Koninklijke Vezet is a major player in the dynamic world of fresh vegetable products, ready-to-eat salads, meals, and pizzas. Through a 50-year strategic partnership with Albert Heijn (part of Ahold Delhaize), it continues to build what it calls the 'plate of the future'. With more plant-based protein, stemming from the mission to make tasty and healthy eating easy for everyone.
A solitary pile driver stands idle in the midst of rampant weeds. "A few more piles need to be driven into the ground," explains Gertjan van Potten. The operational director at Vezet in Warmenhuizen, North Holland, is visibly proud of the upcoming major expansion of the company's production capacity. For 50 years, in partnership with Albert Heijn (part of Ahold Delhaize), they have been preparing vegetables, fruits, salads, pizzas, and meals, with convenience as a priority. "Our mission is: We make tasty and healthy eating easy for everyone," says Van Potten. It's no wonder the business units (BUs) in Warmenhuizen are named Veg Convenience, Meal Convenience, and Fruit Convenience.
In addition, Vezet has a kitchen in Purmerend where ultra-fresh meals are prepared. This kitchen will move to the new 35,000 m2 production location, which is expected to be ready in the fall of 2027. Along with the kitchen, the Meal Convenience BU will also move to the new location. Veg Convenience and Fruit Convenience will remain at the current 40,000 m2 site. "What we're doing is huge," says Sido Schoustra, Chief Operating Officer of parent company Kramer Food Family. "The current factory was built over 50 years, now we're doing it in two years. And it's not just about the size, but also the automation leap we're taking, with the factory set to operate carbon-neutrally." As COO, Schoustra is strategically responsible for all operational activities of the companies under KFF.
Why this significant expansion?
Gertjan: "We currently produce around 330 million units (consumer packages) per year. But together with Albert Heijn and Delhaize, we conducted a thorough market study and we expect significant growth in the coming years. But the expansion also offers opportunities to apply new techniques to make vegetables and fruits even more appealing. Think of fermentation or smoking vegetables. Just having more beans on your plate won't work."
We believe in the ongoing protein transition and see that more and more people are opting for convenience. To stay within the limits of our planet, the ratio of animal protein (60%) to plant-based protein (40%) must be reversed. We want to help people take this step with healthy, tasty, and easily plant-based products. This is how we are building the plate of the future. We will do this together with Ahold Delhaize."
Isn't it risky to have a strategic partnership with just one retail giant?
Sido: "We've been doing this with Albert Heijn for 50 years, and not without reason. When both parties invest with great innovative power from a common vision, both reap the benefits. Gertjan: It's a tough market with razor-thin margins. You need each other to keep innovating. That's why collaboration is essential. Only by growing together, continuously innovating, improving, and saving, can you remain relevant in the market. That's the strength of a strategic partnership."
What is KFF's vision and ambition as the parent company?
Sido: "We don't just want to enable people to eat well and healthily in the Netherlands, but throughout Europe. Each country has its specific requirements and preferences, which is why we have production locations in different countries. We believe in local factories. In fact, we believe in the strength of the chain. It's not about us, it's about the entire chain from farm to table. All our companies have a history in the agricultural world. It all started with the farmers!"
You are a family business, and you emphasize that continuously! Why?
Gertjan: "One of our core values is sustainable legacy. It's not about the short term, but about the long term. This is not just an empty phrase; we consider our impact on the environment in everything we do. We also provide a lot of employment in the region. I worked in a different industry for 15 years, but entrepreneurship in the food world is so much bigger. It's a growing company where a lot of energy is put into realizing good plans and ideas. I am truly proud to work for this family business."
Sido: "Our entrepreneurial spirit based on a long-term vision and sticking to it is what characterizes us as a family business. You have the freedom and support to be an entrepreneur here. In fact, it is expected of you to be entrepreneurial. I have worked at CSM and FrieslandCampina. When I made the switch, I had three criteria: I wanted to continue working in the agro-food sector, preferably in the dynamic fresh chain. It had to be a growing company, and I wanted to work with great people. In the three years I have been working here now, I have checked all three boxes!"
From sauerkraut to a plant-based palette of healthy and convenient food
The history of Vezet and the Kramer Food Family began in 1890 when Gerrit Kramer started a sauerkraut factory in Langedijk. The generations after him took over many similar businesses, partially consolidated them, which in the 1950s led to the United Sauerkraut Companies, abbreviated as Vezet. Alongside the Kramer family, there were also the Hart, Verburg, and Wagenaar families. Sauerkraut is a seasonal product, so this quickly led to diversification in the form of mixing soup vegetables. It was during this time that the strategic partnership with Albert Heijn was formed. This partnership resulted in continuous strong growth in the Netherlands, first in vegetables, then in meals, followed by fruit, and later on meals again. International expansion began in 2012, with subsidiary companies (majority stake) now in Norway (Klar.), Sweden (Vidinge), Belgium (Agrafresh), and Jung (Germany). The Kramer Food Family is the parent company of all these businesses, with Vezet being by far the largest.
