Nutreco, Klaas Puul and novel feed suppliers crafted a plan to put a new kind of shrimp into retail stores. Here's how it came together.

Getting five companies to agree on a strategy is no small feat -- especially when those companies stretch across the value chain, from feed ingredients to retail.

But this week, Nutreco-owned feed giant Skretting, Dutch importer Klaas Puul, insect meal producer Protix and algae oil producer Veramaris reached a deal to increase the percentage of sustainable feed in shrimp sold across the Netherlands-based retail giant Albert Heijn -- a first-of-its-kind full supply chain partnership.

If it sounds complex, Nutreco Director Jose Villalon told IntraFish, that's because it was.