Vitam

What Vitam does

Vitam is a privately held Dutch contract catering company founded in 2003 and headquartered in 's-Hertogenbosch, operating under V'Business B.V. The company provides full-service, on-location food preparation and hospitality for organizations across four primary segments: corporate (Bedrijfsleven), government (Overheid), higher education (Onderwijs), and healthcare (Zorg). It runs 300+ restaurants across 250+ locations in the Netherlands, serving more than 30,000 guests per day under multi-year enterprise contracts with customized menus developed by location-based chefs.

Vitam monetizes through managed-services contracts with enterprise and institutional buyers, with pricing tailored to guest volumes, service scope, and client-specific objectives; no standardized pricing exists. The differentiated offering rests on a 'Good Doing Food' positioning combining fresh, seasonal, local ingredients with measurable sustainability (CO2-impacttool, ISO 14001, CO2-Prestatieladder Trede 3) and social impact (110+ employees with labor-market distance under the Talententuin program, PSO Trede 3 certification). Proprietary food modules (Bowls & Beans, Potje Geluk) and a branded product line (Good Food) supplement core catering revenue.

The business is supported by an exclusive short-chain supply partnership with Boerschappen (covering 150+ restaurants and 100+ farmers) and proprietary regenerative farmland ('Land van Vitam') operated via Mertz Kleinfruit and Schevichoven Groeit!. The Vitam Lab cooking school, V'Academy e-learning platform, and Food Pioneers culinary team provide internal training infrastructure, while Stichting Vitam Doet Goed (ANBI-status foundation) runs the Harry@school educational program and Vitam Kidsbox. A new CEO, Marlijn van Straaten, was appointed in April 2025 by owner JHB Group.

Name

Vitam

Legal name

V'Business B.V.

Website

https://vitam.nl

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Vitam is a Dutch contract caterer operating 300+ restaurants across 250+ corporate, government, education, and healthcare sites, serving 30,000+ guests daily with chef-led on-location cooking under a sustainability-led, multi-year managed-services model.

Ownership category

akta.pro rank

Headquarters

HQ city

Rosmalen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. On-location Catering Services: Vitam provides full-service catering at client locations including corporate restaurants, government cafeterias, educational institutions, and healthcare facilities. Revenue is generated through multi-year service contracts with organizations, where Vitam manages food preparation and service on-site.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Vitam provides full-service on-location catering to organizations across the Netherlands, preparing fresh meals daily at over 250 locations with chef autonomy and customized menus. The company serves four primary segments — corporate businesses, government institutions, universities and hogescholen, and healthcare facilities — under its "Good Doing Food" philosophy emphasizing seasonal ingredients, transparent short supply chains, regenerative agriculture, and measurable CO2 impact tracking.

Product overview

Vitam is a conscious catering company offering a portfolio of on-location catering services across four core segments: corporate (Bedrijfscatering), government (Overheid), education (Onderwijs), and healthcare (Zorg). The company operates over 300 restaurants at more than 250 locations throughout the Netherlands. Core offerings include fresh food preparation on-location with seasonal, healthy menus. Supporting products include the Food Pioneers culinary team and Food Modules (such as Potje Geluk and Bowls & Beans). Educational initiatives feature Harry@school, Vitam Kidsbox, and Stichting Vitam Doet Goed foundation. Training programs include V'Academy (online learning platform) and Vitam Lab (cooking school). The company also offers proprietary products under the Good Food line, including their signature Vitam tomato ketchup. Signature offerings include the Vitam Salad Bar and WELL certification support services.

Differentiator

Problem solved

Functional benefit

Brands

• Harry@school: Interactive educational program for primary school children teaching them about healthy eating and drinking through lessons featuring the character Harry Covèrt (a green bean).
• Stichting Vitam Doet Goed
• Good Doing Food
• Food Pioneers
• Vitam Lab
• V'Academy
• Vitam Talententuin
• Potje Geluk
• Bowls & Beans
• Het Land van Vitam
• Vitam's Tafelpraat

Products and services

• Bedrijfscatering (Corporate Catering) Full-service corporate catering providing fresh, healthy meals prepared on-location at workplaces, tailored to organizational objectives and client preferences.
• Overheid (Government Catering)

