Hocras

What Hocras does

Hocras, operating through its legal entity VHC Jongens Almere BV, is a Dutch B2B wholesale distributor of food and non-food products serving professional hospitality (horeca) businesses. The company is a privately held family business (BV/ Besloten Vennootschap) headquartered in Almere, employing 251-500 people, and concentrated on a regional service area covering the Dutch provinces of Noord-Holland and Flevoland. Its primary operating brand, VHC Jongens Almere, is positioned as a one-stop shop for restaurants, hotels, and catering operators, supported by 45+ brand partnerships covering major consumer goods suppliers such as Alpro, Aviko, Santa Maria, Knorr Professional, Verstegen, Hellmann's, and Oatly.

The core product offering spans five categories: Fresh (produce, dairy, meat, fish, convenience), Food (groceries, bread, pastries, world cuisine, snacks), Beverages (beer, wine, spirits, soft drinks, coffee, tea, juices), Non-Food (bar supplies, kitchen equipment, disposables, tableware, cleaning and hygiene products), and Advisory Services (menu engineering, food trend consultation, assortment selection, pricing policy guidance, and wine list development). Operational integration is a notable feature, with an in-house cutting department for the fresh section, an on-site butcher shop for the meat department, and an owned fleet of delivery vehicles enabling quality control and flexible delivery time selection. The company does not describe any proprietary technology, AI, or software platform; its digital footprint is limited to its own-storefront B2B e-commerce platform for online ordering.

The business model is transaction-based wholesale distribution with account-based pricing to professional buyers. Go-to-market is sales-led through dedicated account managers functioning as advisory sparring partners, supplemented by events at the Almere inspiration center showroom, social media engagement across Facebook, Instagram, YouTube, and LinkedIn, and recipe-and-blog content marketing. No revenue, no funding rounds, no M&A activity, no patented technology, and no API/SDK offering are disclosed in the available data; Hocras operates as a privately held, regionally focused distribution and services business.

Name

Hocras

Legal name

VHC Jongens Almere BV

Website

https://hocras.nl

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

251–500 employees

Short description

Hocras is a Dutch family-owned B2B wholesaler serving professional hospitality businesses in Noord-Holland and Flevoland with food, beverages, non-food supplies, and menu advisory services, supported by in-house cutting, butchery, and an owned delivery fleet.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Fish and Seafood Merchant Wholesalers (42446), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro industry

PRIMARYCRAEAEAC

Foodservice & Hospitality Supply Clubs (Restaurants, Catering, Hotels)

Consumer Products & Retail/Discount, Club & Value Retail/Cash & Carry / Wholesale Clubs (B2B & B2B2C)

SECONDARYAFAIACAI

Foodservice / HORECA Produce Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Produce (Fresh Fruit & Vegetable) Wholesale

SECONDARYAFAIAHAI

Refrigerated Meat & Charcuterie Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Frozen & Refrigerated Foods Wholesale

Keywords

• Horeca wholesale distribution
• Foodservice supply
• Hospitality procurement
• Fresh produce wholesale
• Beverage distribution

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Food & Non-Food Products: Revenue generated through wholesale distribution of food and non-food products to professional hospitality businesses. The company operates as a full-service wholesaler with in-house cutting and butchery operations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Hocras (legal entity VHC Jongens Almere BV) is a B2B full-service foodservice wholesaler that supplies food and non-food products to professional hospitality (horeca) businesses in the Dutch provinces of Noord-Holland and Flevoland. The company operates an extensive product portfolio across fresh, food, beverage, and non-food categories, supported by in-house cutting, butchery, and delivery fleet operations. Beyond product supply, it offers advisory services covering menu engineering, food trends, hospitality formula development, and pricing policy.

Product overview

Hocras operates as a full-service hospitality wholesale platform, with its primary brand VHC Jongens Almere serving as a comprehensive food and non-food supplier for the professional hospitality industry in North Holland and Flevoland, Netherlands. The company offers an extensive product portfolio organized across five main categories: Fresh (Vers) including produce, dairy, meat, fish, and convenience items; Food covering grocery staples, bread products, pastries, world cuisine ingredients, fast food snacks, and meal components; Beverages including beer, wine, spirits, soft drinks, coffee, tea, and juices; Non-Food encompassing bar supplies, kitchen equipment, disposable items, tableware, clothing, cleaning/hygiene products, and outdoor/terrace supplies; and Advisory Services including market trend consultation, food trend analysis, hospitality formula development, assortment selection, pricing policy guidance, convenience product advisory, and menu/wine list development support. The company's core value proposition centers on having all operations in-house, including their own cutting department, butcher shop, and delivery fleet, enabling them to guarantee product quality while maintaining flexibility for specific customer requirements. They differentiate through value-added services such as free workshops, training sessions, inspiration events held at their Almere showroom, and direct access to dedicated account managers who provide menu engineering and formula/concept development support. As a family business, they emphasize personal service with a direct line to account managers functioning as inspirational sparring partners.

