What Jansen Dongen does

Jansen-Dongen is a third-generation, family-owned Dutch fresh-produce company headquartered in Tilburg, Netherlands, founded in the 1970s by father Jansen. It sources, cultivates, sorts, washes, packages, and distributes potatoes, carrots, onions, garlic, pumpkins, and sweet potatoes directly to retailer distribution centers, operating the full chain from cultivation (teelt) to logistics under its own control without third-party intermediaries. The company maintains a portfolio of registered sub-brands — BioFreshi (organic AGF), Finest (premium potatoes with seasonal Italian truffle), Ice Coooled Carrots (hydrocooled premium carrots using technology adapted from Israeli desert cultivation), Crunchi (sweet potato snack wedges), and De Jongens van Zand & Klei (restaurant concept) — and runs proprietary sustainable-cultivation protocols branded as BOTS (Bewust Overwogen TeeltSysteem).

Its business model is B2B-first, supplying Dutch and European supermarket chains and foodservice operators through enterprise field sales, with an expanding branded-retail and foodservice presence via sub-brands. Revenue is generated through one-time product sales of fresh produce — both under own labels (BioFreshi, Finest, Ice Coooled Carrots, Crunchi) and private label — plus transaction-fee revenue from the De Jongens van Zand & Klei restaurant. Pricing is negotiated privately with retailers and foodservice clients and is not publicly disclosed.

Key operational assets include a dedicated carrot processing line in Tilburg using hydrocooling technology (the only such installation in Northern Europe), 100,000m2 of biodiversity-supporting acreage (flower-rich field margins, insect hotels), a Breda-based BioFreshi logistics platform for daily fresh-product distribution, and long-term co-development partnerships with the Van Geel brothers (De Zoete Pieper, Dutch sweet potato) and Iceberg Agricola (Argentine organic pumpkins). The company holds certifications including On the way to PlanetProof, BOTS, Skal (organic), Global Gap, Nutri-Score, BeeDeals, HACCP, and ISO/BRC, and pursues an ongoing automation and robotization program across its sorting and packaging operations.

Name

Jansen Dongen

Legal name

Jansen-Dongen

Website

https://jansen-dongen.nl

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Jansen-Dongen is a third-generation Dutch family-owned fresh-produce company that cultivates, sorts, washes, packages, and distributes potatoes, carrots, onions, garlic, pumpkins, and sweet potatoes directly to retailer distribution centers and foodservice operators across the Netherlands and Europe under multiple sub-brands including BioFreshi, Finest, and Ice Coooled Carrots.

Ownership category

akta.pro rank

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Agricultural Product Sales: Sales of fresh produce including potatoes, carrots, onions, sweet potatoes, and pumpkins through own brands and private label to retailers and foodservice.
2. Restaurant (De Jongens van Zand & Klei): Restaurant venture showcasing potato-based cuisine, founded by potato enthusiasts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Jansen-Dongen is a family-owned fresh produce company that grows, processes, packages, and distributes potatoes, carrots, onions, garlic, pumpkins, and sweet potatoes to retailers and foodservice businesses. The company controls the entire supply chain from cultivation to delivery at retailer distribution centers, using its proprietary BOTS sustainable cultivation system and specialized processing technologies.

Product overview

Jansen Dongen is a family-owned fresh produce company founded in the 1970s, managing the entire supply chain from cultivation to distribution for vegetables including potatoes, carrots, onions, garlic, pumpkins, and sweet potatoes. The company operates under a multi-brand portfolio: core products are the vegetables themselves (Aardappelen, Wortelen, Uien & Knoflook, Pompoenen, Zoete aardappel), while sub-brands include BioFreshi (organic produce), Finest (premium potatoes and truffles), Ice Coooled Carrots (hydrocooled premium carrots), De Jongens van Zand & Klei (restaurant concept), and Crunchi (sweet potato snack). The portfolio is unified by the company's BOTS (Bewust Overwogen Teelt Systeem) sustainable cultivation system and integrated supply chain covering cultivation, sorting, washing, packaging, and logistics.

