What is Brief History of Ter Beke Company?

What is the history of Ter Beke?

Ter Beke, a Belgian food company, has a rich history starting in the 1920s. It officially became a sausage business in 1948 and went public in 1986. The company is now known as 'What's Cooking?' and is a major player in processed meats and ready meals across Europe.

From its beginnings as a butcher shop, Ter Beke has grown into a significant European food provider, focusing on quality and convenience. Its evolution reflects a strategic adaptation to changing consumer preferences for ready-to-eat meals and premium processed meats.

The company's journey began with Francies Coopman in the 1920s, establishing a butchery. By 1948, it was officially founded as a sausage business. This laid the groundwork for its expansion into a publicly listed entity on Euronext Brussels in 1986. Today, under the new group name 'What's Cooking?', it leads in fresh lasagnas with brands like Come a casa® and offers processed meats under Pluma® and Daniël Coopman®. In 2024, the company reported EUR 404 million in revenue, employing around 1,400 people across five industrial sites in Belgium, France, Poland, and the UK, alongside five sales offices.

The Ter Beke company history begins in the 1920s with Francies Coopman, who started as a butcher and dealer in poultry and rabbits. His entrepreneurial journey led him to establish a butchery, and by 1934, he acquired a former brewery, 'De Zwaan,' which had been founded in 1904.

The Founding Story of Ter Beke

The official establishment of Ter Beke as a sausage business occurred in 1948, marking the formal beginning of the company and the adoption of its name. This pivotal moment in Ter Beke company history was influenced by the post-war European demand for convenient food products.

• Francies Coopman initiated the venture in the 1920s as a butcher.
• The business officially became a sausage operation in 1948.
• The company's name, 'Ter Beke,' was adopted in 1948.
• The early operations were likely bootstrapped, relying on family resources.

In 1959, Daniel Coopman, Francies Coopman's son, took over the management, continuing the family's involvement in the meat processing industry. At this time, the family business had grown to employ 16 individuals. The initial business model focused on producing and distributing processed meats, evolving from a small butchery to a more structured sausage production. Understanding the Target Market of Ter Beke in its early years would have been crucial for its development.

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The early history of the Ter Beke company is characterized by strategic growth and diversification through key acquisitions. This period saw the company expand its footprint and product offerings, laying the groundwork for its future European presence.

Strategic Acquisitions Drive Early Growth

From 1987, Ter Beke initiated a series of acquisitions to broaden its market reach. The purchase of Salaisons Ardennaises Heinen in 1987, though later consolidated, marked an early step. The subsequent year, 1988, saw the acquisition of Herbert Reiners' meat processing business, which later focused on poultry charcuterie.

Entry into Ready Meals and Further Expansion

A pivotal moment in the Ter Beke company history was the 1994 acquisition of Vamos, a leader in fresh lasagna, signaling a significant move into the ready meals sector. This was followed by the acquisition of Les Nutons from Unilever and Heku in 1996, strengthening its charcuterie division. The company continued to build its ready meals segment by acquiring Di Pasto in 2003.

European Reach and Financial Milestones

The Ter Beke company's expansion continued with a 2011 joint venture with Stefano Toselli for lasagna and pasta meals in Central and Eastern Europe. These strategic moves, alongside its 1986 listing on Euronext Brussels, transformed Ter Beke into a major European entity. By 2011, the company operated eight branches across Belgium and the Netherlands, achieving a turnover of €403.7 million, showcasing its impressive Revenue Streams & Business Model of Ter Beke.

Key Acquisitions Shaping the Business

The history of Ter Beke is marked by strategic acquisitions that have shaped its business development. The purchase of Heku in 1996, a market leader in slicing and pre-packaging charcuterie, had a turnover of €23.5 million in 1995. Similarly, the 2003 acquisition of Di Pasto's pasta dishes division, with a turnover of €11 million in 2002, further diversified its ready meals portfolio.

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The Ter Beke company history is marked by significant milestones, pioneering innovations, and substantial challenges that have shaped its enduring presence in the food industry. From its early days, the company has demonstrated a commitment to growth and adaptation.

Innovation has been a cornerstone of the company's strategy, notably with the development of 'freshpack' packaging, establishing it as a leader in pre-packaged meat products. The company also holds the distinction of being the number one producer of fresh lasagnas in Europe.

Freshpack Packaging

The invention of 'freshpack' packaging positioned the company as a consistent innovator in the pre-packaged meat sector.

Ultra-Fresh Ready Meals

The introduction of 'ultra-fresh' lasagne and pasta meals in 2016 boosted ready meals revenue by 7.5% in that year.

Plant-Based Expansion

As part of its rebranding, the company accelerated the introduction of plant-based products to align with evolving consumer preferences.

Sustainability Goals

The company has committed to ambitious sustainability targets, including 100% recyclable packaging by 2025 and a 20% reduction in food waste by 2024.

Strategic Divestment

The sale of the Savoury business unit in January 2025, which generated €464 million in sales, is intended to sharpen focus on more profitable segments.

Investment in Strategy

An investment of an additional €150 million over the next five years is planned to support the new strategy and sustainability objectives.

The company has faced significant challenges, including a temporary factory closure in 2013 due to horsemeat contamination in lasagna products. A more severe crisis occurred in October 2019 when a Listeria infection linked to its Dutch subsidiary resulted in three fatalities and an estimated financial loss exceeding 4 million euros.

Food Safety Incidents

In 2013, the company experienced a setback with the discovery of horsemeat in its lasagna products, leading to factory closures. A more critical incident in 2019 involved a Listeria outbreak linked to a subsidiary, causing fatalities and significant financial repercussions.

Market Adaptation

The rebranding to 'What's Cooking?' in 2023 signifies an adaptation to evolving market demands and a strategic pivot towards a broader, more sustainable food portfolio.

Profitability Focus

The divestment of the Savoury business unit in 2025, which had minimal operating profit despite substantial sales, underscores a strategic effort to enhance overall profitability and concentrate on higher-margin segments.

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The Ter Beke company history is a narrative of consistent growth and strategic adaptation, evolving from a small butchery to a significant player in the food industry. The company's journey, marked by key acquisitions and a recent rebranding, underscores its commitment to innovation and market responsiveness. This evolution is central to understanding the Ter Beke company background and its trajectory.

Sustainability Goals by 2030

What's Cooking? aims to halve greenhouse gas emissions (scope 1 and 2) by 2030 compared to 2021. Water consumption is targeted for a 30% reduction per tonne of product by 2030, using 2022 as a baseline.

Product and Packaging Innovation

By 2030, at least 15% of products sold are expected to be plant-based or vegetarian. The company also plans for 100% recyclable packaging by 2025 and 100% green electricity usage by 2024.

Strategic Investment and Market Growth

An additional investment of EUR 150 million is planned over the next five years to support these strategic and sustainability objectives. This aligns with the growing European ready-to-eat meat market, valued at USD 51.4 billion in 2024.

Market Position and Future Outlook

The company's focus on its ready meals segment, supported by its sustainability roadmap, positions it for growth in a market projected to reach USD 104.2 billion by 2034. This strategic pivot reflects the Marketing Strategy of Ter Beke, emphasizing convenience and health.

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