WESSEL BUDDINGH, BIG GREEN EGG EUROPE

Building something from nothing. That is the motto of Wessel Buddingh', CEO of Big Green Egg Europe. What started as a fun adventure grew into a huge success with a global Big Green Egg community. Who gave Buddingh' the right tools for his successful career? Who was his wheelbarrow? MASTERS starts a conversation.Text: Mical Joseph
Image: Sven ter Heide

What was your very first job?

“I come from 's-Gravenzande, from Westland. We like hard work in this region and that was in my mind from an early age. At the age of 10, I helped a friend with his father who was a tomato gardener, it was called boxes of papers. My father had an architectural firm, employing about seven people, of which my mother was the secretary. Because my father had his own business, I was introduced to the ins and outs of entrepreneurship. I went to MEAO.”

How did you end up in your current job?

“I knew at a young age that I ultimately wanted to become an entrepreneur and started as a cat litter sales representative. My parents moved to Belgium, close to the Dutch border. I asked my father if he knew anyone who knew a fun challenge for me. No sooner said than done: I ended up in Turnhout and entered the brick trade. A niche industry with great products. These stones were unique in the Netherlands and many architects were quickly sold. During a visit to an international construction fair in Berlin, I came into contact with a brick factory near Magdeburg, Germany. I represented this factory for the Netherlands and Belgium for about ten years. I also came into contact with the import of fireplaces and stoves: I sold to about seventy dealers in the country.

The bricks were the moneymaker and the fireplaces were very good for my network. I learned a lot about the industry at a young age and met new people. For me it was important to live in the 'now' and seize every opportunity that presented itself!

So speaking of opportunities, the in-laws of Mathieu, a customer of mine from the stone trade, moved to the United States, to Atlanta, Georgia to be precise. Mathieu tipped me about the Big Green Egg. I had never been to America before and on spec I went to Atlanta where I met the owner of this unique kamado, Ed Fischer. He founded the Big Green Egg company in 1974. There was an immediate click and I became an importer for the Benelux, after which the rest of Europe followed.”

Who was your wheelbarrow in that?

“During my career I have had several wheelbarrows. Bert Woudstra introduced me to the brick trade, which opened new doors. Michel Dutry made me roll into the fireplaces and stoves. He taught me the importance of networking and this brought me into contact with new business relationships. My very good friend René Stevelink taught me to add more structure to everything I did. Every good entrepreneur must constantly listen to what is happening around her or him and always keep learning. We are never done learning. My father taught me that you should respect people who are good at something. Whether this is a bricklayer or the Prime Minister, as long as there is passion and perseverance, you can only respect this. And the last wheelbarrow in my life: Ed Fischer. Of course.

Years later I sometimes asked Ed why he had the confidence in me to bring me on board. He indicated that even though I was young, he saw in me that we had experienced the same kinds of things.”

What is your greatest passion in your profession?

“The greatest passion for me is building the brand and making something from nothing. In the early days I still went to customers with the Big Green Egg. Hop into the van to the relevant address with a bottle of wine and meat for demonstration. I was a young lad of twenty-five years old. Things were difficult at the beginning, as the Big Green Egg was still an unknown product. But looking back, the product has gone from 'nothing' to culinary success in Europe. I still regularly speak to customers about the time when the product was unknown and look at where we are now. I am very proud of that.

We have created a community to which many ambassadors with diverse backgrounds have joined, including Jonnie Boer and Herman den Blijker. Where we first started with a small group, the community grew to thousands of people.”

What has been your biggest learning moment in your career?

“I rely more on my feelings and stand behind something. The gut feeling is very important and if in doubt, don't do it. Over the years I've learned this, but I'm still learning every day. If you stop learning, in my opinion you are doing something wrong as an entrepreneur.”

What is the difference between Americans and Europeans in using the kamado?
“The difference between Americans and Europeans is that Americans really only see Big Green Egg as a barbecue and Europeans see it more as an experience. You could say we are a bit more refined in our vision of the product. That doesn't change the fact that Americans don't enjoy it. There is no good or bad!”

Have you been a wheelbarrow for someone?

“I am not a direct wheelbarrow for anyone, but I am happy to help where necessary by providing advice and tips to my colleagues. I have sometimes expressed a desire to help support a start-up. That hasn't happened yet due to lack of time, but I would like to do this in the future.”