Horeca-Totaal & ZB-Centrale, Cash & Carry's

What Horeca-Totaal & ZB-Centrale, Cash & Carry's does

Horeca Totaal operates a Belgian B2B Cash & Carry wholesale business serving the horeca (hospitality) and grootkeuken (institutional kitchen) sectors. Founded as a family business (claims establishment since 1957; legal entity R.W.M. bvba) and headquartered in Bruges with approximately 101 employees, it runs three physical wholesale locations in Bruges, Oostende, and Antwerpen, all open seven days a week, plus a Magento-based B2B e-commerce platform (bestellen.horeca-totaal.be) and a delivery service operating six days a week. The company markets itself as a 'total supplier' offering more than 30,000 in-stock articles across fresh fish, vegetables and fruit, butchery/charcuterie/poultry, dairy, dry food, specialties, frozen, wine and beverages, and non-food categories, alongside private-label products.

The business is structured around direct, daily fresh sourcing from primary markets — fresh fish is sourced from nine auctions across four countries with the department manager personally attending the Zeebrugge fish auction each morning, and produce is selected at auction daily by the department head emphasizing seasonal and local products. Differentiated specialty talent (a World Wine Master curating the wine selection, a dedicated Cheese Master, and artisanal butchery expertise) supports category authority, while membership in national and international purchasing groups plus a growing private-label range drive cost competitiveness. Owner Roderick D'Hoore was nominated by Gondola as 'Personality of the Year' in the Wholesalers Foodservice category in 2026.

The revenue model is wholesale transactional across all three channels (in-store Cash & Carry, online ordering, and delivery), with prices negotiated through purchasing-group affiliations rather than publicly disclosed. Customer segments are two primary verticals — horeca professionals (restaurants, hotels, cafes) and grootkeuken operators (hospitals, schools, corporate cafeterias, caterers) — served without public pricing, account minimums, or tier structure; promotional activity is driven through weekly Cash & Carry folders and email newsletters.

Name

Horeca-Totaal & ZB-Centrale, Cash & Carry's

Legal name

R.W.M. bvba

Website

https://horeca-totaal.be

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

101–250 employees

Short description

Horeca Totaal is a Belgian B2B Cash & Carry wholesaler serving horeca (hospitality) and institutional kitchen operators across Flanders, operating three retail locations plus an online ordering platform and delivery service with over 30,000 SKUs.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

akta.pro secondary industry

Warehouse-Style Bulk Grocers (Membership/Non-membership) (CRAHAMAB)

Keywords

• Cash and carry wholesale
• Horeca supply
• Professional food distribution
• Hospitality wholesale
• Foodservice distribution

Headquarters

HQ city

Brugge

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Cash & Carry Sales: Walk-in wholesale sales through physical stores in Brugge, Oostende, and Antwerpen. Customers shop in-person from over 30,000 articles stocked in stores. Open 7 days a week.
2. Delivery/Ordering Service: Professional ordering system where customers can place orders online or through account managers. Delivery available 6 days a week depending on region. Pick-up hours structured based on order time.
3. Private Label Products: House brand products offered across all product categories as alternatives to national and international brands

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Horeca Totaal operates Cash & Carry wholesale stores and a B2B e-commerce platform serving hospitality professionals (horeca) and large kitchen operators (grootkeuken) across Belgium. The company stocks more than 30,000 articles spanning fresh fish, vegetables and fruit, meat and charcuterie, cheese and dairy, dry food, specialties, frozen goods, wine and beverages, and non-food items. It also offers private-label products and a 6-day delivery service backed by daily auction sourcing.

