How a basic mineral became a global essential, and how JOZO made it part of everyday life.
Salt is one of the oldest substances known to humankind. It’s not just a flavour enhancer – though that’s how most of us encounter it. Salt is essential for life. It helps regulate fluid balance, supports nerve and muscle function, and plays a vital role in cellular health.
For centuries, salt was rare and precious. Ancient civilisations used it for preserving food long before refrigeration existed. It enabled trade, powered empires, and even ignited wars. In some cultures, it was so valuable it served as currency – the word “salary” comes from the Latin salarium, originally meaning “salt money” paid to Roman soldiers.
Across the world, salt has held symbolic power too – used in rituals, treaties, and traditions. It was a mark of hospitality, wisdom, and wealth. Its significance is reflected in phrases like “worth one’s salt” or “the salt of the earth”.
Fast forward to the late 19th century, in the Dutch province of Twente. It was here, quite by accident, that one of Europe’s largest underground salt deposits was found. In 1885, a water pump installed on the Twickel estate unexpectedly drew up salty water. Geologists and entrepreneurs took note, and the hunt was on.
By the early 1900s, geological surveys confirmed vast reserves of rock salt buried 300 to 400 metres below the surface. This salt had been created 250 million years ago, when the ancient Zechstein Sea evaporated, leaving behind thick layers of mineral-rich salt that were eventually buried by time and sediment.
In 1918, with salt still being imported from Germany, the Dutch government granted exclusive rights to exploit these deposits. KNZ – The Koninklijke Nederlandsche Zoutindustrie (Royal Dutch Salt Industries) was born. Based in Boekelo and later Hengelo, it marked the start of a new industrial era for Dutch salt, and for the world.
Extracting salt from deep underground is a feat of engineering. At Hengelo, engineers drill into the earth and pump down water to dissolve the rock salt into brine. The brine is then pumped back to the surface and purified through sedimentation and filtration.
The purified solution enters a series of vacuum evaporators, where heat and pressure coax the salt out of the water. The result is clean, white, high-purity salt crystals. After drying and sieving into different grain sizes, the salt is packed and distributed. This vacuum method, adopted in 1926, remains one of the most energy-efficient and hygienic ways to produce salt.
By the 1930s, the Twente-Rhine Canal allowed salt to be shipped directly from the factory via a network of waterways, making JOZO salt an export success.
In 1929, a bold idea took shape at the original manufacrturer KNZ. The newly refined salt wasn’t just pure – it was practical. To combat iodine deficiency, Dutch health authorities began adding iodine to table salt. The result was a whole new category of salt: iodised salt.
JOZO was born as an abbreviation of “Jodised Zout” (iodised salt in Dutch). It was the first widely available iodised salt in the Netherlands – and eventually across Europe. With its fine, clean grains and health benefits, it quickly became a staple in kitchens and bakeries.
Over time, JOZO became more than just a product. It grew into a brand that stood for reliability, taste, and innovation. And as consumers became more discerning, JOZO evolved too – offering a wider range of grain sizes, salt types and formats, all crafted to enhance different foods and lifestyles.
Today, JOZO is one of the most trusted salt brands in Northern Europe. From everyday table salt to gourmet flake salt, JOZO’s range includes:
At JOZO we continue to source our salt from underground caverns in the Netherlands and Denmark, as well as saltpans in the Mediterranean and Caribbean. Our legacy is built on purity, safety and taste – but also a commitment to mindful salt use.
Crystals of shallow salt in a scoop, spoon on a dark gray table. Background for advertising salt. Table salty. Salted food
As the world changes, so does the way we think about food. At JOZO we see salt not just as an ingredient, but as a carrier of health, heritage and flavour. With global focus on nutrition, JOZO continues to innovate with lower sodium options and clearer labelling.
Initiatives like Salt Smart aim to educate our customers and promote informed, balanced use of salt. As plant-based eating and minimal processing become more common, high-quality salt plays an even greater role in elevating simple meals.
And just as salt once shaped trade routes and economies, we believe it can shape a better food culture – one that values simplicity, sustainability and taste.
The journey that began millions of years ago beneath an ancient sea isn’t over. It’s evolving, one pinch at a time.