Foodimpuls

What Foodimpuls does

Foodimpuls B.V. is a Dutch fresh-food wholesale distributor (versgroothandel) serving food entrepreneurs, independent butchers (Keurslagers), specialty food retailers, supermarket counters and Horeca accounts across the Netherlands. Founded in 1965 as S. Haarsma Groothandel by Frien and Hennie Haarsma, the family-owned business operates from two main distribution centres — Heerenveen (headquarters at Pompmakker 2) and Ede (Darwinstraat 31A, acquired 2021 via the Verscentrum Ede deal) — and reaches the rest of the country through a 2010 partnership with Netko Koel & Vers, which provides a third DC in Raalte. Wim and Bert Haarsma remain in the directorship alongside Albert-Peter Veldkamp.

The commercial offering spans twelve product categories (Vleeswaren, Salades & tapas, Maaltijden & soepen, Vlugklaar & gebraden, Barbecue & gourmet, Dranken, Vers vlees, Brood & bake-off, Zuivel & kaas & eieren, Kruiden & marinades, Worstmakerij, Verpakking & non-food) plus a curated branded portfolio: house brand Fier; own brand Boerderijkip (free-range Hubbard chicken); exclusive partnerships for Gaasterlander Kruidenvarken, Livar (monastery pork), Negroni (Italian delicatessen since 1907), Redondo Iglesias (Iberian ham), and Spijkerman (artisanal sausages); and partner brands including Moguntia, Limousinhoeve, 1906 Charcuterie, Magnifiek and M-angé. A second layer of differentiation is six proprietary sales concepts — Smulsteen (stone-oven meal), Meat & Meals, Chef's BBQ Selection, Chef's Dinner Selection, Gourmetfeest and Butchers Tataki — which give butchers ready-to-execute retail formats for convenience and premium occasions. BRC-compliant storage, BLK 1* animal-welfare certification and a 1,500-panel solar installation on the Heerenveen roof support sustainability credentials.

Revenue is generated through wholesale product sales at negotiated per-customer prices, with 21-day payment terms and a 1% cash discount for direct-debit payment within 8 days. The go-to-market is hybrid: a field sales force of six external advisors (Verkoop Buitendienst), seven inside-sales staff (Verkoop Binnendienst), an online B2B ordering portal, a digital 'actiekrant' flipbook catalogue, an 'Aan Tafel' print/digital magazine, and a Voordeel & Inspiratie email newsletter. Distribution is executed by the company's own ~17-driver temperature-controlled fleet. The 2023 rebrand consolidated operations under the unified 'Foodimpuls' name, and tuck-in acquisitions — De Tjonger Vleeswaren (2006), Den Hartog (1997), Verscentrum Ede (2021) and First Selection Import BV (2022) — together with wholly-owned subsidiaries Uw Slager B.V. (2009, artisanal butcher store concept) and Meat & Meals B.V. (2012, fresh-meal concept) define the corporate perimeter. The proprietary technology base is limited to the online ordering platform and digital catalogue; no AI, robotics or advanced analytics layer is disclosed.

Name

Foodimpuls

Legal name

Foodimpuls B.V.

Website

https://foodimpuls.nl

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

Foodimpuls is a family-owned Dutch fresh-food wholesaler operating from Heerenveen and Ede, distributing branded and private-label meats, meals and convenience foods to independent butchers, specialty retailers and Horeca accounts across the Netherlands via its own fleet and online portal.

Ownership category

akta.pro rank

Product category

Fresh Food Wholesale Distribution

NAICS

Other Grocery and Related Products Merchant Wholesalers (42449), Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Specialty & Gourmet Foods Distribution (CRAOABAF)

akta.pro secondary industries

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI), Convenience, Grab-and-Go & Prepared Foods Distribution (CRAOABAL), Chilled/Refrigerated Prepared Meat & Seafood Meals (AFANAFAD)

Keywords

• Fresh food wholesale
• Meat distribution
• Butcher supply
• Specialty food distribution
• Versgroothandel services

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Food Distribution: Foodimpuls operates as a Versgroothandel (fresh food wholesaler) selling a broad assortment of fresh foods, meats, delicatessens, and non-food items to food entrepreneurs including butchers, retailers, caterers, and food specialists. Revenue is generated through product sales at negotiated wholesale prices with terms including 21-day payment terms and a 1% cash discount for payments within 8 days via direct debit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Foodimpuls is a Dutch fresh food wholesaler (versgroothandel) that distributes a comprehensive assortment of fresh meats, meat products, salads, ready-made meals, vegetables, bread, dairy, spices, and non-food supplies to food entrepreneurs including butchers, delicatessen shops, supermarkets, and horeca businesses. The company operates two distribution centres in Heerenveen and Ede, runs its own transport fleet for daily fresh deliveries, and provides turnkey sales concepts (Smulsteen, Meat & Meals, Chef's BBQ Selection, Gourmetfeest, Butchers Tataki, Chef's Dinner Selection) and exclusive proprietary brands (Fier, Boerderijkip, Gaasterlander, Livar, Negroni, Redondo Iglesias, Spijkerman) to help specialty food retailers capture consumer trends.

