European Business: Mr. de Groen, thank you for taking the time to speak with us today. Let’s start by introducing Grainli to our readers. Could you share a bit about the company’s background?

Andries de Groen: Absolutely. Grainli® was founded with a focus on supplying raw materials to the brewing industry. Over time, we’ve expanded our portfolio to include pet food and food raw materials. The company has grown significantly, and today we operate on an international scale. Our commitment to quality and sustainability is at the core of everything we do. Whether it’s in brewing, pet food, or food raw materials, we aim to be the best partner for our customers, offering reliable, sustainable solutions. 

European Business: Sustainability seems to play a significant role at Grainli. Can you elaborate on your approach to it? 

Andries de Groen: Sustainability is one of our key pillars. Our motto, ʻNo Pain, No Grain,ʼ reflects our commitment to balancing economic, ecological, and social responsibilities. We believe that economic sustainability—securing the financial success of the company—goes hand in hand with ecological and social sustainability.
We’ve implemented a variety of measures to reduce our environmental impact. For example, our offices are paperless, contracts are digitized, and all our company vehicles have been replaced with hybrid or electric models. We also offset CO2 emissions from necessary business trips and use green electricity to power our operations. Social sustainability is just as important to us. We invest in long-term relationships with our employees and ensure their development through continuous education and training.

European Business: Could you share how Grainli has adapted to market changes, especially with your expansion into the pet food sector? 

Andries de Groen: Certainly. In 2016, we were acquired by BayWa, which gave us the backing to grow even further. Although brewing remains a core part of our business, we saw the potential in the pet food market about three years ago. It’s a booming industry, and we’ve been able to grow our presence significantly. Our goal is to become a one-stop shop for pet food ingredients, supplying everything from plant-based to animal-based products. This diversification has been key to our growth, especially in a market like brewing, which is relatively stable but not rapidly expanding. 

European Business: Grainli has grown tremendously in recent years. What do you attribute this success to? 

Andries de Groen: I believe it comes down to our market insight and the passion of our team. We are an ʻinsight-driven company,ʼ which means we continuously analyse market gaps and trends to position ourselves strategically. We have a company culture built on ʻPassion for Performance,ʼ and we focus on hiring high-performing individuals who share our growth mindset. We’ve doubled our revenue, staff, and market share every three years, and we continue to look for new opportunities. Our growth is also driven by our entrepreneurial spirit – another key value at Grainli. We empower our employees to take risks and make decisions, which fosters innovation and allows us to adapt quickly. 

European Business: Can you talk a bit about your plans for the future? What’s next for Grainli? 

Andries de Groen: We’re very focused on expanding our capabilities in the pet food sector. We’re developing product flows, particularly in both plant-based and animal-based ingredients. For example, we’ve started sourcing lamb meal from Australia, which has been a key addition to our product range. Additionally, we’re looking at expanding into functional ingredients, which is a growing demand in the pet food industry.
In terms of geographical expansion, we are concentrating on the European market, but we also see potential in markets like Asia and the Middle East. We’ve already started building infrastructure in these areas, and our goal is to establish Grainli as a major player globally. 

European Business: It sounds like there’s a lot of innovation happening at Grainli. How does digitalization fit into your strategy? 

Andries de Groen: Digital transformation has been a major focus for us. We implemented a ʻZero Paperʼ initiative several years ago, and now, we’ve reduced paper use to just 15 sheets per person per year. It’s a small change, but it reflects our broader commitment to efficiency and sustainability.
We’re also integrating AI into our decision-making processes. For example, we’re working on an AI “copilot” that will assist our sales teams in making better decisions. AI allows us to handle market insights faster and more accurately, which is crucial for staying competitive. The digital shift has helped us improve productivity across the board, and we expect AI to play an even bigger role in the future.

European Business: Thank you for sharing your insights, Andries. It’s clear that Grainli is not just focused on growth, but on doing so in a sustainable and innovative way.