Dutch fried fish specialist AMfish brings in Pieter de Boer as managing director

An array of AMfish's products in a display case.
Fresh and prepared fish product producer AMfish has chosen Pieter de Boer as its new managing director | Photo courtesy of AMFish
4 Min

Katwijk, the Netherlands-based fried fish specialist AMfish has replaced its managing director.

Pieter de Boer, who has held executive positions at several foodservice-focused firms in the Netherlands, including time at Seafood Parlevliet, has taken over from Frans Kegge, who will move into a different role overseeing the company’s financial matters. De Boer will mainly concentrate on the company’s commercial activities.

AMfish Managing Director Pieter de Boer

“With Pieter on board, we are convinced that we can further strengthen our commercial activities and improve our position in the market,” Kegge said in a press release. “His experience and expertise will help us achieve our goals and successfully execute our growth strategy.”

Created in 2019 out of a merger between VisSpecialist Almelo and Vishandel van Meines. AMfish is a producer of fresh and prepared fish products, with a focus on fried fish products sold to the foodservice, wholesale, healthcare, and catering markets, as well as the retail market.

According to AMfish Marketing Representative Calvin Gijzenij, the company has struggled with higher prices across the board.

Alaska pollock and hake are cheaper options, so they are growing more popular. But, salmon has gotten very expensive, and people continue to consume it,” Gijzenij told SeafoodSource at the 2024 Seafood Expo Global. 

AMfish focuses on convenience fish products, specifically kibbeling, a snack consisting of battered chunks of fish and lekkerbekje, considered the Dutch version of fish and chips.

“Those are two huge products for the Dutch market; they are consumed everywhere,” Gijzenij said.

Both products used to be made with cod, but now the primary species used are hake and Alaska pollock, though the latter has gotten a bit more expensive and harder to source due to difficulties facing the U.S. fishery, according to Gijzenij.

“We are seeing a shift more to hake, but still, we have steady sales for Alaska pollock, and it’s still a very important piece for us,” he said.

AMfish has perfected its recipe for kibbeling, and Gijzenij said it is the Netherlands’ top supplier.

It also sells other value-added products, including salmon roulade, stuffed whitefish rolls, terrines, fish ravioli, burgers, fish cutlets, and fish fingers, including gluten-free and salt-free alternatives.

“Maintaining that perfect texture is hard. Breading and not only using a batter is important so it stays crunchy, as well as keeping the fish fresh and not freezing it,” he said.

Like many other markets, Dutch restaurants are moving toward buying products that offer ... 

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