De Groene Weg BV
- Type
- Food & Ingredient Manufacturer
- Location
- Groenlo, Netherlands
- Industries
- Food ingredients & products, Direct to consumer, Supply chain monitoring & traceability, Shortening supply chain, Food safety & quality
- Domains
- Animal based primary products, Cow / beef, Pig / pork, Poultry, Processed food products, Meat & poultry products, Eggs & egg products, Beverages
About De Groene Weg BV
De Groene Weg is a Dutch specialist in organic meat, founded in 1981 and positioned as a chain coordinator for the organic meat sector. The company says its mission is to give organic meat a meaningful place in the diet, while growing the market in a balanced and sustainable way.
It serves both consumers and business customers. De Groene Weg sells through its own webshop and multiple butcher shops in the Netherlands, and also supplies producers and retail chains across Europe. The company describes itself as the market leader in organic meat in the Netherlands and the second-largest in Europe, and has been a standalone subsidiary of Vion Food Group since 2004.
Core Values
- Organic commitment: The company presents organic production as a long-term conviction rather than a trend, with European organic rules as the basis for its work.
- Animal welfare: De Groene Weg emphasizes respect for animal-specific behavior, outdoor access, and production methods that prioritize animal welfare.
- Sustainability: The company links organic meat to healthier soil, cleaner water, biodiversity, and a more circular agricultural system.
- Transparency: It stresses traceability and openness across the chain, from farmer to butcher shop to consumer.
- Craftsmanship: De Groene Weg highlights butchery skills, whole-animal use, and reducing waste as part of its identity.
Unique Aspects
- Market position: De Groene Weg says it is the market leader in organic meat in the Netherlands and the second-largest player in Europe.
- Vion ownership: Since 2004, the company has operated as an independent subsidiary of Vion Food Group, giving it backing from a major food group.
- Closed-chain model: De Groene Weg manages a closed, demand-driven chain and says it keeps supply and demand in balance before signing new farmer contracts.
- Long-term farmer relationships: The company says it knows its farmers personally and works with them on long-term, open-ended agreements.
- European reach: Beyond Dutch butcher shops and its webshop, the company supplies major producers and retail chains across Europe.
- KemperKip partnership: De Groene Weg sources organic chicken through KemperKip, a family business that manages the poultry chain from farm to plate.