Focusing on pet nutrition
Interview with Stefaan Dielens, Head of Sales of De Vleesfabriek BV
Private-label solutions are becoming an increasingly important pillar of the European pet food market. De Vleesfabriek BV has positioned itself as a specialized production partner for brands and distributors across Europe. Stefaan Dielens, Head of Sales, provides insight into the company’s development and international expansion.
De Vleesfabriek BV follows a deliberately narrow strategic positioning. The company produces exclusively for third-party brands and distributors and does not operate its own consumer-facing label. This clear focus allows the organization to concentrate on product consistency, efficient processes and long-term customer relationships. Within a short period of time, the company has evolved from a small production operation into a fast-growing international supplier.
A focused business model as a growth driver
The company was established in early 2023 following the restructuring of an existing production facility. After initial revenues of approximately 300,000 to 400,000 EUR, De Vleesfabriek consistently focused on private-label manufacturing. “The shift to an exclusive private-label focus was a decisive step in our development,” says Stefaan Dielens. Centralized European sales enabled targeted market development, lifting revenues to around EUR 3.2 million by 2024. Today, the company is wholly owned by Pierre Visser. Production is based in Dessel with six to eight employees, supported by a sheltered workshop in Mol for packaging and labelling, bringing the total workforce involved to around 14 people. Digital processes are organized pragmatically using simple, established systems.
Products, markets and future ambitions
De Vleesfabriek offers two core product categories: deep-frozen sausages with approximately 98% meat content, produced to customer specifications, and shelf-stable sausages for room-temperature storage in sizes from 100 g to 1,000 g, using various meat types with optional vegetable components. Packaging is standardized, with customer-supplied labels; cardboard packaging is fully recyclable, while further improvements are under review. Initially, the company served mainly BARF-oriented customers before increasingly working with distributors and brand owners across Europe. The United Kingdom is the strongest market, followed by Belgium, the Netherlands, Germany, France, Italy, Austria and the Scandinavian countries, with exports accounting for around 85% of total turnover. “Consistent product quality and close personal relationships with our customers are key drivers of our growth,” says Stefaan Dielens. Looking ahead, De Vleesfabriek plans controlled expansion and aims to double production capacity within the next two to three years.