ProViande is part of the Van Rooi Group
The Van Rooi Group is a family business with a long tradition. It all started with the trade in pigs,
and over the past 65 years the company has developed itself into a specialist within the meat industry.
Delve into the history of father Martien and his sons Marc and Addy van Rooi.
Deliveries to more than 40 countries worldwide
Angola, Australia, Austria, Azerbaijan, Belarus, Belgium, Bosnia & Herzegovina, Bulgaria, China, Croatia, Cyprus, Czech Republic, Estonia, France, Georgia, Germany, Greece, Guinea, Hong Kong, Hungary, Ireland, Japan, Kyrgyzstan, Latvia, Lithuania, Macedonia, Malaysia, Malta, Montenegro, Netherlands, Philippines, Poland, Romania, Russian Fed, Serbia, Singapore, Slovakia, Slovenia, South Korea, Spain, Taiwan, Thailand, Ukraine.
2017 – Cooking and smoking meat
In 2017, Fine Food starts cooking and smoking meat in special smoking cabins and according to a specific recipe at our site in Helmond. The meat products are vacuum-packed and transported to different export countries.
2014 – Beef and Veal
In 2014, the (pre)packaging of beef products is clustered in Helmond. The beef deboning and cutting departments are moved from Middelburg to Someren. The next year, the production is expanded with the processing of rosé veal.
2006 – New slaughter hall
The number of slaughters in Hapert is rising enormously. There are, however, no possibilities for further expansion. After several meetings with, among others, the municipality of Hapert and the municipality of Helmond, Van Rooi decides to build a new, modern slaughterhouse in Helmond. In 2006, Martien van Rooi proudly starts the construction work, around fifty years after bringing his first piglet to the market in Lieshout. The new, modern slaughterhouse opens in 2007. Nowadays, Van Rooi slaughters in two shifts, optimally using the slaughterhouse’s capacity.
Several company takeovers ensure that Van Rooi Meat has an important position in the retail market. In 2008, the company takes over Van Pelt Vlees Middelburg. The meat processing was expanded with deboning and processing beef. ProViande Gieten is taken over in 2010, followed in 2011 by Deen Hobu. In 2012 a factory and distribution center are acquired in Montenegro and Serbia.
2001 – Specialisation
In 2001, Van Rooi starts leasing the company “Gordon” in Uden, which specialises in processing pork. This opens up the possibility of producing bacon. The lease is canceled in 2002 and the bacon department moves to the premises in Someren.
1992 – Slaughter in their own country
Marc and Addy, the sons of Martien, have now reached an age at which they can fully participate in the company. Marc focuses on export abroad and, among other things, Germany, Belgium, France and Italy are introduced to the pigs of Van Rooi Meat. When the regulations concerning the export of live pigs change, father and sons choose to slaughter the animals in the Netherlands and then sell the pork. Addy focuses on slaughter pigs and the export of piglets, pigs, and sows from the export assembly point in Lieshout.
1977 – Increased efficiency
In 1977, Martien has an export collection point and weighing house built next to his dairy farm, where he can weigh the pigs one by one and accurately sort them. With this he is able to achieve a considerable gain in efficiency.
1953 – Livestock trade
The success story of Van Rooi Meat starts in 1953, when then 17 year-old Martien van Rooi starts trading in pigs. On the market in Lieshout in Brabant, he looks for the most suitable buyers for his piglets. After a while, he also has piglets and pigs supplied and delivered through his dairy farm. This sparks a serious pork trade.