organization does not generate commercial revenue from products or services.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels11 records

Core offering

Supporter van Schoon is the public-facing brand of Stichting Verpact, a Dutch non-profit foundation that runs nationwide litter prevention (zwerfafval) programs. It mobilizes citizens through an annual National Cleanup Day, runs an interactive cleanup map, publishes a knowledge platform on litter prevention, delivers targeted hotspot approaches, school and after-school care programs, professional monitoring services for municipalities, and operates a reusable cup deposit system.

Product overview

Supporter van Schoon, now operating under the Verpact brand, is a Dutch litter prevention organization that offers a comprehensive platform for keeping the Netherlands clean. The core offering consists of the Supporter van Schoon/Verpact brand platform, the annual Landelijke Opschoondag (National Cleanup Day) campaign with over 55,000 participants, the interactive Schoonkaart (Cleanup Map) for coordinating cleanup actions, and the Kenniswijzer Zwerfafval knowledge platform providing research and guidance. Additionally, they offer targeted litter approaches for specific hotspots (business areas, shopping districts, fast food locations, beaches, events), educational programs for schools, monitoring services, the De Dagstart cleaning program for entrepreneurs, waste-free cup systems for events, and an online shop for cleanup materials. The organization consolidated all its initiatives under the Verpact brand in 2025 to provide clearer circular economy messaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Landelijke Opschoondag (National Cleanup Day) Annual nationwide cleanup day that mobilizes citizens, schools, businesses, and municipalities to remove litter from public spaces across the Netherlands.
• Schoonkaart (Cleanup Map) Interactive online map showing registered cleanup actions and litter hotspots, used by citizens and municipalities to coordinate local cleanups.
• Kenniswijzer Zwerfafval Online knowledge platform with guides, data, and best practices on litter prevention for municipalities, businesses, schools, and citizens.
• Zwerfafvalaanpakken (Litter Hotspot Approaches) Targeted program packages addressing litter in specific hotspots such as stations, fast-food areas, schools, and events, sold to municipalities and venue operators.
• School and BSO programs Educational programs and materials on litter prevention and circular behavior for primary schools and after-school care (BSO) organizations.
• Municipal monitoring services Professional litter monitoring and measurement services that provide municipalities with data on litter quantities, composition, and trends to support policy and operations.
• De Dagstart Early-morning awareness and clean-up routine program designed to anchor daily litter-prevention behavior in schools, BSO, and community settings.
• Waste-free reusable cup deposit system Deposit-based reusable cup system that replaces single-use cups at events and venues, offered to hospitality, events, and public-sector partners.

Quantifiable outcome

• 55,000 participants and 2,321 cleanup actions in 2025 Landelijke Opschoondag alone
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, major and minor.

