CêlaVíta Potato Processing Equipment now on Auction by Troostwijk

Troostwijk Auctions has announced the launch of a series of online auctions for the complete industrial inventory of CêlaVíta, the Netherlands-based producer of chilled potato products that was declared Bankrupt earlier this summer. With efforts to restart the company now officially ruled out, the assets will be sold through six structured online auctions, expected to draw significant interest from buyers across Europe and beyond.

Six Online Auctions Featuring High-Quality Food Processing Equipment

The auctions open on 18 December 2025 and will close in phases through 15 January 2026. All auctions are brought together on a single, clearly organised overview page for easy access by bidders.

At the heart of the offering are two major auctions:

• Potato processing machinery, including sorting lines, washing and peeling machines, cooking installations and other core process equipment.
• Packaging and labelling machinery, featuring complete packaging lines, metal detectors, weighing systems and advanced labelling technology.

The auctions include a wide range of high-quality stainless-steel food processing equipment from leading international manufacturers such as TOMRA, Newtec, Kiremko, Dofra Foodtech, DTS, Oldenberg Alpha, Odenberg and Marcelissen.

Highlighted Machines and Installations

Among the key assets on offer are:

• Newtec Celox-P-UHD stainless steel optical sorter (2017)
• Kiremko / Agrico stainless steel potato peeling line
• Dofra Foodtech stainless steel potato segmenter (2015)
• DTS stainless steel screw conveyors
• Stainless steel bunkers and insulated tank configurations
• Sorting systems from Oldenberg Alpha, Odenberg and TOMRA
• Finis and Marcelissen peeling, cutting and sorting units
• Filling and weighing lines
• Tray sealers

All auctions are bundled on a single, clearly structured overview page, enabling buyers to easily browse, compare and participate across all six auctions.

End of an Iconic Dutch Food Brand

Founded in 1967 in Wezep, CêlaVíta grew into a pioneering name in the convenience potato segment, supplying supermarkets, foodservice operators, hotels and the food industry throughout Europe. Despite its strong market position and legacy, the company faced prolonged financial pressure due to ongoing losses, rising costs and difficulties in securing new customers. Bankruptcy was declared earlier this summer, bringing production to a halt and resulting in the loss of 171 jobs.

According to Mr. Frans Aartsen, the bankruptcy trustee of , a restart of the business proved unfeasible due to the company’s size, the complexity of its production processes and the ownership structure of the factory.

Mr. Frans Aartsen, the bankruptcy trustee of CêlaVíta:

"It is deeply regrettable that a truly Dutch company with such a typically Dutch product is disappearing. CêlaVíta helped shape the market for convenience potatoes. That this history now comes to an end is especially painful for the 171 employees who lost their jobs, as well as for the many growers who have been left with losses."

Giving Machines a Second Life Through Reuse

Troostwijk Auctions expects strong demand for CêlaVíta’s equipment, both domestically and internationally. Jasper van Leeuwen, Account Manager Insolvency at Troostwijk Auctions, highlighted the role of auctions in promoting sustainability and reuse.

Jasper van Leeuwen, Account Manager Insolvency at Troostwijk Auctions:

"We hope that other producers will be able to give these high-quality potato processing machines a second life. Most of the machines are still in excellent condition and can add value elsewhere immediately. By choosing reuse, buyers contribute to a circular economy."

In addition to complete installations, parts from older machines remain popular for maintenance and refurbishment, extending the lifespan of existing equipment and reducing the environmental impact associated with new production. Troostwijk Auctions notes that online auctions are increasingly strategic in facilitating international visibility, transparent market-based pricing and efficient redeployment of industrial assets.

About Troostwijk Auctions

Troostwijk Auctions is part of TBAuctions, Europe’s leading industrial auction group, operating a multi-brand portfolio of digital B2B auction platforms across the continent. Celebrating its 95th anniversary this year, Troostwijk Auctions has grown into a European market leader in online auctions of industrial assets.

Driven by the belief that everything has value, Troostwijk Auctions connects fast, local sales with global demand through its digital auction platform. By extending the lifespan of industrial equipment, the company actively supports the transition to a more circular economy. 

With over 1 million lots auctioned annually, 4 million monthly visits, local sector specialists across Europe and buyers in more than 170 countries, Troostwijk Auctions plays a central role in enabling efficient, transparent and sustainable trade in industrial assets.