Blauw Bloed, as a retail holding, likes to strengthen the social fabric
Blauw Bloed is the joint holding company of retailer Peeters-Govers, the largest Albert Heijn franchise partner in Belgium, and property developer Mathé Heeren: “He provides the canvas on which we can paint,” says Jan Peeters, CEO of Peeters-Govers and Retail Entrepreneur of the Year 2023. Gradually, Blauw Bloed is expanding its activities from Antwerp and the Kempen region to the rest of Flanders. “Personal,” “affordable,” and “accessible” are key values for the company.
Why do you consider it important to engage in this kind of partnership?
Jan Peeters: ‘You always operate within a social fabric. This certainly applies to how we work: embedding ourselves locally and creating strong connections is part of our DNA. We align our stores with the needs of the surrounding community and look for ways to support schools and other local actors, through sponsorship or other forms of assistance. In our view, a neighborhood supermarket should truly serve its neighborhood. It is no coincidence that we are ambassadors for inclusive entrepreneurship. One third of our employees come from activation programs. This is our contribution to greater integration. I see our partnerships in that light: you want to give something back to the fabric in which you operate.’
Why did you choose KMSKA?
Jan Peeters: ‘I was talking about the local fabric, the community in which as a company you want to give something back. Here, we do that on a larger scale. It’s convenient that inclusion is also a core value for the KMSKA, just as it is for us. And of course, the pride radiating from the entire KMSKA project reflects on us as well. That is something to be genuinely happy about.
Mathé Heeren: Naturally, we also organize other initiatives for our network, particularly in the sports sector. With this partnership, we are entering a cultural environment for the first time, and we’re aiming high right away: being a partner of what is arguably the most beautiful house in Antwerp is something special. We even had the chance to see it empty, a work of art in itself. It was Luk Lemmens, the chairman of the board, who invited us to attend a networking event at the museum.’
What is your company most looking forward to during this partnership?
Mathe Heeren: ‘Our introduction to the world of art and culture is new to me. It’s a unique opportunity to experience this in such a setting: a dynamic, pleasant environment where you can really feel a great atmosphere. My expectation is that we will grow intellectually from this and, of course, that we will be able to maintain and expand our network in a beautiful setting. I particularly think back to the evening with opera singer Elise Caluwaerts:what a wonderful experience! That’s certainly different from just going out to a restaurant… For now, I can only give compliments!’
Jan Peeters: ‘I like to answer with one word: pride. Being able to look in the mirror at night and know that you can and may do this, with a good company, and feel comfortable doing so—that makes a person proud. Such a partnership also creates a connection with the past and with what Antwerp stands for. That fits perfectly with Blauw Bloed as well.’
What is your favorite artwork or artist from the KMSKA collection? (In the room where we are speaking, there are beautiful photographic still lifes of vegetables, fruit, and other food items…)
Mathé Heeren: ‘It was a very special moment when we were photographed together with the chairman in front of Joachim Beuckelaer’s 16th-century painting 'Vegetable Market'. It almost feels like an older version of the photos you see here, with the same concept. But in general, I am more drawn to the ‘white museum,’ the modern section, although Fouquet’s 'Madonna' remains an incredible painting.’
Jan Peeters: ‘I am also especially fond of the modern masters. I could spend hours observing the techniques they use and how they evolve.’
