De Groene Weg
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.
- Company typePrivate
- Founded1980
- HeadquartersGroenlo, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
De Groene Weg firmographics
Firmographics- 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
De Groene Weg industry classification
Industry- 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
Where De Groene Weg is headquartered
LocationHeadquarters
- HQ city
- Groenlo
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De Groene Weg business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- 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
- E-commerce / Webshop: Online sales through webshop.degroeneweg.nl offering nationwide delivery of biological meat products with free shipping from €120
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing through webshop |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
De Groene Weg product offering
Product offeringCore 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
Companies that use De Groene Weg
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles4 records
De Groene Weg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
De Groene Weg partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- KemperKipcoreKemperKip 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 HeijncoreAlbert 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 GroupcoreBell Food Group produces branded products using De Groene Weg biological meat, representing a long-term partnership in the biological meat processing sector.
- DistriversminorDistrivers serves as a distribution partner for De Groene Weg products in the foodservice channel, based in Twello, Netherlands.
- EkoplazaminorEkoplaza, 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
De Groene Weg competitors and assessment
Company assessmentBroad 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
De Groene Weg social profiles
Digital presenceDe Groene Weg compliance and trust
Trust signalCompliance5 records
De Groene Weg financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Groene Weg leadership team
Management profileNumber of profiles
Profiles4 records
De Groene Weg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Groene Weg M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about De Groene Weg
What does De Groene Weg do?
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.
Is De Groene Weg a public or private company?
De Groene Weg is a private company. It is classified as unknown and is currently operating.
When was De Groene Weg founded?
De Groene Weg was founded in 1980. It employs 11 to 50 people.
Where is De Groene Weg based?
De Groene Weg is headquartered in Groenlo, Netherlands, in the Europe region.
How does De Groene Weg make money?
Three revenue lines are on record. Retail sales (own butcher shops) is the primary driver. The others are E-commerce / Webshop and B2B wholesale to retailers.
Who are De Groene Weg's main competitors?
Broad incumbents on record are Bell Food Group, Tönnies Group, Danish Crown, Vion N.V. and Zur Mühlen GmbH. Regional players are Applegate Farms and Organic Prairie. Westfort Vlees is listed as a direct peer.
Does De Groene Weg have an API?
No public API is recorded for De Groene Weg.
What industry is De Groene Weg in?
De Groene Weg's product category is Organic Meat Production and Distribution. Its primary akta.pro industry code is CRAHAHAB, Butcher Shops & Meat Markets, with a secondary code of AFAIAJAD, Organic Meat, Poultry & Seafood Wholesale. Its NAICS code is 311612 and its SIC code is 2011.