VAV*groep

Name

VAV*groep

Legal name

VAV divers B.V.

Website

https://vavgroep.nl

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Food Wholesale Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Poultry and Poultry Product Merchant Wholesalers (42444)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Frozen Entrées & Complete Meals (CRADADAA)

akta.pro secondary industry

Jerky & Meat Snacks (CRADABAK)

Keywords

• Food wholesale distribution
• Fresh market specialists
• Convenience foods supply
• Culinary consulting services
• Specialty retail supply

Headquarters

HQ city

Etten

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Food and Non-Food Product Sales: Wholesale distribution of food and non-food products to fresh market specialists including butchers, cheese shops, fresh food retailers, and caterers across the Netherlands
2. Advisory and Support Services: Marketing support, in-store demonstrations, counter setup assistance, and culinary consulting services provided to customers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

VAV*groep is a Dutch specialized wholesale group that distributes food and non-food products to fresh market specialists such as butchers, cheese shops, delicatessen, fresh food retailers, and caterers. Operating from four regional branches (Etten-Leur, Noordwijk, Heijen, Zaltbommel), the company supplies a range of convenience foods including party pans, pokébowls, loaded hotdogs, flatbreads, ragouts, and barbecue specialties, complemented by advisory, marketing, in-store demonstration, and culinary support services.

Product overview

VAV*groep is a specialized wholesale group serving fresh market specialists in food and non-food products, operating from four locations: VAV divers (Etten-Leur), VDB divers (Noordwijk), Arts divers (Heijen), and Zweistra (Zaltbommel). The company offers a comprehensive product portfolio centered around convenience foods (gemaksproducten) including ready-to-heat party pans (partypan) in various savory and creamy varieties, international-style pokébowls (Italian, Greek, tuna, Cha Sieuw, gamba, egg), loaded hotdogs, flatbreads, ragù/ragout dishes, and barbecue specialty meats. Their service offering extends beyond product supply to include marketing support, an image bank (beeldenbank) for promotional materials, in-store demonstrations, counter layout consultation, meal planning support with culinary consultants, and periodic workshops. They publish the seasonal Smaakmakend Inspiratiemagazine as a marketing and inspiration tool, and operate a customer webshop with account management functionality. The company was founded in 1975 and celebrates its 50th anniversary in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• VAV divers: Wholesale location in Etten-Leur serving food and non-food products to fresh market specialists
• VDB divers
• Arts divers
• Zweistra

Products and services

• Partypan Ready-to-heat party pans in savory snacks, creamy pastas, and stamppot varieties, sold wholesale to fresh market specialists for sale through their counters.
• Pokébowl Convenience pokébowls in international styles (Italian, Greek, tuna, Cha Sieuw, gamba, egg), supplied wholesale to fresh market specialists for in-store resale.
• Barbecue Productassortiment Specialty meat products for barbecue including Batallé Duroc pork cuts, Iberico Ribfingers, and premium grain-fed beef from Uruguay, Argentina, and Australia, distributed wholesale to fresh market specialists.
• Griekse Maaltijd Greek-themed convenience meal with tzatziki, lepinja, Greek salad with feta, and olives in a 3-compartment container, sold wholesale to fresh market specialists.
• Loaded Hotdogs Loaded hotdog varieties including South American, Italian, Classic, Mexican, Piccalilly, and Indian Saté versions with assorted toppings and sauces, supplied wholesale to fresh market specialists.
• Flatbread Productassortiment Flatbread convenience products including flatbread Mac & Cheese, Pulled Chicken, Mediterranean, and loaded variations, distributed wholesale to fresh market specialists.
• Ragù/Ragout Productassortiment Classic ragù/ragout varieties including Thai Curry, Asperge, Mexican, and Forest Mushroom versions suitable for vol-au-vent, pastries, or standalone dishes, supplied wholesale to fresh market specialists.
• Smokey Sides Barbecue side dishes including stuffed aubergines, loaded corn, stuffed tomatoes, portobellos, halloumi skewers, and fish selections, distributed wholesale to fresh market specialists.
• Sweet Pepper Tapenade Creamy orange tapenade based on cream cheese and sweet peppers, introduced for the World Cup as a complement to cheese boards, distributed wholesale to fresh market specialists.
• Marketingondersteuning Marketing support service helping fresh market specialists promote their products to consumers through online and offline communication assistance.
• Beeldenbank (Image Bank) Online image bank with product photographs available to logged-in customers for use in stores, promotions, and own marketing materials.
• Toonbankinrichting Counter/display layout advisory service using experience with best-selling products, optimal packaging, and placement strategies to help fresh specialists merchandise their counters.
• Maaltijdondersteuning Meal support service including an extensive recipe database and access to culinary consultants to help customers efficiently set up meal product ranges.
• Workshops Periodic workshops organized in collaboration with suppliers for product training and tasting of new dishes, delivered to fresh market specialists.
• Winkeldemonstraties (In-store Demonstrations) In-store product demonstration and tasting service, with Alexandra providing product tastings at customer stores to preview new product ranges and stimulate sales.

