Udea

What Udea does

Udea B.V. is a Dutch organic food wholesaler headquartered in Veghel, Netherlands, founded in 1999 and operating as the largest total supplier of organic products in the Benelux region. The company distributes more than 99% organic or biodynamic (Demeter) certified assortment to two principal customer segments: retail (organic supermarkets and specialty stores) and foodservice (horeca, catering, and institutional buyers). Its wholesale operation runs on tiered minimum order thresholds of €700 for delivery and €350 for pickup, with a dedicated B2B web shop supporting catalog ordering and barcode scanning convenience. Udea also operates the Ekoplaza organic supermarket chain as franchisor, providing a vertically integrated captive retail channel layered on top of the wholesale distribution business.

Udea's product surface is anchored by a portfolio of seven proprietary private label brands — BioCumulus, Your Organic Nature, Laitois, Wisselwaar, Ice Cream Factory, Noomi, and the Ekoplaza label — covering dairy, ice cream, plant-based, and ambient organic categories. The company pursues sustainability-led supply chain initiatives including a carbon farming partnership with ZLTO under the EU Ploutos program (2024), an RSPO certification policy, and a target to deliver plastic-free across its wholesale operations by end-2025. Brand-led retail marketing is executed through the Ekotown biological food festival and a Promotion Partner Program formalizing joint supplier trade marketing.

Udea is a privately held, family-owned Dutch B.V. with 501–1,000 employees. Revenue is generated through wholesale margins on distributed SKUs, private label margin capture on owned brands, and franchise economics from the Ekoplaza chain; the company has not disclosed audited revenue, funding events, or external investors in the available data.

Name

Udea

Legal name

Udea B.V.

Website

https://udea.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Udea B.V. is the largest organic food wholesaler in the Benelux, headquartered in Veghel, Netherlands, supplying 99% organic/biodynamic assortment to retailers and foodservice buyers and franchising the Ekoplaza organic supermarket chain.

Ownership category

akta.pro rank

Product category

Organic Food Wholesale Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Dairy Product (except Dried or Canned) Merchant Wholesalers (424430)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)

Keywords

• Organic food wholesale
• B2B distribution
• Private label brands
• Supermarket franchising
• Organic products supply

Headquarters

HQ city

Veghel

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Udea generates revenue through the wholesale sale of organic food, natural drogist products, and sustainable non-food items to retail (organic supermarkets, specialty stores) and foodservice (horeca, catering, institutions) customers in the Benelux. The company sells products both per unit and per case, offering a full assortment of fresh and shelf-stable products. Revenue is generated via B2B automatic direct debit with invoices sent electronically and collected Monday following the week of delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Udea B.V. is a B2B wholesaler of organic food, natural personal care, and sustainable non-food products, supplying organic supermarkets, specialty stores, horeca, catering companies, and institutional buyers across the Benelux. The company is also the franchisor of the Ekoplaza organic supermarket formula and operates proprietary private-label organic brands. Orders are placed through a dedicated web shop and mobile app, with logistics managed from its Veghel distribution center.

Product overview

Udea is a B2B organic food wholesaler, brand house, and importer/exporter serving retail (organic supermarkets and specialty stores) and foodservice (horeca, catering, and institutions) across the Benelux. As the largest total supplier in the Benelux, Udea offers a comprehensive assortment of fresh and shelf-stable organic products through its webshop and mobile app. The company operates the Ekoplaza franchise brand and has developed several private label brands including BioCumulus, Your Organic Nature, Laitois, Wisselwaar, Noomi (plant-based drinks), and Ice Cream Factory. Additional services include the Promotion Partner Program with POS materials, shelf planning advice, and marketing support. Products span vegetables and fruit, groceries, meat/fish/vegetarian, cheese, chilled foods, frozen products, non-food, and seasonal items, with over 99% certified organic or biodynamic (Demeter).

Differentiator

Problem solved

Functional benefit

Brands

• BioCumulus: Private label organic brand
• Your Organic Nature
• Laitois
• Wisselwaar
• Ice Cream Factory
• Ekoplaza

Products and services

• Organic wholesale supply (food, personal care, non-food) B2B wholesale distribution of certified organic food, natural personal care (drogist) products, and sustainable non-food items to organic retailers, specialty stores, horeca, catering, and institutional buyers across the Benelux, delivered from the Veghel distribution center.
• Organic private-label brand portfolio (BioCumulus, Your Organic Nature, Laitois, Wisselwaar, Ice Cream Factory, Noomi) Portfolio of Udea-owned private-label organic brands covering broad product ranges: BioCumulus, Your Organic Nature (including plant-based meat substitutes and pulses), Laitois, Wisselwaar, Ice Cream Factory (organic ice cream), and Noomi (plant-based oat, almond, soy, rice, and coconut drinks).
• Ekoplaza franchise Franchise opportunity for independent retailers and entrepreneurs to operate an organic supermarket under the Ekoplaza brand and formula, with sourcing, assortment, and promotional support provided by Udea across the Benelux.
• Promotion Partner Program (Promotiepartner programma) Marketing and promotional support service for retail partners, providing branded POS materials (posters, shelf cards), action planning, shelf plan advice from space managers, savings/loyalty campaigns, and access to an online brand portal for self-service material ordering.

