What Knook AGF does

Knook AGF is a Dutch, family-owned B2B wholesale processor of fresh produce (AGF-aardappel, groente, fruit) headquartered in Purmerend, Netherlands. Founded in 1984 by Theo Knook's father with door-to-door potato deliveries in Wijdewormer, the company has evolved into a specialized supplier of pre-cut vegetables (panklare groenten), salad mixes (slamixen), raw vegetable salads (rauwkost), fruit salads, stir-fry mixes (roerbakmixen), and peeled potatoes (geschilde aardappelen), with approximately 90% of the assortment focused on pre-cut vegetables and fruit. Its core technology is industrial rather than digital: advanced cutting, peeling, washing, drying, and packaging techniques, complemented by daily quality controls and a modern production facility relocated to Baanstee, Purmerend in 2019.

The business model is direct B2B wholesale, with customer-determined composition (custom cuts and mixes) delivered to large-volume buyers across the Netherlands. Primary customer segments are horeca (hotels, restaurants, catering), zorginstellingen (care/healthcare institutions), groothandels (foodservice wholesalers), snackbars, and catering companies. The company operates as a 24-hour organization accepting orders deep into the night with deliveries starting at 06:00, a cadence that aligns with morning kitchen prep cycles. The company is privately held by Theo Knook, with no external investors, no funding rounds, and no disclosed revenue. Recent strategic emphasis is on growth hiring, food safety (FSSC 22000 certification in 2025), and organic product handling (Skal certification, valid through 2027).

Name

Knook AGF

Legal name

Knook AGF

Website

https://knookagf.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Knook AGF is a Dutch family-owned B2B wholesale processor specializing in pre-cut vegetables, salad mixes, fruit salads, and peeled potatoes, supplying horeca, care institutions, wholesalers, snackbars, and catering companies across the Netherlands.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale & Processing

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Wholesale-Groceries & Related Products (5140), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Fresh Vegetable Wholesale (AFAIACAB)

Keywords

• Fresh produce wholesale
• Pre-cut vegetables
• Foodservice distribution
• Ready-to-cook vegetables
• Produce processing

Headquarters

HQ city

Purmerend

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh produce wholesale: Wholesale distribution of ready-to-cook vegetables, fresh mixes, raw vegetable salads, fruit salads, and peeled potatoes to foodservice, retailers, and care institutions throughout the Netherlands. The company processes and delivers custom-ordered fresh produce with approximately 90% of assortment focused on ready-to-cook vegetables and fruit.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Knook AGF is a Dutch wholesale producer that processes and distributes fresh pre-cut vegetables (panklare groenten), salad mixes (slamixen), raw vegetable salads (rauwkost), fruit salads, peeled potatoes (geschilde aardappelen), and stir-fry mixes (roerbakmixen). Approximately 90% of its assortment is focused on ready-to-cook vegetables and fruit, with customers able to customize product composition. The company serves foodservice operators, retailers, care institutions, wholesalers, and snackbars throughout the Netherlands.

Product overview

Knook AGF is a fresh produce wholesale business offering a unified portfolio of pre-cut and ready-to-cook vegetable and fruit products. The core offering centers on panklare groenten (pre-cut vegetables), slamixen (salad mixes), rauwkost (raw vegetable salads), fruitsalades (fruit salads), geschilde aardappelen (peeled potatoes), and roerbakmixen (stir-fry mixes). Approximately 90% of the assortment focuses on pre-cut vegetables and fruit. Customers can customize product composition to their specifications. The company operates as a single integrated product line—delivering fresh, custom-cut produce to horeca, retailers, care institutions, and catering companies throughout the Netherlands—rather than a modular platform architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Panklare Groenten (Pre-cut Ready-to-Cook Vegetables)

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Lokale telers (Local growers)coreOthersKnook AGF works with local farmers/growers for supply of fresh produce. The company emphasizes working with local telers (local growers) as part of their quality focus, selecting only the best products available on the market.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Special Fruit: Special Fruit is a Dutch importer and distributor of fresh fruits and vegetables to European retailers and foodservice. Comparable as a Dutch fresh-produce wholesaler serving foodservice, with a more exotic/specialty tilt.
• Staay Food Group: Staay Food Group is a Dutch fresh-produce grower and supplier serving European retail, wholesale, and foodservice. Comparable to Knook as a Dutch fresh-produce company with horeca/retail customers, though larger and more vertically integrated.
• Cool Fresh: Cool Fresh is a Dutch fresh-produce company supplying imported fruits and vegetables to retailers and foodservice across Europe. Comparable as a Dutch B2B fresh-produce distributor, with broader geographic reach than Knook.
• Nature's Pride: Nature's Pride is a Dutch grower-importer-exporter of fresh fruits and vegetables serving European retailers, wholesalers, and foodservice. Comparable to Knook in B2B fresh-produce distribution though focused on imported/exotic lines and broader customer reach.
• Hessing Supervee: Hessing is a Dutch fresh-produce processor offering pre-cut vegetables, salads, and convenience produce to foodservice and retail. Highly comparable to Knook in product format, customer type, and processing-led value proposition.

Broad incumbents

• The Greenery: The Greenery is the largest Dutch fresh-produce cooperative, supplying retailers and foodservice with the full AGF assortment. Overlaps with Knook in horeca and care channels but operates at national scale with a much broader portfolio.
• Greenyard: Greenyard is a Belgian-headquartered global fresh, frozen, and prepared produce group. It owns Dutch subsidiary Bakker Barendrecht and competes with Knook across prepared-vegetable and foodservice channels in the Benelux.
• Bakker Barendrecht: Bakker Barendrecht is the Dutch fresh-produce arm of Greenyard, supplying supermarkets and foodservice with full assortment. Comparable to Knook on the prepared-produce side but serves larger retailer accounts at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KNOOK-AGF-de-snijspecialist-in-vers-voor-horeca-en-instellingen-100035320218026
• LinkedInlinkedin.com/company/knook-agf

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Knook AGF