Bruynkens relies on GEA for custom craftsman­ship

Bruynkens Vleeswaren focuses not on volume but on quality. Director Marc Carpriau and his team produce meat products in Olen, Belgium, for various channels. Tailor-made solutions are the company’s great strength.

He prefers not to be called CEO or managing director, but Marc Carpriau knows that his position comes with a title, as he is ultimately responsible. However, he feels most comfortable as just one of the 60 employees. His maternal grandfather, Alfons Bruynkens, founded Bruynkens Vleeswaren in 1919, initially producing bacon, hams, and luncheon meat. At the time, Bruynkens distributed these meats to butcher shops in and around Borgerhout. The Belgian company has since grown significantly.

Marcel van den Heuvel (left) and Marc Carpriau

Custom products 

Since 1992, Marc has been at the helm as the third generation of the family, following a clear philosophy: “We serve a niche market. We make products that the big players don’t dare touch. We provide custom solutions, are flexible, and focus on the segment between artisanal production and industry. We don’t have to compete with big brands. If we lose a customer occasionally, it’s due to price, never quality.” Bruynkens focuses on the channel that includes charcuterie and wholesale distributors for the hospitality industry. Many products are sold in high-end sandwich shops, snack bars, and delicatessens. Customers in the industrial channel often seek tailor-made semi-finished products. “That’s where our strength lies. We make meatballs with the spice mix the customer requests. We listen very carefully to their needs and respond to them.” Retail is supplied with either the Bruynkens brand or under a private label.

Trends 

A key characteristic of this family business is their ability to constantly adapt to the latest trends. “Retail mainly wants to sell in bulk, but we’re seeing that many customers are asking for smaller portions and more variety. Eating habits are changing. The time of large slabs of bacon and oversized sausages is over. In addition, families are smaller these days, which calls for different packaging. Moreover, demand for chicken has increased significantly in recent years. We see production growing annually, while the more expensive smoked meats are somewhat less popular.” Marc and his team broadly focus on four segments: fine cold cuts, minced meat specialties, barbecue products, and consumer packaging. “I believe in making clear choices. For example, we consciously choose not to offer slicing. As a company, you have to do what you’re good at and fully commit to it. Otherwise, you’ll end up making enemies,” he says in his unmistakable Flemish accent. They also don’t engage in the production of vegetarian products. Marc explains, “Stick to what you know. Of course, I see the trend, but we leave that to the specialists. Twenty years ago, we were already making meatballs with vegetables. We were ahead of the curve with that hybrid assortment,” he adds proudly.

Recognition 

The company gained recognition with its meatballs and soup meatballs. “About 35 years ago, sales took off so well that we wanted to automate the production lines,” Marc reflects. “We came into contact with the Dutch company run by Wim and Nelly Koppens. They were far ahead of their time with machinery in this field. Their company has since become GEA Food Solutions, and we have had excellent and close relationships with GEA and their employees for many years now,” Marc states. “GEA Food Solutions has made a name for itself in performance-enhancing equipment for food preparation, further processing, and packaging.” Most of the machines in Bruynkens’ production line now come from GEA. Marcel van den Heuvel, Senior Area Sales Manager at GEA, is practically a part of the team in Olen. “We coordinate a lot and have built a personal relationship by now. GEA provides technical support and maintenance for the machines, so Marc doesn’t need to employ technically trained staff,” he adds.

Out of action 

In 2022, the company’s frontman was out of action for a while due to rehabilitation after back surgery. He’s now back to work at full capacity. “That time made me think. I was forced to take a step back and delegate more,” says Marc, who realized that the company, staffed largely by young people, continued to run smoothly even in his absence. “Among those young people is the future leadership, but it’s not time for that yet!” says the director, who has no children himself. There’s no talk of stepping down or passing the torch any time soon. The entrepreneur, who relocated the company from Antwerp to Olen in 1992 due to lack of expansion opportunities in the city, still has plenty of plans. “We want to expand with an additional production hall in the coming years, and that’s possible here.” Bruynkens Vleeswaren is thriving.

www.gea.com
www.bruynkens.be

Photos: © Cor Salverius