Meat&More

What Meat&More does

Meat&More is a privately-held Belgian food production and retail company headquartered in Aalter, founded in 1990 by Geert Ally as the Buurtslagers butcher shop concept. The company operates a dual-brand retail strategy: Buurtslagers, a 30-year-old in-store butcher and traiteur counter format embedded within partner supermarkets (Delhaize, Carrefour Market, CoMarkt, Louis Delhaize, Okay), and Bon'Ap, a standalone full meal shop concept launched in 2013. As of 2024, Meat&More operates 180+ retail points across Flanders, employs 1,500+ people, and serves approximately 200,000 customers weekly in East Flanders alone.

The company runs a centralized production and distribution model from its Aalter headquarters, where a 285-meter above-roof conveyor belt links a new 11,000 m² automated distribution center (opened 2024) to the production facility, processing approximately 500,000 products weekly. Production combines industrial techniques (vacuum packaging of beef, hot-fill pasteurization, controlled-climate dry sausage ripening, automated high-care processing zones) with artisanal butchery. The product portfolio spans fresh meat, charcuterie, prepared meals, sandwiches, soups, and desserts, with regional specialties including VLAM-certified Droge Boerenworst.

Meat&More generates revenue through three streams: direct retail via Bon'Ap standalone meal shops, managed in-store butcher and traiteur departments for supermarket partners via Buurtslagers, and a B2B partner program. Its primary customer segments are Flemish consumers seeking convenient daily meals and supermarket operators outsourcing fresh departments. The company employs direct-to-consumer retail expansion, channel partnerships with supermarket chains, and a Bon'Ap Click&Collect online platform as its go-to-market motions. Distribution is exclusively domestic (Flanders, Belgium), with a stated ambition to grow Bon'Ap toward 100+ standalone locations and expand the shop-in-shop concept via the new Okay partnership with Colruyt Group.

Name

Meat&More

Website

https://meatandmore.be

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Meat&More is a privately-held Belgian food production and retail company operating two brands across Flanders: Bon'Ap standalone meal shops and Buurtslagers in-store butcher counters within partner supermarkets, serving Flemish consumers and B2B supermarket partners from a centralized Aalter production and distribution facility.

Ownership category

akta.pro rank

Product category

Meat Products and Prepared Meals

NAICS

Meat Retailers (44524), Animal Slaughtering and Processing (3116), Meat Processed from Carcasses (311612), Other Food Manufacturing (3119)

SIC

Sausages & Other Prepared Meat Products (2013), Meat Packing Plants (2011), Food And Kindred Products (2000)

akta.pro primary industry

Prepared Meat & Seafood Entrées with Sides (Complete Meals) (AFANAFAI)

Keywords

• Fresh meat products
• Prepared meal retail
• Butcher counter services
• Convenience food
• Centralized food production

Headquarters

HQ city

Aalter

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales - Bon'Ap Stores: Revenue from direct retail sales of fresh meat, prepared meals, charcuterie, sandwiches, soups, and desserts through company-owned Bon'Ap meal shop locations across Flanders.
2. Buurtslagers Franchise Model: Meat&More operates Buurtslagers butcher and traiteur departments inside partner supermarkets (Delhaize, Carrefour, CoMarkt, Louis Delhaize). Revenue comes from the retail sales in these in-store counters, managed end-to-end by Meat&More.
3. Prepared Meals & Convenience Food: Central production of ready-made meals, convenience foods, and meal components for both Bon'Ap stores and Buurtslagers in-store counters. Products include gehakt, cordon bleus, potatoes, soups, and full meals.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Meat&More is a Belgian food production and retail company that centrally produces fresh meat, charcuterie, prepared meals, soups, sandwiches, and convenience foods in Aalter, distributing them through two complementary retail formats: Bon'Ap standalone meal shops and Buurtslagers in-store butcher and traiteur counters embedded within partner supermarkets across Flanders. The company also offers B2B partnership programs allowing supermarket chains to outsource their butcher and prepared-food departments entirely to Meat&More.

