Vleesrokerij & zouterij Ad Reinders

What Vleesrokerij & zouterij Ad Reinders does

Vleesrokerij & Zouterij Ad Reinders is a privately held Dutch family business headquartered in Eindhoven that specializes in the traditional curing and smoking of single-component preserved meats, including raw ham, breakfast bacon, Coburger ham, and specialty cured products. The firm operates a craft production chain spanning procurement, salting, shaping, ripening, drying, smoking and vacuum packaging, with its core technical signature being slow smoking using an oak-beech wood sawdust mixture and extended salt-curing that enables clean-label production without E-number additives (excluding E-252 nitrite). The company holds FSSC 22000 food safety certification and has earned multiple IFFA (2013) and Slavakto (2012) quality awards, validating the consistency and shelf-stability of its output.

The business operates a B2B sales-led model targeting meat product companies, delicatessen, and specialty food retailers in the Netherlands, with named customers including Van Poortvliet Geleen (since 1959), VAV-groep, Heydehoeve, Livar, Wagyu-Farm and Van Eeuwijk, several of whom have been ordering for over 40 years. Revenue is generated through own-label vacuum-packed product sales, private-label manufacturing on customer-supplied brands, and collaborative product development that produces bespoke SKUs such as Paséga-ham, Woudham (for Spar), and Wagyu bresaola. Distribution runs through direct supply, wholesale groups (VAV-groep), and regional specialty platforms (Regio Product, Streekselecties). Pricing is handled per inquiry and is not publicly disclosed.

The firm is led by owner Ad Reinders, who took over from his father Frits in 1990 and continues a Reinders family meat-trade lineage dating to 1870 in Zevenaar. With 1-10 employees, a single production site, no external investment, and no digital or AI infrastructure, the business is a micro-scale artisanal operator focused on craftsmanship, customer co-development, and long-tenured relationships rather than volume scaling.

Name

Vleesrokerij & zouterij Ad Reinders

Legal name

Vleesrokerij & Zouterij Ad Reinders

Website

https://vleesrokerij.nl

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Vleesrokerij & Zouterij Ad Reinders is a Dutch family-owned craft meat curer and smoker in Eindhoven producing traditional raw ham, breakfast bacon, and specialty cured meats on a B2B basis for meat processors, delicatessen, and specialty retailers.

Ownership category

akta.pro rank

Product category

Cured and Smoked Meat Manufacturing

NAICS

Meat Processed from Carcasses (311612)

akta.pro primary industry

Cured Meats (Dry-Cured, Wet-Cured, Hams, Bacon) (AFANAEAA)

akta.pro secondary industry

Pork Further Processing (Cured, Smoked, Ham, Bacon) (AFANABAE)

Keywords

• Cured meat products
• Smoked ham production
• Breakfast bacon manufacturing
• Private label meat
• Artisanal meat curing

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own Label Product Sales: Sale of vacuum-packed meat products under the company's own label, including raw ham, breakfast bacon, and smoked meats.
2. Private Label Manufacturing: Custom manufacturing of meat products for customers under their own private labels, including vacuum-packed meat products. The company also develops products entirely to customer specifications for specific target groups.
3. Customer-Specific Product Development: Collaborative product development with customers to create unique products tailored to specific consumer tastes and market requirements, such as the Paséga-ham developed with Van Eeuwijk.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Vleesrokerij & Zouterij Ad Reinders is a traditional family-run meat smoker and curer that produces single-preserved meat products including raw ham, breakfast bacon, Coburger ham, and specialty cured/smoked meats using salt curing and smoking with an oak-beech wood sawdust mixture. The company supplies both its own label vacuum-packed products and private-label manufacturing, and co-develops customer-specific products such as Paséga-ham, Bresaola, and Woudham for partners like Van Eeuwijk, Wagyu-Farm, and Streekselecties.

Product overview

Vleesrokerij & Zouterij Ad Reinders is a traditional family business specializing in single-component preserved meat products: raw ham, breakfast bacon, and Coburger ham. The company operates as a craft meat smoker and curer with a portfolio of products including various smoked and dried hams (lean raw ham, farm ham, ham sticks for slicers), breakfast bacon, and specialty products like Bresaola. They offer private label production services and co-develop unique products with partners such as Van Eeuwijk (Paséga-ham), Wagyu-Farm (Bresaola), and Streekselecties (Woudham). The company also processes specialty meats including Livar monastery pork products and produces flavored ham varieties with additions such as truffle, port, or garlic. Products are prepared using traditional methods including salt-curing, long-term ripening, smoking with oak-beech wood chips, and drying—without artificial flavor enhancers.

Differentiator

Problem solved

Functional benefit

Brands

• Paséga-ham: A unique lean raw ham developed in collaboration with Van Eeuwijk, combining the fine flavors of Parma ham, Serrano ham and Gand ham.

