Hoka Quality Products

What Hoka Quality Products does

Hoka Quality Products is a Dutch family-owned hospitality wholesaler founded in 1978 by Jules Snijders as Hoka-Snacks Den Haag BV. The company supplies food, non-food products, beverages, and equipment to horeca (hospitality) businesses including hotels, restaurants, cafes, cafeterias, corporate canteens, and bulk caterers across the Netherlands. Ownership transferred to second-generation Sjoerd Snijders in 2008. The company operates two physical locations — its Den Haag headquarters serving western Netherlands and a Waalwijk site serving the southern region, with the Waalwijk operation entering a strategic merger with Hooymans Food Center in March 2025 to form HorecaHeren. Headcount sits in the 11-50 SME band.

Hoka's technology stack is conventional: a login-gated online ordering portal (shop.hokadenhaag.nl / horecaheren.nl), email newsletters, and standard social media channels (Facebook, Twitter/X, Instagram), supplemented by a PS in Foodservice integration for allergen data exchange. The company employs no proprietary software, AI, or advanced technology platforms, and its competitive differentiation relies on operational capabilities rather than technology.

The business model is traditional B2B wholesale distribution with a sales-led go-to-market anchored on personal account management, field sales representatives, and direct customer relationships. Pricing is negotiated individually rather than publicly listed; new customers must request a login code before gaining portal access, creating a hybrid sales-assisted onboarding model. Two proprietary house brands — Quality (premium) and Subliem (value, via partnership with STER in- en verkooporganisatie) — supplement the multi-supplier assortment. Revenue is generated through one-time B2B sales of food, non-food, beverages, and equipment delivered next-day into customer refrigeration units via the company's own fleet.

Name

Hoka Quality Products

Legal name

Hoka Den Haag BV

Website

https://hokafoodservice.nl

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoka Quality Products is a Dutch family-owned horeca wholesaler founded in 1978, supplying food, non-food, beverages, and equipment to hospitality businesses across the Netherlands through two locations and an own-delivery fleet with next-day delivery.

Ownership category

akta.pro rank

Product category

Horeca Wholesale Distribution

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Horeca wholesale
• Food distribution
• Beverage supply
• Hospitality equipment
• Non-food supplies

Headquarters

HQ city

Waalwijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Food & Non-Food Sales: Hoka generates revenue through direct B2B sales of food, non-food, beverages, and equipment tohoreca businesses. Customers place orders online or through personal contact with sales representatives. The company delivers orders using its own delivery service to customer premises (refrigerator/freezer placement). Pricing includes 'honest prices and margins that ensure good cooperation' for customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Hoka Quality Products BV is a Dutch B2B wholesaler serving the hospitality (horeca) industry, supplying food, non-food items, beverages, and horeca equipment to hotels, restaurants, cafes, and catering businesses. The company operates from Den Haag (headquarters) and Waalwijk (HorecaHeren) and distributes its own brands Quality and Subliem Products alongside third-party ranges.

Product overview

Hoka Quality Products is a hospitality wholesaler offering a complete food and non-food product range through two locations (Den Haag and Waalwijk) with same-day ordering and next-day delivery. The core offering consists of Food Products (snacks, bread, pastries, frozen items, produce, meat, dairy, sauces), Non-Food Products (disposables, cleaning supplies, packaging), Beverages (alcoholic and non-alcoholic drinks), and Equipment. The company operates two house brands: Quality Label (exclusive premium private brand for sauces, fries, snacks, fats) and Subliem Products (value-oriented brand for food, non-food, drinks, and frozen products through STER partnership). Online ordering is available through dedicated customer portals for each location.

Differentiator

Problem solved

Functional benefit

Brands

• Quality: Exclusive house brand offering top-quality horeca products including bread, fries, snacks, fats, and sauces. Developed in-house and positioned as premium quality at competitive pricing.

Products and services

• Quality (own brand)

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Hooymans Food CentercoreStrategic or Co-development Partner · 19 March 2025Hoka Waalwijk and Hooymans Food Center (both based in Waalwijk) have entered a strategic fusion to combine forces and better serve customers in southern Netherlands. The merged entity will operate under the name 'HorecaHeren, Partner in service en smaak'. This fusion broadens Hoka's product assortment to include fresh products (meat, fish, cheese, vegetables, bread) from professional kitchens, specialty shops, traiteurs. It also enables more efficient supplier partnerships and strengthens market position.
• STER in- en verkooporganisatieminorChannel Partner/ Reseller/ DistributorHoka is affiliated with STER in- en verkooporganisatie, a buying and selling organisation for the hospitality sector. This affiliation enables Hoka to offer Subliem products alongside its own Quality brand, providing customers with additional product choices and better purchasing terms.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Hanos: Hanos is a large Dutch cash-and-carry and delivery wholesaler focused on horeca and food retail professionals. It competes with Hoka on assortment breadth and horeca delivery but operates at much larger scale with multiple locations and a different go-to-market model (self-pickup cash-and-carry plus delivery).
• Sligro Food Group: Sligro is the largest Dutch foodservice wholesaler serving horeca and institutional customers with a broad assortment of food and non-food products. It operates at significantly greater scale than Hoka and competes in the same Dutch HORECA channel, but with a national footprint and a broader portfolio that goes beyond Hoka's regional, relationship-led niche.
• Bidfood Netherlands: Bidfood is a major Dutch foodservice distributor serving horeca, institutional, and retail customers across the Netherlands. It overlaps with Hoka on food and non-food horeca supply, has a national delivery network, and competes for the same HORECA customers but at substantially larger scale and with broader category coverage.
• Metro Cash & Carry Netherlands: Metro is an international foodservice and wholesale operator with Dutch horeca cash-and-carry locations. It targets similar HORECA customers as Hoka with a comparable food/non-food assortment, but operates a self-pickup-led model rather than Hoka's white-glove refrigerator/freezer delivery service.

Direct peers

• Pouw Group: Pouw Group is a Dutch horeca and catering wholesaler operating with a similar B2B foodservice distribution model. It serves comparable hospitality customers with food and non-food assortments and competes in overlapping Dutch regions, making it one of the closer direct peers to Hoka in business model and customer profile.

Others

• Holland Malt / regional Dutch food distributors: Holland Malt is a Dutch-based ingredient supplier adjacent to horeca distribution channels. While not a direct full-line HORECA wholesaler like Hoka, it represents the broader ecosystem of Dutch food ingredient and supply companies that compete for horeca procurement budgets in overlapping product categories.

Regional players

• Maasmarkt / regional Dutch horeca suppliers: Maasmarkt-style regional Dutch horeca suppliers operate with similar regional delivery-led B2B foodservice models, serving horeca customers in defined Dutch regions with comparable food and non-food assortments. They compete with Hoka on relationship and proximity rather than on scale or breadth.
• De Kweker (Henk Jan Oosterveld / regional horeca suppliers): De Kweker is a Dutch fresh-produce and foodservice supplier focused on horeca customers. It overlaps with Hoka's fresh and produce assortment (now expanded via the Hooymans/HorecaHeren merger) and serves a similar customer base, but is regional rather than full-line, making it more of a specialist regional peer than a direct full-line competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xtwitter.com/Hoka_Quality
• Facebookfacebook.com/hokadenhaag.hokawaalwijk
• Instagraminstagram.com/hoka_waalwijk_den_haag
• LinkedInlinkedin.com/company/hoka-quality-products-bv

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 Hoka Quality Products