Product overview

Foodimpuls is a Dutch fresh food wholesaler operating from Heerenveen and Ede, founded in 1965, serving food entrepreneurs, butchers, and retailers. The company offers a comprehensive portfolio organized around multiple product categories (Vleeswaren, Salades & tapas, Maaltijden & soepen, Vlugklaar & gebraden, Barbecue & gourmet, Dranken, Vers vlees, Brood & bake-off, Zuivel & kaas, Kruiden & marinades, Worstmakerij, and Verpakking & non-food) plus an extensive branded portfolio. The branded portfolio includes house brand Fier, own brands Boerderijkip and Gaasterlander Kruidenvarken, exclusive brands Redondo Iglesias, Spijkerman, Livar, and Negroni, and partner brands Moguntia, Limousinhoeve, 1906 Charcuterie, Magnifiek, and M-angé. Foodimpuls differentiates through sales concepts including Smulsteen (stone oven meal), Meat & Meals, Chef's BBQ Selection, Chef's Dinner Selection, Gourmetfeest, and Butchers Tataki. The company provides online ordering through its bestellen.foodimpuls.nl platform, with a focus on quality, sustainability, and supporting food entrepreneurs.

Differentiator

Problem solved

Functional benefit

Brands

• Fier: House brand representing top-quality, flavorful products with competitive pricing across meat, salads, and smoked sausages.
• Boerderijkip
• Redondo Iglesias
• Spijkerman
• Livar
• Negroni
• Gaasterlander Kruidenvarken

Products and services

• Fier (House Brand) Foodimpuls's private-label house brand offering top-quality, flavorful products with competitive pricing across meat, salads, marinades, baked goods, and smoked sausages, sold wholesale to food entrepreneurs.
• Boerderijkip Foodimpuls's own brand of free-range Hubbard-breed chicken raised with guaranteed better welfare, vegetable feed, and antibiotic-free standards, marketed to butchers and food retailers for their fresh meat assortment.
• Gaasterlander Kruidenvarken Exclusive Frisian herb-fed pork brand sourced from Hemelumerhoeve in Friesland where pigs are hand-fed a special herbal mix, producing marbled premium pork; Foodimpuls holds exclusive distribution rights and supports the Beter Leven certification for butchers.
• Livar Premium pork brand from Limburg small-scale farms, including pigs raised in cooperation with Abdij Lilbosch monastery; known for exceptional marbled meat quality, traditional farming practices, and natural grain feed.
• Negroni Exclusive Italian meat delicacies brand established in 1907 by a farming family, including prosciutto, pancetta, salami, and mortadella, distributed in the Dutch market through Foodimpuls.
• Redondo Iglesias Exclusive Spanish and Iberian ham brand from a four-generation family business (since 1920), with Iberian pigs raised freely on natural diets and processed following centuries-old traditions.
• Spijkerman Exclusive artisanal dry sausage and specialty meat products brand with 15+ years of experience using pure ingredients and traditional methods where time is the primary ingredient.
• Smulsteen (Sales Concept) Turnkey retail sales concept featuring a filled stone oven dish with fresh vegetables, herbs, premium meat, and fresh potatoes, presented at the table in cast iron holders and ready in 25 minutes; exclusive to fresh food specialists.
• Meat & Meals (Sales Concept) Complete fresh daily meal concept where customers buy everything needed for a quick, responsible meal, including professional guidance, recipe booklets, and promotional materials, operated through the wholly-owned subsidiary Meat & Meals B.V.
• Chef's BBQ Selection (Sales Concept) All-in-one BBQ concept providing recipe inspiration and prepared dishes in aluminum containers ready for the BBQ, designed exclusively for fresh food specialists.
• Chef's Dinner Selection (Sales Concept) Complete dinner concept for holidays and special occasions allowing customers to assemble a full meal with pre-prepared side dishes in aluminum containers, designed for fresh food specialists.
• Gourmetfeest (Sales Concept) Gourmet concept offering the widest range of small, fresh, and exclusive bites including meat, fish, sauces, salads, bread, and convenient packaging for the fresh food specialist channel.
• Butchers Tataki (Sales Concept) Japanese-style preparation concept where meat is quickly seared on the outside while remaining raw inside, combined with flavour enhancers such as sesame, ginger, and Ponzu sauce, designed for butchers.
• Wholesale Fresh Food Distribution Service Core B2B distribution service: daily fresh delivery of a broad assortment of fresh foods, meats, delicatessen, and non-food items to food entrepreneurs across the Netherlands, using Foodimpuls's own transport fleet and supported by an online ordering platform.

