Leon The - Director/Owner, Padifood Service B.V.
Padifood has proven itself with authentic Asian meals, but the ambition to grow further remains strong. Leon The explains how the company is responding to the changing market: from introducing new Asian flavors to improving production processes. Because those 20 million meals a year? That number could increase.
Leon The - Director/Owner
In the guest kitchen of Padifood in Oss, Director/Owner Leon The shares the inspiration he recently gained at the Horecava. "It's the ideal place to discover new concepts. Two trends that we clearly see continuing in the convenience market are plant-based products and sustainable packaging. This offers plenty of opportunities to align our offerings with the future."
You come from an entrepreneurial family. Chinese restaurant Padihoeve evolved into the successful Padifood conglomerate. How is it going now?
"When my parents started Padihoeve in 1980, we could not have predicted that we would become one of the major players in the market for Oriental meals for retail, foodservice, and B2B. Nowadays, we have two production locations in Oss, where we prepare around 20 million meals annually with approximately 250 employees. We have a logistics center, automated processes, and are available in all service supermarkets."
In your opinion, what are the three key factors that have allowed Padifood to distinguish itself in the market?
"Our strength lies in the finest ingredients, traditional recipes, and authentic preparation methods. Since I joined my parents 30 years ago, we have always asked ourselves if this should still be the foundation. Despite changes in the world, these remain our core values. However, we are shifting our marketing strategy. Although our food remains recognizable, we notice that the traditional Chinese takeout is becoming less prevalent. Therefore, it is important to refine our positioning and adapt to the changing market."
Every company faces challenges. What challenges are you currently experiencing?
"The labor market is our biggest challenge. That's why we are exploring possibilities such as AI, data analysis, robotics, and mechanization to increase our productivity. However, integrating these technologies without compromising our authentic production method and high quality standards remains a challenge. Although our output per person is currently lower than similar companies, recent technological advancements offer many more possibilities than ten years ago. We have now accelerated and are on the verge of making a big leap forward."
How do you view sustainability?
"Sustainability goes beyond solar panels or electric cars. In a company like ours, the most impact can be achieved in our products. We have a concrete plan to reduce our CO2 emissions, such as reducing beef and seeking more sustainable suppliers. All these measures are being phased in."
But you still cook with gas woks?
"We have always said that because wokking gives flavor to our dishes. We currently use a semi-automatic process in a gas wok mill, but we are considering induction and other methods. This is already happening in Asia, so that's the next step."
With so many ambitions, how do you plan to position Padifood in the future?
"We want to be the Asian source of inspiration for the Netherlands, for both consumers and B2B customers. There are so many Asian flavors we want to introduce, such as Korean, and there are countless opportunities for the future. We see so many possibilities, we almost don't know how to manage them all."
But what is most important for you in this growth?
“Continuity. We want to remain a healthy, relevant player in the market and for that, we need to keep evolving.”
For example, what ideas do you discard?
“With sushi, we draw the line. This Japanese dish does not fit within our production process and our DNA.”
What is needed to prepare the organization for the future?
“A few years ago, we initiated a professionalization process, also within our management team. Now we are adding expertise with an experienced R&D Manager. Our customers have become more professional, so we need a senior person who can strategically think along with us about product development and the future.”
Do you need to have a passion for Asian cuisine to work at Padifood?
“Not everyone needs to have that, like the IT Manager, but for R&D, it is important to have a passion for Asian cooking methods. You need to be able to collaborate with chefs and understand their creativity.”
What makes it attractive to work here?
“The atmosphere is pleasant and collegial. People walk outside together, the staff association organizes activities, and we keep everything well connected with the Padi app, even at different locations. Working at Padifood means a lot of freedom and the opportunity to implement your own ideas.”
What are you most proud of?
“I am proud of the organization and the people. When my colleagues go to work with a smile, I know they are enjoying themselves. It also makes me proud when customers recognize us as a brand with a quality product. Making people happy with delicious food, that is the essence of our work.”
Do you want to take the next step? Then contact us.
Photographer: Marjo van de Peppel-Kool
[Published: February 2025]
