Keurslagerij Van Kraaij B.V.

What Keurslagerij Van Kraaij B.V. does

Keurslagerij Van Kraaij B.V. is a third-generation, family-owned Dutch artisan butcher shop founded in 1924 by Hannes van Kraaij in Schaijk, Noord-Brabant, and led since 1999 by Geert van Kraaij. The company operates from a single physical store at Pastoor van Winkelstraat 13, Schaijk, supported by a Keurslager-branded national webshop and a B2B horeca (hospitality) supply service covering restaurants in southeast Noord-Brabant. Headcount stands at 8 employees.

The core product offering centers on fresh meat (beef, pork, chicken, lamb, veal), processed meats, in-house prepared foods (salads, sauces, soups, ready meals), and BBQ and party assortments, with premium SKUs such as Black Angus cuts, Iberico Bellota pork, and Uruguayan entrecote. Production is traditional and artisanal: the firm is one of few Dutch butchers still slaughtering its own cattle, grazing animals on the Schaijk countryside, and processing them in-house; it also co-developed a near-fully gluten-free assortment with Verstegen kruiden Nederland using fruit-fiber binding. A 2018 renovation introduced an open kitchen and workshop visible to customers for production transparency.

Revenue is generated across five streams: walk-in retail, webshop e-commerce, B2B horeca supply (with custom production and next-day-before-noon delivery), BBQ/event catering (including a hire-a-cook service for private and corporate clients), and the Keurslager loyalty program and gift cards (valid across all Dutch Keurslager stores). Customer segments include individual consumers, restaurants, sports clubs/neighborhood associations, and corporate clients; the firm earned the Hofleverancier (Royal Supplier) designation by Royal Decree on May 22, 2024.

Name

Keurslagerij Van Kraaij B.V.

Legal name

Keurslagerij Van Kraaij B.V.

Website

https://vankraaij.keurslager.nl

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1–10 employees

Short description

Keurslagerij Van Kraaij B.V. is a third-generation, family-owned Dutch artisan butcher shop in Schaijk (founded 1924) serving individual consumers via a retail store and national webshop, plus restaurants in southeast Noord-Brabant through a B2B horeca supply service with custom meat production.

Ownership category

akta.pro rank

Product category

Artisan Butchery

NAICS

Meat Retailers (445240), Animal Slaughtering and Processing (3116), Meat and Meat Product Merchant Wholesalers (42447), Perishable Prepared Food Manufacturing (311991)

SIC

Sausages & Other Prepared Meat Products (2013), Meat Packing Plants (2011)

akta.pro primary industry

Butcher Shops & Meat Markets (CRAHAHAB)

akta.pro secondary industry

Specialty & Exotic Meats Retail (Game, Halal, Kosher) (CRAHAHAF)

Keywords

• Artisan butcher shop
• Fresh meat retail
• BBQ meat products
• Hospitality meat supply
• Ready-made meals

Headquarters

HQ city

Schaijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail store sales: Physical storefront sales of fresh meat, processed meats, ready-made meals, salads, and sauces to individual consumers in Schaijk and surrounding area
2. E-commerce webshop: Online sales through dedicated webshop with home delivery, featuring products across categories including BBQ, gourmet, party pans, fresh meat, cold cuts, salads, and sauces
3. Hospitality/foodservice supply: B2B meat supply to restaurants in southeast Noord-Brabant with custom production capabilities and next-day delivery service
4. Gift cards and savings program: Keurslager gift cards sold at minimum €5 in-store or via cadeaubon.nl, valid for 3 years. Savings program with 32% return on points.
5. BBQ catering and events: BBQ brochures for private and corporate events, option to hire cooks for BBQ events

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Keurslagerij Van Kraaij B.V. is a third-generation family-owned artisan butcher operating a single physical retail store in Schaijk, Netherlands, complemented by an e-commerce webshop and a B2B hospitality supply operation. The company sells fresh and processed meats (beef, pork, lamb, veal, chicken), an extensive BBQ product range, in-house prepared salads, sauces, soups, ready-made meals, party pans, and gift cards, with a near-complete gluten-free assortment produced using a proprietary fruit-fiber binding method.

