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Velder: The 100-Year Cheese Titan
Why this Dutch dairy giant is betting on digital, not just dairy
In a world obsessed with disruptive startups, Velder (formerly Zijerveld) is playing a different game: they are the 100-year-old incumbents who are quietly digitizing the global cheese trade. With $150M in revenue and a workforce of 447, they aren't just selling cheddar; they are engineering the supply chain.
"They have the revenue of a Series C startup but the digital footprint of a local bakery. This is the classic B2B data gap."
The B2B Paradox
Velder operates in the shadows of the food industry. They are a 'ketenpartner' (chain partner), meaning their revenue doesn't come from consumer clicks but from complex B2B contracts, EDI integrations, and wholesale logistics. With 447 employees, they are a mid-sized giant, yet their public web presence (zijerveldfood.nl) is almost invisible to standard SEO tools. This suggests a closed-loop commerce model where their 'traffic' is actually private procurement portals, not public browsing.
The Tech Stack Betrayal
Despite being a century-old institution, Velder's tech stack reveals a modern ambition. They are running on WordPress but have layered in heavy hitters like GSAP for animations, Owl Carousel for UI, and PWA (Progressive Web App) capabilities. This isn't just a brochure site; it's a hybrid architecture designed to bridge legacy dairy operations with modern e-commerce expectations. They are likely using their public site as a funnel to a private B2B portal.
The lack of public traffic data is telling. For a company generating $150M, '0 monthly visits' on public trackers implies a massive, walled garden of private transactions. Their key personnel, like Bibian Brouwer (Product Owner B2B e-commerce) and Jaap Koster (EDI-specialist), confirm this focus. They aren't optimizing for Google Search; they are optimizing for ERP integrations and supply chain velocity.
- The 'Velder' rebrand signals a shift from a trading house to a unified digital entity.
- Heavy investment in B2B e-commerce suggests a fight for margin in a commoditized market.
- The tech stack (PWA, GSAP) indicates they are building for speed and experience, not just information.
The Silent Digitizer
Velder proves that in B2B food, the most valuable transactions happen offline, even if the infrastructure is increasingly online.
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https://www.velder.com/wp-content/uploads/2024/02/NH-scaled.jpg
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Velder | Dé ketenpartner in de wereld van kaas
Wij zijn Velder. Gedreven door passie en liefde voor kaas, proberen wij de toekomst van kaas vorm te geven. Dat doen we al meer dan 100 jaar.
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About zijerveldfood.nl
Wij zijn Velder. Gedreven door passie en liefde voor kaas, proberen wij de toekomst van kaas vorm te geven. Dat doen we al meer dan 100 jaar.
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Technology Stack
zijerveldfood.nl uses 11 technologies across their website including PHP, WordPress, OneTrust, and more.
Programming Languages
PHP
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WordPress
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OneTrust
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Google Tag Manager, Google Analytics
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Twitter Cards, PWA
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Bootstrap
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zijerveldfood.nl receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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