Jorn Poelman - Owner and Account Manager, Veggie House
After disruptors in the feed and dairy sectors, one has now emerged in the fruit and vegetable trade. VeggieHouse aims to completely change the traditional and opaque way of working by 180 degrees. "It may sound cliché, but I believe in a fairer world."
Jorn Poelman - Owner and Account Manager
The workday at VeggieHouse in Borger does not start with a standard cup of coffee at 8:00 am. No, it's already bustling early here. Owner and Account Manager Jorn Poelman: "The trade doesn't wait, deals mostly happen in the morning. The phone starts ringing from 6:00 am. It's a fast business, where timing and action are crucial. I have two phones in front of me, a smartphone, and three screens so that I can constantly monitor the markets, make calls, have discussions... And yes, if you're even a fraction late, you can win or lose a lot of money."
What products and markets are you referring to?
"VeggieHouse is the go-to wholesaler for vegetables and fruits. We source about 80 percent of our products from the Netherlands, such as onions, potatoes, bell peppers, and carrots. A small portion of our products comes from Belgium, but we also import from more distant areas, like oranges from South Africa and Argentina.
About 95 percent of our products are for export, mainly to Eastern and Central Europe. My father started doing business there after the fall of the Berlin Wall in 1989. Since I joined, we have also been active in Scandinavia, France, Spain, and Italy. The plan is to further expand our exports."
So, you have growth ambitions. Where do you want to take VeggieHouse?
"Certainly, we would like to grow: in volume and in people. A team of eight to ten people would be ideal. We recently obtained our IFS Broker certification, allowing us to supply supermarkets in both domestic and international markets. We are already in discussions with major retailers. There are plenty of growth opportunities in that respect, but more importantly, I want to continue offering what we currently provide: a fair chain."
You mention a fair chain, but many companies claim that.
"It may sound cliché, but I believe in a fairer world. I want to break open the chain and make it more transparent. From field to fork, without all kinds of intermediaries. I tell my customers and suppliers exactly where their products are going and how much we earn from it. Just open and honest, without hidden agendas. That is exactly the opposite of how things currently work in the fruit and vegetable world, where growers are under high pressure and there is a lot of uncertainty. This is what makes us unique."
A kind of system change? Bold.
"Yes, and I also know that it is a big challenge that can take a long time. Sometimes a customer or supplier simply doesn't want to know everything. Yet, I really want to do it. I know that many growers want it to be different, that's why I believe in it."
It's noticeable that you are located in Drenthe, while most fruit and vegetable companies are in the Betuwe, South Holland, or the polders.
"That's right, but we are true Drenthe residents and want to stay here with the office. In Bleiswijk, we have a transshipment point and we load as much as possible at the growers, which saves on warehouse costs and transportation miles. Everyone in the chain benefits from that."
Is the trade known as a fast-paced world reflected in the company culture?
“It's open, flexible, and informal here. There's plenty of room for taking initiative and suggesting new ideas. We are a small family business where everyone works together towards the same goal. And meetings? We only have them when absolutely necessary.”
Are you ready to take the next step?
Photographer: Rutger Bronts
[Published: May 2024]
