What Nice to Meat does

Nice to Meat B.V. is a Dutch premium meat wholesaler and importer founded in 1894 as Vleesgroothandel de Bruin in Amsterdam, acquired by Mikel Pouw in 1994 and now led by brothers Mikel and Patrick Pouw in its fourth generation of family ownership. Headquartered at Kobaltstraat 2 in Almere-Poort (relocated from Amsterdam in 2013), the company operates production, butchery, cold storage, and specialized dry aging facilities processing approximately 8,000 kg of meat per day. Nice to Meat sources beef, pork, lamb, veal, poultry, and specialty meats globally—including Japanese Wagyu from Gunma Prefecture, US Creekstone Black Angus from Kansas, full-blood Australian Wagyu from Stone Axe, Uruguayan Angus from Frigorífico Las Piedras, Irish and Dutch beef, Spanish Iberico pork, and heritage breeds such as MRIJ and Livar—and organizes the assortment into a proprietary three-tier Quality Label system: Classic (value for brasseries and steakhouses), Select (premium for 4–5 star hotels and gourmet bistros), and Gold (ultra-premium for Michelin-starred restaurants and fine dining, processed exclusively by master butchers with 10+ years tenure).

The company operates a three-pillar business model. The primary pillar is B2B wholesale to the Dutch hospitality industry (horeca), served by a sales force of former butchers and chefs (account managers Michel Lankhaar, David Kurum, Tim van der Poel, Laurens Jan van den Tol, Jeffrey Koman) who provide expert consultation; named enterprise clients include Hotel Okura, Bougainville, Mr. Porter, Ron Gastrobar, and Restaurant GEM. The second pillar is international export via subsidiary Nice to Meat International, which serves 28 countries with large-volume orders (1,000–15,000 steaks per shipment). The third pillar is B2C direct-to-consumer via the Nice to Meat You webshop (launched 2017, relaunching 2025) and a pop-up butcher shop in Almere; B2C grew 200% after the 2023 World Steak Challenge wins and currently represents approximately 2.5% of revenue. Distribution relies on a Cold Chain refrigerated logistics partnership providing HACCP-compliant temperature-controlled delivery with 2-hour time windows, track-and-trace, and Saturday availability.

Commercial positioning is anchored by repeated international recognition: 11 medals at the 2023 World Steak Challenge including World's Best North American Steak for Creekstone Ribeye, 12 medals in 2024, three consecutive Deloitte Best Managed Company awards (2017–2019), FSSC 22000 and ISO 22000 food safety certification, and the brand credential of supplying meat for the 2013 inauguration banquet of King Willem-Alexander. Exclusive European supplier status for Creekstone Farms, Stone Axe Australian Wagyu, and Frigorífico Las Piedras PURO Angus creates differentiated producer access that reinforces the premium tier structure.

Name

Nice to Meat

Legal name

Nice to Meat B.V.

Website

https://nicetomeat.nl

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

51–100 employees

Short description

Nice to Meat is a family-owned Dutch premium meat wholesaler and importer founded in 1894, sourcing beef, pork, lamb, and specialty meats globally to serve hospitality clients, restaurants, and consumers across 28 countries through a three-tier product system.

Ownership category

akta.pro rank

Product category

Premium Meat Wholesale

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Meat Retailers (44524)

SIC

Meat Packing Plants (2011)

akta.pro primary industry

Processed & Value-Added Meat & Poultry Wholesale (Deli Meats, Sausages, Smoked) (AFAIADAE)

akta.pro secondary industries

Pork Further Processing (Cured, Smoked, Ham, Bacon) (AFANABAE), Cured Meats (Dry-Cured, Wet-Cured, Hams, Bacon) (AFANAEAA), Bulk Meat & Seafood Wholesale-to-Consumer (CRAHAMAI)

Keywords

• Premium meat wholesale
• Specialty beef importer
• Hospitality meat supplier
• Wagyu beef distributor
• Butcher meat products

