De Groene Weg

What De Groene Weg does

De Groene Weg is a Dutch organic meat company founded around 1980, headquartered in Groenlo, Netherlands, and structured as a private limited liability company (B.V.). The company describes itself as a 'ketenregisseur' (chain director), managing the full biological meat supply chain from a captive network of organic farmers through slaughtering (five days per week) and processing to final sale. Its commercial model combines three channels: 11 owned biological butcher shops across the Netherlands for direct-to-consumer retail, a national e-commerce webshop (webshop.degroeneweg.nl) with home delivery, and B2B wholesale supply to supermarkets and foodservice distributors including Albert Heijn, Ekoplaza, Distrivers, and Bell Food Group.

Name

De Groene Weg

Legal name

De Groene Weg B.V.

Website

https://degroeneweg.nl

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

De Groene Weg is a Dutch organic meat chain director managing biological meat from farm to consumer via 11 butcher shops, a national webshop, and B2B supply to retailers like Albert Heijn.

Ownership category

akta.pro rank

Product category

Organic Meat Production and Distribution

NAICS

Meat Processed from Carcasses (311612), Meat Retailers (445240), Animal (except Poultry) Slaughtering (311611), Poultry Processing (311615), Meat and Meat Product Merchant Wholesalers (42447)

SIC

Meat Packing Plants (2011), Poultry Slaughtering And Processing (2015), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Butcher Shops & Meat Markets (CRAHAHAB)

akta.pro secondary industries

Organic Meat, Poultry & Seafood Wholesale (AFAIAJAD), Hog Slaughtering (Harvest & Evisceration) (AFANABAA), Pork Further Processing (Cured, Smoked, Ham, Bacon) (AFANABAE)

Keywords

• Organic meat products
• Biological butcher retail
• B2B meat supply
• Meat traceability systems
• Sustainable livestock supply

Headquarters

HQ city

Groenlo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail sales (own butcher shops): Direct sales to consumers through 11 biological butcher shops across the Netherlands, offering fresh meat, processed products, and specialty items prepared by skilled butchers
2. E-commerce / Webshop: Online sales through webshop.degroeneweg.nl offering nationwide delivery of biological meat products with free shipping from €120
3. B2B wholesale to retailers: Supply of biological meat to supermarkets and retailers including Albert Heijn, maintaining long-term relationships and providing consistent quality and availability

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

De Groene Weg produces, slaughters, and sells 100% biological (organic) meat — beef, pork, chicken, turkey, and lamb — through a controlled farm-to-consumer chain. The company operates 11 owned organic butcher shops in the Netherlands, an e-commerce webshop with nationwide delivery, and B2B wholesale supply to retailers and foodservice partners across Europe.

Product overview

De Groene Weg operates as an organic meat company with both physical retail (11 organic butcher shops nationwide) and e-commerce operations (webshop). The product portfolio centers on organic beef, pork, chicken, turkey, and lamb, complemented by processed meat products (vleeswaren), dry sausages, and barbecue offerings. The company also offers curated packages including the 'Goed Verhaal Box' subscription-style package and B2B wholesale supply to retailers and producers. As a supply chain director, the company controls the entire chain from farm to consumer.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Butcher Shops 11 physical organic butcher shops across the Netherlands where consumers can purchase fresh biological meat, processed products, and specialty items directly from skilled butchers.
• De Groene Weg Webshop Direct-to-consumer online store offering nationwide delivery of organic meat products across the Netherlands with free shipping from €120 and in-store pickup options.
• Goed Verhaal Box (Good Story Box) Curated package of organic meat products featuring outdoor-raised chicken, meadow sausages, chicken thighs, and Together Strong steaks for two people.
• Organic Beef (Rund) Range of organic beef cuts, ground beef, roasts, and specialty beef items sold via webshop and butcher shops.
• Organic Pork (Varken) Organic pork products including tenderloin, belly, ribs, and various pork cuts.
• Organic Chicken and Turkey (Kip-en kalkoen) Organic poultry products including chicken breast, chicken legs, and turkey sourced through partner KemperKip.
• Organic Lamb (Lam) Organic lamb products including lamb stew meat, lamb chops, lamb shoulder, and lamb cubes.
• Processed Meat Products (Vleeswaren) Processed organic meat products including cured meats, smoked meats, and deli items.
• Barbecue Selection Organic meat products specifically suited for barbecue preparation, including ribs, steaks, and skewers.
• B2B Wholesale Supply Business-to-business supply of organic meat to retailers and food producers across Europe, with five-day-a-week slaughtering, custom orders, and dedicated logistics network.

