Sligro

What Sligro does

Sligro is the Dutch foodservice wholesale brand of Sligro Food Group, a privately held company headquartered in Veghel, Netherlands. Founded in 1935, Sligro operates as a total wholesaler ('totaalgroothandel') for food professionals — restaurants, hotels, cafés, caterers, and institutional kitchens — distributing food, beverages, and non-food products across the Netherlands and Belgium. Distribution is delivered through 50+ self-service wholesale branches, a dedicated delivery service (Bezorgservice), and an online ordering and account-management platform. Access requires business registration via a KvK number and a customer card, and pricing is disclosed only post-login.

The company's product portfolio spans more than 100,000 SKUs across meat, fish, produce, dairy, bakery, meals, snacks, ice cream, groceries, beverages, and non-food categories, underpinned by a portfolio of at least nine exclusive private-label brands (BonFire, Meesterschap, Très Bonne, Take Dis, Mr Mex, Kern, Sligro Spice Market, De Groene Hen, Meyerij, Grand Gérard). Beyond physical product distribution, Sligro has built a solutions ecosystem including digital HACCP registration, hygiene inspections and e-learning in partnership with Normec Foodcare, a loyalty 'spaaractie' program, the Sligro Insights supplier data platform, and content assets (recipes, magaZiNe print magazine, ZiN Inspiratielab). The wider Sligro Food Group encompasses seven wholly-owned operating subsidiaries (JAVA, Bouter, Van Hoeckel, ZiN Inspiratielab, De Kweker, Sligro-M, Plaza) covering institutional catering, professional kitchens, culinary inspiration, and fastfood concepts.

Sligro's commercial model is a B2B transaction-based wholesale business with revenue generated through product sales to professional buyers, augmented by bundled solutions, exclusive brand margin, and data-driven supplier coordination. Key strategic partnerships include Heineken for beverage distribution on the Dutch foodservice delivery market, Verspartners for specialized fresh-category integration, and Normec Foodcare for compliance services. Legal entities include Sligro Food Group Nederland B.V. (Veghel, Netherlands) and Sligro Food Group Belgium NV and Sligro-MFS Belgium NV (Rotselaar, Belgium). No proprietary technology platform, public AI/ML capability, or external funding is described in the source material.

Name

Sligro

Legal name

Sligro Food Group

Website

https://sligro.nl

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

Sligro is a Dutch foodservice wholesaler, part of Sligro Food Group, serving restaurants, hotels, caterers, and institutional kitchens through 50+ self-service branches, a delivery service, and an online ordering platform across the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale

NAICS

Packaged Frozen Food Merchant Wholesalers (42442), Ice Cream and Frozen Dessert Manufacturing (311520), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Wholesale-Groceries, General Line (5141), Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

akta.pro secondary industries

Frozen Prepared Meals & Entrées Wholesale (AFAIAHAG), Ice Cream & Frozen Desserts Wholesale (AFAIAHAC)

Keywords

• Foodservice wholesale
• Horeca supply
• Restaurant wholesale
• Food distribution
• Professional kitchen supplies

Headquarters

HQ city

Veghel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Sligro generates revenue primarily through the sale of food and beverage products to food professionals (restaurants, hotels, caterers, institutional kitchens) via self-service wholesale locations and a delivery service. Customers require a customer card linked to their business registration (KvK/Kruispuntbank) to purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sligro is a Dutch foodservice wholesaler supplying food and non-food products to professional kitchens (horeca, catering, institutional markets) via 50+ self-service branches and a delivery service in the Netherlands and Belgium. The company offers over 100,000 SKUs across categories including meat, fish, produce, dairy, bread, meals, snacks, beverages, and non-food items, complemented by a portfolio of exclusive private-label brands (BonFire, Meesterschap, Très Bonne, Take Dis, Mr Mex, Kern, Sligro Spice Market) and partner-led solutions for hygiene compliance and HACCP.

