AGF Siere

About AGF Siere

AGF Siere is a Dutch wholesale supplier of fresh produce, based on the Rooseveltstraat in Leiden, where the family business has operated for more than 100 years. It specializes in potatoes, vegetables, fruit, nuts, and exotics, and serves a broad customer base that includes restaurants, hotels, caterers, market traders, specialty greengrocers, childcare providers, healthcare customers, and retail businesses.

The company positions itself as a full-service partner for fresh produce. It combines a wide assortment with personal attention, reliable service, and a logistics setup designed to deliver fresh products quickly and under the right conditions. Customers can buy on site in Leiden, order through the inOne webshop, or place orders by phone or email.

Core Values

• Freshness: The company focuses on produce that comes directly from the land, with an emphasis on day freshness and optimal shelf life. Its sourcing and logistics are built to preserve product freshness from origin to customer.
• Quality: AGF Siere works with clear supplier agreements, strict quality guidelines, and traceability across the chain. It states that it selects growers carefully and works with standards such as GlobalGAP and IFS Logistics.
• Service: Personal attention and flexibility are central to the company’s approach. If a requested product is not in the standard assortment, AGF Siere aims to source and deliver it anyway.
• Fairness and trust: The company describes its way of working as simple and honest, with fair pricing for both growers and customers. It relies on trust-based, long-term relationships with suppliers and growers.
• Responsibility: AGF Siere says it invests in socially responsible business practices and supports charitable causes. It also highlights sustainable relationships and careful supplier selection in its sourcing model.

Unique Aspects

• More than a century of history in Leiden: AGF Siere has been active for over 100 years and remains based at its original location on Rooseveltstraat in Leiden, giving it a long-established local presence.
• Direct-from-source supply model: The company states that its products come directly from the land without intermediaries. This supports its promise of freshness, availability, and a more transparent supply chain.
• Broad customer reach: AGF Siere serves a wide range of professional customers, from independent market traders and specialty shops to hotel groups, restaurants, childcare providers, and healthcare organizations.
• Private-label herb collaboration: In February 2025, Siere introduced a private-label herb range with Van Vugt Kruiden from Ridderkerk, combining local cultivation, fresh packing, and recyclable packaging.
• Named partnership with Van der Valk Exclusief: The company highlights a cooperation in which it supplies unprocessed fruit and vegetables to Van der Valk Exclusief, showing its role in serving larger hospitality accounts.
• Certified logistics and sourcing standards: AGF Siere says it is IFS Logistics certified and works with suppliers and growers that follow GlobalGAP and BSCI-related expectations, reinforcing its quality and compliance profile.