Wholesaler expands activities with import and export
Netherlands: Willem Dijk AGF celebrates 25-year anniversary
Sr.’s own father initiated the whole adventure in 1947, with a modest greengrocer’s shop in the Dutch town of Enschede. He did everything himself: from buying to selling to driving the truck. His son originally pursued a career in technology, but eventually applied for a job in his father’s business. Inspired by his dad’s self-made attitudes, he also ventured into commerce: in 1985, when his father retired, Willem Dijk Sr. took over the company.
He continued doing business the old way, with three trucks and three drivers. "It was doing quite well actually. My customers, most of them small businesses and retailers, were all pretty much in a twenty-mile radius. I bought new vegetables every day and made a name for myself. Within a few years, I had made quite a decent profit."
When his brother Gerty joined him a while later, the company expanded to a national endeavour. "We initially specialised in attending local retailers, but business just kept getting bigger. We started focusing on larger outlets, supermarkets and so on, and the company grew. In a relatively short time, we established a considerable network. For instance, a grower called Jaap Kodde, of Flevostar Dronten, supplied us with Bildtstar potatoes, which were popular locally. Around 2000, we were able to market those potatoes under the brand 'Tukker Tuffels’. They’re all over the country now." Another successful enterprise was the import of oranges from Spain. Willem Sr. did a three-year course and learned to speak Spanish. He bought a truck, loaded it up with the entire assortment and headed for Benidorm. "At least three wholesalers thought I was crazy, but the fourth one bought the whole supply."
Eventually Willem Dijk AGF was able to diversify even more, leading to interesting ventures and international cooperation. "All in all, we have become big by being able to offer a wide range of activities. After making a reputation in Spain, we started packaging and labelling the high-quality stuff under our own mark, ‘Werkelijk Delicaat’ (WD). It’s essentially a stamp of approval, a hallmark of sorts. If the product doesn’t qualify as top quality, the sticker goes off."
Other species have proved marketable as well: the Amador watermelon, the Piel de Sapo melons, both doing remarkably well, and last but not least the ‘Zuid Fruit’ (South Fruit) citrus, which is being cultivated exclusively on the southern slopes of the Cordoba area. The ‘Zuid Fruit’ brand also includes the Galia melon from Murcia, Spain.
With increasing interest from abroad, Willem Sr. considers export as one of the biggest challenges for the future. "We are still servicing the retailers, but this has become an unsteady market. International trade is becoming more and more interesting. We started export to Germany and Ireland, and we are getting requests from Scandinavia and the UK. I have to admit I always underestimated the scope of the German market: it’s just so much bigger."
When it comes to the secret of their success, Willem Sr. mentions service and quality as its pillars. "Over here we operate according to the W5 system. That means all the foods, from potatoes to olives, have to be sold in five days. Strawberries have to be gone in a day. That’s how you maintain quality control. I don’t want to see even a single brown leaf. If you maintain that level of quality, your reputation is based on that. It allows you to ask the prices that you do."
Willem Dijk Junoir, the third generation of Willems, was raised along fruits and vegetables. As a minor, he used to accompany his father to the sales floor. In 1999, he joined his father’s business and became shareholder in 2005. Ever since, he is in charge of stock, planning and distribution. Apart from operations, Jr. also handles the import of Amador melons. "I was an intern in a Spanish citrus company," he says. "I actually did a lot of manual labour there, allowing me to get acquainted with Spanish mentality. I know what to expect now. Our ties with Spain are strong, the produce we get from there is excellent. Possibilities are ever growing."
For more information:
Willem Dijk AGF
Tel: +31 534 864 750
Fax: +31 534 325 980
[email protected]
www.willemdijk.nl