Product overview

Sligro is a Dutch/Belgian food wholesale platform serving hospitality professionals (restaurants, hotels, caterers) with both self-service stores and delivery services. The company operates a core wholesale business offering over 100,000 food and non-food products across categories including meat, game, poultry, fish, potatoes, vegetables, fruit, cheese, dairy, deli meats, bread, pastry, meals, snacks, ice cream, groceries, beverages, and non-food items. Sligro's product portfolio includes multiple exclusive sub-brands (BonFire for barbecue/outdoor cooking, Meesterschap for convenience meals/soups/snacks, Très Bonne for frozen bake-off bread, Take Dis for disposable products with 550+ items, Mr Mex for Mexican foods, Kern for snacks/sauces, Sligro Spice Market for herbs/spices) and carries third-party ice cream brands (Sanissimo, Ola, Cornetto, Ben & Jerry's, Carte d'Or). The company also offers digital and partner solutions including hygiene inspections and e-learning via Normec Foodcare, and digital HACCP registration tools. Sligro Insight platform provides sales data to suppliers.

Differentiator

Problem solved

Functional benefit

Brands

• BonFire: Sligro's exclusive brand for everything around barbecue and outdoor cooking, including candles, lamp oil, tealights, fire paste, charcoal, briquettes, barbecues, and outdoor fireplaces. Specially developed for hospitality and bulk purchasing.
• Meesterschap
• Très Bonne
• Take Dis
• Mr Mex

Products and services

• Sligro Foodservice Wholesale Platform Full-range foodservice wholesale offering over 100,000 food and non-food SKUs across meat, fish, produce, dairy, bread, meals, snacks, beverages, and non-food categories, distributed to registered business customers (horeca, catering, institutional kitchens) via self-service branches and a delivery network in the Netherlands and Belgium.
• BonFire Exclusive Sligro private-label brand covering the full range of barbecue and outdoor cooking needs — charcoal, briquettes, candles, lamp oil, tealights, fire paste, barbecues, and outdoor fireplaces — developed specifically for hospitality professionals and bulk purchasing.
• Meesterschap Exclusive Sligro convenience brand offering ready-made meals, meal components, soups, and snacks that are richly filled, quick to prepare, and made with fresh ingredients without unnecessary additives, targeted at professional kitchens.
• Très Bonne Exclusive Sligro frozen bake-off bread and rolls assortment offering baguettes, croissants, rustic rolls, and hearty bread suited for breakfast, lunch, and buffets in hospitality settings.
• Take Dis Exclusive Sligro disposable products brand offering over 550 items including disposable plates, cutlery, coffee cups, ice cream bowls, soup cups, amuse spoons, sauce cups, snack bags, snack containers, milkshake cups, trash bags, foils, vacuum bags, napkin dispensers, and paper straws for hospitality use.
• Mr Mex Exclusive Sligro Mexican food brand offering a wide range of tortilla wraps, nachos, and dip sauces enabling professional kitchens to create Mexican-inspired menu items with attractive margins.
• Kern Exclusive Sligro brand providing quality snack and sauce products tailored for professional kitchen use.
• Sanissimo Sligro ice cream brand offering a wide range of scoop ice cream, sorbet, hand ice cream, and frozen desserts including premium varieties for hospitality professionals.
• Sligro Spice Market Sligro's complete range of herbs, spices, and blends, from classic basic spices to exotic blends of top quality, for professional kitchens.
• Hygiëne Inspecties (via Normec Foodcare) Independent hygiene inspection service for food businesses, checking compliance with the legal hygiene code and using the same control points as official NVWA inspectors. Offered to Sligro customers at €188.96 (without NVWA registration) or €212.73 (with NVWA registration), with results potentially qualifying for reduced regulatory oversight.
• Hygiëne E-Learning (via Normec Foodcare) Online 90-minute hygiene code e-learning course for hospitality professionals covering HACCP rules, hygiene regulations, contamination risks, temperature control, cleaning procedures, and pest control. Includes 1-year access, up to 3 exam attempts, and a certificate. Priced at €30 per person for Sligro customers (regular €50).
• Digitale HACCP Digital HACCP registration application that allows food businesses to track all HACCP lists in a single app and monitor hygiene status at a glance, with a €550 discount available through Sligro.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Normec FoodcarecoreStrategic or Co-development PartnerSligro selected Normec Foodcare's hygiene inspection services as 'Sligro's keuze' (Sligro's choice), offering exclusive discounts to Sligro customers. Normec Foodcare provides independent hygiene inspections using the same control points as official government inspectors, and an online hygiene e-learning with certification. Inspections help horeca businesses prepare for NVWA checks and may qualify for reduced regulatory oversight.
• HeinekencoreStrategic or Co-development PartnerSFG has a strategic partnership with Heineken for the distribution of beer and cider on the Dutch foodservice delivery market. The partnership involves data sharing between SFG and Heineken regarding mutual customers, enabling coordinated ordering and delivery of beverages alongside other Sligro products.
• VerspartnerscoreChannel Partner/ Reseller/ DistributorSligro works closely with carefully selected specialized fresh food businesses (Verspartners) in meat, fresh produce (AGF), and wild/poultry. Verspartners' products are available at Sligro locations, with their cards scanned at checkout. Sales data is shared between Sligro and Verspartners to improve service, product offerings, and targeted promotions.
• CreditDeviceminorImplementation/ SI/ Consulting PartnerCreditDevice performs credit checks on behalf of SFG to assess whether businesses can purchase on account terms (with payment terms). Only the company registration number is shared with CreditDevice for this purpose.
• Economic Data Resources B.V. (EDR)minorImplementation/ SI/ Consulting PartnerEDR conducts creditworthiness assessments for businesses receiving (advance) payments from SFG, using name, address, and date of birth of company management to generate a credit information report.
• Sligro Food Group (internal brands: JAVA, Bouter, ZiN Inspiratielab, Van Hoeckel, Plaza)coreOthersSligro Food Group encompasses multiple foodservice companies: JAVA and Van Hoeckel target the institutional market and catering; Bouter serves professional kitchens; ZiN Inspiratielab provides culinary inspiration; Plaza is a fastfood concept. Data may be shared within the group for marketing purposes.
• Verspartners (fresh food specialists)coreChannel Partner/ Reseller/ DistributorVerspartners are specialized day-fresh businesses in meat, AGF, and wild/poultry. They operate alongside Sligro's self-service locations. Sales information on Verspartners' products is shared to improve service and targeted customer offers.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• METRO AG: One of the largest international foodservice wholesalers (METRO/MAKRO), serving hotels, restaurants, and caterers across Europe and globally. Direct overlap with Sligro in the broad-line horeca wholesale category, including self-service cash & carry, delivery, and own-brand programs.
• Hanos: Dutch cash & carry and delivery wholesaler for horeca, catering, and institutional kitchens in the Netherlands and beyond. Direct competitor with overlapping assortment, exclusive private-label lines, and a comparable self-service plus delivery model.

