The Coalition Vitalization of Pig Farming in the Netherlands is working on a new initiative, Holland Varken, to highlight the quality and sustainability of Dutch pork on the international market. The initiative will be based on three pillars: a revised standards framework, a blockchain information system, and improved chain cooperation. The blockchain will enable transparent and efficient information exchange between chain partners, potentially leading to reduced administrative burdens and increased control for pig farmers. The initiative is supported by a subsidy from the Coalitie Vitalisering Varkenshouderij and is expected to be scaled up with participation from more pig farmers and slaughterhouses.