What Abdij Averbode does

Abdij Averbode (Abdij der Norbertijnen) is a Norbertine abbey founded in 1134 in Averbode, in the municipality of Scherpenheuvel-Zichem, Flemish Brabant, Belgium. The community comprises approximately 55 Norbertine brothers, of whom roughly 30 reside on site while the remainder are dispatched to parishes and other ministries. The abbey operates as a religious non-profit with no outside shareholders, governed by an elected abbot (currently Marc Fierens, the 53rd abbot, elected 8 February 2018) and embedded in the wider Norbertine Order of Prémontré.

The abbey's commercial activity is centred on a branded portfolio of 'Averbode' products licensed since 2014–2016 and produced by industrial partners rather than on-site: beer with Brouwerij Huyghe (including Averbode Extra launched in January 2024), bread with La Lorraine Bakery Group, cheese with Milcobel, gingerbread with Vondelmolen, ice cream with Heide Atelier, honey mustard with Mosterdmakerij De Ster, and a pancake mix with Aveve. Distribution is through Delhaize, Aveve, horeca and drinks retailers, and the abbey's own experience centre 'Het Moment' (café, abbey shop, bakery, cheese ripening facility). The abbey also operates a guesthouse (max stay one week) and a retreat centre, runs a quarterly magazine, and historically operated Uitgeverij Averbode, an educational publishing group transferred to Plantyn in April 2022. All proceeds from commercial activities are directed to charitable causes.

Beyond core religious services (daily liturgy, pilgrimages to Kortenbos and Tancrémont, parish work), the abbey functions as a hospitality and tourism node within Landschapspark de Merode, with a newly inaugurated contemplation garden (24 June 2026) and a restored abbey wall. Customer segments include individual spiritual seekers, tourists, pilgrims, parish communities, and Belgian retail consumers of licensed abbey products. No public financial statements are disclosed.

Name

Abdij Averbode

Legal name

Abdij der Norbertijnen

Website

https://abdijaverbode.be

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Abdij Averbode is a Norbertine abbey in Belgium, founded in 1134, operating a monastic community of ~55 brothers and licensing 'Averbode'-branded food products (beer, bread, cheese, gingerbread, ice cream, mustard) through Belgian retail and an on-site experience centre, with proceeds directed to charitable causes.

Ownership category

akta.pro rank

Product category

Religious Institution Heritage Products and Hospitality

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Traveler Accommodation (7211), Retail Bakeries (311811)

SIC

Retail-Eating & Drinking Places (5810), Sugar & Confectionery Products (2060), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Dessert Cafes & Dessert Bars (Sit-Down) (THAFAGAI)

akta.pro secondary industries

Patisseries & Dessert Boutiques (CRAHAGAB), Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Abbey product licensing
• Religious community services
• Retreat hospitality
• Licensed food brands
• Monastic publishing

Headquarters

HQ city

Averbode (Scherpenheuvel-Zichem)

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Abdijproducten (Licensing): De naam 'Averbode' wordt sinds 2016 vermarkt via diverse producten zoals bier, brood, kaas, peperkoek, ijs, honingmosterd, pannenkoekenmix. De opbrengsten van deze economische activiteit worden integraal gebruikt om goede doelen te steunen.
2. Uitgeverij Averbode: Averbode is een toonaangevende educatieve uitgeverijengroep met methodes, boeken en digitale toepassingen voor kinderen. In 2022 opgenomen in Plantyn.
3. Gastenkwartier & Bezinningscentrum: Gastvrijheid is een belangrijk element. Gasten kunnen alleen of in groep terecht voor bezinning en gebed, voor een dag of voor langer (maximum 1 week). Groepen kunnen voor één of meerdere dagen gebruik maken van het Bezinningscentrum.
4. Kaarsenkapel - Misintenties: Voor intenties kunnen HH. Missen aangevraagd worden of kan een kaars aangestoken worden bij het beeld van Onze-Lieve-Vrouw van het Heilig Hart. H. Mis: € 15,00, Noveenkaars: € 5,00, Kleine kaars: € 0,50
5. Belevingscentrum 'Het Moment': Aan de Westpoort van de abdij bevindt zich het belevingscentrum 'Het Moment' met abdijcafé met huisbrouwerij, abdijwinkel, bakkerij en kaasrijperij.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Abdij Averbode is a Norbertine abbey that operates a community of approximately 55 brothers and runs a commercial portfolio of branded abbey products (beer, bread, cheese, gingerbread, ice cream, honey mustard, bread and pancake mixes) licensed through partners such as Brouwerij Huyghe, La Lorraine Bakery Group, Milcobel, Vondelmolen, Heide Atelier, and De Ster. The abbey also offers hospitality services through the "Het Moment" experience centre, guest quarters, and retreat centre, and publishes a quarterly magazine and educational materials. All commercial revenues are directed to charitable causes.

