Colruyt Group: B2B partner in addition to retailer
"Entrepreneurs are looking for a partner who helps them grow"
This article appeared in Trends, Knack, le Trends-Tendances and Le Vif/L'Express on 15 September 2026.
When you think of Colruyt Group, you automatically think of the supermarket chain. However, over the years, the family business has broadened its markets, for example with a diverse offer for professional clients, based on its retail experience and knowledge of Belgian consumers. Traders, healthcare facilities, public institutions and not least the hospitality sector are counting on Colruyt Group to grow sustainably and focus on their core business.
Independent entrepreneurs often miss scale
Many independent entrepreneurs, such as local shops or catering chefs, are Colruyt Group customers. Pieter-Jan Vandevelde, Food Service Colruyt Group director: "Such entrepreneurs often miss scale or are looking for specific solutions. With our experience from the retail market, our wide range and our logistics expertise, we are an ideal partner for traders, the hospitality sector, healthcare institutions and public institutions. For example, private labels such as Boni and Everyday are available to local supermarkets or chefs are able to put more organic food on the menu thanks to our wide range of organic products."
The ambition is to continue to grow this B2B segment in the coming years. For example, the number of Colruyt Professionals stores, where only professional customers can get their supplies, will be expanded to 10 by the end of this year. And in the food delivery segment, which delivers goods to catering businesses, retirement homes, hospitals and the public sector, subsidiary Solucious is aiming for organic growth and consolidation.
Hospitality sector under pressure
The hospitality sector is an important segment within B2B. After all, our country has a very extensive offer for people who want to dine out. Yet, analyses by Foodservice Alliance - the network uniting some 300 producers, suppliers and restaurant chains - show that this market is stagnating. Founder Gert Laurijssen: "Consumers spend less, partly due to inflation. We see that taverns and brasseries in the middle segments in particular suffer from this. There is strong price competition, which is detrimental to profitability. Even high-level restaurants experience that their customers are spending less."
On the other hand, there are also positive trends. In large cities such as Antwerp, Brussels or Namur, tourism still boosts the hospitality sector. "In addition, 'fast casual' chain concepts such as Bavet, Otomat and Pureto are on the rise, thanks to teenagers and twenty-somethings who eat out more often", says Laurijssen. "Growth is also found among catering businesses that invest in high-quality food combined with an experience. If people drop out because they think hospitality is becoming expensive, you make a difference with quality, service and experience."
Catering entrepreneurs are looking for a partner who unburdens them.
Continue to professionalise entrepreneurship
Entrepreneurship and innovation therefore remain important factors for success in the hospitality sector. "However, further professionalisation is required. A catering entrepreneur should not only care about the menu, but should closely monitor the figures and pick up on what's going on among his customers", Gert Laurijssen says. "That is precisely why these entrepreneurs are not necessarily looking for the cheapest product from their supplier, but they are looking for a partner who unburdens them."
These evolutions are in line with Solucious' experiences. "The pressure on prices is increasing in our sector as well. At the same time, catering customers expect quality, fast service and the certainty that they will receive their goods on time. In a market where there are still many specialised local suppliers, there is competition on both service and price", director Pieter-Jan Vandevelde says. The food service player is therefore investing in acquisitions, regional distribution hubs as well as a high-quality private-label range.
Scale, efficiency and specialisation
Like for the supermarkets, Solucious is all about efficiency and scale. In recent years, it already purchased Délidis (a food service supplier for Antwerp and the Kempen region), Valfrais (Bastogne region) and Culinoa, a caterer from Gembloux supporting industrial kitchens in the public and healthcare sector. "We still see further possibilities for consolidation. Look at the more than 200 specialised meat suppliers. If you want to meet the requirements on product information and if you want to digitalise, scale is a necessity", says Vandevelde.
From three large distribution centres in Belgium – fresh products in Bornem, dry food in Lot and frozen products in Evergem – the company supplies nine regional hubs, from where the goods leave for the end customers. "Locally, we deliver with lorries that have three temperature zones: this allows us to deliver all products in one transport, at the right temperature. Efficient and food-safe."
Our wide range, experience and economies of scale help grow entrepreneurs.
Culino a private label for the hospitality sector
An additional solution for catering businesses is Culino, our own private-label range that is gradually being extended to 500 products. "With it, we offer chefs the possibility to distinguish themselves with selected, high-quality products such as artisanal Ardennes goat's cheese, premium Belgian ice cream or an Italian balsamic vinegar with DOP label", says Pieter-Jan Vandevelde. "Products like these, with a story and a high quality evel, help catering entrepreneurs in their sales."
Moreover, the range also follows consumer taste trends. "They want more local products, different flavours from the Mediterranean and Eastern cuisine, or a snack board as an alternative to the traditional first course. We also see that semi-finished products – such as prepared bearnaise sauce, vol-au-vent or meatballs – are catching on in the hospitality sector, because they offer a solution to staff shortages and help to reduce costs."
This evolution towards a solution-oriented supplier is the right choice, confirms Gert Laurijssen of Foodservice Alliance: "Solucious knows the value chain like no other, also because they are Belgian themselves. The wholesaler is becoming a director of the range and bridges the gap between artisanal producers and the hospitality sector. A partner like this is exactly what a catering entrepreneur expects today."
Private-label products with a story and a high quality level help catering entrepreneurs in their sales.
Photography: Laura Vleugels.
In collaboration with Roularta Brand Studio.
More about Colruyt Group’s (B2B) ambitions
How do we aim to achieve growth in the B2B market? By combining the strengths of our brands in a strong joint offer. Find out what our approach is.
In the coming years, Colruyt Group is fully committed to growth and differentiation. Clear strategic choices ensure continued relevance for customers.