Visser Agro originally started as an arable farm specializing in growing seed potatoes and onions. However, about five years ago, owners Anne Visser-Veldboer and her husband Sierd Visser decided to begin peeling their own onions in addition to cultivation and direct sales. Initially, this was just for their own undersized onions, but over the years, under the name Visser Convenience, this has expanded into year-round peeling of yellow and red onions, as well as shallots. "It is an extension of the business that brings us closer to the supply chain, and this combination works well," says Anne of the company based in Wieringermeer, North Holland.
Anne and her husband represent the fifth generation of the company. "Decades ago, the De Vries family settled here in Wieringermeer and founded the business. Initially, it was a mixed farm, but over time, the dairy cattle were phased out, and my parents-in-law decided to focus on arable farming," she explains. "When Sierd took over the farm and I joined Visser Agro, we decided to focus entirely on growing seed potatoes and seed onions. While we remain passionate about this, we started considering new growth opportunities. We soon realized that non-soil-based growth came with financial disadvantages, so we chose to expand in a different direction."
Five years ago, Anne and Sierd came up with the idea to peel their own undersized onions. "We had always grown onions for the industry and other peelers, but our undersized onions were under pressure. They were sent to Poland for peeling before being reintroduced to the market here. This was not a very sustainable approach, so we eventually decided to try peeling these small onions ourselves. We encountered significant challenges, of course, as there was a reason this process was primarily done in Poland. It was an entirely different line of work, but with the help of a machine builder, we developed a machine for the task, and that's how we entered this field." 
Combination
Peeling initially started as a solution for their undersized onions, but over time, it expanded step by step. "Yes, once you take the first step, you have to continue," Anne laughs. "We soon realized that it was more cost-effective to peel year-round rather than just a few months a year. This also allowed us to structure the organization accordingly. As a result, we now process onions six days a week in our peeling plant. This runs alongside our own cultivation, making it an extension of the company and bringing us closer to the supply chain. The combination works well. We have full control and transparency over the product coming into the peeling plant. These are mainly semi-finished products, which vegetable processors then further refine."
Visser Convenience processes yellow and red onions year-round. "By now, we can work with Dutch yellow onions all year. It depends somewhat on stock levels, but generally, we use local products. With red onions, we ran out a bit earlier last year and had to rely on Egyptian supply for quite some time. Overall, I think we process more red onions than yellow. There has been a noticeable shift in recent years, with increasing demand for red onions, as they are aesthetically more appealing for processed dishes."
Shallots alongside red and yellow onions
In addition to yellow and red onions, the company has recently started focusing on shallots. "We developed a peeling line specifically for this purpose. Like the undersized onions, shallots have traditionally been peeled abroad due to the difficulty of the process. However, with our new peeling line, we can now peel shallots in the Netherlands as well. This contributes to sustainability and extends the product's shelf life, as it no longer needs to be transported from abroad."
Sierd Visser and Anne Visser - Veldboer
"This is how we aim to differentiate ourselves in the market. There are many large players, but ultimately, as with the undersized onions, we strive to offer something unique. We have often been called crazy for pursuing this, as these products require more labor and have less processing capacity. However, it provides a great way for us to fully utilize our crop. Plus, we enjoy trying new things. Whether this market will grow significantly remains to be seen. It is always challenging to introduce something new, but in the meantime, we can continuously supply our products."
"Ultimately, our supply to the industry continues to grow steadily. However, when attracting new customers, we notice a demand for a broader range of products. To facilitate this, we have recently partnered with AGF Direct. AGF Direct is a great partner for us because they prioritize transparency, short communication lines, and flexibility—core values that align well with our company. With this partnership, we expect to make great progress in the coming period."
For more information:
Visser Agro | Visser Convenience BV
Oosterkwelweg 16
1771 MH Wieringerwerf
For enquiries:
AGF Direct BV
Groothandelsmarkt 
2,
1681 NN Zwaagdijk
Tel. +31 085-3032630
sales@agfdirect.nl
www.agfdirect.nl