Kraan Vleesservice B.V.

What Kraan Vleesservice B.V. does

Kraan Vleesservice B.V. is a privately held Dutch wholesale butcher and food-service supplier headquartered at Tennesseedreef 21, Utrecht, with 13 employees and operations dating to 1984. Founded by Gert Kraan from a garage home-delivery operation, the company pivoted into a neighborhood butcher shop in 1985 and migrated twice — first to the Europlaan in 1989 and then to its current purpose-built premises in spring 2002 — before consolidating its focus on the Dutch horeca (hospitality, restaurant, and catering) channel. It complements the primary horeca trade with a secondary private-individual pickup and delivery service, supported by a company-owned fleet of refrigerated vehicles (several fitted with solar-powered cooling) and 336 rooftop solar panels installed since May 2019.

The company's commercial proposition centers on an assortment of approximately 2,500 SKUs built around its proprietary Waards Vlees regional brand (Waards Rund beef, Waards Kalf veal, Waards Lam lamb, and Waards Varken pork) sourced from the Dutch Green Heart, combined with curated partner products: poultry and game from Vleeshandel TopKip, cheese from MAAZ Cheese (over 1,500 varieties), artisanal bread from Bussing Brood, and potato products from Lamb Weston. Customers transact through an advanced order management system (app.myinone.com) or directly with the two-person sales team (Gert Kraan and Ron van Brandwijk), who manage custom portioning, packaging, and recipe-development requests; the company performs its own artisan butchery in-house. Pricing is quote-based and not publicly disclosed.

Revenue mechanics are straightforward wholesale distribution: per-transaction sales of meat and complementary food products to professional horeca buyers in the Utrecht region, with a small consumer-order tail. The business is founder/family-owned with no external investors, no funding history, no acquisitions, and no disclosed revenue figures; its operating profile — single-city, single-segment, owner-led, low headcount, and four-decade tenure — characterizes it as a mature regional specialist rather than a scaling platform.

Name

Kraan Vleesservice B.V.

Legal name

Kraan Vleesservice B.V.

Website

https://kraan-vlees.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Kraan Vleesservice B.V. is a privately owned Dutch wholesale butcher and food-service supplier headquartered in Utrecht that delivers a 2,500-SKU assortment — centered on its proprietary Waards regional meat brand and complemented by partner cheeses, bread, and fries — to horeca professionals and private customers via direct sales and a company-owned refrigerated fleet.

Ownership category

akta.pro rank

Product category

Foodservice Meat Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Grocery and Related Product Merchant Wholesalers (4244), Poultry and Poultry Product Merchant Wholesalers (42444)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro industry

PRIMARYAFAIAHAI

Refrigerated Meat & Charcuterie Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Frozen & Refrigerated Foods Wholesale

SECONDARYCRAOAAAI

Specialty & Gourmet Foods Wholesale Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Food & Beverage Wholesale Distribution

SECONDARYAFAIABAF

Meat, Poultry & Seafood Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Grocery & Supermarket Wholesale

Keywords

• Wholesale meat supply
• Horeca food distribution
• Artisanal butchery services
• Regional meat products
• Foodservice supply partner

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale meat and food supply to horeca: Kraan Vleesservice generates revenue through the wholesale supply of quality meat, artisanal products, and horeca necessities to professional foodservice businesses (horeca). The company sells an assortment of over 2,500 different products including beef, pork, lamb, poultry, game, cheese, bread, and fries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Kraan Vleesservice B.V. is a Dutch wholesale butcher and food service supplier that delivers quality meat, artisanal products, and horeca necessities to hospitality businesses and private customers from its facility in Utrecht. The company offers an assortment of over 2,500 different products under its proprietary Waards brand (beef, veal, lamb, pork) and distributes complementary partner products including cheese (MAAZ), bread (Bussing Brood), and fries (Lamb Weston). It provides custom portioning, packaging, recipe development, and direct delivery via its own fleet.

Product overview

Kraan Vleesservice B.V. is a traditional Dutch butcher and food service company that has evolved into a comprehensive food partner for the hospitality industry. The company offers a unified product portfolio centered on its premium Waards brand of meats (Waards Rund beef, Waards Kalf veal, Waards Lam lamb, and Waards Varken pork), complemented by an extensive assortment of over 2,500 products. The offering also includes partner products: MAAZ Cheese (cheese), Bussing Brood (artisanal bread), and Lamb Weston (fries and potato products). The company provides meat, poultry, game, cheese, bread, and potato products to both professional hospitality customers and private individuals, with advanced ordering system access and delivery services. The core differentiator is the Waards label, representing exclusive, artisanal Dutch meat products raised in the Green Heart region, combined with personalized service including custom portioning, packaging, and recipe development.

