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A Legacy of Quality and Sustainability in the European Food Industry
Elevator Pitch:
What’s Cooking Group, formerly known as Ter Beke Group, is a renowned European fresh savoury food manufacturer headquartered in Belgium. With a commitment to sustainability and innovation, the company offers a wide range of high-quality cold cuts and ready meals across Europe and beyond. Employing over 2,500 dedicated professionals and operating 12 industrial sites, What’s Cooking Group continues to satisfy global appetites while caring for people and the planet.
Piet Sanders, CEO, leads What’s Cooking Group with a clear vision for sustainable growth and innovation. With over two decades of experience in the food and beverage industry, Sanders has been instrumental in steering the company through its rebranding and expanding its market presence across Europe. His leadership reflects a commitment to transparency, quality, and environmental responsibility, guiding the company towards a sustainable future.
The Birth of an Idea:
The inception of What’s Cooking Group, originally known as Ter Beke, traces back 75 years to Belgium, where it began as a family-owned business focused on delivering quality food products. Over the decades, the company expanded its offerings, recognizing a growing demand for convenient and tasty meals. With a deep-rooted passion for food, the founders envisioned a brand that would not only serve delicious meals but also lead the industry in sustainable practices.
Early Challenges and Breakthroughs:
Starting as a small enterprise, What’s Cooking Group faced numerous challenges, from scaling production to establishing a strong market presence across Europe. However, through strategic investments and a focus on innovation, the company overcame these hurdles. A significant breakthrough came with the listing of the company on Euronext Brussels in 1986, which provided the capital necessary to expand its operations and solidify its position as a leader in the food manufacturing industry.
Innovation and Growth:
As What’s Cooking Group grew, it revolutionized the food industry with its innovative products like chilled lasagna, pasta meals, and plant-based options. The company’s commitment to sustainability became a key driver of growth, with initiatives like the Science-based Targets and the supplier engagement program. The launch of their integrated sustainability report in 2023 further demonstrated their dedication to transparency and environmental stewardship, positioning What’s Cooking Group as a pioneer in responsible food production.
Community and Impact:
Beyond business success, What’s Cooking Group is deeply committed to making a positive impact on the community. Through various initiatives, the company focuses on providing good food for all, protecting the planet, and helping people flourish. Their dedication to sustainability is reflected not only in their products but also in their practices, from packaging innovation to reducing the carbon footprint of their operations.
The Future Vision:
With a strong foundation and a dedicated team, What’s Cooking Group is poised for even greater success in the future. The company is set to continue its expansion into new markets and introduce even more innovative products that cater to the evolving needs of consumers. Guided by a vision of sustainable growth, What’s Cooking Group remains committed to leading the charge in the food industry, ensuring that every meal they create is a step towards a better world.
Startup Pulse
Innovative Product/Service: What’s Cooking Group offers a diverse range of savoury cold cuts and ready meals, crafted with a focus on quality, convenience, and sustainability.
Strong Leadership: Under the leadership of Piet Sanders, the company has successfully rebranded and expanded its market presence, setting new standards in the food industry.
Sustainable Practices: What’s Cooking Group is at the forefront of sustainability, with initiatives like the Science-based Targets and a commitment to reducing their carbon footprint.
Customer-Centric Approach: The company ensures that its products meet the highest standards of taste and nutrition, catering to the demands of today’s conscious consumers.
Strategic Partnerships: Collaborating with suppliers and partners across Europe, What’s Cooking Group continues to enhance its offerings and expand its reach in the global market.
Editorial Note: The story of What’s Cooking Group is a testament to the power of innovation, sustainability, and leadership. As the company continues to grow and evolve, it remains a beacon of excellence in the food industry, inspiring others to follow in its footsteps.
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