VersAlert

What VersAlert does

VersAlert is a privately held Dutch family business that has operated as a fresh food wholesaler (versgroothandel) for over 45 years, since its founding around 1980. The company supplies artisanal fresh food specialists across nearly all of the Netherlands, with its primary customer segments being slagers (butchers), groentewinkels (greengrocers), kaaswinkels (cheese shops), delicatessenzaken (delicatessens), and traiteurs (caterers). It maintains three physical distribution hubs in Utrecht (headquarters), Heerhugowaard (operated under the Palve Versgroep umbrella), and Peize (integrated with Boonstra Verswaren), and is described in source material as a 'vertrouwd familiebedrijf' (trusted family business).

The company's core offering is a B2B e-commerce wholesale platform catalogued into 13 main product categories: vleeswaren (meat products including liver, ham, bacon, dry sausage, paté), salades en tapas, maaltijden en soepen (meals and soups), brood en deegwaren (bread and bakery), AGF noten en vega (produce, nuts, vegetarian), boter kaas en eieren (dairy), sauzen, kruiden en melanges (herbs and spice blends), verpakkingen en non-food (packaging and supplies), kip/kalkoen/wild (poultry and game), rund/kalf/lam (beef/veal/lamb), varkensvlees (pork), and snacks/BBQ/vlugklaar/vis (snacks and fish). The platform supports online ordering through region-specific web shops and a digital catalog integration with PS Infoodservice. There is no disclosed API, SDK, or AI/ML capability.

VersAlert generates revenue through wholesale product sales (described as a transaction-fee model) and operates a sales-led go-to-market motion: prospective customers submit an inquiry form, must hold a KVK (Dutch Chamber of Commerce) registration, are contacted by an account manager to discuss terms, and receive login credentials to begin ordering. The company markets through its website, newsletter, the annual Verstival event, account-manager relationships, and customer testimonials. Pricing is not publicly disclosed, no funding rounds or institutional investment are referenced, and the company remains a privately held family business serving a fragmented base of SMB specialist retailers.

Name

VersAlert

Legal name

VersAlert

Website

https://versalert.nl

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

VersAlert is a Dutch family-owned fresh food wholesaler serving artisanal specialists — butchers, greengrocers, cheese shops, delicatessens, and caterers — across the Netherlands via three distribution hubs and a B2B e-commerce platform.

Ownership category

akta.pro rank

Product category

Fresh Food Wholesale Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Specialty & Ethnic Grocery Wholesale (AFAIABAJ)

Keywords

• Fresh food wholesale
• Specialty food distribution
• Artisanal butcher supply
• Greengrocer wholesale
• Foodservice supply

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices3 records

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 Fresh Food Distribution: VersAlert generates revenue through the sale of fresh food products to specialist retailers including butchers, greengrocers, cheese shops, delicatessens, and caterers. Products span meat, salads, tapas, meals, soups, bread, dairy, sauces, herbs, packaging, poultry, beef, pork, snacks, and fresh produce.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

VersAlert is a Dutch fresh food wholesale distributor that supplies artisanal retailers (butchers, greengrocers, cheese shops, delicatessens, and caterers) across the Netherlands. Its offering combines a comprehensive multi-category product assortment (meat, dairy, produce, baked goods, prepared foods, sauces, herbs, packaging, poultry, game, beef, pork, snacks, and fish) with a B2B e-commerce ordering platform, dedicated account managers, and business advisory services targeted at specialist fresh food shops.

Product overview

VersAlert is a Dutch fresh food wholesale company serving specialist retailers including butchers, greengrocers, cheese shops, delicatessens, and caterers throughout the Netherlands. The company offers a comprehensive B2B e-commerce platform featuring an extensive product portfolio organized into 13 main categories: Vleeswaren (meat products), Salades en Tapas, Maaltijden en Soepen (meals and soups), Brood en Deegwaren (bread and bakery), AGF Noten en Vega (produce, nuts, and vegetarian), Boter Kaas en Eieren (dairy), Sauzen (sauces), Kruiden en Melanges (herbs and spices), Verpakkingen en Non-Food (packaging), Kip Kalkoen en Wild (poultry and game), Rund Kalf en Lamsvlees (beef/veal/lamb), Varkensvlees (pork), and Snacks BBQ Vlugklaar en Vis (snacks and fish). The platform enables customers to browse products, place orders, and manage their accounts online. The company operates three physical locations in Utrecht, Heerhugowaard, and Peize, and maintains a customer onboarding process requiring KVK registration.

Differentiator

Problem solved

Functional benefit

Brands

• Allerverst & Selectie: A premium/premium selection product line offered by VersAlert, as referenced on the product selection pages.

