Introducing new, environmentally friendly materials such as bioplastics in the market appears to be a challenge for a large number of, predominantly, young and small companies. Although the objectives of this young industry are fully in line with e.g. those of European policy makers, making big steps in the market appears to be not always easy. The “Dutch approach“, as being shaped by BCPN and many other relevant stakeholders, might be an interesting case study in this context that could potentially be of use for other countries in the world.