The number of wholesalers in the Netherlands is rapidly declining. Yet in the south of the country, P. Smets has been an established name for decades. "We are still figuring out exactly when we will be 100 years old," says Loek Smets. He views the future of the wholesaler with confidence. What does he base that on? "On the figures," he says plainly.
The business began with a greengrocer's shop run by grandfather Smets in Geleen, who later switched to wholesale. From the 1960s, the business was continued by both sons, Twan and Pierre. In the early 1990s, the third generation stepped in, and in 2016, brothers Richard and Loek took over the company from their father, although the latter remained active in the business well into old age.
© P. Smets en zn bv.
Loek Smets
Smets' customers are located within roughly a 150-kilometre radius around Geleen, covering parts of the Netherlands, Germany, and Belgium. In particular, the Limburg-based wholesaler has seen significant growth in the Belgian market in recent years. "South Limburg seems far away to many people in the Netherlands, but logistically, we are very conveniently located between Belgium and Germany. We can reach Belgium and Germany within ten minutes. Our biggest growth at the moment is in Belgium. Belgians really appreciate our service. Our customers can expect their pallet on their doorstep early every morning. Not everyone can or does that anymore. We are also competitively priced compared to Belgian companies."
"You also shouldn't make things too complicated. With good quality, pricing, and service, you keep customers happy. We do that the Smets way, we're very good at stoically charting our own course," laughs Loek. "While the whole world seems focused on supermarkets, we hardly deal with them. About 65% of our sales go to greengrocers, 20% to markets, and 15% to the catering industry. Greengrocers may seem like a dying breed, but that's exactly where we can stand out with our range. There remains a group of consumers who want to buy their produce from a specialist."
The wholesaler cannot name any particular top sellers in their assortment. "Our broad package is our strength. We still carry a traditional full assortment. We participate in all auctions, offer a wide range of Belgian vegetables, but we also play a role in the import trade. This allows us to fully supply all our customers, from Turkish market traders to Dutch and Belgian specialists, with fruit and vegetables." According to Loek, sales have been particularly quiet this week. "I'm bored! But that's the usual lull after the autumn holidays. That's part of it. I think trade will pick up next week. Overall, we're more than satisfied with the year."
For more information
Loek Smets
P. Smets
Hofdwarsweg 2
6161 DD Geleen
Mob: +31 6239 72344
[email protected]
www.psmets.nl