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Wholesale (Foodservice & Hospitality): Primary revenue stream. Supplies premium and specialty meat to hotels, restaurants, Michelin-starred restaurants, steakhouses, and high-end retailers. Products sourced globally and distributed domestically and across Europe. Includes commercial team with account managers, export operations, and dedicated product consultants.
2. B2C Consumer Webshop (Nice to Meat You): Direct-to-consumer online sales of restaurant-quality meat. Launched 2017, experienced 200% sales growth in 2023 following award wins. Currently ~2.5% of revenue, expected to double. Pop-up store in Almere complements online sales.
3. International Export (Nice to Meat International): Export of premium meat products to hospitality clients internationally. Nice to Meat International delivers gold label products to 28 countries (previously 23). Services large-order clients abroad with same quality standards as domestic.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Nice to Meat is a Dutch premium meat wholesaler and importer that sources, ripens, portions and distributes beef, pork, lamb, poultry and specialty meat products under a three-tier Quality Label system (Classic, Select, Gold). The company serves professional hospitality buyers (hotels, Michelin-starred restaurants, steakhouses) as its primary market through direct B2B sales, while also selling direct to consumers via a webshop and pop-up store. International exports reach 28 countries through its Nice to Meat International arm.

Product overview

Nice to Meat is a single, unified product offering — a premium meat wholesaler and importer serving the Dutch hospitality industry (horeca). The company does not operate a software platform but rather sells physical meat products organized into three quality tiers: Classic Label (value-tier), Select Label (mid-tier for 4-5 star hotels and restaurants), and Gold Label (premium for culinary top). The portfolio includes: Creekstone Black Angus (US, Gold Label), Creekstone Dry Aged, PURO Angus Beef (Uruguay, Select Label), Aussie Angus Reserve (Australia, Gold Label), Japanese Wagyu (A3/A4/A5, Gold Label), Stone Axe Australian Wagyu (full-blood, exclusive in Europe), MRIJ Piet van den Berg (Dutch, Gold Label), Irish beef, Simmental (Austrian Alpine), South American Hilton beef, Ocean Beef NZ, white veal, lamb from Netherlands/New Zealand/Wadden, Berkshire pork (Duke of Berkshire), Iberico pork (Spain), Livar pork (Netherlands), regular pork (KDV certified), chicken/poultry, organic meat from Rhug Estate Wales, and Holtkamp luxury croquettes. The company also operates a consumer webshop (Nice to Meat You) and pop-up store.

