The conscious bakers of Bolletje

Bolletje has been baking the Netherlands’ tastiest rusks since 1867. Since then, the range has expanded considerably and production has constantly innovated. But the smiles and family feeling have remained, Gertie Protzman, Gabriella Vonk and Daisy Laarhuis tell us. “Bolletje is a very social company.”

It is safe to say that Bolletje is the most famous baker in the Netherlands. The rusks and kruidnoten. The red, round letters. The little baker figure on the packages, originally drawn by Marten Toonder. Iconic slogans like “Ik wil Bolletje!” and “Daar zou ik weleens een beschuitje mee willen eten”. And of course, the name, inspired by the little ball of dough from which each rusk is formed. 

Bolletje, with branches in Almelo and Heerde, calls itself the “contemporary, inventive baker that is at the heart of society and puts a smile on your face.” Every day, the company works towards a future where good food, sustainability and connection go hand in hand.

The beauty of Bolletje

Facility coordinator Gertie Protzman started working at the bakery as a 14-year-old boy in 1980. “The then managing director, Bertus ter Beek, walked around the factory like an ordinary employee. That was much appreciated. You can still tell from how we treat each other that Bolletje is originally a family business. The company is good to its people.” 

That social feeling has always remained, Protzman believes, even after its acquisition by the German company Borggreve in 2013. Although Bolletje now has over 300 colleagues, it is still a “nice authentic, friendly company”, agrees Gabriella Vonk, front office employee and assistant buyer. “There is little distance, the management is very approachable.” Protzman: “That’s the beauty of Bolletje: you can knock on anyone’s door”.

Moving with the times

Another characteristic is that Bolletje’s bakers move with the times. Founder Gerardus ter Beek was already working with an electric rye dough machine. The bakery combines baking skills with modern techniques. And the range of products is also growing based on consumer wishes. As it should, Vonk thinks. “If you stand still, you slowly deteriorate. You have to stay innovative as a company.” 

That sounds simpler than it is, says Protzman. “You have to look for something that is not yet on the shelves. That is quite difficult, because those shelves are all full.” Therefore, new products are constantly being developed. Like the Kruidnoten bar: ten kruidnoten put together, in two rows of five. Easy to take with you, and with that familiar taste. Or the Zaden & Pittenrepen: bars with a ‘crunchy bite’ that contain 0% sugar.

Feeding and connecting

The new products fit into the vision of feeding people consciously and fostering greater connection, says Daisy Laarhuis. In addition to her role as financial controller, she is responsible for the fleet and insurance and part of clothing management. “Bolletje is known for its kruidnoten and other seasonal products, but we are also developing more and more breakfast products and healthy snacks.” 

This way, Bolletje makes it easier for people to make conscious and better food choices. In addition, bakers create moments that bring people together: around a bowl of kruidnoten on Sinterklaas evening, or with beschuit met muisjes during maternity visits.

Bolletje bewust 

That commitment fits seamlessly with Bolletje Bewust, the sustainability programme that outlines the route to a healthy society. With responsible food, fair chains, reduced CO2 emissions, sustainable packaging, and a focus on both bakers and bakery. After all, as a baker, Bolletje not only wants to make tasty products, but also contribute to a world where eating well and responsibly is taken for granted. 

“Sustainability is not something you necessarily make money on as a company”, says Laarhuis, “but you want to do it anyway”. Sometimes that is a challenge. The factory in Heerde, for example, is located in a listed building. “It has a beautiful look, but in terms of sustainability, it is difficult.” By producing smarter and more efficiently, for instance with energy-efficient ovens and AI-controlled sorting, they still manage to reduce CO2 emissions step by step.

Balance 

Or take packaging: essential for taste, quality and sustainability. For several products, packaging volume has been reduced and materials simplified. Laarhuis: “And when the innovation department comes up with a new product, we immediately look at what is possible in terms of packaging”. This way, Bolletje strikes a balance between all aspects involved, from protection and convenience to environmental impact.

Wherever possible, the baker chooses local or regional suppliers. Is that not possible? Then the company works with responsible partners elsewhere, always with an eye on sustainability and transparency. Risks in the chain are addressed, including by asking suppliers to sign the Suppliers Code of Conduct.

Shared values

Working with partners who share the same values is crucial in this respect. Including when it comes to company clothing, which has been provided by Nedlin for the past two years. “Good and hygienically clean clothes are very impor tant for Bolletje”, says Protzman. “More over, clothing is part of our identity. When a business associate walks through the bakery here, it has to look good.” He calls the partnership with Nedlin “perfect”. “Everybody faces challenges. But if you can rely on each other, you can solve them together.” 

Protzman can clearly see that Nedlin is also a family business. “Nedlin is big, just like us. Yet we are close together. When we need each other, the lines of communication are short.” He also likes the flexibility. “If an employee left or changed size, we used to lose those clothes. At Nedlin, we can assign it to someone else or put it aside for a while. That works perfectly.”

Nedlin-portal  

The clothes are spread across two locations. Clean clothes arrive in several places and are placed in the closets by Nedlin’s driver: by name for permanent employees, and in a shared closet for f lexible employees. Thanks to the Nedlin portal, the facilities team keeps an overview of clothing and stock. 

Protzman, together with Vonk and Laarhuis, also makes regular rounds of all departments to keep the wardrobes in order. Is a polo shirt sat in the closet too long? Then they throw it in the wash themselves to keep the data in order. This way, bakery and laundry together ensure that Bolletje’s bakers continue to make life healthier and tastier.