Broad incumbents

• Sysco Corporation: Global foodservice distribution leader with a multi-category assortment, private-label portfolio, and value-added services (food safety, menu, tech). Closely comparable in business model, customer base (restaurants, healthcare, hospitality), and exclusive-brand strategy.
• Bidvest Group (Bidvest Foodservice): International foodservice distributor operating across multiple geographies with broad assortments, exclusive brands, and integrated supply solutions. Comparable in serving professional kitchens across categories with both ambient, fresh, and frozen capabilities.
• Performance Food Group: Large US foodservice distributor with broad-line distribution, private-label programs, and value-added services including food safety. Comparable in business model (broad assortment to professional foodservice) and exclusive-brand margin strategy.
• US Foods: Major US broadline foodservice distributor with a strong exclusive-brand portfolio (e.g., Stock Yards, Chef's Line) and integrated menu, technology, and food-safety offerings. Comparable in private-label depth and value-added services targeting independent restaurants and chains.
• Gordon Food Service: Family-owned broadline foodservice distributor in North America with strong private-label brands and integrated store-and-delivery network. Comparable in family/privately-held governance, exclusive-brand emphasis, and multi-channel distribution to horeca customers.

Regional players

• Booker Group: UK-based wholesale operator (part of Tesco) serving small businesses including pubs, restaurants, and caterers through cash & carry, delivery, and online. Comparable in B2B foodservice wholesale mechanics, though primarily UK-focused rather than Benelux.
• Brakes Group: UK and European foodservice wholesaler serving pubs, restaurants, hotels, and care caterers with broad assortment, own-brand ranges, and compliance/sustainability services. Comparable in business model, though primarily UK/Ireland rather than Benelux-focused.
• Reinhart Foodservice: US broadline foodservice distributor serving independent restaurants, healthcare, and hospitality customers with broad assortments and exclusive brands. Comparable in mid-market broadline distribution mechanics, though operating primarily in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sligro
• YouTubeyoutube.com/@sligro
• Facebookfacebook.com/sligro
• LinkedInlinkedin.com/company/sligro-vlissingen
• Instagraminstagram.com/sligro

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 Sligro