New Wave Group
Not on sustainability. We build companies and initiatives that prove the best grown food is also the best tasting. New Wave Catering is the first.
Vision
The food system is broken. We are fixing it, one plate at a time.
Nobody changes the way they eat because somebody lectured them. They change because something tasted better. So that is where we start.
The world we are working towards is one where the best tasting food on the table happens to be the best grown as well. When that is true, nobody needs convincing. The choice makes itself, at lunch, at a dinner, at a thousand desks on a Tuesday.
Strategy
Farmers who grow food properly do not have a product problem. They have a competition problem.
They are up against a chain built to reward volume and price, not soil, flavour or time. Their produce wins on the plate and loses on the invoice. We work on both sides of that.
01
We build companies that buy from these growers at a scale that makes their work pay, and put the result in front of thousands of people a day.
02
Every plate is the argument. When nobody notices what is missing and everybody notices how it tastes, the case is made without a single claim.
03
Beside the companies we set up and back initiatives that build the conditions for the shift: knowledge, access, and a market that rewards how food is grown.
Brands and activities
Corporate catering, cooked in Rotterdam and served across the Randstad. Vegetables in the lead, meat and fish when the sourcing is right. Twenty‑five years in, and the sustainability is a consequence of the cooking, not the pitch.
newwavecatering.nlSetting up and backing projects that push food towards quality as its measure. Independent of the companies, and aimed at the ground all of them stand on.
The group is built to hold more than one company. Further ventures and initiatives are in preparation.
Get in touch
Whether you grow, cook, invest or order: if quality is your starting point too, we would like to hear from you.