(W&D) is a grocery wholesaler specifically dedicated to short chain delivery (farmers supply points of sale in a range of about 40 kilometres). W&D started in June 2009 with supplying locally grown vegetables, potatoes and fruits to mainstream supermarkets, in and around Amersfoort, a small town in de middle of the Netherlands. They have now expanded into five regions (Utrecht-Amersfoort, Amsterdam-Haarlem, Nijmegen-Arnhem, Deventer-Zwolle and Rotterdam-The Hague), with over 200 outlet points. Points of sale include supermarkets, but also office canteens (they have formed a partnership with catering company Sodexo), and other out of home food consumption points (such as
waiting halls in public buildings and on Schiphol Airport). In the Rotterdam city region selected for this EU proposal they have about 10 retail outlets and some 20 other outlets. The SME is still in its development stage, the first region in which they were operational is more than breaking even, but the other regions still require investment to build up critical mass. W&D biggest innovation is having put a premium brand identity to fresh produce in the supermarket channel and done it at relative low cost (no external equity involved).
Ir. Willem Treep
is founder, owner and director (together with ir. Drees Peter van den Bosch) of Willem&Drees BV and the contact person for SUPURBFOOD project.