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NoMilk2Day’s interview with Jorn Poelman – owner and accountmanager
“A typical workday at VeggieHouse in Borger doesn’t start with a standard cup of coffee at 8:00 AM. No, here the hustle begins early. Owner and Account Manager Jorn Poelman says, “The market doesn’t wait, deals are often made in the morning. The phone starts ringing from 6:00 AM. It’s a fast-paced business where timing and action are crucial. I have two phones in front of me, a smartphone, and three screens so I can constantly monitor the markets, make calls, consult… And yes, if you’re a fraction too late, you can win or lose a lot of money”
What products and markets are you talking about?
“VeggieHouse is the go-to wholesaler for vegetables and fruits. About 80 percent of our products come from the Netherlands, think of onions, potatoes, bell peppers, and carrots. A small part of our products comes from Belgium, but we also import from farther afield, such as oranges from South Africa and Argentina. About 95 percent of our products are for export, mainly to Eastern and Central Europe. My father started doing business there after the fall of the Berlin Wall in 1989. Since I joined, we have also been active in Scandinavia, France, Spain, and Italy. The plan is to expand our exports even further.”
You have growth ambitions then. Where do you want to take VeggieHouse?
“Definitely, we want to grow: in volume and in people. A team of eight to ten people would be ideal. Recently, we obtained our IFS Broker certification, which allows us to supply to supermarkets both domestically and abroad. We are already in talks with major retailers. In that regard, there are plenty of opportunities for growth, but more importantly, I want to continue offering what we do now: a fair chain.”
‘Everyone works together toward the same goal’
You mention a fair chain, but there are so many companies that claim that.
“It might sound cliché, but I believe in a fairer world. I want to break open the chain and make it more transparent. From field to fork, without all sorts of intermediaries. I tell my customers and suppliers exactly where their products are going and what we earn from them. Just open and honest, with no hidden agendas. That’s exactly the opposite of how it currently works in the fresh produce world, where growers are under high pressure and there’s a lot of uncertainty. In this, we are unique.”
A kind of system change? Bold.
“Yes, and I also know it’s a big challenge that can take a long time. Sometimes a customer or supplier doesn’t want to know all the details. Still, I really want to do it. I know many growers want it differently, that’s why I believe in it.”
It’s remarkable that you’re based in Drenthe, while most fresh produce companies are in Betuwe, South Holland, or the Polders.
“That’s true, but we are true Drenthes and want to keep our office here. In Bleiswijk, we have a storage and transshipment facility, and we load as much as possible directly from the growers, which saves on storage costs and transport miles. Everyone in the chain benefits from this.”
The trade is known as a fast-paced world. Do you see that reflected in your company culture?
“It’s open, flexible, and informal here. There’s a lot of room for personal initiative and new ideas. We are a small family business where everyone works together toward the same goal. And meetings? We only have them when absolutely necessary.”