“We make sure millions of people have food on their tables every single day”
Interview with Peter Appel, CEO of Simon Loos Groep B.V.
Food logistics is a highly sensitive business: availability, efficiency and cost pressure set the pace. Simon Loos Groep B.V. is one of the leading providers in this segment in the Netherlands. CEO Peter Appel explains how the family-owned company, with around 3,000 employees, a consistent focus on specialization and a clear growth strategy, continues to expand its market position – and the role electrification and data play in that process.
European Business: Mr. Appel, you have been active in logistics for many years. How did your journey begin?
Peter Appel: I have spent my entire professional life in logistics. In 2000, I acquired my own transport company. On January 1, 2021, we merged with Simon Loos. Since then, I have been a shareholder and CEO of the combined group. Officially, I have been a CEO for 25 years, and with Simon Loos for five. Two family businesses came together – that is rather uncommon.
European Business: The company’s history goes back much further.
Peter Appel: Yes, my grandfather founded Simon Loos in 1938. It started as a regional courier service in North Holland. In the 1960s, the partnership with Albert Heijn began – that marked the starting point for our consistent focus on food distribution. Since the 1970s, we have continuously developed the company, with a clear emphasis on the Netherlands and the Benelux region.
European Business: How is the group positioned today?
Peter Appel: We employ around 3,000 people and generate approximately 380 million EUR in revenue. More than 90% of that comes from transport activities. Roughly two thirds relate to store deliveries for supermarkets, while one third covers transports from producers to distribution centers. In addition, we operate warehouse locations offering value-added services such as order picking and display building.
European Business: Who are your customers?
Peter Appel: In retail, companies such as Albert Heijn, Jumbo, Lidl and SPAR. On the producer side, brands like Heineken, FrieslandCampina, Unilever and PepsiCo. In other words, we move products everyone knows. I often say: we make sure millions of people have food on their tables every single day.
European Business: What sets you apart from the competition?
Peter Appel: Transparency. Transport is calculable, so you should be open about it. We invest heavily in IT and have our own in-house data teams. We analyze waiting times, order patterns and capacity utilization, and actively advise our customers. We don’t just execute a service – we act as a partner. When you can demonstrate where processes can be improved, trust follows.
European Business: Sustainability is a key issue. How are you positioning the company?
Peter Appel: Very clearly. We have set ourselves the goal of operating largely electrically by 2032. At present, around 10% of our fleet is electric, and by the end of the year we will have more than 200 electric vehicles on the road. What is interesting is that most of our electric trucks are charged at our customers’ sites. Major retail chains such as Albert Heijn and Lidl have invested heavily in charging infrastructure. The pace of development is rapid – faster than we expected ourselves.
European Business: How would you describe the corporate culture?
Peter Appel: We are a traditional family business. Short lines of communication, clear responsibilities. Our drivers receive an assignment – and we trust them to carry it out independently. This principle runs through the entire organization. Mistakes are allowed to happen. What matters is that you learn from them.
European Business: What drives you personally?
Peter Appel: Development. When I started in 2000, revenue was 9 million EUR. Today, together, we are heading toward 400 million EUR. Building, shaping, electrification, new technologies – that motivates me. At the same time, I can feel how quickly everything is changing. What used to take two decades now happens within five years. It challenges us – and that is precisely what makes it exciting.