Which woman starts a catering wholesale business at 22 and, nearly 14.5 years later, achieves a turnover exceeding 10 million euros? The answer can be found in 's-Hertogenbosch, where Lycke van Boekel leads Boekel AGF. "Growth is well underway. Our first customer is still with us, but we have gradually expanded internationally, serving customers in Belgium, Germany, and France."
Lycke attributes this growth mainly to consistent quality. "We don't know how to say no to sales. We maintain a 99.8% delivery rate, which is well-organized on the backend. There are always seasonal shortages of certain products, but by making solid arrangements with suppliers — including growers, cooperatives, and wholesalers — we can consistently meet customer demand."
"Alternatives are often tricky because chefs can be quite particular," Lycke laughs. "They usually have a recipe in mind — if it's a raspberry tart, for example, it's not easy to replace that with another red fruit. That's why it's so important to offer a complete range."
Customer demand has changed significantly since the company's start in 2011. "Back then, chefs did most of the cutting themselves. Now we handle that entirely, offering over 300 sliced variations in our range, with room for customization," says Lycke. "Regional products are also very popular. For example, cucumbers grown with geothermal heat or regionally grown kale from cold soil are much more in demand than before."
However, Lycke notes that few catering businesses have transitioned to organic products. "It remains a challenging market. In major cities, you see some dedicated organic restaurants, but elsewhere, it hasn't really taken off. Organic doesn't always make it onto the menu. Even in busy times, a catering entrepreneur wants to sell an apple pie at a reasonable price. People are willing to pay a little extra for organic, but not too much. It's a constant balancing act."
The first quarter is traditionally the slowest for the hospitality sector. "Real peaks still occur around special occasions like Christmas. In summer, we serve many festivals, while winter focuses more on restaurants and hotels," says Lycke. This year's sunny weather has clearly boosted sales. "You can tell by the full terraces. Sales of asparagus, for instance, are doing very well."
The COVID-19 pandemic caused a significant disruption in the hospitality industry, leaving lasting effects. "I believe the hospitality sector was disproportionately impacted. Many businesses are still repaying government COVID-19 support. It would be wise for the government to consider extending the repayment period for this sector."
"With collective bargaining and rent increases, costs are rising across the board. The industry had no vacancies for two years and tried to retain staff as much as possible. Now, the labor shortage is hard to resolve. Previously, top locations like De Korte Putstraat in Den Bosch were open seven days a week. Now, even these restaurants are taking a day off because they can't manage with the available staff."
For Lycke van Boekel, logistics remains the biggest challenge. "Supplying inner cities under the new transport regulations will be a real test. But we see more opportunities than challenges. That's why we're planning an expansion with a conversion at our current location. Fortunately, we can still build upwards."
For more information:
Lycke van Boekel
Boekel AGF Horecagroothandel
De Meerheuvel 8
5221 EA 's-Hertogenbosch
Tel: 073 760 1200
[email protected]
www.boekelagf.nl