Product overview

Horeca Totaal operates as a Cash & Carry wholesale business for the hospitality industry and professional kitchens, with three physical store locations in Brugge, Oostende, and Antwerpen, and an online B2B e-commerce platform (bestellen.horeca-totaal.be) built on Magento Commerce. The offering includes more than 30,000 in-stock articles across multiple departments: Vis (fresh fish), Groenten en Fruit, Beenhouwerij/Charcuterie/Gevogelte, Kaas en Zuivel, Droge Voeding, Specialiteiten, Diepvries (frozen), Wijn en Dranken, and Non-Food. The company also offers private label products (huismerken) and delivery/pickup services 6 days a week. As a fast-growing SME, Horeca Totaal has been expanding across Flanders through acquisitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Cash & Carry Wholesale Stores Physical wholesale stores where professional hospitality customers self-shop from more than 30,000 stocked articles across fresh, frozen, dry, beverage, and non-food categories. Locations are open 7 days a week for in-person purchasing by registered professional buyers.
• B2B Online Ordering Platform Magento-based e-commerce storefront (bestellen.horeca-totaal.be) restricted to professional horeca and grootkeuken customers for placing wholesale orders online, with pickup and delivery coordination.
• Delivery Service Wholesale delivery service available 6 days a week to professional customers in serviceable regions, with structured pickup windows tied to order placement time.
• Private Label Product Range (Huismerken) Company-owned house-brand products available across multiple categories as alternatives to national and international brands, positioned with an excellent price-quality ratio for professional buyers.

Quantifiable outcome

• Daily fresh fish from 9 auctions across 4 countries
• +1 more outcomes

Segments2 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.

• De Neve RoomcentraleminorStrategic or Co-development PartnerHoreca Totaal and De Neve Roomcentrale recently bundled their forces to further supplement and expand the dairy product range offered to customers.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bidfood Belgium: Belgian foodservice distribution arm of Bidvest serving HORECA customers across Belgium. Directly comparable business model and customer segment; competes for the same independent hospitality and large-kitchen accounts.
• Sligro Food Group: Dutch-based B2B foodservice wholesaler operating Cash & Carry stores across the Benelux, including Belgium. Directly comparable in wholesale format, broad grocery assortment, and HORECA customer focus, but at materially larger scale and with cross-border footprint.
• Hanos: Dutch Cash & Carry and foodservice wholesaler serving hospitality professionals with multi-category assortment. Comparable B2B Cash & Carry model and HORECA focus, though primarily operating in the Netherlands with cross-border reach.
• Van Oers: Benelux-based B2B foodservice supplier serving hospitality professionals with broad assortment and delivery. Closely comparable business model and target customer, though concentrated in the Dutch market.
• METRO Cash & Carry Belgium: Global Cash & Carry operator with Belgian stores targeting HORECA and independent retailers. Closely comparable warehouse-style wholesale format and customer base; significantly larger SKU and logistics scale than Horeca Totaal.
• Brakes Group: European B2B foodservice distributor serving HORECA operators across the UK, Ireland, France and other markets. Comparable in B2B foodservice distribution to HORECA customers, though not a Cash & Carry format.

Broad incumbents

• Sysco Corporation: Global B2B foodservice distribution leader with European operations through various subsidiaries. Comparable in foodservice distribution to HORECA, but operates at vastly larger scale and as a broad incumbent rather than a regional specialist.
• Bidvest International / Bidfood: International foodservice distribution group operating Bidfood across multiple European markets. Overlap in B2B HORECA supply model and broad grocery category mix, though structured as a diversified conglomerate rather than a Cash & Carry operator.

Regional players

• Colruyt Group (Pro/Retail Partners): Belgian retail and foodservice group serving HORECA and independent professionals in the same Belgian market as Horeca Totaal. Highly relevant geographic peer with overlapping HORECA customer base, though anchored in B2C grocery and adjacent foodservice offerings.

Emerging players

• Bonduelle Foodservice: Foodservice channel of major European vegetable and processed-food producer supplying HORECA operators. Comparable as an upstream supplier to HORECA channels, though operating as a producer rather than a broad-line Cash & Carry wholesaler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/horeca-totaal-&-zb-centrale-cash-&-carry's

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Horeca-Totaal & ZB-Centrale, Cash & Carry's