Quantifiable outcome

• Actions drive at least 10% of store turnover for retail customers
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• ZLTOminorStrategic or Co-development Partner · 7 September 2024ZLTO is an agricultural organization that co-organized the 2024 Erfbijeenkomst (farm meeting) with Udea. The event brought together chain partners, farmers, producers, suppliers, customers, and government institutions to discuss sustainable food chain collaboration and the carbon farming project.
• Mixblik (sociale onderneming)minorStrategic or Co-development PartnerMixblik is a social enterprise visited during Udea's 'Kijkje in de Keten' 2025 event in Rotterdam. Mixblik's products are distributed by Udea, supporting the company's mission of sustainable and socially responsible supply chains.
• RSPO (Roundtable on Sustainable Palm Oil)minorOthersUdea requires all palm oil in its products to be RSPO (Roundtable on Sustainable Palm Oil) certified, in addition to being organic. This certification ensures palm oil is free from deforestation and respects the rights of indigenous peoples, local communities, and workers.
• Landbouw Innovatie Noord-Brabant (LIB) / PloutosminorStrategic or Co-development PartnerUdea participates in a carbon farming project supported by Landbouw Innovatie Noord-Brabant (LIB) and Ploutos, presented at the 2024 Erfbijeenkomst. This initiative supports sustainable agriculture and carbon sequestration in the food chain.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sysco Corporation: Global foodservice distribution leader. Comparable on B2B foodservice distribution model and customer segments, though primarily North American and not a direct competitor in the Benelux — relevant for benchmarking scale economics and digital ordering maturity.
• Sligro Food Group: Dutch broadline foodservice wholesaler serving horeca and institutional buyers across the Benelux. Comparable on customer segment (horeca/institutions), logistics model, and Benelux geography, but operates across conventional and organic rather than specializing in organic like Udea.
• Lekkerland (REWE Group): Dutch convenience and foodservice wholesaler serving out-of-home and small retail buyers. Comparable on B2B distribution and order-threshold-based logistics to small-format buyers, though primarily conventional with growing organic assortment.
• Metro AG: Global broadline foodservice and cash-and-carry wholesaler operating across Europe. Comparable on B2B wholesale and foodservice customer base, though Metro spans all categories and geographies; its organic assortment represents an emerging competitive threat.
• Hanos: Major Dutch cash-and-carry and foodservice wholesaler serving horeca and small business buyers across the Netherlands and Belgium. Direct overlap with Udea's foodservice customer segment and Benelux geography, though Hanos spans conventional and organic categories.
• Bidfood Nederland: Dutch foodservice wholesaler serving restaurants, care institutions, and hospitality operators across the Benelux. Comparable in horeca/institutional customer focus and B2B distribution model, with Bidfood's organic range serving as a partial substitute for Udea among foodservice buyers.

Direct peers

• Dennree GmbH: Germany's largest organic wholesaler, distributing certified organic food and natural products to organic retailers and horeca across DACH. Closest direct comparable to Udea in product mix, target customers, and B2B organic wholesale model — operating in a larger geographic market with similar franchise-like independent retail support.

Regional players

• Biocoop: France's leading organic retail cooperative with a national store network. Comparable on category focus (pure-play organic) and Benelux-adjacent geography, but operates a retail franchise/cooperative rather than B2B wholesale — illustrating an alternative downstream model Udea could emulate or partner with.
• Denn's Biomarkt: Austria/Germany-based organic supermarket chain with Benelux expansion history. Comparable on organic-only positioning and retail franchise model, but is primarily a retailer rather than a wholesaler — competing with Ekoplaza for organic consumers.

Others

• Ahold Delhaize (Albert Heijn): Dutch-headquartered multinational grocery retailer with significant organic private label and Benelux footprint. Adjacent rather than directly competitive — Udea supplies independent organic retailers while Ahold operates corporate stores — but represents both a benchmark for private label scale and a potential channel partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/UdeaVeghel
• Facebookfacebook.com/UdeaVeghel
• LinkedInlinkedin.com/company/udea-bv

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Udea