Product overview

Meat&More operates a dual-brand retail strategy with two complementary store concepts. Buurtslagers is a traditional butcher shop formula with over 140 locations integrated within supermarkets across Flanders, offering fresh meat, charcuterie, and prepared dishes with 30+ years of expertise as a quality hallmark. Bon'Ap is a full meal shop concept with over 60 locations, providing complete meal solutions from fresh meat and charcuterie to extensive traiteur offerings, fresh sandwiches, soups, and convenience meals, featuring open ateliers where staff prepare meals on-site. The company centralizes all production in Aalter, distributing to both retail brands. They offer B2B partnership programs for supermarket operators wanting to operate Buurtslagers departments, and partner with Too Good To Go for surplus food sales. The product portfolio includes regional specialties like Dry Farmer's Sausage (VLAM-certified streekproduct) and vacuum-packed beef (introduced 2022 for extended freshness and sustainability).

Differentiator

Problem solved

Functional benefit

Brands

• Buurtslagers: Butcher shop formula operating in supermarkets across Flanders, offering fresh meat and prepared meals. Approximately 140 locations in Belgian supermarkets.
• Bon'Ap

Products and services

• Buurtslagers Traditional butcher shop concept with 140+ in-store counters inside partner supermarkets (Delhaize, Carrefour Market, CoMarkt, Louis Delhaize) across Flanders. Offers fresh meat, charcuterie, and prepared dishes prepared daily with 30+ years of expertise.
• Bon'Ap Standalone meal shop concept with 56+ locations across Flanders offering complete meal solutions including fresh meat, charcuterie, extensive traiteur assortment, fresh sandwiches, soups, daily dishes, and convenience meals. Features open atelier where staff prepare fresh meals on-site.
• Bon'Ap Click&Collect Online Ordering Online ordering and reservation platform on the Bon'Ap website enabling customers to reserve products and collect in-store. Includes feast boxes and lunchboxes for advance ordering.
• Droge Boerenworst (Dry Farmer's Sausage) Traditional Belgian dry sausage recognized as a regional product by VLAM. Made with belly pork using a traditional family recipe, dry-aged for 3 days in controlled climate chambers, and packaged in paper to allow continued breathing/drying.
• Buurtslagers Franchise/Partnership for Supermarkets B2B partnership program for supermarket operators to operate Buurtslagers butcher and traiteur departments. Meat&More provides complete end-to-end service including product assortment, trained staff, operational support, and quality management, allowing retailers to maximize returns on their fresh food departments.

Quantifiable outcome

• 200,000 customers from East Flanders visit Buurtslagers or Bon'Ap every week
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Okay (Colruyt Group)coreStrategic or Co-development Partner · 1 November 2025Strategic shop-in-shop partnership where Bon'Ap operates dedicated meal shop sections within Okay supermarkets. First locations opened November 2025 in Machelen, Groot-Bijgaarden, De Haan (2025), and Mariakerke and Wachtebeke (2026). This is described as a unique collaboration between two Flemish family businesses.
• Too Good To GominorStrategic or Co-development Partner · 1 January 2024Partnership to combat food waste through the Too Good To Go app. Customers at select Buurtslagers locations can purchase surprise packages of unsold products. Additionally, Bon'Ap stores sell near-expiry products at discounted prices, rescuing more than 60,000 products (25,000 kg) from waste.
• Delhaize (AD Delhaize, Proxy Delhaize)coreChannel Partner/ Reseller/ DistributorLong-standing partnership where Buurtslagers operates in-store butcher and traiteur counters at Delhaize supermarkets. Approximately 45 locations across Belgium. One of the core supermarket partners for the Buurtslagers franchise model.
• Carrefour MarketcoreChannel Partner/ Reseller/ DistributorBuurtslagers operates in-store butcher and traiteur counters at Carrefour Market supermarkets. Approximately 40 locations. Partnership enables Meat&More to reach consumers through one of Belgium's largest supermarket chains.
• CoMarkt (Colruyt Group)coreChannel Partner/ Reseller/ DistributorBuurtslagers operates in-store counters at CoMarkt locations, a formula of Colruyt Group. These locations were formerly Smatch stores taken over by Colruyt Group in 2023. Partnership continues under the new CoMarkt brand.
• Louis DelhaizecoreChannel Partner/ Reseller/ DistributorBuurtslagers operates in-store butcher and traiteur counters at Louis Delhaize supermarket locations. This is one of the core franchise partnerships for the Buurtslagers brand.
• Jumbo (future)minorChannel Partner/ Reseller/ DistributorJumbo supermarket will be located in the new shopping center in Maldegem where Bon'Ap plans to open a permanent store in fall 2024. This is a planned future partnership.
• Let's WorkminorOthersHR partner that handles job student planning, contracts, and salary payments for Meat&More's student workers throughout the year.