Products and services

• Magere rauwe ham gerookt/gedroogd
• Magere rauwe ham paal gerookt/gedroogd
• Rauwe ham zonder zwoerd (boemerang)
• Boeren rauwe ham gerookt/gedroogd
• Mager ontbijtspek zonder zwoerd
• Langdurig gedroogde boerenham
• Hampalen voor slicers
• Gekruide hamsoorten
• Paséga-ham
• Bresaola voor Wagyu-Farm
• Woudham voor Spar-uit-de-Streek
• Livar gerookt spek
• Livar Lardo
• Livar Pancetta
• Private label productie

Quantifiable outcome

• Products maintain color and flavor stability over extended periods, resulting in less discoloration, consistent taste, and lower waste percentages for processors.
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Van EeuwijkcoreStrategic or Co-development PartnerDevelopment partnership for unique product development including Paséga-ham - a very lean raw ham combining the fine flavors of Parma ham, Serrano ham, and Gandesa ham. This represents a unique innovation in the Dutch market.
• Streekselecties / Agro & CocoreStrategic or Co-development PartnerCollaborative development of Woudham regional ham for Spar stores under the 'Spar-uit-de-Streek' concept. Focus on authentic regional products meeting consumer demand for honest, natural food.
• Wagyu-Farm (Jan Slangen)coreStrategic or Co-development PartnerProduction of bresaola from Wagyu cattle for the Wagyu-Farm. Wagyu beef is known as 'Emperor's Cows' and prized by top restaurants for its health benefits, tenderness, and unique flavor profile.
• LivarcoreChannel Partner/ Reseller/ DistributorProcessing of various products from Livar Kloostervarken (Monastery Pig) including Livar smoked bacon, Livar Lardo, and Livar Pancetta.
• HeydehoevecoreChannel Partner/ Reseller/ DistributorSupply partnership for high-quality pork from ethical farming. Heydehoeve is a cooperative of farmers with respect for animal welfare, offering pork with guaranteed Dutch origin and traditional flavor.
• VAV-groepmajorChannel Partner/ Reseller/ DistributorDistribution partnership with fresh produce wholesale group offering broad and deep fresh product assortment with high-quality service, packaging materials, and non-food articles for the fresh market.
• Van Poortvliet GeleenmajorChannel Partner/ Reseller/ DistributorLong-standing customer since 1959, family business specializing in meat products, salads, and delicatessen. Offers complete package of specialties serving the market with excellent price-quality ratio.
• Regio ProductminorChannel Partner/ Reseller/ DistributorDistribution through regional specialty food platform at www.regioproduct.nl, offering all regional products under one roof with focus on original, local, sustainable, and healthy food.
• La SonnerieminorChannel Partner/ Reseller/ DistributorHotel Restaurant La Sonnerie in Son (named after the bell tower - 'sonnerie' in French), receiving traditional meat product supplies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tönnies: German meat processing major with significant pork, beef, and sausage/cured meat operations. Broad incumbent comparable through overlapping cured pork product categories and EU foodservice/retail distribution.
• Westvlees: Belgian pork processor serving retail and foodservice across Benelux with a range of fresh and processed pork products. Regional incumbent with overlapping processed pork capabilities.
• Levoni: Italian cured meat and charcuterie manufacturer with a broad portfolio of hams, salami, and pancetta. Mid-sized European charcuterie incumbent overlapping Ad Reinders' cured ham and bacon product range with a private-label B2B model.
• Vion Food Group: Largest Dutch meat processor with broad pork, beef, and derivative product portfolios across Europe. A broad incumbent operating at industrial scale in the same cured/processed meat space as Ad Reinders, but without the artisanal specialization.

Direct peers

• Brandt & Levie: Amsterdam-based artisanal charcuterie maker producing cured hams, salami, and bacon for retail and foodservice in the Netherlands. Closest direct craft-peer comparison: similar premium positioning, B2B-to-specialty-retail channel mix, and traditional curing expertise.
• Salaisons Sabate: French family-run charcuterie producer specializing in artisanal cured hams and dry sausages. Comparable craft charcuterie operator with a similarly small-scale, multi-generational family business model and traditional curing expertise.
• De Groene Weg: Dutch organic meat processor and slaughterhouse supplying premium pork and beef to specialty retail channels. Comparable in B2B specialty meat processing for ethical/premium positioning and overlap in cured/pork products.

Regional players

• Kemper Landmetzgerei: German family butcher/charcuterie operation focused on traditional cured and smoked meats. Comparable as a small-scale, regionally focused German artisanal peer with traditional smoking/curing techniques.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Vleesrokerij & zouterij Ad Reinders