In the 1920s, the Hak family started trading vegetables and potatoes in the isolated North Brabant region known as the Land van Heusden en Altena. After a few years, four sons and a daughter joined the company and together worked on growing the business. The family opened three shops in the region, the first in Giessen and others in Dussen and Werkendam. More and more products were made in-house, such as liqueurs, cherries in syrup, and applesauce. Quality has been a top priority since day one. The Hak family’s first advertising message was: ‘Always buy the best goods, and you’ll spare yourself much worry and trouble.’
In the year that food rationing finally ended, the Hak family bought machinery to produce preserved vegetables and fruit on a larger scale. Preservation was, and still is, based on the 1856 method invented by French army chef François Appert: heating airtight jars. The German Weck family was the first to use a glass jar for this and gave the name ‘Weck’ to this method: ‘wecken’ (home canning).
The first preserving factory opened in Giessen. At the time, the village had only 900 inhabitants. During peak times, ‘neighborly help’ was called in: residents of Giessen and the surrounding area who helped with production on an hourly basis. Sales of the jars were mainly through shops. But more and more greengrocers began to include HAK preserves in their range alongside fresh vegetables. The HAK company started to grow.
HAK grows, employees and village residents of Giessen are busy with the green bean harvest
HAK’s preserving factory had become the family’s main business, so the three shops that formed the basis of the company were closed. The family expanded the factory in Giessen and Aart Hak became director. The new Gorinchem bridge provided a good connection to the region, ushering in a period of growth. By now, 140 staff were employed, and 38 different types of vegetables and fruit were manufactured and packaged in various jar and tin sizes.
HAK's vegetable and fruit variety in the late 1960s
From this year on, vegetables and fruit were packaged exclusively in glass to emphasize HAK’s quality difference. The well-known HAK jar was developed in collaboration with the Van Tuyn glassworks in Dongen. Glass is hygienic and flavor-neutral, and you can see what you’re buying. HAK was truly becoming a brand. Following the choice for glass, the new advertising message from that moment on was: “HAK. You see what you buy.”
'HAK. You see what you buy'.
HAK had grown significantly, partly through various acquisitions, and celebrated its 25th anniversary. Production now reached an impressive 80 million jars a year, and staff numbers had grown to 480! The cultivation of vegetables on large plots in the Flevopolder was also taking on ever greater proportions.
Production capacity in Giessen was further expanded, and HAK also became increasingly active in marketing, partly due to emerging competition in the market.
In 1986, Martine Bijl appeared on Dutch television for the first time in a HAK commercial. From that moment on, she was the face of HAK. The slogan was also changed to the classic: “U moet de groenten van HAK hebben” (You should have the vegetables from HAK).
'So you should have the corn from HAK too'.
HAK has since grown into one of the largest vegetable and fruit processing producers in Europe. In December 2005, HAK was purchased by an investment company and continued under the banner of Neerlands Glorie. After a few years of decline, this takeover ensured a new period of growth for the HAK brand.
HAK is completely back, as seen by the return of Martine Bijl as the face of HAK in commercials. The HAK logo and label were also renewed, giving them a contemporary look. HAK products radiate reliability and quality.
Martine is back at HAK and introduces the renewed label and Mr. de Haan Junior
In addition to HAK, Jonker Fris was also purchased by the investment company in 2005, and both companies were merged at the HAK location in Giessen. Production was expanded with Jonker Fris canned products. In the following years, volume was increased by starting to produce private labels.
In 2011, HAK introduced the 1-2 open lid. A lid that solves a very relevant consumer problem. Thanks to a special construction of the lid, the jar can be opened by almost anyone from that moment on. With its purple rim, this lid also became an important part of HAK’s characteristic glass jars.
1-2 open lid
At the end of 2012, a new strategy was drawn up, resulting in the cessation of private label production. From that moment on, the focus was placed solely on the HAK brand and optimizing product quality. A new media campaign was launched. The new slogan: “Lekker Hollands, met de groenten van HAK” (Tasty Dutch, with the vegetables from HAK). In November 2013, ‘Woensdag HAKdag’ (Wednesday HAKday) was launched.
'Lekker Hollands, met de groenten van HAK'
In 2015, the collaboration with top chef Herman den Blijker began. Herman represents good food like no other and shares the authentic Dutch image of the HAK brand. With the “Bonen Erbij” (Add Beans) campaign, Herman and HAK show how you can make every (weekday) meal even tastier.
Start of collaboration with Herman den Blijker
HAK innovates again. After focusing on quality and the HAK brand for nearly 5 years, HAK introduced new packaging at the end of 2015: the stand-up pouch. Full of natural ingredients, made tasty with herbs & spices, no added sugar, and a source of dietary fiber and protein.
Introduction of the stand-up pouch
The complete HAK range was provided with a renewed logo and completely new labels. The starting points for the new design were optimal visibility of the vegetables in the jar and ‘no-nonsense, back to basics’. The back label was also renewed with explicit information about sugars.
Iconic HAK jar gets a new look
HAK was the first producer in the convenience vegetable and legume category to commit to the independent sustainability label ‘On the way to PlanetProof’ for a large part of its products. In 2019, Red Cabbage was the first to be ‘On the way to PlanetProof’ certified.
Start of On the way to PlanetProof certification
Fresh vegetable specialist Peter van Halder, part of HAK since 2017, continued under the name HAK Fresh as of January 1, 2020. The name change is a next step in HAK’s mission and vegetable strategy.
HAK Fresh
HAK publishes its first Social Impact Report. The 2019 report takes you into HAK’s Green Kitchen: results achieved, initiatives, and concrete actions. HAK advocates for major changes in the food chain and wants to work towards the new ‘Green Normal’ together with growers, producers, retailers, and consumers.
Publication of first MIR
On January 14, 2021, HAK presented ‘The Helping Plate’ (Het Helpende Bord). A plate designed based on science to help children subconsciously eat more vegetables. With this, HAK wants to lend children (& thus their parents) a hand in an innovative & practical way.
Introduction of The Helping Plate
HAK succeeded in getting all its Dutch vegetables and legumes ‘On the way to PlanetProof’ certified in 2021. This means that at least 85% of all our vegetables and legumes are now ‘On the way to PlanetProof’ certified.
Completion of On the way to PlanetProof certification
You should have the vegetables from HAK again! On September 13, 2021, HAK launched its new ‘green’ campaign that makes consumers more aware of sustainable and locally grown vegetables. The commercial features actress Elise Schaap, with whom HAK has entered into a multi-year partnership. She succeeds two icons who were associated with HAK for a long time.
Launch of new campaign with Elise