{"id":116920,"date":"2025-04-14T16:45:22","date_gmt":"2025-04-14T14:45:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=116920"},"modified":"2025-04-25T16:56:59","modified_gmt":"2025-04-25T14:56:59","slug":"honderdjarig-meli-wil-grootste-van-europa-worden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/honderdjarig-meli-wil-grootste-van-europa-worden\/","title":{"rendered":"Honderdjarig Meli wil grootste honingbedrijf van Europa worden"},"content":{"rendered":"\n<p><strong>Meli<\/strong> viert zijn honderdjarig bestaan met meer dan nostalgie: het honingbedrijf wil zijn marktleiderschap in de Benelux omzetten in Europese dominantie. Tegen&nbsp;2030 moet het West-Vlaamse bedrijf de grootste honingverwerker van Europa worden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Expansie in stroomversnelling<\/h2>\n\n\n\n<p>Meli uit Veurne mikt resoluut op schaalvergroting: \u201cWe willen tegen&nbsp;2030 het grootste honingbedrijf van Europa worden\u201d, bevestigt CEO Koen Steurbaut in een persverklaring. Concreet plant het bedrijf een productiegroei met&nbsp;50% en investeert het ruim drie miljoen euro in de verdere automatisering van zes verpakkingslijnen. De nieuwe installaties moeten tegen het derde kwartaal van&nbsp;2026 operationeel zijn, zonder personeelsafbouw, zegt Steurbaut.<\/p>\n\n\n\n<p>Sinds kort draait de productie ook in het weekend, waardoor het bedrijf nu zeven dagen per week actief is. De investeringen moeten de groei in het eigen merk en huismerkproducten (respectievelijk goed voor&nbsp;25% en 75% van het volume) versnellen, vooral in buurlanden als Frankrijk en Duitsland \u2013 meteen ook de grootste concurrenten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Eeuwfeest met gouden rand<\/h2>\n\n\n\n<p>Meli werd in&nbsp;1925 opgericht door de toen 18-jarige imker Alberic Florizoone. Zijn marketingaanpak \u2013 zoals gratis potjes, exclusieve distributie per dorp en de oprichting van het Meli-Park \u2013 was zijn tijd ver vooruit. Het park werd in&nbsp;1999 verkocht aan Studio&nbsp;100 en vormt vandaag de basis van Plopsaland. Hoewel de oprichter in&nbsp;1992 overleed, zetelt de tweede generatie nog steeds in de raad van bestuur &#8211; bewust zonder operationele functies waar te nemen.<\/p>\n\n\n\n<p>Vandaag verwerkt Meli, samen met de Nederlandse dochter <strong>Imkerij de Traay<\/strong>, jaarlijks 20&nbsp;miljoen kilogram honing. Dat komt neer op vijftig miljoen potten en knijpflessen. Met een geconsolideerde jaaromzet van 85&nbsp;miljoen euro en een nettowinst van 4&nbsp;miljoen euro is het bedrijf stevig verankerd in de Benelux-markt. Het personeelsbestand telt 97&nbsp;medewerkers, waarvan 53 in Veurne.<\/p>\n\n\n\n<p>Om het eeuwfeest te vieren, pakt Meli nu uit met retroverpakkingen en een nationale actie waarbij consumenten gouden miniatuurpotjes van 14&nbsp;karaat (ter waarde van elk 3.000&nbsp;euro) kunnen winnen. Ook staat er een feest gepland in Plopsaland en worden reizen uitgedeeld naar bloemenvelden in Mexico \u2013 een van de belangrijkste herkomstlanden van de honing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Meli viert zijn honderdjarig bestaan met meer dan nostalgie: het honingbedrijf wil zijn marktleiderschap in de Benelux omzetten in Europese dominantie. Tegen 2030 moet het West-Vlaamse bedrijf de grootste honingverwerker van Europa worden.<\/p>\n","protected":false},"author":5,"featured_media":116925,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[1675],"topic":[197],"region":[182],"class_list":["post-116920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-meli","topic-expansie","region-west-vlaanderen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Honderdjarig Meli wil grootste honingbedrijf van Europa worden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Meli viert zijn honderdjarig bestaan met meer dan 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