In conversation with Wessel Buddingh

Wessel Buddingh is CEO of Big Green Egg Europe. From the sustainable head office in De Lier, he is responsible for distribution to 44 countries. You don't just become the market leader in the ceramic barbecue segment. Irene van de Laar talks to the CEO about intuition, inspiration, coincidence and quality.

What was the starting point for the architecture and overall appearance of your office?

“I wanted to work around a tree. That was actually a requirement for the architect. My wish was a square building and a relatively closed building to the outside, but completely open and transparent to the inside. I like privacy and accessibility at the same time. Our office building looks like one magic boxes: you step in and create your own Big Green Egg feeling. The fifties and sixties are also clearly evident. I think the Mid-Century style is really cool. We have used a lot of natural materials and there is a lot of light. I experience a lot of benefit from light, I believe that it gives you different ideas.”

To what extent does this fit with the company's mission?

“We constantly look at the target group and opportunities with an open and broad view. The environment contributes to this. It has to be right internally and externally. The mission is ultimately to give people an unforgettable cooking experience with like-minded people. The Big Green Egg is the centerpiece, but in the background. We want the product to have the hero to make. To be honest, I'm not really concerned with a mission or a vision, but it is useful for your company. Then everyone knows what we do it for. We'll try one fan base to create and that works very well.”

What feeling does Big Green Egg represent?

“For a happy, nice and free feeling. You come home, light the Egg and you are immediately in a different mode. You buy beautiful ingredients and get started with your family or friends. A nice glass of wine or a beer. You have good conversations and the Big Green Egg does its work in the background. The result is always fantastic. That's why I started it back then. Some people like it, others don't. Maybe he shouldn't be formal and casual looks but there is something innocent about him. He's friendly. A friend to everyone and a connector. A connecting cooking pot.”

When did you first smell entrepreneurship?

“My father had an architectural firm, which might explain the affinity. I was always looking at those books. He was also an entrepreneur, a completely different type, but that doesn't matter. I worked for a boss for two years as a sales representative. I learned a lot, it was great fun, but I still wanted to start my own business. I was 22 years old then. I started importing bricks. Very sexy.”

How did the interest in Big Green Egg arise?

“A customer from the brick trade, whose parents-in-law had emigrated to Atlanta, tipped me off about the Big Green Egg. He cooked on it every night. He said: 'I want that in the Netherlands too.' He went to that shop where his father-in-law had bought it. That turned out to be the headquarters of Big Green Egg. The idea was to introduce this kamado together in the Netherlands. Until his wife was pregnant and he did not dare to take the financial risk. In the meantime my curiosity was aroused. On spec, I booked a ticket to Atlanta. I met Ed Fischer, the founder of Big Green Egg. We clicked immediately. These are one of those coincidental moments that are sometimes given to you. He thought that was nice, a boy from the Netherlands who wanted to sell that. I became an importer for the Benelux. Europe followed later. We are now in every country.”

What can this outdoor cooker do?

“With a temperature range of 70 to 350 degrees, all cooking techniques are possible: grilling, baking, boiling, stewing, smoking and slow cooking. You can even bake a pizza on it. It is a product for life, and the ultimate remake of the kamado. The ceramic with NASA technology is indestructible. It is a bit more expensive than the competition, but you are set for the rest of your life.”

Does competition keep you awake?

“The basis of Big Green Egg, the ceramic, is unique. No one can copy that. About ten years ago, when it really started to become a success, it kept me awake at night. Suddenly two or three privateers arrived on the coast. Then you think: the hyenas are waking up. I found that annoying. Not anymore. You just have to keep going. It keeps you on your toes, including our marketing team. This market is big enough and they also have their advertisements, so they help make kamado cooking bigger. We also benefit from that.”

When you became an importer, did you ever think: this is the golden egg?

“I never thought that. Every year a few more countries are added. In the beginning it was really pioneering. I participated in many trade missions in various countries. Then I would drive with that egg in the back of the car to Sweden, Eastern Europe, France, Spain, etc. It's just a quest.”

