Visit Winegrower
'Discover the taste of self-employment'
By Hans van Zonneveld
On Friday 22 July 2011, we, the members of the KIVI NIRIA Department of Business Administration, were privileged to be guests at the Wijnberg domain in Ulestraten, Limburg. We were welcomed there, with an aperitif in the form of a glass of wine, by the winemaker himself: Jules Nijst.
From the equipment buildings, we made our way to a terrace with a view. With a view of the hills, Jules explained how he came to this step. Surely the most important thing for him is that the entire business is his own. He gave access to the figures through a PowerPoint presentation and candidly explained the business economics, his strategy and how the company has developed.
The capital-intensive nature of winemaking stands out, especially in the Netherlands because of the expensive land, but machinery and stocks also play a role.
Positioning in the market is very important. Jules aims at the high-end segment to build and expand from there. The other way around, from low end to high end, does not work.
Sales are done through relationships with sommeliers and renowned catering establishments. The most important thing in setting up the business plan is realism: "present it as it is". This is his main lesson from the experience he has from business.
We then went out in the field among the vines. There Jules first explained the history of this wine region. From the Romans, through the time of Charlemagne and Napoleonic rule to the present. Then also the natural conditions that make precisely this area unique: hills with the advantage that cold air stays in the valley and warm air rises, the presence of loess and the south-facing location. The method of pruning, grafting and peculiarities such as planting rose bushes next to the vines were also explained.
We then accompanied him to the refrigerated barn where the fermentation tanks are located. The process by which the wine is created was explained here. In the barn, all the machines were discussed and the mechanical aspects were well explained here. "Good machines come from Germany, they are expensive but then you get something".
Then we all got to taste the various types of wine that come from this estate, accompanied by Limburg bread. Some interested parties wondered whether wine could also be bought here. That too was possible.
The attendees I spoke to thought it was a very successful activity, some had come from far away for this, the Westland, the Achterhoek, Zeeuws Vlaanderen, etc. were mentioned. As the activity was fully booked, a repeat is to be considered.
Description
Taste the route from engineer to entrepreneur
"Discover the taste of self-employment"
The KIVI NIRIA Department of Business Administration is organising an activity for its members in Ulestraten, Limburg, on Friday 22 July 2011.
In this place, to be exact on the Wijngaardsberg estate, works business engineer Jules Nijst. He first held various positions at multinationals, Philips and Vodafone, including as Senior Marketing manager Telecom and Director Product Management.
As an independent professional, he started a new company that has made a prosperous start. His company deals with the cultivation of grapes for the purpose of wine making. In short, the entire production process from grape to packaged bottle takes place there.
He will explain this step in which experience and wisdom played a role. Of great practical importance here was a good business plan that he could base on his rich experience in the business world. The following topics will also be discussed:
- how do you build up this viticultural expertise?
- how do you deal with the risks of investing?
After these interesting topics, there will be a tour of his company followed by a confrontation with the final product: tasting the wine.
Registration is required as the maximum number of participants is 30. The order of registrations will be followed. Registration is possible until 20 July via the website.
This activity is free for KIVI NIRIA members.
13.45 Reception with coffee/tea
14.15 Welcome and introduction by Hans van Zonneveld
14.20 Presentation by Jules Nijst
15.20 Pause
15.35 Start of guided tour led by Jules Nijst
17.00 Closing by Hans van Zonneveld
Location
Wijngaardsberg 2, 6235 ND Ulestraten
Organiser
Business Administration
Name and contact details for information
Hans van Zonneveld