Differentiator

Problem solved

Functional benefit

Products and services

• Creekstone Black Angus beef

Quantifiable outcome

• 11 awards (8 gold, 2 silver, 1 bronze) at World Steak Challenge 2023 — competing against 440 steaks
• +4 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gunma Prefecture / Zen-Noh (Japanese Wagyu Delegation)coreStrategic or Co-development Partner · 14 October 2025Gunma Prefecture in Japan is the origin of Nice to Meat's Japanese Wagyu beef. Nice to Meat imports Japanese Wagyu A3, A4, and A5 from the Gunma region, where cattle are raised with carefully selected feed, pure water, and clean air. Zen-Noh (national Japanese agricultural cooperative) participated in the 10-year Wagyu anniversary celebration in October 2025, reinforcing the long-term partnership relationship.
• Frigorífico Las Piedras (Las Piedras)coreStrategic or Co-development Partner · 22 September 2025Las Piedras in Uruguay produces PURO ANGUS BEEF exclusively for Nice to Meat. Four-generation family business producing grain-fed Angus beef (200 days). Minimum marble score 4+/5+ for Select Label. Las Piedras is the first meat producer with ESG certification, investing in wind turbines, circular agriculture, and sustainable water use. Both Nice to Meat and Las Piedras are family businesses with four generations of heritage.
• Cold ChaincoreStrategic or Co-development Partner · 6 February 2025Cold Chain provides temperature-controlled refrigerated transport for Nice to Meat's consumer delivery. Eliminates the need for excessive packaging and insulation materials. Enables fresh-chilled delivery with maximum food safety under HACCP standards. Also enables Saturday delivery for weekend culinary plans. Customers receive a 2-hour delivery window, professional drivers, and track-and-trace.
• Stone Axe Pastoral CompanycoreChannel Partner/ Reseller/ Distributor · 1 September 2023Stone Axe (New South Wales, Victoria, Australia) supplies full-blood Australian Wagyu. Nice to Meat is the exclusive European supplier. The Wagyu cattle are raised at high altitude (1,000+ meters) in Australia's highlands. Stone Axe won back-to-back Grand Champion awards at the Wagyu Branded Beef Awards and multiple gold medals at the World Steak Challenge.
• &Samhoud|places / The Harbour ClubminorStrategic or Co-development Partner · 1 January 2017Restaurant partners that participated in Nice to Meat's Wagyu events. &Samhoud|places received the Hida-Gyu Award from Jen-Noh at Le Grand Jour de Wagyu. The Harbour Club was named Wagyu Restaurant of 2017. Both restaurants worked with Nice to Meat to develop Wagyu culinary innovations including Salami, Pastrami, and Smoked Filet from Japanese Wagyu.
• Creekstone FarmscoreStrategic or Co-development PartnerCreekstone Farms (Kansas, USA) is Nice to Meat's key US beef partner and the source of their award-winning Creekstone Premium Black Angus Ribeye. Nice to Meat is the exclusive European representative of Creekstone. The partnership spans nearly 20 years. Creekstone's Black Angus cattle graze on open pastures in the US Midwest and are fed a natural diet of corn and grains. No hormones or preventive antibiotics are administered.
• Rhug Estate Organic FarmminorChannel Partner/ Reseller/ DistributorRhug Estate (North Wales, UK) is a 20-year organic farm producing award-winning Aberdeen Angus beef, Welsh lamb, and organic poultry. Owner received the Royal Warrant from HRH Prince Charles in 2018 for animal welfare and sustainable agriculture. Supplies organic meat to Nice to Meat for the Gold Label range.
• Holtkamp HorecaminorChannel Partner/ Reseller/ DistributorHoltkamp Horeca produces luxury (mini) croquettes and bitterballs for Nice to Meat's assortment. Croquette flavors include veal, black angus beef, shrimp, old cheese, lobster, and venison (seasonal). Holtkamp has been producing the first croquette since 1969 following traditional methods.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Westfalia Meat Company: South Africa-based international supplier of premium beef, Wagyu, and game meat to global hospitality and retail customers. Comparable to Nice to Meat as an international premium meat trader focused on Wagyu and Angus offerings for high-end foodservice customers across multiple geographies.
• Ad van Geloven (Mora): Dutch meat producer specializing in snack and specialty meat products including bitterballen and croquettes. Comparable as a Netherlands-based premium meat producer with foodservice expertise, though more focused on prepared snacks than the wagyu and Angus centerpiece model of Nice to Meat.
• Brandt & Levie: Dutch artisanal meat producer known for premium cured meats and sausages with a focus on quality and craftsmanship. Comparable to Nice to Meat as a Dutch specialty meat company serving premium food retail and hospitality customers with a similar provenance-driven, artisanal brand positioning.
• De Groene Weg: Dutch organic meat specialist and subsidiary of Vion, supplying organic and premium-tier meats to retail and foodservice channels. Comparable to Nice to Meat in serving the Dutch market with premium/niche-positioned meat offerings, though with an organic rather than Wagyu/Angus orientation.
• Zwanenberg Food Group: Dutch family-owned meat processor producing premium meat products, deli meats, and canned proteins under multiple brands. Comparable as a Netherlands-based meat supplier with foodservice and consumer offerings, though with a broader portfolio spanning processed/canned categories beyond Nice to Meat's fresh premium cuts focus.

Broad incumbents

• Vion Food Group: Largest Dutch meat processor operating across pork, beef, and derivatives with extensive production scale and broad foodservice/retail coverage. Comparable as a Dutch meat major but operates at much greater scale and serves mass market alongside premium tiers, while Nice to Meat is narrowly focused on premium hospitality.
• JBS S.A. Global meat processor with operations across beef, pork, lamb, and value-added prepared foods. Comparable as a global meat major that produces premium Angus and Wagyu-adjacent offerings, though serving mass and premium markets with vastly greater scale than Nice to Meat.
• Tyson Foods: Global meat processor and foodservice supplier producing premium beef, pork, and prepared meats under multiple brands including Jimmy Dean and Hillshire Farm. Comparable as a broadline meat supplier serving restaurants and retailers, though operating at much greater scale with broader portfolio than Nice to Meat's premium-only focus.
• Danish Crown: Major European meat cooperative with operations across pork and beef, including premium tier offerings (Tulip, Danish Beef). Comparable as a pan-European meat major with foodservice distribution, though operating at substantially larger scale and broader market positioning than Nice to Meat.

Others

• Creekstone Farms: US Kansas-based producer of premium Black Angus beef with controlled natural feeding programs and Black Angus certification. Listed as peer because it is both Nice to Meat's exclusive European partner and an upstream supplier of the award-winning Creekstone ribeye portfolio that defines a core product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nice.to.meat
• TikToktiktok.com/@nicetomeat1894
• Xx.com/Nice2Meat
• Facebookfacebook.com/nicetomeat

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 Nice to Meat