Differentiator

Problem solved

Functional benefit

Products and services

• Waards Rund (Premium Beef)
• Waards Kalf (Premium Veal) Exclusive artisanal Dutch veal sourced from the Krimpenerwaard region, raised by specialized calf farmers in the Waard area under careful nutrition including organic soybeans, corn, and classical music; supplied to horeca customers.
• Waards Lam (Premium Lamb) Premium lamb from Schoonebeeker heideschapen (heath sheep), an old rare breed crossed with Charolais ram, raised freely in the polders of the Lopikerwaard, Alblasserwaard, and Noordwaard in the Green Heart region.
• Waards Varken (Pork) Premium pork products from the Waards brand, including various cuts such as varkenshaas, varkens filet, hamschijf, and spareribs.
• Boerderij Kip / Gevogelte (Poultry) Farm-fresh poultry and game products supplied by partner TopKip, with over 100,000 kg capacity per week, including smoked and cooked products.
• MAAZ Cheese Assortiment Cheese assortment in partnership with MAAZ Cheese, a Dutch family business working with over 170 European producers, offering over 1,500 types of cheese including Dutch and international varieties.
• Bussing Brood (Artisanal Bread) Artisanal bread baked daily in a family bakery in Numansdorp, using traditional methods with home-cultivated sourdough and stone oven baking for enhanced flavor and crispy crust.
• Lamb Weston Friet (Potato Products) Premium potato products from Lamb Weston, a leading innovator with over 75 years of experience, including fries in various cuts, Twister Fries, and skin-on products suitable for vegan and gluten-free menus.
• Assortiment (2,500+ Products) Core offering of over 2,500 different meat and food products, including custom portioning, packaging options, and recipe development services for hospitality customers.

Quantifiable outcome

• 336 solar panels generating on-site renewable electricity since May 2019
• +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

Partnerships

Five partnerships are on record, tiered core.

• Vleeshandel TopKipcoreStrategic or Co-development PartnerVleeshandel TopKip is a key supply partner for Kraan Vleesservice's poultry products. With over 20 years of experience and a capacity of more than 100,000 kilograms of chicken meat per week, TopKip serves as the primary supplier of chicken products to the Dutch market. The partnership ensures Kraan Vleesservice's continuity of supply and A-quality products. TopKip also provides an extensive range of game, smoked, and cooked poultry products.
• Bussing BroodcoreStrategic or Co-development PartnerBussing Brood is a family bakery located in Numansdorp that supplies Kraan Vleesservice with artisanal bread products. The bakery uses its own cultivated sourdough starter for a full, non-acidic bread taste, and bakes an increasing proportion of its breads in a stone oven for enhanced flavor and character.
• MAAZ CheesecoreChannel Partner/ Reseller/ DistributorMAAZ Cheese is a specialized cheese supplier that provides Kraan Vleesservice with a broad and high-quality cheese assortment for the horeca sector. MAAZ Cheese is a Dutch family business working with over 170 European producers, offering more than 1,500 types of cheese from inventory. Kraan Vleesservice acts as a channel partner, distributing MAAZ Cheese products to its horeca customers.
• Lamb WestoncoreChannel Partner/ Reseller/ DistributorLamb Weston supplies Kraan Vleesservice with a range of potato products including fries in various cuts, innovative shapes such as Twister Fries, and products with skin for extra flavor. With over 75 years of innovation, Lamb Weston is a global leader in potato products, with several European production facilities in the Netherlands. Kraan Vleesservice distributes Lamb Weston products to its horeca customers.
• Veehandel van DijkcoreStrategic or Co-development PartnerVeehandel van Dijk is the cattle trader that supplies the calves for Kraan Vleesservice's Waards Kalf (veal) product line. The calves are sourced from the Krimpenerwaard and selected between 14 and 35 days of age. The partnership ensures the exclusive, artisanal quality of the Waards Kalf line.

Scale indicators3 records

Recent moves10 records

Expansion highlights3 records

Direct peers

• Hanos: Major Dutch cash-and-carry and delivery foodservice wholesaler serving horeca and institutional customers. Competes head-on with Kraan for restaurant and hotel accounts in the Netherlands.
• Sligro Food Group: Largest Dutch foodservice wholesaler operating cash-and-carry and delivery to horeca across the Netherlands. Direct competitor in the same Utrecht and Randstad horeca corridor, with broader assortment and national scale.
• Bidfood Netherlands: National foodservice distribution business (part of Bidcorp) delivering ambient, fresh, and frozen products to Dutch horeca. Comparable delivery model and customer base, though at much larger scale.
• Van Loon Group: Dutch meat processor and portioning specialist supplying portioned and value-added meat to foodservice and retail. Competes with Kraan in the processed/portion meat segment for horeca customers.
• Brandt Levensmiddelen: Dutch foodservice distributor focused on horeca and out-of-home markets with broad ambient, fresh, and frozen categories. Comparable customer profile and delivery-led model.
• Metro / Makro Netherlands: International cash-and-carry operator with a Dutch footprint serving horeca and small food businesses. Overlaps with Kraan on horeca meat, cheese, and dry assortment, primarily through self-service pickup.

Broad incumbents

• Vion Food Group: One of Europe's largest meat producers with a strong Dutch footprint in beef, pork, and veal. An upstream broad incumbent whose products flow into the same horeca channel Kraan serves.
• Westfort (formerly Dumeco): Large Dutch meat processor (pork, beef) supplying retail and foodservice channels. Upstream broad incumbent and a potential supply-side alternative to Kraan's assortment.

Others

• Martin Braun / Euro Bakery Group (Prepac): Specialist bakery and patisserie supplier to Dutch horeca and bakers. Overlaps with Kraan on the artisanal bread sub-line and competes for the same foodservice bread budget.

Regional players

• Pouw Group: Dutch foodservice and cash-and-carry operator with regional concentration; comparable horeca delivery and assortment model though stronger in parts of the country outside Utrecht.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/222725357909795
• LinkedInlinkedin.com/company/kraan-vleesservice-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Kraan Vleesservice B.V.