20230512 DeVlasschuur Sfeerbeeld 464 V2

our story

In 2001, Cees Moree started De Vlasschuur. After helping as an employee make family firms like Hertog IJs and Klijn Noten big via the supermarket floor and often being asked: 'How do you do that?' That question fuelled his motivation to provide a platform to the gems of the food market in the supermarket.

In a former flax barn, he created a place with people who understood selling in food retail. With a no-nonsense attitude, they fought for the trade. The salespeople did this for the client, on one or more days a week. It proved to be the specialism that was missing.

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Seeing and harnessing commercial potential in people, products and companies. A motivation that is happily stimulated every day by the current management. On and off the shop floor. Always together and for the success of our client, using our combined strengths: Sales, Marketing, Sales Training and Talent Development.

You are Seen!

You are seen! We believe in success when everyone does what they are good at. The manufacturer who makes a good quality product with love and passion, an employee who uses their qualities, a retailer who is focused on shop turnover and a consumer who buys products that they love. Does our team see potential? Then we connect these parties to optimally use commercial potential. With both feet on the ground for our clients in the Netherlands, Belgium and Germany in the required number of hours or days.

Our core values


Our people and the people we work with are our number 1 priority. We see and hear each other. We use personal potential and help each other when necessary.


We see and grab opportunities, say what we can do and do what we say. In doing so, we take responsibility for our own actions and their consequences.


We are constantly looking for ways to make our work as effective and efficient as possible by being open to innovation and optimisation.


As a true steward (as if it were our own property), we look after each other, our relations, our things and the trust we receive.


We are just as passionate about the clients we work for as about De Vlasschuur itself. We inspire each other and the people around us by sharing the energy we feel for our profession.


We set goals, draw up a plan, and adjust it where necessary. Improving every day to harness commercial potential.

Personal contact is our starting point, so we always have time for a coffee!

20230512 DeVlasschuur Ronald van der Velde Geel

"Working in (food) retail is a completely different skill, as we've discovered over the years."

Ronald van der Velde, Account Manager De Vlasschuur

20230607 De Vlasschuur 0167

Real help

To really help clients commercially, we are realistic and honest. Positively critical. Because we want to add something. So that we build together and always look ahead. We support our clients, with our up-to-date and practical knowledge of the market, formulas and competitors. With a firm foundation so that we are always flexible on the floor and can build up and maintain relationships. Personal contact is our starting point, so we always have time for a coffee!

Partner in commercial potential

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