Quantifiable outcome

• 45 years of biological meat expertise
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• KemperKipcoreStrategic or Co-development PartnerKemperKip is De Groene Weg's partner for biological chicken meat, managed by the Kemper family. The partnership includes about 15 biological poultry farmers across the Netherlands. KemperKip manages the full chain from farmer to consumer with focus on animal welfare and transparency, with plans for 'KemperLand' visitor experience in Wehl.
• Albert HeijncoreGTM or Marketing PartnerAlbert Heijn is a major retail partner stocking De Groene Weg biological meat products. DGW farmers have been featured in Albert Heijn's bio-magazine. The partnership also includes a nudging campaign in 10 Gelderland Albert Heijn stores to promote biological meat and meat products.
• Bell Food GroupcoreChannel Partner/ Reseller/ DistributorBell Food Group produces branded products using De Groene Weg biological meat, representing a long-term partnership in the biological meat processing sector.
• DistriversminorChannel Partner/ Reseller/ DistributorDistrivers serves as a distribution partner for De Groene Weg products in the foodservice channel, based in Twello, Netherlands.
• EkoplazaminorChannel Partner/ Reseller/ DistributorEkoplaza, an organic supermarket chain, partnered with De Groene Weg to introduce a fresh-freeze concept at their Den Bosch location.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bell Food Group: Swiss-headquartered European meat and convenience food group (also a DGW partner producing branded products from DGW biological meat). Overlaps in meat processing and European retail supply at much larger scale, and the partnership relationship makes it both a peer and a customer — a strategically important but also concentration-relevant counterpart.
• Tönnies Group: One of Europe's largest meat processors (Germany-based), focused on pork and beef with extensive B2B retail and foodservice supply across the continent. Represents the conventional-meat incumbent model that DGW differentiates against on biological, animal-welfare, and traceability grounds — and the kind of player likely to move into organic as the category grows.
• Danish Crown: Denmark-headquartered farmer cooperative and one of Europe's largest pork and beef processors, supplying major European retailers and foodservice. Operates broadly in the same protein category across multiple EU markets and has the scale and balance sheet to expand into organic — a meaningful competitive threat to DGW's premium positioning.
• Vion N.V. Largest Dutch meat processor producing pork, beef, and value-added meat products for European retail and foodservice. Vion is a broad incumbent — overlapping category (processed meat for European retail) but at much larger scale and with a conventional rather than exclusively biological focus, mirroring the structural challenge DGW faces from industrial players.
• Zur Mühlen GmbH: German meat and sausage specialist (part of the Tönnies group) supplying retail and foodservice with conventional and specialty meat products. Comparable in retail-meat and processed-meat categories across the DACH region, and a relevant European competitor for B2B shelf space.

Regional players

• Applegate Farms: US-based organic and natural meats brand (Hormel subsidiary) selling bacon, sausage, deli meats, and other protein SKUs through DTC and major retail channels. Operates a premium natural/organic protein brand with similar retail-plus-DTC distribution logic, but in a different geography, making it a useful proxy for category economics and brand-led scaling.
• Organic Prairie: US organic meat cooperative producing certified-organic beef, pork, and poultry for retail and wholesale customers. Comparable as a vertically organized, farmer-aligned organic meat brand with a comparable mission and premium positioning, though operating in a different geographic market.

Direct peers

• Westfort Vlees: Dutch meat processing company based in IJsselstein producing pork and beef for retail and foodservice, including organic and conventional lines. Comparable in national footprint, B2B retail supply model, and scale, making it the closest Dutch direct peer to DGW's processing-and-distribution business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/DGWgroningen
• Facebookfacebook.com/degroeneweg.nl
• LinkedInlinkedin.com/company/degroeneweg

Compliance5 records

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 De Groene Weg