What Instockmarket does

InstockMarket is a Dutch B2B online wholesale platform, headquartered in Diemen, that supplies hospitality businesses with rescued and sustainably produced food at 20-70% below conventional wholesale prices. The company serves 700+ customers across the Netherlands and parts of Flanders, ranging from Michelin restaurants and brasseries to large corporate catering operators such as Compass Group, Sodexo, ISS, Vermaat, ING, Deloitte, and Google Amsterdam, as well as government kitchens (DJI prison kitchens) and a development bank (FMO). A network of 200+ farmers, growers, and food producers channels surplus and imperfect produce into the platform, with 80%+ of the vegetable and fruit assortment consisting of rescued products. In 2024 alone, the platform rescued 909,078 kg of food, bringing cumulative rescued volume past 2 million kg.

The platform is operated from the Food Rescue Center in Diemen, which opened in June 2023 and serves as the central warehouse where surplus is received, quality-checked, and repackaged before same-day listing and next-day delivery. The proprietary technology layer is a B2B e-commerce storefront (InstockMarket.nl) coupled with an Impact Dashboard that integrates Life Cycle Assessment data from RIVM and Wageningen University to give each customer per-order visibility into CO2, water, and land-use metrics, supporting ESG reporting. A consumer-facing sub-brand (Instock) extends the food-rescue mission into retail through Instock Bier (brewed from rescued bread), Instock Granola (made from brewers' spent grain), and two cookbooks, distributed through third-party retail partners.

InstockMarket monetizes primarily through transaction-based wholesale sales with a €157.50 minimum order and separately invoiced sustainable transport costs; the consumer brand generates supplementary top-line revenue. The business was originally founded as the Instock restaurant group in Amsterdam around 2016, and following the COVID-19 disruption the founders closed the restaurants in 2022 to focus exclusively on the wholesale platform. The company is B Corp certified, founder-led with no disclosed equity funding, and has been recognized through a February 2025 work visit by Queen Máxima to the Diemen facility.

Name

Instockmarket

Legal name

InstockMarket

Website

https://instockmarket.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

InstockMarket is a Dutch B2B online wholesale platform that supplies 700+ hospitality businesses with rescued and circular food products at 20-70% below conventional prices, backed by a proprietary LCA-based impact dashboard and a network of 200+ farmers and food producers.

Ownership category

akta.pro rank

Product category

Sustainable Foodservice Wholesale

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fresh Fruit and Vegetable Merchant Wholesalers (424480), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

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

akta.pro primary industry

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

akta.pro secondary industries

Fresh Cut / Value-Added Produce Wholesale (Pre-Cut, Packaged, Salad Kits) (AFAIACAD), Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA), Chilled/Refrigerated Prepared Meat & Seafood Meals (AFANAFAD)

Keywords

• Sustainable food wholesale
• Rescued produce distribution
• Horeca supply platform
• Circular food products
• Food waste reduction

Headquarters

HQ city

Diemen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Horeca Wholesale Product Sales: InstockMarket generates revenue by selling rescued and sustainable food products to professional chefs, caterers, hotels, and restaurants at prices 20-70% below conventional wholesale rates. Products include AGF (produce), bread & pastry, dairy, meat, fish alternatives, and beverages. Revenue is transaction-based with per-order pricing.
2. Consumer Products (Instock Brand): Sale of branded consumer products including Instock Beer (made from rescued bread), Instock Granola (made from brewer's spent grain), and Instock Cookbooks. Distributed through third-party retail partners such as The Maker Store, Sterk Amsterdam, Markt, and Warenhuis Groningen.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

InstockMarket operates an online B2B wholesale platform supplying hospitality businesses with rescued and circular food products at 20-70% below conventional wholesale prices. The company aggregates surplus and imperfect produce from a network of 200+ farmers, growers, and food producers, processes them through its Food Rescue Center in Diemen, and delivers next-day across the Netherlands and parts of Flanders. Product categories span AGF (produce), bread, dairy, meat alternatives, beverages, and pantry items, with an Impact Dashboard providing per-order LCA environmental tracking.

Product overview

InstockMarket is a B Corp-certified sustainable foodservice wholesale platform combining a B2B online marketplace with proprietary consumer brands. The platform serves 700+ hospitality customers with rescued and circular food products from a network of 200+ suppliers, while consumer brands (Instock Bier, Instock Granola, Instock Kookboeken) extend the company's food rescue mission to retail channels. The Impact Dashboard provides sustainability metrics for business customers, and the Food Rescue Center in Diemen serves as the operational hub for product aggregation and quality control.

Differentiator

Problem solved

Functional benefit

Brands

• Instock: Consumer-facing brand for products such as beer and granola made from rescued food ingredients. Available through retail partners such as The Maker Store, Sterk Amsterdam, Markt, and Warenhuis Groningen.

