Building from a strong foundation towards future growth
In September last year, Mark Hop was appointed Director of Koudijs. He took over from Wim Bolder who, after leading the organisation since 2012, has decided to return to a more sales-focused role in the Middle East and Africa. We talk to them both about the change in leadership and what customers can expect moving forward.
Agricultural roots
Both Mark and Wim have family roots in agriculture and animal feed. Mark was raised on dairy farms in France and then the US. He worked for an animal feed manufacturer after university and then joined Koudijs in 2018. "Because of my background, I speak decent French so it made sense that I started as an export manager mainly for French-speaking countries," he says. "In 2021, I moved to Ivory Coast. The organisation had seen the potential of building our first factory there and started the business unit, becoming its first general manager."
Wim has had a similar career trajectory. "Both my parents and grandparents were feed millers, he says." I started in sales and then worked as a technical salesperson for several years at a feed mill in the south of the Netherlands before I joined Koudijs' parent company." After working in various sales leadership positions in Eastern Europe, the Middle East and Africa, he became Director in 2012 when Koudijs was still a small company.
Growth in sales, staff and capabilities
From this modest position, Koudijs has experienced strong growth in recent years, not only in terms of sales volumes, but also in the number of people. "In 2012, we had 12 employees covering sales, office staff, and a small finance department," says Wim. "We now have more than 100 employees." This growth is also due to an expanded customer base, coverage of additional regions, strategic acquisitions and the establishment of Koudijs' own technical departments for the various animal groups. "We also have our own premix factory and formulation department," says Mark. "We've grown from a trading entity to become a value-added company offering high-quality products, technical support and training."
Entrepreneurial spirit
Koudijs' development is due in large part to its entrepreneurial spirit. "We have a real can-do mentality," says Mark. "No matter the challenge, we will take it on." This no-nonsense approach also drives the company's recruitment. "We try to find the right people who fit our culture," says Wim. "You hire the right people step by step, and before you know it, you have a large company."
Contributing to the future development of Koudijs
The size and complexity of the company is one of the reasons Wim decided to return to a more sales-oriented role in the Middle East and Africa. "I like working in the field and having face-to-face contact with clients," he says. "Due to our strong growth, this was no longer possible and I really missed it. I wanted to be closely involved in sales again and still contribute to the Koudijs' further development. So, after honest reflection, I decided it was time for a change in leadership in order to secure the company's future." Mark is full of praise for Wim's decision. "It shows great leadership to take this step and make way for a new generation to ensure the company's continuity."
Driving growth through regional presence, new products and technical support
Looking to the future, Koudijs will adapt its approach to market conditions in each region where it is active. In Africa, where the market is developing, the focus will be on developing new markets. In Europe, the organisation serves the B2B segment, partnering with feed producers and integrators. Future growth will be achieved by expanding Koudijs' presence across more regions, increasing its
product range, introducing more functional ingredients, and expanding technical support departments for all species to strengthen that support and make it more accessible. The company's experience in Europe will also drive its approach in the Middle East. "The market in the region is growing and professionalising," says Wim. "We can help customers with the know-how we have developed in Europe."
With more than 100 years of experience, we know what it’s like to produce feed ourselves. As a result, we understand the challenges our customers face on a day-to-day basis and can support them across all pillars of a feed producer’s organisation.
Complete feed perspective
All this underlines what makes Koudijs different from other players in the market. "We are not a standard supplier," says Mark. "With more than 100 years of experience, we know what it’s like to produce feed ourselves. As a result, we understand the challenges our customers face on a day-to-day basis and can support them with all the pillars of a feed producer’s organisation, like developing a successful assortment, feed production and advice. Our goal is to stay close to our customers, so we can support them with solutions that truly make a difference,” he adds. “I’m confident that the Koudijs organisation is well equipped to meet the challenges ahead and continue growing together with our customers.”
