© John van der Kroon AardappelhandelLast year, Van der Kroon Aardappelhandel moved from Zwanenburg to new premises in Purmerend. "The jewel in the crown," says Sem van der Kroon, a fourth-generation representative of the family business that supplies chip shops, institutions, and wholesalers with potatoes for fries. "We use racking in the new facility, allowing us to go up to 11 metres in height. At first, we thought we'd never fill the storage, but now the potatoes are already stacked three rows high, so it's gone quickly."
Growing demand for freshly prepared fries
Van der Kroon mainly supplies larger chip shops and catering wholesalers. "Name a well-known chip shop in the Amsterdam region, and we're probably their supplier," Sem says proudly. "Unfortunately, the municipality of Amsterdam hardly issues any new licences anymore, but outside the capital, chip shops are still booming. Frying your own fries has become very trendy, and demand for chips is high. TikTok has played a role in that, too."
The potato wholesaler offers more than just potato deliveries. The company also supports entrepreneurs looking to start their own chip shop, guiding them from A to Z if needed. "We let experienced guys go along for the ride for a while. That way, besides supplying potatoes, we help ensure a smooth start," says Sem. In total, Van der Kroon Aardappelhandel operates with a team of just seven people. "Compared to other companies, that's a very small team, especially considering we now supply a lot of washed baby potatoes to catering and wholesale customers. That's all done by hand and is quite intensive. But we're a true family business and don't mind working an extra hour."
© John van der Kroon Aardappelhandel
Export
In addition to chip shops across the Netherlands, Van der Kroon Aardappelhandel's export activities have grown steadily in recent years. "We have customers in Bulgaria, Romania, and Germany, and we've also been supplying customers in Ibiza for a few years. Right now, we're even working with clients from Kazakhstan. That's a completely different game, dealing with customs and foreign currencies, but it does expand our market significantly. The only real limitation is shelf life. We mostly supply washed potatoes, which don't keep as long."
The high potato prices of the past two years have not made things easy for the trade. "Those really squeezed the margins," Van der Kroon notes. "And with high prices, sales naturally slow down. If the quality of the potatoes wasn't great, you were stuck with very expensive stock. Prices aren't quite so sky-high anymore. When farmers start calling you, that's a key signal, although the potato market can still turn on a dime."
In the past, the company often worked on a contract basis, but since the COVID pandemic, it has moved away from that approach. "Back then, many of our customers had to shut down, and that experience made us more cautious. We think twice before signing contracts now. These days, we only do short-term contracts. Everyone wants competitive pricing, and with last year's high prices, one wrong move could put you under."
Agria unrivalled as a fries variety
When it comes to fries, the Agria variety is unrivalled for Van der Kroon. "We work 99.9% with Agrias for fries. It's simply the variety we trust the most. We used to supply Bintjes as well, but nowadays, they yield around 40% less per hectare compared to Agrias. Plus, Agria has a beautiful yellow colour — and in the Netherlands, people really want yellow fries," says Sem. He's also pleased with this season's quality. "The season still has a few months to go, but things are looking good. Last year, we had a lot of hollow potatoes — that's much less of an issue this year."
"In addition to chip shops, institutions, and wholesalers, we also supply other customer groups around the clock, such as restaurants. Fries are our main product, but customers can come to us for the full potato range. We've especially grown in the washed baby potato segment in recent years, but we also supply onions and garlic. And if a customer wants yellow or purple carrots, or even sauerkraut, we make sure we can help with that too."
© John van der Kroon AardappelhandelFor more information:Van der Kroon Aardappelhandel
Binnenzeestraat 26
1446 AB Purmerend
Tel: +31 (0) 6 113 102 17
info@johnvanderkroon.nl
www.johnvanderkroon.nl