Quantifiable outcome

• 30,000+ daily guests served across 250+ locations
• +4 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• TommyTomatominorStrategic or Co-development Partner · 23 May 2024Warm vegetable lunch supplier for primary schools partnered with Stichting Vitam Doet Goed for joint educational program. Together developed lesson program where children learn about healthy and sustainable eating.
• Mertz KleinfruitcoreStrategic or Co-development Partner · 8 May 2024Gerard Mertz cultivates 40 different vegetables regeneratively on land in Sint Geertruid (South Limburg) specifically for Vitam - the 'Land van Vitam'. This partnership enables ultra-fresh, transparent produce with regenerative agriculture practices.
• Schevichoven Groeit!coreStrategic or Co-development Partner · 8 May 2024Agronomic support provider for the Land van Vitam regenerative agriculture project. Created regenerative cultivation plan, monitoring plan, and contributed to business model from experience at Exploitatie Schevichoven.
• BoerschappencoreStrategic or Co-development Partner · 12 February 2024Boerschappen operates a fresh produce wholesaler with products directly from farmers. Vitam is the first and only caterer sourcing this way. Products guaranteed from short chains with organic, PlanetProof or other top certifications. Always seasonal, from Dutch soil as much as possible, with some from regenerative farmers restoring the earth. Partnership enables transparent supply chains and measurable sustainability data for ESG reporting.
• Beter Bij OnscoreStrategic or Co-development Partner · 1 July 2022Beter Bij Ons maps Limburg regional products and farmers. Acts as connector between Vitam and local producers for Provincie Limburg and Mercedes-Benz Customer Assistance Center. Manages logistics via Streekproductenplein platform and electric transport to locations.
• Green Deal Duurzame ZorgminorStrategic or Co-development Partner · 1 January 2022Healthcare sustainability initiative that Vitam participates in for sustainable food in healthcare sector.
• Stichting Voedselbosbouw NederlandminorStrategic or Co-development Partner · 1 January 2018Started in 2018, working on establishing largest production food forest in Netherlands in Schijndel. Food forest combines agriculture and nature, is self-sufficient ecosystem with edible species. Serves as learning ground for Vitam guests and playground for chefs.
• Stichting Vitam Doet GoedcoreStrategic or Co-development PartnerFounded in 2018 to help children learn about healthy eating. Organizes activities including Harry@school educational program for primary schools, food forest activities, and healthy eating awareness campaigns. ANBI-status public benefit institution.
• FM KoplopersgroepminorStrategic or Co-development PartnerGroup of facility providers focused on waste prevention and working toward zero waste. Vitam participates with customer cases on zero waste resulting in waste reduction at client sites.
• Market Programma Verduurzaming Dierlijke Producten (VDP)minorStrategic or Co-development PartnerProgram where parties in animal production chain (meat, dairy, eggs) work together to further sustainable animal production. Has strong effect on total CO2 footprint of Vitam assortment.
• Climate Neutral GroupminorStrategic or Co-development PartnerPartnership for annual compensation of CO2 impact from employee commuting. Since 2008, all employee commuting emissions are compensated.
• Bakkers BrigademinorOthersBakery partner that collaborated with Vitam to develop fiber-rich bread varieties including white bread with fibers, Vitam bread (brown fiber-rich), and whole grain options.
• ToekomstProefminorOthersHealthcare sector partnership for food innovation and sustainable food solutions.

Scale indicators8 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Albron: Albron is one of the largest Dutch contract catering companies serving corporate, government, healthcare, and education clients. It is Vitam's closest Dutch-headquartered direct competitor with a similar multi-segment B2B on-location catering model.
• Vermaat: Vermaat is a Dutch hospitality and contract catering group operating across corporate, healthcare, education, and leisure segments. Comparable to Vitam in on-location hospitality services and Dutch market focus.
• Hutten Catering: Hutten is a Dutch caterer focused on healthcare, corporate, and education segments with an emphasis on fresh and healthy food. Its Dutch B2B on-location model and segment overlap make it a direct peer to Vitam.
• Appèl: Appèl is a Dutch contract caterer serving corporate, government, healthcare, and education markets. Its multi-vertical on-location catering model in the Netherlands directly parallels Vitam's offering.

Broad incumbents

• Sodexo: Sodexo is a global food and facility services incumbent with a significant Dutch corporate, government, healthcare, and education catering presence. Broader than Vitam in geographic and service scope, but overlapping in Dutch B2B contract catering.
• Compass Group: Compass Group is the world's largest contract foodservice company, operating brands such as Eurest in the Dutch corporate and education markets. Overlaps with Vitam in B2B on-location catering but at far greater scale and geographic breadth.
• ISS A/S: ISS is a global facility services provider with a Dutch contract catering practice serving corporate and institutional clients. Comparable in on-location food services but bundled into broader integrated facility management contracts.
• Aramark: Aramark is a global contract foodservice and uniform services company with Dutch and European presence in corporate, healthcare, and education. Comparable to Vitam in core contract catering but operates at significantly larger global scale.

Regional players

• Cateringbedrijf De Nederlandse (CDN): CDN is a Dutch contract caterer primarily serving healthcare and institutional segments. Comparable on-location hospital and care catering model to Vitam's Zorg vertical, focused on the Netherlands.

Others

• TommyTomato: TommyTomato is a Dutch warm school lunch provider partnered with Stichting Vitam Doet Goed. Adjacent ecosystem player to Vitam in Dutch children's healthy-eating education rather than direct competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vitamcatering

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vitam