Puffed Rice as the Snack of the Future: Natural, Sustainable

Wirtschaftsforum: You are the Chief Commercial Officer of the group. How is the company structured today, and which markets do you serve?

Jasper Aansorgh: I have been with SanoRice for two years and am responsible for the commercial business of the holding. From the headquarters in Veenendaal, we manage planning, finance, HR, marketing and sales. We employ 847 staff and generate around 250 million EUR in revenue. 90% of our business comes from exports – we supply nearly all major retailers in Europe with private label products. Our sales are regionally organized: Four sales managers take care of Northern, Central, Southern, as well as Eastern and Western Europe. This proximity to customers ensures market understanding and flexibility. Our four plants enable us to balance bottlenecks – a clear advantage in volatile times. Despite our size, we see ourselves as five closely interconnected organizations with an open, team-oriented culture and short decision-making paths – the commitment of each individual is a key factor for success.

Wirtschaftsforum: What does your range include, and what is the special strength of SanoRice?

Jasper Aansorgh: Our core expertise is in puffed wafers made from rice, corn, or legumes. We produce over 800 variations that differ in thickness, color, taste, and packaging – from classic rice wafers to sweet, savory, or chocolate-coated varieties, as well as snacks for babies. The raw materials come from the EU, India, and Uganda; for Germany, we mainly supply organic. Together with our customers, we develop tailor-made varieties. We rely on trade marketing to identify trends in taste, packaging, and consumer behavior early on and to implement new product ideas together.

Wirtschaftsforum: What role does digitalization play?

Jasper Aansorgh: We digitalize almost every area - from production planning to finance and HR, to sales and marketing. Processes are automated to increase efficiency and transparency. In production, we are increasingly using digitally controlled systems. Many processes are currently being developed further - such as in digital order processing, reporting, or invoicing. Furthermore, we are expanding our digital interfaces to the trade sector, so that orders, reporting, and billing run even more smoothly. Digitalization is not an end in itself for us, but facilitates collaboration and communication.

Wirtschaftsforum: Sustainability is a key issue in your industry. How do you implement it?

Jasper Aansorgh: We are considered pioneers in the field of sustainability. It starts with supplier selection and extends through the entire value chain. Of course, we meet all legal requirements and in many areas deliberately go beyond them. We focus on sustainable sourcing and work with Rainforest Alliance-certified partners for cocoa. We pay close attention to where our chocolate comes from, supporting responsible agriculture without deforestation and emphasize fair payment for local producers. At the same time, we invest in energy-efficient facilities and continuously optimize our packaging.

Wirtschaftsforum: SanoRice was present at the Anuga fair. What goals do you pursue for the coming years – and what personally motivates you?

Jasper Aansorgh: We regularly present ourselves at international leading fairs such as Biofach, Anuga, and PLMA to introduce innovations and stay in exchange with trading partners. Our goal: to double the revenue by 2030. The market for puffed waffles is growing by about 6% annually, we aim to grow twice as fast. We achieve this through innovation, efficiency, and the further development of existing partnerships. As a member of the board, I see my task in consistently implementing the growth plan together with all employees - to optimally motivate and involve each department. The challenge of achieving this goal together with a dedicated team drives me. When you see the passion with which our employees are involved daily, you know why you get up in the morning.