Product overview

Abdij Averbode operates a diversified portfolio of products and services centered around its Norbertine monastic community. The primary commercial offering is the branded 'Averbode' product line (marketed since 2016), which includes abbey beer (produced with Brouwerij Huyghe), abbey bread (La Lorraine Bakery Group), abbey cheese (Milcobel), gingerbread (Vondelmolen), honey mustard (De Ster), ice cream, bread mix, and abbey tables. These products are sold through retail chains (Delhaize), the abbey shop at Het Moment, and other channels, with all proceeds supporting charitable causes. The experience center 'Het Moment' serves as a visitor destination featuring an abbey café with microbrewery, bakery, and cheese ripening facility. The publishing arm (Uitgeverij Averbode) produces educational materials and religious books, integrated into Plantyn in 2022. Hospitality services include a retreat center and guest quarters for spiritual reflection, with a maximum one-week stay. The abbey also publishes a quarterly magazine and manages archives for historical research.

Differentiator

Problem solved

Functional benefit

Brands

• Averbode Abdijbier: Abbey beer produced in collaboration with Brouwerij Huyghe; blonde ale awarded a gold medal at the Concours International de Lyon 2021
• Averbode Abdijbrood
• Averbode Abdijkaas
• Averbode-peperkoek
• Averbode Roomijs
• Averbode-broodmix
• Averbode Honingmosterd
• Averbode Pannenkoekenmix
• Averbode Extra
• Abdijtafels
• Het Moment

Products and services

• Averbode Abdijbier (Abbey Beer) Abbey beer produced under licence by Brouwerij Huyghe for the Averbode brand; blonde ale awarded a gold medal at the 2021 Concours International de Lyon in the 'Bitter Blond Golden Ale' category. Sold at Het Moment, Delhaize, horeca, and beverage retailers.
• Averbode Extra Variant of the Averbode abbey beer launched in 2024 to mark 10 years of the abbey product line, brewed by Brouwerij Huyghe.
• Averbode Abdijbrood (Abbey Bread) Whole-grain abbey bread produced in partnership with La Lorraine Bakery Group, combining natural ingredients with artisan baker craftsmanship. Sold at Het Moment and partner retailers.
• Averbode Abdijkaas (Abbey Cheese) Abbey cheese produced under licence by Milcobel, leveraging their cheese-making expertise. Distributed through Het Moment and partner retailers.
• Averbode Peperkoek (Gingerbread) Traditional abbey gingerbread produced by family company Vondelmolen. Available at Het Moment and partner retailers.
• Averbode Roomijs (Ice Cream) Premium ice cream made with milk from the abbey's own farm, produced by Heide Atelier, in three flavours (vanilla, vanilla with honey and walnuts, mocha with speculoos crumbs). Available at Delhaize and at Het Moment.
• Averbode Broodmix (Bread Mix) Multi-grain bread mix created with Aveve, containing buckwheat, rye, spelt, and oat flour, for home baking of abbey-style bread.
• Averbode Honingmosterd (Honey Mustard) Honey mustard developed by mosterdmakerij 'De Ster' using honey from beekeeper Herman Torfs, with a spicy taste balanced by honey sweetness. Available at Delhaize and Het Moment.
• Averbode Pannenkoekenmix (Pancake Mix) Pancake mix created with Aveve containing buckwheat, rye, spelt, and oat flour for approximately 16 pancakes. Sold via Aveve outlets.
• Averbode Abdijtafels (Abbey Tables) Hand-crafted tables produced in social workshops in collaboration with Rikolto, with proceeds supporting Rikolto's programmes. Sold at Het Moment.
• Het Moment Belevingscentrum (Experience Centre) Visitor experience centre at Herseltsebaan 2, Averbode, featuring an abbey café with microbrewery, abbey shop, bakery, and cheese ripening facility. Operates as the primary on-site retail and hospitality destination.
• Bezinningscentrum (Retreat Centre) Retreat centre offering multiple-day programmes for groups seeking spiritual reflection and participation in the abbey's liturgical life. Located at the abbey and accessed via onthaal-abdijaverbode.be.
• Gastenkwartier (Guest Quarters) Individual guest accommodation within the abbey for people seeking rest and reflection, allowing them to join the abbey's prayer life. Maximum stay of one week. Contact via the guest father (gastenpater).
• Uitgeverij Averbode (Averbode Publishing) Educational publishing group producing methods, books, and digital applications for children and adults, including religious titles such as Zonneland, Zonnestraal, Zonnekind, and Dauphin. Integrated into Plantyn in April 2022, combining the two publishing houses under one umbrella.
• Tijdschrift Averbode (Averbode Magazine) Quarterly contact magazine published by the abbey, featuring stories about community activities, spiritual reflections, and historical heritage. Subscription available via email.

Named customers10 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

Eleven partnerships are on record, tiered core and minor.

