Faith in the team and the future

In order to stay at the top and keep growing as an entrepreneur, you have to keep innovating. It is important to nurture the good aspects, while always looking for new opportunities. Adapt yourself to the changing needs and trends, such as 'the increasing need to lead a conscious and healthy lifestyle'. Personally, I love to be innovative, and, over the years, I have learned to trust my own wisdom when it comes to innovation.

I work with an enthusiastic team of professionals who, like me, are open to innovation and sustainability. Together, we have worked on the professionalization of Sanders Vleeswaren in the past few years, and we have outlined a new, innovative and ambitious course. We are now on this path and will continue to shape it further in the coming years. For instance, we have introduced a large number of new initiatives recently.

Some examples include Royal Carpaccio, Royal Beef en low-sodium smoked beef. These new products go hand in hand with the complete restyling of Sanders meat products and the birth of our new quality brand Royal Sanderson. Produced from Irish quality beef with 1 star awarded by animal protection, suitable for the increasingly aware, modern consumer. Under the motto: 'Meat Pure Ireland', we like to take the consumer on a journey to see the beauty of Ireland.

Our innovations are the result of a boundless ambition and a stable and professional organisation with a strong and capable team as a driving force. A team where open communication, pure passion, and expertise are paramount. The result: honest and delicious products combined with pure business. That is what we stand for. I believe that this is the only way to stay at the top.

Katja van den Hoof