History

A one hundred and three years of providing consumers with the very best potatoes

Learn more about the history of our family business.
1922

Potatoes, fruit and vegetables from Oosternieland

On 5 May 1922, Wolter Werkman began trading in fruit and vegetables in the village of Oosternieland in Groningen. Wolter’s wife Elizabeth shared his entrepreneurial spirit, running a grocery business from their home.
1930

Less time to market

Business was going well and in 1930, the couple bought their first lorry, enabling them to drive to the Groningen wholesale market themselves.
1945

Son Tiemen Luitje joins the firm

Founder Wolter Werkman’s son Tiemen Luitje joined the business after the war. Operations expanded and the firm of W. Werkman & Zoon travelled all over the country to purchase fruit and vegetables to trade at auction in the northern Netherlands.
1957

MOVE TO UITHUIZERMEEDEN

Tiemen Luitje and his wife took over the ownership and moved the firm to larger premises in Uithuizermeeden in 1957. With a taste for innovation and entrepreneurialism, Tiemen Luitje took a daring decision and purchased a machine for the packing of smaller bags of 2 to 5 kilos.
Jaren 60

INTRODUCTION OF SMALLER BAGS OF CLEANED POTATOES

These proved a great success with grocers and greengrocers. Cleaned potatoes, with the line ‘The best, no waste, no dirt’, were a hit with the critical housewives of the time. The provision of promotional posters for shop windows surely contributed as well.
1974

Brandname Landjuweel

In 1974, the firm began using the Landjuweel brand name. A fitting and comprehensive name for these jewels of the land: potatoes.
1979

WERKMAN’S THIRD GENERATION

In 1979, Bram Werkman (the original Wolter’s grandson) joined the company. The firm’s name was changed to T.L. Werkman & Zoon.
1983

FIRST PROMOTIONAL CAMPAIGN FOR LANDJUWEEL

While many companies were only starting to venture into PR, Werkman launched Landjuweel’s first major promotional campaign in 1983. The firm sent potential customers attractive sample bags accompanied by a promotional letter.
Jaren 80

Business is booming

In the late eighties, business was going well and volumes had tripled. The firm acquired a company. This further expanded the firm’s opportunities.
1989

Move to Oosternieland

The firm needed more space and found it in nearby Oosternieland. The new hall included two computer-controlled fully automatic packing machines and the first potato washing machine. While others frowned disapprovingly, this proved the foundation of a nation-wide breakthrough, allowing them to supply washed (clean) potatoes.
1995

Construction of new production hall

The hall included a new slat conveyor for the efficient transport of potatoes from storage to the packing machines. A new packing machine was added as well.
Eind jaren 90

180 different types of packaging

By the end of the 1990s, Landjuweel had switched to supplying supermarket chains exclusively. Landjuweel was now one of the major businesses in the Dutch potato supply chain. The firm served major customers such as C1000, De Boer-Unigro, Nieuwe Weme, Schuitema, Edah and Poiesz. A well-oiled, modern and flexible organisation was therefore essential. Landjuweel offered 180 different types of packaging at the time, each with its own unique code.
1999

OFFICE CONSTRUCTION AND EXPANDED HALL

Landjuweel is hard at work expanding its premises. A new office building was added and the hall expanded by another 700 m2. Landjuweel had nine fully automatic packaging lines in operation at this time. 1100 tonnes of packaged potatoes left the premises weekly.
2007

Construction of new washing hall

The old hall was replaced by a large reception building and a washing hall.
2013

Turbulent times

The loss of a major customer necessitated a business reorganisation.
2017

Sale of transport division

The company was back to focusing entirely on packing the best quality potatoes for retail and food service. Partly due to this decision, Landjuweel managed a full recovery from its troubles.
2022

Centennial

On 6 and 7 May, Landjuweel celebrated its centennial with a big party for business partners and employees outside its premises.
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