Products and services

• Meat Products (Vleeswaren) Wholesale supply of fresh and processed meat products including lever (liver products), ham, rib/spek (bacon and pork belly), droge worst (dry sausage including salami, chorizo, boerenmetworst), gehakt/kookworst/grillworst (minced meat, cooked sausage, grill sausage), paté (variety of flavors), and other specialty meat items for butchers, delicatessens, and caterers.
• Poultry and Game (Kip, Kalkoen en Wild) Wholesale poultry and game products including regular chicken, crown chicken, free-range chicken, turkey, French poultry, chicken rollades, and game such as venison, wild boar, rabbit, hare, pheasant, and duck.
• Beef, Veal and Lamb (Rund-, Kalf- en Lamsvlees) Wholesale supply of beef, veal, and lamb including various cuts such as rib eye, rump, tenderloin, and specialty cuts including Black Angus, intended for butchers and specialty retailers.
• Pork (Varkensvlees) Wholesale pork products including various cuts like boemerang, bovenbil, buiken, filet, ham, and spare ribs for butcher and caterer customers.
• Salads and Tapas (Salades en Tapas) Wholesale fresh salads and tapas including toast salads, meal salads, basic salads, tapas selections (antipasti, olives, tapenades, pesto, toast), and diverse accompaniments such as preserves, dressings, chutneys, and desserts.
• Meals and Soups (Maaltijden en Soepen) Wholesale ready meals and soups including stamppotten (mashed potato dishes), Mediterranean and Indonesian cuisines, meal components (meat, fish, pasta, rice, jus, roux), quick-prep items, and a variety of soups, targeted at caterers and delicatessens.
• Bread and Bakery (Brood en Deegwaren) Wholesale bread and bakery products including large and small breads, savory items, pita, tortillas/wraps, pizza/pinsa, sweet pastries, puff pastry, and bread specialties.
• Fresh Produce, Nuts and Vegetarian (AGF, Noten en Vega) Wholesale fresh produce, nuts, and vegetarian products including potatoes, fresh and frozen vegetables and fruits, raw salads, fruit salads, nuts, dried fruits, pickles, fruit juices, and vegetarian burgers for greengrocers and caterers.
• Dairy (Boter, Kaas en Eieren) Wholesale dairy products including whole cheeses (Dutch, goat, specialty), cut and grated cheeses, butter, eggs, cream cheese, and miscellaneous dairy items for cheese shops and other specialist retailers.
• Sauces (Sauzen) Wholesale sauces and condiments including mayonnaise, curry/ketchup, mustard, garlic sauce, cocktail sauce, satay/peanut sauce, meal sauces, and specialty sauces for specialist retailers.
• Herbs and Spice Blends (Kruiden en Melanges) Wholesale herbs and spice blends including single herbs, spice blends, breading mixes, marinades, dried vegetables, and technological aids for sausage making.
• Packaging and Non-Food (Verpakkingen en Non-Food) Wholesale packaging and non-food supplies including paper products, plastic bags, food containers, Hendi kitchen equipment, microwave containers, casings, meat trays, foil, party platters, vacuum bags, and barbecue supplies.
• Snacks, BBQ, Quick-Prep and Fish (Snacks, BBQ, Vlugklaar en Vis) Wholesale snacks, BBQ items, quick-prep products, and fish including spring rolls, mini snacks, fried items, meatballs, chicken snacks, hamburgers, sausages, skewers, pre-cooked meats, schnitzels, salmon, and tuna.

Named customers3 records

Segments5 records

Ideal customer profiles5 records

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.

• Palve VersgroepcoreChannel Partner/ Reseller/ DistributorVersAlert Heerhugowaard operates under the Palve Versgroep umbrella, with customers ordering via the Palve webshop platform.
• Boonstra VerswarencoreChannel Partner/ Reseller/ DistributorVersAlert Peize customers place orders through Boonstra Verswaren's webbestel platform.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hanos: Dutch cash-and-carry and foodservice wholesaler serving hospitality, caterers and specialist retailers with broad fresh-food assortments directly comparable to VersAlert's offering and SMB customer base.
• Sligro Food Group: Largest Dutch foodservice wholesale operator, supplying fresh, frozen and dry goods to hospitality and specialist retail — directly overlapping VersAlert's specialist fresh-food distribution model at much larger national scale.
• Bidfood Nederland: Foodservice distribution specialist serving Dutch out-of-home and specialist customers; competes head-on with VersAlert across fresh, ambient and frozen categories to similar SMB buyers.
• Jan Zandbergen Group: Dutch meat and protein specialist supplier serving retail, foodservice and industrial customers; directly comparable to VersAlert's meat-heavy assortment and specialist B2B customer focus.
• Bakker Logistiek: Dutch fresh-food logistics and distribution specialist serving retail and foodservice; comparable supply-chain model, cold-chain capability and SMB customer overlap with VersAlert.
• Lekkerkerker: Dutch food service wholesaler focused on fresh categories for hospitality and specialist retailers; a regional direct comparable in assortment breadth and SMB customer overlap.
• Hamberger: German fresh produce and convenience wholesale specialist; comparable in fresh-product depth and B2B specialist customer focus, though operating primarily in DACH rather than the Netherlands.
• Brandt Levensmiddelen: Dutch broadline food wholesaler supplying hospitality and small retailers; overlaps VersAlert's assortment breadth and customer profile at regional Dutch scale.
• METRO Cash & Carry Nederland: Cash-and-carry wholesale format supplying hospitality and independent retailers in the Netherlands; overlaps VersAlert's broadline fresh-food assortment and independent-retailer customer profile.

Emerging players

• VHC Poultry: Dutch poultry processor supplying foodservice and retail; overlaps VersAlert's poultry category and specialist B2B channel but at narrower product scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/BoonstraVers
• Facebookfacebook.com/versAlert
• LinkedInlinkedin.com/company/versalert-b.v.

Revenue estimate

Valuation estimate

Number of profiles

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 VersAlert