Commitment
“I am passionate about agrifood supply chains. You work with products that people use every day. Ultimately, consumers determine what is purchased and where value is created. That is why it is so important to understand what is happening in the market and translate those developments into opportunities for our customers and dairy farmers. From grass to glass, I believe in building partnerships that create more value for everyone. Success is not about taking a bigger slice of the pie, but about growing the pie together so everyone benefits.” On his very first day at Vreugdenhil, Bas joined a milk collection route. “That is where everything starts. The quality of our products originates on the farm. The commitment and dedication of both our dairy farmers and employees made a strong impression on me.”
“From grass to glass, I believe in building partnerships that create more value for everyone. Success is not about taking a bigger slice of the pie, but about growing the pie together so everyone benefits.”
Looking ahead
According to Bas, the dairy sector faces significant challenges. Regulations, climate change and shifting consumer preferences require a long-term vision and close collaboration across the supply chain. “To me, sustainability is not only about the environment, but also about future viability. A healthy dairy sector can only exist when there is a positive outlook for dairy farmers, customers and consumers. We must not only respond to short-term developments but also continue investing in sustainable value for the long term. Only by working together throughout the supply chain can we create a strong future.”
Sustainable value
When will his mission be successful? “When we have found the right balance between people, nature and cows, and when we are creating sustainable value together with our customers and dairy farmers. That is the foundation for remaining a strong family-owned company for the next seventy years.” Bas believes listening is key to achieving that goal. “I want to understand what is happening on the farm and avoid making assumptions. Dairy farmers are a vital link in our supply chain. That is why I would like to invite dairy farmers for a cup of coffee, either at our office in Nijkerk or on their farm. I am keen to hear their ideas, challenges and ambitions.”
New Executive Board structure
Over the past year, Vreugdenhil Dairy Foods has implemented organisational changes to respond more effectively to the dynamics of the dairy market. These adjustments strengthen the company’s position as a reliable and future-focused partner. The Executive Board now consists of Bas Dolman (CCO), Jurgen Sandmann (CFO), Peter Beemsterboer (COO) and Albert de Groot (CEO). This structure supports an agile and forward-looking organisation that is well positioned to respond to market developments and realise its strategic ambitions.
