Geurts Champignons Celebrates 40 Years of Craftsmanship: 'Our Strength Lies in the Family'
In Milheeze (Brabant, the Netherlands), family business Geurts Champignons is celebrating a special milestone this year: its 40th anniversary. The company is run by four brothers, each with their own role within the business. From a young age, they were surrounded by mushrooms. John Geurts, the third son, dreamed of becoming a farmer as a child and was already helping out in the nursery at an early age. That passion never faded—he is still at the company seven days a week.

We had the opportunity to visit Geurts Champignons and take a behind-the-scenes look at their operations. We saw how craftsmanship and innovation go hand in hand. With a strong focus on quality and sustainability, the family business continuously adapts to an ever-changing market.

A family business with a strong foundation
The history of Geurts Champignons was built by Willy and Maria. Willy was responsible for the cultivation process, while Maria handled administration. Although they have officially stepped back, they are still involved in the business. "Our father is here almost every day, but without any obligations. That's part of being a family business," says John Geurts. His mother still manages part of the administration, although a staff member now handles most of it.

The four brothers each have their own expertise: Ruud, the eldest, is closely involved with the production floor and has extensive experience in cultivation and cutting. Frank and John focus more on strategy, while Dennis, the youngest, is the technical expert. "Everyone does what they’re good at, and that has developed naturally," John explains.

The collaboration between the four brothers works well, partly because each has their own area of expertise. "We've had our fair share of discussions in the past about the direction of the company," John admits. "But because we have clear responsibilities, everything runs smoothly now. Each of us makes decisions within our own field, allowing us to work efficiently."

Beyond the family bond, another factor makes Geurts Champignons unique: everything happens on one site. This not only ensures quality control but also makes the company an attractive partner for retailers. “We built our own sales network by literally getting in the car and talking to customers. We are known for our reliability and quality.”

From export to a focus on the domestic Market
The mushroom industry has changed significantly over the years. While Geurts Champignons used to be heavily focused on export, the company has now shifted its attention to the domestic market. "Ten years ago, we were still heavily involved in the international market, but we saw that this was becoming increasingly challenging," John explains. "So we made a strategic decision to focus more on Dutch retailers and consumers. We deliver directly from the source, and it works."

This strategic shift has helped Geurts Champignons establish itself as a reliable, long-term partner within the Netherlands. "Supermarkets and other buyers are looking for suppliers who can guarantee stability and quality. With our 40 years of experience and full control over the cultivation and packaging process, we can offer that."

With 18 growing cells and room for expansion, Geurts Champignons maintains year-round production. In winter, this reaches around 80 tons per week, while in summer, it drops to 65 tons.

Sustainability and innovation as key priorities
To remain competitive in the future, Geurts Champignons is investing in sustainability and technology. "We don’t just want to grow; we want to work smarter and more efficiently," says Geurts. "We continuously look for ways to improve our cultivation and harvesting processes, save energy, and reduce our ecological footprint."

Geurts Champignons finances all its expansions independently. “We want to remain as financially healthy as possible,” says John. This means not only running a responsible business but also thinking ahead. “The industry is becoming more expensive, and innovation is essential to remain profitable.” This includes automation in harvesting and energy-saving measures in the growing cells.

One of the innovations the company is exploring is the use of automated harvesting techniques. However, Geurts remains critical of certain technological developments in the sector. "Many innovations sound great on paper, but in practice, they must add real value. We want to maintain flexibility and invest in technologies that truly pay off."

Social Media and visibility
In addition to technological innovation, online visibility is playing an increasingly important role.
Geurts Champignons has made significant investments in social media over the past few years to share its story and showcase its products. "We work with a company that helps us communicate our message effectively," Geurts explains. "At first, I was skeptical, but now I really see the value. Recognition and repetition help people remember us."

According to Geurts, a personal approach works best. "People respond most to posts where we share something personal, like old photos from the past or behind-the-scenes glimpses. That makes us, as a family business, authentic and approachable."

A Celebratory Milestone
While there are no major celebrations planned, Geurts Champignons does not want to let its 40th anniversary go unnoticed. "We definitely want to highlight this milestone because 40 years in this industry means you are reliable and know your craft," says Geurts proudly.
One of the ideas is to use drones to create a video showcasing the entire production process, from cultivation to transportation. "That would be a great way to show what we do and how we work," says Geurts.

With a strong foundation, a clear vision, and a passion for cultivation, Geurts Champignons continues to evolve. "For us, it’s all about running a healthy business and delivering quality. That’s what we remain fully committed to, now and in the future."
Despite the challenges in the sector, John remains optimistic about the future of mushrooms. “It remains a valued product. We always look ahead and think beyond. That’s what sets Dutch growers apart.”