Product overview

Keurslagerij Van Kraaij B.V. is a traditional Dutch artisan butcher operating as a single-location retail business with an integrated online webshop. The company operates as a unified offering combining physical retail store operations with e-commerce capabilities. The product portfolio centers on fresh and processed meats organized into three main categories: (1) Fresh Meat & Deli (vers vlees, vleeswaren) featuring beef, pork, lamb, veal, and poultry; (2) Prepared Foods (salades, sauzen, soepen, menus) all made in-house; and (3) BBQ & Catering (barbecue products, party service, horeca wholesale). The business also operates a loyalty program with physical cards and a mobile app, plus gift card acceptance across the Dutch Keurslager network. The company differentiates through its Hofleverancier (Royal Supplier) status earned in 2024, on-site meat production, own cattle grazing, and a comprehensive meat origin tracking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Vers Vlees (Fresh Meat)
• Vleeswaren (Deli Meats) Cured and processed deli meats including Serranoham, achterham, bacon, grillworst, corned beef, and specialty products from Spain and Italy, sold by weight (per 100g) in-store and online. Targeted at consumers seeking premium charcuterie and sandwich fillings.
• BBQ Producten (Barbecue Products) Extensive barbecue product line including ribs, steaks, sausages, skewers, marinades, and BBQ boxes for home and catering use. Features premium items such as Black Angus beef, Iberico pork, and Wagyu beef, plus gold-awarded hamburgers. Targeted at consumers, sports clubs, and corporate clients organizing BBQ events.
• Salades & Sauzen (Salads & Sauces) House-made fresh salads including rauwkost (raw vegetable salads) and schepsalades (scoop salads), plus various sauces such as knoflooksaus (garlic), cocktailsaus, and pepersaus. All prepared in-store. Targeted at consumers seeking ready-to-eat accompaniments and party items.
• Gourmet, Fondue & Steengrill Sets Gourmet meal sets for home cooking including fish, vegetarian, and children's options, plus fondue and stone grill packages for group dining. Targeted at consumers and families seeking convenient at-home dining experiences.
• Borrelhap & Buffetten (Appetizers & Buffets) Party appetizers and buffet catering including tapas, grilled items, cold cuts, and finger foods for events and gatherings. Targeted at consumers, sports clubs, and corporate clients hosting parties and events.
• Partypannen (Party Pans) Ready-to-heat party meal solutions in various pan sizes for events and large gatherings. Targeted at consumers and organizations hosting group events requiring convenient hot meal options.
• Soepen & Menu's Thuis (Soups & Home Menus) House-made soups and complete home-prepared menu sets including breads, wraps, and meal components for 2-8+ persons. Targeted at consumers seeking convenient complete meal solutions.
• Horeca Leverancier (Hospitality Supply) Wholesale B2B meat supply service for restaurants and hospitality businesses in southeast Noord-Brabant. Includes custom production of hamburgers, sausages, and stews to client recipes, evening ordering, and next-day delivery before noon. Gluten-free product line available. Targeted at restaurants and food service establishments.
• Keurslager Cadeaukaart (Gift Card) Gift card valid at all Keurslager stores in the Netherlands, available from €5 in-store or via cadeaubon.nl with 3-year validity. Redeemable across the Dutch Keurslager network. Targeted at consumers seeking gift options and corporate clients for gifting programs.

Quantifiable outcome

• 32% savings advantage through loyalty program (€0.066 value per €0.05 point)

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Verstegen kruiden NederlandcoreStrategic or Co-development PartnerCollaboration with Verstegen kruiden Nederland to develop gluten-free product assortment. This partnership enabled the company to become one of the first butcher shops in Netherlands with nearly complete gluten-free range, using fruit fibers as binding agent instead of traditional gluten-containing binders.
• De MerkentafelminorOthersStore design was created by De Merkentafel. This design firm specialized in retail environments for butchers and specialty food retailers.

Scale indicators6 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Vleesch.nl: Online Dutch specialty butcher delivering premium and dry-aged meats nationwide. Closest comparable in online channel model and premium-product assortment, competing for the same digitally engaged premium-meat consumer.
• Brandt & Levie: Amsterdam-based Dutch artisan meat brand specializing in premium sausages, dry-cured meats, and charcuterie with strong retail and foodservice presence. Comparable as a Dutch premium/craft-butcher brand pursuing national distribution and B2B horeca.
• Keurslager (franchise brand): Van Kraaij operates under the nationwide Keurslager franchise, which enforces quality standards across hundreds of independent Dutch butcher shops. Same product category, same customer base, same loyalty/gift-card ecosystem — the most direct comparable peer.
• De Groene Weg: Largest organic slaughterhouse and butcher chain in the Netherlands, operating its own retail locations and supplying organic meat across channels. Comparable vertical integration from slaughter to retail, with a strong quality/provenance positioning similar to Van Kraaij's.
• De Vrije Slager: Dutch butcher franchise focused on natural, additive-free meats with a national footprint of independent stores. Direct peer in the artisan-butcher segment with overlapping value proposition around purity and craftsmanship.

Broad incumbents

• Bidfood: Major Dutch foodservice distributor serving restaurants and institutional kitchens. Comparable in the B2B supply motion to hospitality customers in the same southeast-Netherlands region Van Kraaij targets.
• Ekoplaza: Largest Dutch organic supermarket chain with nationwide retail footprint. Comparable on the natural, additive-free, and traceable-sourcing axis that underpins Van Kraaij's premium positioning, though at a different scale and channel model.
• Albert Heijn: Largest Dutch supermarket chain with extensive butcher counters, premium private-label meat lines, and nationwide logistics. Broad incumbent that competes on convenience and price across most of Van Kraaij's standard-cut assortment.
• Sligro: Dutch foodservice wholesale group supplying restaurants, hotels, and caterers with meat and broader product ranges. Overlaps directly with Van Kraaij's B2B horeca meat supply business as a much larger competitor with national logistics.
• Jumbo: Second-largest Dutch supermarket chain with growing premium and traceable-meat programs and an active e-commerce platform. Overlaps with Van Kraaij on standard fresh meat and increasingly on premium tiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/keurslagerij-van-kraaij-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Keurslagerij Van Kraaij B.V.