FrietHoes Sets Course for Major Expansion: New Factory, Broader Market Reach, and Strengthened Leadership

FrietHoes is entering a new phase of growth, preparing to scale up production and expand its presence both domestically and internationally, driven by rising consumer demand for high-quality fries that deliver authentic potato taste and freshness.

Rising demand shaping the next level

Across all channels, consumers are increasingly choosing fries that taste closer to real potatoes again—fresh, natural, and full of flavour. Responding to this shift, FrietHoes is moving to the next level as the market continues to evolve. The brand aims to make “FrietHoes” the new benchmark for quality fries, strengthening its position as a leading name in the category. 

A key milestone in this expansion is the development of a brand-new fries factory in Nieuw-Vennep. The facility is currently under construction, with the first production expected to begin in autumn. Once operational, the plant will significantly increase capacity while maintaining the company’s signature taste and culture—staying true to the identity that defines FrietHoes.

Expanding reach and strengthening the team

Alongside production growth, FrietHoes is also broadening its customer base. In addition to serving small and medium-sized foodservice entrepreneurs, the company will now be able to supply larger-scale foodservice operators, marking an important step in its commercial expansion strategy. 

To support this next stage of development, FrietHoes welcomes Joost Smaal to the team. With extensive experience in the foodservice sector, Joost brings deep market knowledge and a strong understanding of evolving consumer needs and dining moments. His energetic approach and industry expertise are expected to play a key role in accelerating FrietHoes’ growth journey. 

With new infrastructure, an expanded customer profile, and strengthened leadership, FrietHoes is positioning itself for a significant step forward in the frozen fries market—both at home and abroad.