Sligro

Supplying for 85 years, still innovating

In 1935, Abel Slippens founded a wholesale business in oils, fats and margarines. 85 years later, the listed family business Sligro Food Group is the largest, leading foodservice wholesaler in the Netherlands with over 24% market share. Sligro is part of Sligro Food Group, which achieved sales of EUR 2.4 billion in 2019. The group traditionally proudly presents its annual report as the first of the Dutch listed companies.

Sligro is also a leader when it comes to vision and customer experience. With a nationwide network of cash-and-carry and delivery-service wholesale outlets, the company caters to a wide range of customer segments, including large and small-scale caterers, caterers, sports canteens, bulk consumers, company restaurants, petrol stations, convenience outlets, small-scale retail, and SMEs/hobby cooks registered with the Chamber of Commerce. Sligro serves these customers from its own flagship store, and there is also the Van Hoeckel brand (with its own face and marketing) which is specifically aimed at the institutional market. Sligro also has several successful partnerships: in a strategic partnership with Heineken, for example, Sligro handles the exclusive distribution of Heineken cask-conditioned beers in the Netherlands.

The ideal mix

The strength of the self-service and digital delivery network lies in their mutual cooperation. For example, 75% of the delivery customers visit the cash-and-carry outlet twice a month for inspiration, advice or an extra shopping opportunity in addition to the delivery service. In addition, a large proportion of the cash-and-carry customers only use the offline channel. The cash-and-carry wholesale business is an ideal inspiration, stock and collection center for both professional chefs and small businesses that want good coffee in the office or advice for staff events. Sligro’s subject specialists are ready to serve the professional and the entrepreneur with advice and inspiration, in an environment that encourages this.

Although the self-service and delivery online and offline operations are separated for the sake of efficiency and customer needs, commercial cooperation is strongly embedded. This works through into an integrated pricing, bonus and management information structure for customers, so that buying in both channels goes well together under one brand.