• PlantyncoreStrategic or Co-development Partner · 1 January 2022Uitgeverij Averbode, een toonaangevende educatieve uitgeverijengroep, werd opgenomen in het groter geheel van Plantyn, en deze twee uitgeverijen bundelen zo samen de krachten.
• VondelmolenminorOEM/ Whitelabel/ Licensing Partner · 1 January 2021Averbode-peperkoek wordt geproduceerd door het familiebedrijf Vondelmolen.
• Heide AtelierminorOEM/ Whitelabel/ Licensing Partner · 1 January 2021Averbode-ijs op basis van dagverse hoevemelk, geproduceerd door 'Heide Atelier'. Enkel verkrijgbaar in 'Het Moment' en in de dreef.
• Mosterdmakerij De SterminorOEM/ Whitelabel/ Licensing Partner · 1 January 2021Mosterdmakerij 'De Ster' uit Lubbeek ontwikkelde voor Averbode een nieuwe mosterd met honing van imker Herman Torfs uit Aarschot. Pittige smaak met zachte honingsmaak.
• Rikolto (Vredeseilanden)coreStrategic or Co-development Partner · 1 January 2021In samenwerking met en ten voordele van 'Rikolto' (vroegere Vredeseilanden) worden de tafels van 'Het Moment' op vraag gemaakt en verkocht. Opbrengst voor Rikolto.
• AveveminorChannel Partner/ Reseller/ Distributor · 1 January 2021Samen met Aveve creëerde Averbode een nauwkeurig samengestelde mix van granen voor 16-tal heerlijke pannenkoeken. Pannenkoekenmix verkrijgbaar bij Aveve.
• Imker Herman TorfsminorOEM/ Whitelabel/ Licensing Partner · 1 January 2021Imker Herman Torfs uit Aarschot levert de honing voor de Averbode honingmosterd. Deze honing is 100% Belgisch en met eigen, gezonde bijenkolonies.
• Landschapspark de Merode vzwcoreStrategic or Co-development Partner · 1 January 2021Project 'Parels in Helende Landschappen' - de stiltetuin. Projectcoördinatie door Landschapspark de Merode vzw. Gerealiseerd met financiering van de Europese Unie en de Abdij van Averbode. De abdij is een van de hoofdonthaalpoorten van het landschapspark.
• Brouwerij HuyghecoreOEM/ Whitelabel/ Licensing Partner · 1 January 2016Het Averbode-abdijbier is een eerbetoon aan de geschiedenis, dat samen met brouwerij Huyghe wordt verdergezet. Brouwerij Huyghe produceert het bier onder licentie. In 2024 lanceerde Averbode Extra naar aanleiding van 10 jaar abdijproducten.
• La Lorraine Bakery GroupcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2016Voor het Averbode abdijbrood ging de abdij in zee met La Lorraine Bakery Group. Dit volkorenbrood combineert het beste van de natuur met het vakmanschap van de bakker.
• MilcobelcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2016Voor de productie van de Averbode-abdijkaas nam de abdij Milcobel als ervaren partner onder de arm.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Abbaye d'Orval: Belgian Trappist abbey that produces Orval beer and cheese, with a strong visitor experience centre. Comparable as a religious community combining territorial heritage tourism with branded licensed consumer products.
• Abdij der Trappisten van Westmalle: Belgian Trappist abbey operating a commercial brewery and cheese programme under a licensed abbey brand. Highly comparable as a religious community that monetizes its name through branded food and beverage products distributed nationally and abroad.
• Abbaye de Chimay: Trappist abbey producing Chimay beer and cheese under licensed branding. Direct competitor in the Belgian abbey-product space, with similar product portfolio (beer, cheese) and premium positioning.
• La Trappe (Koningshoeven): Dutch Trappist abbey with branded beer and cheese distributed internationally. Direct peer through the abbey-licensed product model combined with a dedicated visitor/retail operation.
• Abbaye Notre-Dame de Saint-Rémy (Rochefort): Belgian Trappist abbey producing Rochefort beers under the monastic brand. Direct peer given the licensed abbey-branded beer model and monastic community structure.
• Sint-Benedictusabdij de Achelse Kluis (Achel): Belgian/Dutch Trappist abbey with a licensed beer brand. Direct peer through the combination of monastic community, branded product licensing, and on-site retail/tourism.
• Abdij van Grimbergen: Belgian Premonstratensian (Norbertine) abbey with a branded beer licensing programme partnered with a commercial brewer. Direct peer given the shared Norbertine heritage and parallel monetization model via licensed beverage brands.
• Abdij van Park (Leuven): Belgian Norbertine abbey with parallels to Averbode in religious order, hospitality offerings, and pastoral activities. Comparable as a fellow Norbertine community providing guest accommodation and retreat services.
• Brouwerij der Trappisten van Westvleteren (Saint-Sixtus): Belgian Trappist abbey with one of the most constrained licensed beer programmes in the world. Comparable as a religious community whose monastic identity drives scarcity and brand value, even though the product model differs.

Broad incumbents

• Brouwerij Huyghe: Established Belgian brewery that is Averbode's licensed production partner for Averbode abbey beers including Averbode Extra. Comparable as the commercial manufacturer behind the abbey's principal beverage SKU.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/51900027686
• YouTubesites.google.com/view/onthaal-abdij/uitzendingen
• LinkedInlinkedin.com/company/abdij-averbode

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries6 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 Abdij Averbode