Named customers2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Gaasterlander (Hemelumerhoeve)coreStrategic or Co-development Partner · 1 January 2021Foodimpuls has an exclusive partnership with Gaasterlander (Gaasterlander Kruidenvarken), sourced from Hemelumerhoeve in Hemelum, Friesland. Gaasterlander pigs are hand-fed a special herbal mix, and Foodimpuls holds exclusive distribution rights. Both companies are BLK 1* certified and work together to support the Better Life Certificate (Beter Leven Certificaat) for butchers.
• Abdij Lilbosch (Livar Partnership)coreStrategic or Co-development Partner · 1 January 2021Livar pigs are raised in cooperation with Abdij Lilbosch monastery in Echt, where some pigs are kept in monastery gardens under the care of monks. The unique monastery setting and oversight by the Father Abbot form part of Livar's stringent farmer selection criteria.
• Netko Koel & VersminorChannel Partner/ Reseller/ DistributorPartnership established in 2010 with Netko Koel & Vers for fine-mesh distribution across the Netherlands. The partnership provides Foodimpuls with access to an additional distribution centre in Raalte, supplementing its own transport fleet for broader geographical coverage.
• First Selection Import BVminorOthersFirst Selection Import BV from Barneveld was acquired by Foodimpuls in 2022. All activities were transferred to the Ede location and continued unchanged, expanding Foodimpuls's import capabilities.
• Verscentrum EdecoreOthersVerscentrum Ede was acquired by Haarsma Foodimpuls in 2021, strengthening Foodimpuls's position as a fresh food wholesaler. The acquisition brought an additional facility in Ede (Darwinstraat 31A) and expanded the company's footprint in the eastern Netherlands.
• Moguntia (Herb & Seasoning Brand)minorStrategic or Co-development PartnerMoguntia is featured as a brand partner in Foodimpuls's assortment, particularly under the herbs, spices, and seasonings category. Moguntia products are described as artisanal, affordable, quality, and innovative, produced by a family business.
• De Tjonger VleeswarenminorOthersAcquired by Foodimpuls in 2006 from Donkerbroek. The acquisition brought important customer relationships in the northern and northeastern Netherlands.
• Den HartogminorOthersAcquired by Foodimpuls in 1997, expanding the company's presence and customer relationships in North Holland.
• Verstegen & Epos (Spice Brands)minorStrategic or Co-development PartnerVerstegen and Epos are established spice and seasoning brands distributed through Foodimpuls's assortment alongside Foodimpuls's own house brand Fier. They are listed as trusted brands for herbs, marinades, and sauces.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Hanos: Large Dutch cash-and-carry and foodservice wholesaler serving hospitality and food retailers. Competes with Foodimpuls for the same SMB foodservice and fresh-specialist customer base across the Netherlands.
• Bidfood Nederland: Major Dutch foodservice distributor serving restaurants, caterers, and specialty retailers. Operates in the same B2B fresh food wholesale space as Foodimpuls with overlapping customer profiles in the versspecialist channel.
• Sligro Food Group: Largest Dutch foodservice wholesaler serving the hospitality and foodservice channel. Directly comparable to Foodimpuls as a broad-line fresh food distributor to B2B customers in the Netherlands, though significantly larger and publicly listed.

Emerging players

• Peka Kroef: Dutch prepared-meat manufacturer producing ready-to-eat and convenience meat products. A potential upstream partner or adjacent player to Foodimpuls's Meat & Meals and Vlugklaar categories serving similar retail and foodservice customers.
• Crisp: Dutch online fresh food and meal-kit retailer that competes for end-consumer fresh food spending. Not a B2B direct competitor but a downstream alternative to Foodimpuls-served retailers in the convenience-meal space.

Regional players

• Koninklijke Van der Most: Dutch regional meat and convenience foods producer supplying butchers and foodservice. Comparable to Foodimpuls in serving the Dutch versspecialist channel, but operating as a manufacturer rather than a multi-category wholesaler.
• De Kweker Versspecialiteiten: Smaller Dutch regional fresh foods wholesaler and producer of prepared salads and meals. Comparable in size and channel to Foodimpuls but with a more limited regional footprint.

Broad incumbents

• Martin Braun Nederland: Dutch distributor of specialty bakery and pastry ingredients to professional bakers and foodservice. Comparable to Foodimpuls as a specialty foodservice wholesaler, though focused on the bakery subsegment rather than fresh meats.
• Metro Nederland (MAKRO): International cash-and-carry foodservice operator with a Netherlands presence serving hospitality businesses. Overlaps with Foodimpuls in B2B fresh food distribution but operates at much larger scale with a broader assortment.

Others

• Hutten Catering & Foodservice: Dutch foodservice and catering provider that operates as a customer-side counterpart rather than a direct wholesaler. Included as a potential B2B customer or partner rather than a competitor to Foodimpuls.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/foodimpuls
• LinkedInlinkedin.com/company/foodimpuls
• Instagraminstagram.com/foodimpuls

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Foodimpuls