Horeca Totaal Sluis B.V

What Horeca Totaal Sluis B.V does

Horeca Totaal Sluis B.V. is a privately held Belgian cash-and-carry wholesaler serving hospitality professionals and large commercial kitchen operators. Founded more than 50 years ago and operating under owner Roderick D'Hoore, the company runs three physical locations across Flanders — Brugge (headquarters, St. Pietersgroenestraat 8), Oostende, and Antwerpen — supplemented by an in-house delivery fleet and a B2B online ordering portal (bestellen.horeca-totaal.be). It carries an employment base in the 251–500 range and is registered as a Belgian operating entity (BE enterprise numbers 0898.196.343, 0876.512.982, 0801.393.115).

The assortment spans nine core product categories: fresh fish (sourced by department manager Dominique Martens from nine auctions in four countries, including daily Zeebrugge visits), produce, butchery/charcuterie/poultry (including own Belgian cattle and pigs), cheese and dairy (enhanced through a partnership with De Neve Roomcentrale), dry food, frozen, wine and beverages (curated by world wine master Pieter), culinary specialties (Sosa, Comptoir des Epices, Korean/Japanese ingredients), and non-food (kitchen equipment, disposables). The company maintains its own private label range alongside national brands and publishes monthly Cash & Carry promotional folders.

The business model is a hybrid wholesale/retail operation: professional customers walk into physical Cash & Carry stores or place orders online for same-period fulfillment, with delivery handled by an owned fleet. Revenue mechanics are quote-based B2B wholesale with no public pricing; customers transact on a pay-as-you-go basis across a broad assortment. Marketing is driven by monthly folders, a newsletter, the e-commerce portal, and ongoing job postings, while customer acquisition relies on the convenience of three regional locations and the company's reputation for daily-fresh sourcing and category expertise.

Name

Horeca Totaal Sluis B.V

Legal name

Horeca Totaal

Website

https://horecatotaal.be

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Horeca Totaal is a privately held Belgian Cash & Carry wholesaler operating three locations (Brugge, Oostende, Antwerpen) plus a delivery fleet, supplying hospitality professionals and large kitchen operators with fresh fish, produce, meat, dairy, dry food, wine, and non-food products.

Ownership category

akta.pro rank

Product category

Hospitality Wholesale Distribution

NAICS

Fish and Seafood Merchant Wholesalers (424460), Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Horeca wholesale supply
• Cash and carry
• Fresh food distribution
• Professional kitchen supplies
• Hospitality food service

Headquarters

HQ city

Sluis

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Cash & Carry Wholesale: Physical retail/wholesale operation selling food and non-food products to hospitality professionals. Customers visit stores to purchase products for their restaurants and commercial kitchens.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Horeca Totaal operates a Cash & Carry wholesale business selling daily-fresh food products (fish, meat, produce, dairy, dry food, frozen, specialties, wine and beverages) and non-food supplies (tableware, kitchen accessories, disposables) to hospitality professionals and large commercial kitchen operators in Belgium. Customers purchase in-store across three Belgian locations, via a dedicated professional online shop, or through direct delivery, with monthly promotional folders driving recurring orders.

Product overview

Horeca Totaal is a single-location wholesale and cash-and-carry supplier for the hospitality industry (horeca) and professional kitchens, offering a comprehensive range of food and non-food products through multiple departments. The product portfolio includes fresh fish (Vis), vegetables and fruit (Groenten en Fruit), butchery and charcuterie (Beenhouwerij, Charcuterie en Gevogelte), cheese and dairy (Kaas en Zuivel), dry food (Droge Voeding), frozen products (Diepvries), wine and beverages (Wijn en Dranken), culinary specialties (Specialiteiten), and non-food items (Non-Food). The company operates its own private labels alongside national brands and offers monthly Cash & Carry promotional folders. Key differentiators include daily fresh deliveries, sourcing from multiple auctions, artisanal specialty products, and the expertise of specialized staff including a world wine master. Locations operate in Brugge, Oostende, and Antwerpen.

Differentiator

Problem solved

Functional benefit

Brands

• Horeca Totaal Private Labels: House brand products offered alongside national brands, particularly mentioned for dairy and dry goods categories.