Differentiator

Problem solved

Functional benefit

Brands

• BioFreshi: Brand specializing in organic AGF products - vollegrondsgroenten, kasgroenten, fruit and exoten with focus on transparency and sustainable growth.
• Finest
• Ice Coooled Carrots
• De Jongens van Zand & Klei
• Crunchi

Products and services

• Aardappelen (Potatoes) Potato varieties including Malta, Gwenne, Vitabella, Alpha, Derby, and Actrice, cultivated on clay soil below sea level in the Netherlands. Supplied to retailers and foodservice.
• Wortelen (Carrots)

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Gebroeders Van Geel (De Zoete Pieper)coreStrategic or Co-development PartnerLong-term collaboration for developing Dutch sweet potato cultivation. After years of testing and research, successfully launched first fresh Dutch sweet potatoes, reducing 7000km transport and 2.5+ tons CO2 emissions. Started with 0.5 hectares yielding 80 tons, now expanded to 10 hectares.
• Iceberg AgricolacoreStrategic or Co-development PartnerPartnership with Iceberg Agricola in Argentina for organic pumpkin cultivation. Iceberg Agricola has over 20 years of experience in organic product cultivation. Collaboration enables sharing of premium organic produce with customers.
• Tako Hoefsloot and Miranda BrouwerscoreStrategic or Co-development PartnerHoreca entrepreneurs who co-founded De Jongens van Zand & Klei restaurant with three potato farmers. The restaurant showcases potato-based cuisine using Jansen-Dongen potatoes.
• Retail Supermarket Partners (Bee Deal)minorStrategic or Co-development PartnerUnique chain approach with five potato farmers and a supermarket chain, making joint agreements to improve living environment for honey and wild bees through flower-rich field margins.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Greenery (Coöperatie DOOR): Dutch cooperative fresh-produce supplier to supermarket chains with full chain control from grower to retailer DC. Closest direct peer to Jansen-Dongen in terms of integrated cultivation, packaging, and direct-to-retailer logistics in the Dutch market.
• Nedato: Dutch potato cooperative specializing in table and organic potatoes for retail and export, with grower-owned supply. Directly comparable on potato cultivation, packing, and private-label supply to retailers, competing head-to-head with Jansen-Dongen's Aardappelen business.
• Nature's Pride: Dutch fresh-produce supplier specializing in organic, exotic, and specialty fruit and vegetables for European retailers. Direct peer in Dutch B2B fresh-produce distribution, sustainability certifications, and supply-chain transparency positioning.

Regional players

• Special Fruit: Belgian fresh-produce importer and supplier focused on exotic fruit, berries, and specialty vegetables to European retail. Comparable in fresh, premium, and specialty produce category, though broader in fruits and exotic SKUs.

Broad incumbents

• Greenyard: Belgian-listed global market leader in fresh, frozen, and prepared fruit and vegetables, supplying European retailers and foodservice. Broad incumbent in the same fresh-produce B2B channel as Jansen-Dongen, but with vastly larger scale and a global footprint.
• Aviko: Largest European player in processed potatoes (fries, flakes, granules) owned by Royal Cosun. Adjacent incumbent in the Dutch/EU potato value chain, competing for potato supply and retail/private-label programs that overlap with Jansen-Dongen's premium potato and Finest lines.
• Bonduelle: French global leader in processed and fresh vegetables, with a strong European retail private-label and branded business. Comparable as a broad incumbent in fresh and packaged vegetables for retailers and foodservice across Europe.
• Ardo: Belgian family-owned frozen-vegetable producer supplying retail and foodservice across Europe. Comparable in family ownership, European B2B retail/foodservice channel, and vegetable-based product portfolio overlapping with Jansen-Dongen's carrots, onions, and sweet-potato lines.

Emerging players

• Lamb Weston / Meijer: European potato processor joint venture supplying frozen potato products to foodservice and retail. Comparable in its Dutch origin, focus on potatoes, and B2B channel to retailers/foodservice where Jansen-Dongen sells Finest and Crunchi.
• HZPC: Global leader in potato breeding and seed potatoes headquartered in the Netherlands. Comparable in Dutch potato expertise and value-chain position, though upstream; represents a potential partner or competitor for proprietary varieties and sustainable cultivation IP.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jansen-dongen-b-v-

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Jansen Dongen