What were the pitfalls?

“There weren't any. I am someone who thinks: if you want to achieve something, you have to go out. You can make a business plan about how it should be in the ideal world, where those pink clouds arise, but they are not there. I just took that egg: drive and ring the doorbell. That works best. Nowadays this is of course easy via social media. If you have a good product you look for one an influencer. If you're lucky you'll go sky high. I eventually built up a distribution network, and that took twenty years.”

You do not become the market leader of an exclusive cooking oven overnight. What was decisive for the success of Big Green Egg?

“I think the success has mainly come from sticking to our target group. We are often approached by retail to do promotions together. We never do that, we stay away from that. We have always sworn allegiance to the smaller ingredient suppliers, such as Livar. They have pigs that are still really pampered. With Big Green Egg we want to give the feeling that the product stands for top quality, including the ingredients. You don't get that from retail, but from the butcher, the greengrocer and the really good fishmonger. In addition, we built slowly. The marketing, sales, logistics and financial story are rock solid, but that has grown slowly.”

Which role suits you better: entrepreneur or manager?

“Entrepreneur. I am not a manager, nor am I a people manager. I'm someone who says: 'You get all the freedom, and if that doesn't work we'll split up and I hope you develop.' We also work according to the Semco principle, devised by the Brazilian Ricardo Semler. You make your organization more agile and give your people more autonomy and confidence in their own responsibility. As long as you achieve the goals.”

Do you have a talent for subordination?

“No, not in terms of entrepreneurship. I have been playing golf for a long time, and in recent years I have become more enthusiastic. I think that's fantastic. When I see a professional I am not stubborn; then I want to learn everything. The same applies to a top chef or a guitar virtuoso. I have immense respect for people who can do something very well. I can then watch and listen breathlessly and think: I wish I could do that.”

The top echelons of the catering industry have also embraced Big Green Egg. How did you get in there?

“When I started with Big Green Egg, I went to all the garden fairs, fairs and events. I can cook quite well, but it's not my profession. I then hired a very nice chef, Robert Lobensteijn. A sturdy appearance with ditto mohawk. At one point Robert went to eat with his role model Jonnie Boer from De Librije. They started talking, and Jonnie said that he wanted to bring barbecuing, grilling and roasting back into the kitchen as a cooking technique. Robert gave a demonstration shortly afterwards. Jonnie Boer immediately ordered fifteen pieces. Within six months we were at the top of the culinary world. Gastronomy and chefs are our culinary showcase. The great thing is: if one top chef embraces your product, the rest will follow automatically.”

Who is your inspiration?

“I admire a number of entrepreneurs, artists, performers and chefs, but my father is my example and inspiration in many ways. He passed away thirteen years ago, but I increasingly think about his life lessons as a parent: 'Have respect for people who use their talent, in whatever form,' was one of them. And I definitely inherited or learned the dreaminess from him.”

What goals do you still have in mind?

“We are constantly looking to tap into new niche target groups within the general segment. About two years ago we decided to focus more on the golf segment. Big Green Egg and golf have a lot in common. Working on technology and enjoying the good life, for example. We now have our own tournament in six countries. In the Netherlands this is the Big Green Egg Open, part of the European Ladies Tour. The highest level in women's golf and comparable to the Dutch Open. A special partnership. We never do something like this for one year, but always look for long-term relationships. Am I satisfied with how I have done so far? Yes, very satisfied. Germany and a few other countries are really going to break through, so it's all going to get much bigger. I think that's really crazy. I also try to bring some inspiration to the entire group. Then we hold a quarterly session here at the office, after which we do fun things and I also try to give people something through music. After all, Big Green Egg is also a bit of emotion.”

MASTERS EXPO

Visit Big Green Egg at MASTERS EXPO. From December 8 to 12 in RAI Amsterdam: MASTERS EXPO – The Colorful Edition. Order your tickets here.