Products and services

• Fresh Fish (Vis) Daily fresh fish assortment sourced from nine auctions across four countries, including direct early-morning purchases at the Zeebrugge fish auction. The nine-person team is led by Dominique Martens and oversees the trajectory from raw material to finished product in-house. Sold to hospitality professionals for restaurant and large-kitchen use.
• Vegetables and Fruit (Groenten en Fruit) Fresh produce sourced daily from auctions by department manager Jan, with priority on seasonal and local products. Range includes fresh fruit and vegetables as well as salads and pre-cut vegetables for hospitality kitchens.
• Butchery, Charcuterie and Poultry (Beenhouwerij, Charcuterie en Gevogelte) Premium meat and poultry offering including unique Belgian beef and pork from Horeca Totaal's own cattle and pigs, alongside artisanal and authentic charcuterie products. Aimed at chefs seeking distinctive Belgian meat.
• Cheese and Dairy (Kaas en Zuivel) Wide dairy range including artisanal cheeses from smaller farmers curated by cheese master Olivier, national dairy brands, and Horeca Totaal private-label dairy items. Recently expanded through partnership with De Neve Roomcentrale.
• Dry Food (Droge Voeding) Dry food assortment priced competitively through Horeca Totaal's membership in multiple national and international purchasing groups, with a private-label option in each product group offering strong price-quality value.
• Culinary Specialties (Specialiteiten) Curated specialty ingredients including Sosa products, authentic Korean and Japanese ingredients, blood sausage crisps, premium olive oils and vinegars, and exclusive Comptoir des Epices spices, with the team actively sourcing new items on request.
• Frozen Products (Diepvries) Broad frozen assortment ranging from appetizers to desserts and from basic to artisanal and culinary products, designed to help hospitality professionals save preparation time and control food cost.
• Wine and Beverages (Wijn en Dranken) Extensive wine selection curated by world wine master Pieter, alongside a beverages and digestifs department. Includes wine-list consulting services for restaurants to build a balanced, terroir-representative wine offering.
• Non-Food Supplies (Non-Food) Non-food items for hospitality and large kitchens including cutlery, bar and cooking accessories, kitchen robots, maintenance products, disposables, and full or individual tableware/place settings.
• Horeca Totaal Private Labels House-brand products offered across multiple categories, particularly in dairy and dry goods, providing an alternative to national brands with a strong price-quality ratio.
• Cash & Carry Monthly Promotional Folder Monthly promotional catalog distributed in-store and online, highlighting current deals and products for hospitality professionals.
• Professional Online Ordering Platform Dedicated online ordering portal (bestellen.horeca-totaal.be) exclusively for hospitality professionals, enabling remote ordering of the Horeca Totaal assortment for delivery.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• De Neve RoomcentralecoreStrategic or Co-development PartnerHoreca Totaal and De Neve Roomcentrale bundled their forces to further supplement and expand the dairy product range. This strategic collaboration enhances the dairy section offering for customers.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sligro Food Group: Dutch broadline foodservice wholesaler operating Cash & Carry and delivery formats across the Benelux. Most direct geographic and model peer to Horeca Totaal, serving HORECA professionals with multi-category fresh, dry, frozen, and beverage assortments.
• METRO / Makro Belgium: Cash & Carry foodservice retailer with multi-location Belgian presence, serving hospitality professionals with broad food and non-food assortments. Direct competitor in the Belgian Cash & Carry HORECA space with similar store-based model.
• Hanos: Dutch-headquartered broadline foodservice wholesaler with Cash & Carry operations in Belgium. Comparable multi-category HORECA supply model focused on hospitality and large-kitchen professionals.
• Deli XL: Belgian foodservice distribution business (part of Bidvest Foodservice) supplying restaurants, caterers, and HORECA operators across Benelux. Comparable delivery-led B2B foodservice wholesale model targeting the same customer base.

Broad incumbents

• Bidvest Foodservice: International broadline foodservice distributor operating across multiple European geographies through subsidiaries including Deli XL. Larger parent with broader geographic reach and procurement scale that overlaps with Horeca Totaal's HORECA customer segment.
• Sysco Corporation: Global broadline foodservice distributor serving HORECA operators with multi-category fresh, frozen, and dry assortment. Overlap with Horeca Totaal in business model and target customer, though at vastly greater scale and geographic breadth.
• Brakes Group: UK and European foodservice wholesaler (part of Sysco) supplying hotels, restaurants, and caterers. Comparable broadline multi-category HORECA supply model, though operating at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/horecatotaalbrugge
• LinkedInlinkedin.com/company/horeca-totaal

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Horeca Totaal Sluis B.V