Products and services

• InstockMarket Platform Online B2B wholesale platform connecting foodservice businesses (restaurants, hotels, caterers, corporate dining operators) with rescued and circular food products from a network of 200+ farmers, growers, and food companies. Provides real-time access to fresh produce, dairy, meat alternatives, beverages, and pantry items, with same-day listing and next-business-day delivery throughout the Netherlands and parts of Flanders. Customers must register to access wholesale pricing and place orders of at least EUR 157.50 before 16:00 for next-day delivery.
• Instock Bier (Beer) Circular beer brewed from rescued bread that would otherwise go to waste, available in multiple varieties (including Bammetjes Bier and Pieper Bier) produced in partnership with De 7deugden brewery. Sold as a consumer product through retail partners including The Maker Store, Sterk Amsterdam, Markt, and Warenhuis Groningen.
• Instock Granola Breakfast granola made from brewers' spent grain (bierbostel), a byproduct of beer brewing, with three times higher fiber than average cereals. Available in two variants (Almond, Cinnamon & Honey; and Coconut, Chocolate & Nuts). Sold through retail partners as a consumer product.
• Instock Kookboeken (Cookbooks) Two cookbooks published under the Instock brand: 'Instock Cooking', which covers eight food preservation techniques including pickling, fermenting, freezing, curing, smoking, drying, and confiting; and 'Circular Chefs', which features recipes from Dutch chefs based on five principles of circular cooking. Sold as consumer products via the company website and retail channels.

Quantifiable outcome

• Restaurants reduce food waste by purchasing rescued produce at 20-70% lower cost than conventional wholesalers
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Cool Runnings Transport BVminorOthers · 28 June 2023Logistics company based in Gilze (NB), specialized in conditioned transport. Became new transport partner in June 2023 for delivery to horeca customers.
• eZE DeliverycoreOthers · 1 January 2022Sustainable logistics partner providing electric vehicle delivery services to major Dutch cities. Uses a hub system to bundle deliveries and minimize kilometers driven. Achieves 60% CO2 reduction compared to fossil fuel delivery. Provides real-time track & trace notifications to customers.
• Bakker BarendrechtcoreOthersStructural supplier of biological field vegetables such as cauliflower and broccoli. Partners with InstockMarket to give surplus from harvest peaks a destination, addressing climate-related yield fluctuations.
• ZonneheerdtcoreOthersRegenerative farming supplier from Flevoland. Part of the sustainable agriculture network providing products with environmental benefits to InstockMarket customers.
• Bio BrasscoreOthersSeasonal supplier partner, particularly during the Dutch growing season. Collaborates to achieve 100% utilization of food value through InstockMarket's platform.
• MilgrocoreOthersSustainability partner working to extend the lifespan of raw materials. Partners with InstockMarket to achieve 100% utilization of food value, contributing to circular economy goals.
• Groentehof PoelenminorOthersRegional supplier from Gelderland, seasonal partner providing fresh vegetables to InstockMarket's assortment.
• Voedselbanken NederlandminorOthersFood bank network receiving approximately 10% of products that InstockMarket cannot rescue. Donations help provide food to those in need while preventing waste.

Scale indicators9 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Sligro Food Group: Largest Dutch foodservice wholesaler serving horeca, institutional and retail customers. Comparable in serving the same Dutch horeca customer base, but with a full conventional assortment at much greater scale; represents the competitive incumbent that could add sustainable SKUs.
• Bidfood Netherlands: Major Dutch B2B foodservice distributor serving restaurants, hotels, and care institutions. Comparable horeca wholesale model and customer base, with substantially broader assortment and logistics scale.
• Picnic: Dutch online grocery delivery with strong sustainability positioning and electric-vehicle logistics. Comparable in digital-first grocery distribution and electric fleet, though B2C rather than B2B.

Emerging players

• Olio: Neighborhood food-sharing app focused on surplus food from households and businesses. Comparable in addressing food waste but serves consumer-to-consumer and small-business flows rather than the wholesale horeca channel.
• Spare: App-based surplus food marketplace connecting businesses with consumers. Comparable in food-rescue mission and digital marketplace model, though B2C-focused and smaller scale.
• The Good Goods: Dutch circular/regenerative grocery brand sourcing from surplus streams. Comparable in Dutch circular food philosophy and supplier ecosystem, though focused on retail rather than wholesale.
• Crisp: Dutch online supermarket delivering fresh and sustainable products direct to consumers. Comparable in Dutch market focus and emphasis on quality/provenance, but operates B2C rather than B2B horeca wholesale.

Direct peers

• De Verspillingsfabriek: Dutch initiative turning surplus bread into beer and other products. Shares the Dutch circular-food-rescue mission and product philosophy (rescued ingredients) with InstockMarket's Instock Bier and Granola lines.
• Kromkommer: Dutch social enterprise selling soups and juices made from visually imperfect produce. Comparable Dutch food-waste focus and circular supply model, though at consumer-product rather than wholesale scale.
• Too Good To Go: Pan-European surplus-food marketplace rescuing meals and groceries. Directly comparable mission (food waste) and two-sided marketplace model, but B2C-focused via app rather than B2B horeca wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/instock-nl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Instockmarket