• VerpactcoreStrategic or Co-development PartnerSupporter van Schoon is a brand under Stichting Verpact. Verpact is the organization responsible for the circular economy for packaging in the Netherlands, representing producers and importers of packaging who fund litter prevention activities. As of 2025, Supporter van Schoon operates entirely under the Verpact brand, consolidating all initiatives, campaigns, services, and knowledge activities under one name.
• Albert HeijnmajorGTM or Marketing PartnerAlbert Heijn participates in Landelijke Opschoondag with employee teams and is listed as a supporting partner company of the Supporter van Schoon movement.
• McDonald's NederlandmajorGTM or Marketing PartnerMcDonald's participates in cleanup events with employee teams, including World Cleanup Day activities. The fast-food chain works with Supporter van Schoon on litter prevention around its restaurant locations.
• Coca-ColamajorGTM or Marketing PartnerCoca-Cola participates in Landelijke Opschoondag with employee volunteer teams. The company is a partner in the Supporter van Schoon ecosystem.
• HEINEKEN NederlandmajorGTM or Marketing PartnerHEINEKEN partners with Supporter van Schoon and has implemented waste-free cup systems at large-scale events such as the Formula 1 Heineken Dutch Grand Prix.
• JumbomajorGTM or Marketing PartnerJumbo supermarket chain participates in World Cleanup Day and Landelijke Opschoondag, organizing cleanup actions around store locations with employee teams.
• PathéminorGTM or Marketing PartnerPathé participates in Landelijke Opschoondag as a partner company, mobilizing employee volunteers for cleanup activities.
• IVN NatuureducatiecoreStrategic or Co-development PartnerIVN Natuureducatie is the official organizer of World Cleanup Day in the Netherlands. Supporter van Schoon supports this initiative as a partner organization.
• RijkswaterstaatcoreStrategic or Co-development PartnerRijkswaterstaat (Directorate-General for Public Works and Water Management) runs national awareness campaigns such as 'Zwerfafval. Natuurlijk raap je ook iets op' supported by Verpact/Supporter van Schoon. The agency also conducts the annual Zwerfafvalmonitor (litter monitor) providing data on litter composition.
• Strand NederlandmajorStrategic or Co-development PartnerStrand Nederland advocates for beach pavilion owners and organizes the annual Strandverkiezingen (Beach Elections) and beach inspections in partnership with Supporter van Schoon. The organization connects pavilion owners, suppliers, and coastal municipalities to keep Dutch beaches clean.
• Stichting De NoordzeemajorStrategic or Co-development PartnerStichting De Noordzee (The North Sea Foundation) is a partner organization working towards a clean North Sea. It organizes the annual Boskalis Beach Cleanup Tour and collaborates with Supporter van Schoon on beach litter prevention.
• Plastic Soup FoundationminorStrategic or Co-development PartnerPlastic Soup Foundation is listed as a supporting partner of the Supporter van Schoon movement, contributing to awareness around plastic pollution.
• CircularPETminorStrategic or Co-development PartnerCircularPET advises and guides organizations in organizing zero-waste events, including the implementation of deposit (statiegeld) cup systems. The organization provides expertise on closed-loop cup recycling chains.
• JuttersgelukminorStrategic or Co-development PartnerJuttersgeluk is a project that combines beach cleanup and upcycling, turning collected beach plastic into circular products. Founded in 2015, it operates with volunteers and creates social employment for people outside the regular labor market.
• Zero Waste NederlandminorStrategic or Co-development PartnerZero Waste Nederland is listed as a supporting partner of the Supporter van Schoon ecosystem.
• Wereld Natuur Fonds (WWF) NederlandminorStrategic or Co-development PartnerWWF Netherlands is listed as a partner organization supporting the Supporter van Schoon movement.
• De SportvisunieminorGTM or Marketing PartnerDe Sportvisunie (Dutch sports federation) is a partner that participates in cleanup actions and promotes the Supporter van Schoon movement among sports clubs across the Netherlands.
• VerpactcoreOthersStichting Verpact is the parent organization. Verpact Henri Faasdreef 312, 2492 JP Den Haag; telephone 085-401-2660; website www.verpact.nl. As of 2025, all activities previously under Supporter van Schoon, Kennisinstituut Duurzaam Verpakken (KIDV), and Afval Goed Geregeld have been consolidated under the single Verpact brand name.
• Strand NederlandmajorStrategic or Co-development PartnerStrand Nederland organizes the annual Strandverkiezingen (Beach Elections) and conducts beach inspections in partnership with Rijkswaterstaat, Koninklijke Horeca Nederland, Stichting KMVK, Entree Magazine, and KIMO. This initiative grew out of the original Netherlands Schoon beach cleanup programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Surfrider Foundation: International grassroots environmental nonprofit focused on beach/ocean protection, including beach cleanup programs and plastic-pollution advocacy; comparable in litter-prevention mission and volunteer-driven mobilization model.
• Keep Britain Tidy: UK environmental charity running national community cleanup campaigns (e.g., Great British Spring Clean); comparable in mission (national-scale litter mobilization) and operational model (events, volunteers, corporate partnerships, school programs).
• Keep America Beautiful: Long-running US nonprofit focused on litter prevention and community beautification; comparable as a broader-scale incumbent running national cleanup events, school curricula, and corporate partner programs aimed at reducing packaging and consumer litter.
• Clean Up Australia: Australian nonprofit running the iconic 'Clean Up Australia Day'; comparable in mission and operational mechanics (annual national cleanup event, school programs, corporate sponsors, volunteer mobilization).
• WWF Nederland: Dutch arm of WWF, a major international conservation NGO; comparable as a Netherlands-based environmental advocacy organization and listed Supporter van Schoon partner sharing corporate-partner fundraising dynamics.

Direct peers

• Stichting De Noordzee (North Sea Foundation): Dutch NGO focused on a clean North Sea; comparable as a Netherlands-based environmental advocacy nonprofit that co-organizes the annual Boskalis Beach Cleanup Tour and collaborates with Supporter van Schoon on beach-litter prevention.
• Zero Waste Nederland: Dutch advocacy organization promoting zero-waste lifestyles; comparable as a supporting partner of Supporter van Schoon, sharing the same prevention-over-cleanup philosophy and Dutch citizen target audience.
• IVN Natuureducatie: Dutch nature education organization that officially organizes World Cleanup Day in the Netherlands alongside Supporter van Schoon; comparable in mission scope (community mobilization for environmental cleanup) and target audience (citizens, schools, municipalities).
• Plastic Soup Foundation: Dutch NGO focused on plastic pollution awareness and reduction; comparable as a fellow Netherlands-based environmental advocacy nonprofit operating in the litter/anti-plastic space and already listed as a Supporter van Schoon supporting partner.

Emerging players

• Litterati: Data-driven litter-mapping community platform that uses geotagged photo data to identify brands and locations of litter; comparable as a technology-enabled, community-mobilization approach to litter prevention that competes for the same citizen, municipality, and corporate-sponsor attention.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nederlandschoon
• Instagraminstagram.com/verpact
• Facebookfacebook.com/supportervanschoon
• LinkedInlinkedin.com/company/stichting-nederland-schoon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Supporter van Schoon