Scale indicators18 records

Recent moves8 records

Expansion highlights6 records

Others

• Delhaize Belgium (Ahold Delhaize): Belgium's largest supermarket banner and Meat&More's largest single Buurtslagers partner with ~45 in-store counters. Adjacent rather than directly competitive, but contract terms and store-format decisions with Delhaize are central to Meat&More's revenue trajectory.
• Colruyt Group: Belgian retail group whose Okay and CoMarkt banners host Meat&More's Buurtslagers and Bon'Ap formats. Not a direct competitor for prepared-meal production, but a critical channel partner and strategic alliance whose retail strategy materially affects Meat&More's footprint.

Direct peers

• Ter Beke: Belgian-listed (EBR:TERB) prepared-foods group producing ready meals, charcuterie and processed meats across Europe. Directly comparable to Meat&More in product mix (prepared meals + cured/cooked meats) and Belgian production heritage, though distribution is primarily B2B rather than retail-franchise.
• Bell Food Group: Swiss-listed (SIX:BELL) convenience-food producer combining charcuterie, fresh meat, and ready meals across Switzerland and parts of Europe. Closely comparable business model: branded processed-meat production plus value-added prepared meals sold via retail partners and own concepts.
• Westvlees (West Pork Group): Belgian pork processor and meat-specialty producer (salami, ham, fresh cuts) supplying Belgian and European retail under own and private labels. Comparable in Belgian meat-processing heritage, product portfolio overlap with Meat&More's charcuterie range, and channel mix.

Regional players

• Lutosa: Belgian producer of frozen potato products, prepared meals and snacks, owned by McCain but historically Belgian-rooted. Comparable as a Belgian food manufacturer supplying convenience/ready-meal products through retail and food-service channels, though in a different category (potato-based).

Broad incumbents

• Danish Crown: Cooperative-owned European meat processor with operations across multiple categories (pork, beef, prepared foods). Comparable to Meat&More as an integrated producer of meat and convenience products selling into European retail channels.
• Vion Food Group: Major Dutch-headquartered meat processor with significant Belgian operations producing pork and beef cuts, processed meats, and prepared foods. Comparable as a scaled European meat-and-convenience player operating in the same regional market where Meat&More distributes.
• Plukon Food Group: Large European poultry and meat processor headquartered in the Netherlands/Belgium with multiple processing plants and own-brand products. Comparable in scale, vertical integration, and Belgian/European footprint, though focused on poultry versus Meat&More's broader meat-and-meals mix.

Emerging players

• HelloFresh: European meal-kit and prepared-meal subscription business serving Belgian consumers via home delivery. Not a direct producer peer, but the most visible adjacent competitor for at-home occasion consumption and 'hassle-free meal' positioning that Meat&More's Bon'Ap brand targets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjXwT3q-dKQpvplykot15dA
• Facebookfacebook.com/meatandmoregroup
• LinkedInlinkedin.com/company/nadaguides

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Meat&More