Differentiator

Problem solved

Functional benefit

Brands

• VHC Jongens Almere: Main operating brand for hospitality wholesale in Almere, serving professional hospitality (horeca) in Noord-Holland and Flevoland

Products and services

• Fresh Produce & Dairy Supply (Vers) Wholesale supply of fresh products including vegetables, fruit, potatoes, cresses/herbs/sprouts, cheese, dairy, salads, eggs, meat, fish, and convenience items for professional hospitality kitchens. Sourced and processed through the company's in-house cutting department.
• Food Products Supply Wholesale supply of grocery staples, bread products, pastries, world cuisine ingredients, fast food snacks, and meal components for professional hospitality businesses.
• Beverages Supply Wholesale supply of beer, wine, spirits, soft drinks, coffee, tea, and juices for hospitality operators, including both professional and craft brands.
• Non-Food Hospitality Supplies Wholesale supply of bar supplies, kitchen equipment, disposable items, tableware, clothing, cleaning and hygiene products, and outdoor/terrace supplies for hospitality operations.
• Butchery and Meat Processing In-house butcher shop processing and supplying meat products for the hospitality fresh section, enabling quality control and customization for professional kitchen requirements.
• Hospitality Advisory Services Consulting and advisory services for hospitality operators covering market developments, food trends, hospitality formula development, assortment selection, pricing policy, convenience products, and menu and wine list engineering, delivered through dedicated account managers.

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

47 partnerships are on record, tiered minor.

• CoolbreakminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• VerstegenminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Santa MariaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• BussingminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• DepaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Chaud DevantminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Bolsius ProfessionalminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Brouwerij T IJminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Bo&Co (Agroposta)minorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• ZonnaturaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• AlprominorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• FanominorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Van DobbenminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• NiceminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• DuniminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• OlaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Echte EnkhuizerminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• London EssenceminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Knorr ProfessionalminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• SumaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• MazaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Patak'sminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Hellmann'sminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• LotusminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• DoritosminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• AvikominorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• FloraminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• OatlyminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Old AmsterdamminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Marie Stella MarisminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• GrominorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• FentimansminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• ViolifeminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• SparckitchenminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• VintenseminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Wild Van WildminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Castel MimiminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• CampureminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Almost Ready FrozenminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• PinsanaminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Snack With BenefitsminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• EifixminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• De Nieuwe KeukenminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• SatinominorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• Dr SchnellminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• ApostelhoeveminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.
• MilramminorOthersBrand partner displayed in the brand partnerships section of the Hocras website.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bidfood Netherlands: Bidfood (part of Bidcorp) is a major international foodservice distributor with operations in the Netherlands. Direct peer in HORECA foodservice distribution, multi-category assortment, and B2B delivery model, operating at larger scale.
• Sligro Food Group: Sligro is the largest Dutch B2B foodservice wholesaler, serving HORECA across the Netherlands with cash-and-carry and delivery. Direct peer to Hocras in customer segment (HORECA), product breadth (food + non-food), and regional distribution model — though at materially larger national scale.
• Hanos: Hanos is a leading Dutch foodservice wholesaler serving restaurants, hotels, and catering operators with a broad assortment and regional delivery. Comparable in business model (full-service HORECA delivery wholesaler), customer base, and breadth of food and non-food categories — competing head-to-head with Hocras.

Broad incumbents

• Lekkerland: Lekkerland (part of REWE Group) is a Dutch foodservice and convenience wholesaler focused on out-of-home consumption, including HORECA. Comparable in B2B foodservice distribution and HORECA customer base, though broader scope (vending, convenience, petrol).
• Metro AG / Metro Cash & Carry Netherlands: Metro operates cash-and-carry and delivery foodservice wholesale internationally, including the Netherlands. Broad incumbent competing for HORECA customers through both pickup clubs and delivered service, overlapping with Hocras's assortment and customer segments at greater scale.
• Makro Nederland: Makro operates cash-and-carry wholesale clubs in the Netherlands serving HORECA and small businesses with food and non-food assortment. Broad incumbent in foodservice supply; same customer base and categories as Hocras but a different go-to-market (club/pickup vs. delivery).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCKO3G9coZpkmslcWEXAJcYw
• Facebookfacebook.com/Hocras
• LinkedInlinkedin.com/company/hocras-bv
• Instagraminstagram.com/hocras
• Xx.com/hocras

Revenue estimate

Valuation estimate

Number of profiles

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 Hocras