Named customers13 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

Feature2 records

Partnerships

One partnership is on record.

• 1931 Congrescentrum 's-HertogenboschminorOthers · 27 October 2025Venue partner for the 50th anniversary jubilee exhibition. Located at Oude Engelenseweg 1, 5222 AA 's-Hertogenbosch, within walking distance of central station with ample parking including electric charging facilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Sligro Food Group: Largest Dutch foodservice wholesaler serving hospitality, retail, and fresh specialists with broad assortment and own brands. Comparable as a B2B food distributor to many of the same fresh-counter and horeca customers, but at significantly larger scale and broader portfolio.
• Metro Cash & Carry Nederland: International cash-and-carry foodservice wholesaler with a Dutch operation serving horeca and small businesses. Overlaps with VAV*groep on assortment and SMB customer base, but operates a much larger self-service format without the dedicated account-manager model.
• Makro Nederland: Cash-and-carry wholesaler serving hospitality and small businesses in the Netherlands with broad food and non-food assortment. Comparable channel and customer segment, though its scale and self-service model differ from VAV*groep's tailored service approach.
• Transgourmet Nederland: European foodservice wholesale brand (part of Coop Group) active in the Netherlands serving hospitality and fresh specialists. Comparable B2B food distribution model with broader geographic reach and larger scale.

Direct peers

• Bidvest Deli XL (Deli XL): Dutch foodservice wholesaler (part of Bidvest group) supplying fresh products, meat, cheese, and convenience items to hospitality and fresh-specialist customers. Highly comparable assortment mix and direct overlap with VAV*groep's product categories.
• Nice to Meat: Dutch specialist meat and meat-product supplier serving butchers and fresh counters with prepared and specialty meat ranges. Direct overlap with VAV*groep's meat-side assortment and butcher customer base, though narrower in product scope.
• Van der Breggen: Dutch fresh-food specialist wholesaler serving bakers, butchers, and fresh shops with ingredients and non-food supplies. Similar SMB customer focus and category coverage to VAV*groep, particularly in fresh-counter support.
• Chefs Culinar Nederland: Foodservice wholesaler serving hospitality and fresh counters in the Netherlands and Germany with broad assortment and own brands. Comparable customer profile and product categories, particularly around fresh and convenience foods.
• Hanos: Dutch family-owned foodservice wholesale group with cash-and-carry and delivery operations serving fresh specialists, hospitality, and caterers. Closely comparable business model, customer overlap, and regional delivery footprint, with similar value-added services for fresh counters.

Regional players

• Hamberger Großmarkt: Family-owned foodservice wholesaler in Germany serving fresh specialists and hospitality with regional delivery. Similar multi-generation, multi-branch family-business model to VAV*groep, but operating across the German border rather than in the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vavgroep
• Facebookfacebook.com/vavgroep
• LinkedInlinkedin.com/company/vav-groep

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 VAV*groep