Joel Boomsma’s entrepreneurial journey with the family business began in high school, working in sales, the meat department and eventually later on as a manager. “When my father passed in 2009, the world changed, and I, along with others, were thrust into a position of trying to manage all that he had through the first 22 years of the company,” said Boomsma.
Boomsma, now co-owner and vice president of Dutch Farms, has played a pivotal role in driving the company’s growth, innovation and industry leadership. Established in 1987 by his father and uncle as an egg distribution business, Dutch Farms has since grown into a leading name in dairy and frozen foods, servicing 45 states and 15 countries.
Under Boomsma’s guidance, Dutch Farms has embraced a strategy of targeted growth and innovation. Over the past decade, the company has launched more than 150 new products, including the successful On The Go snack line and The Corner Booth, a frozen pizza and appetizer brand that achieved distribution in over 1,000 retailers across eight states within its first year. These efforts have contributed to the company’s remarkable revenue growth from $180 million to $450 million as of 2023.
Boomsma’s leadership is characterized by a focus on strategic partnerships, workforce development, and efficiency, and he is deeply committed to empowering employees, fostering their growth, and creating a culture of autonomy and enthusiasm.
“I love my company and the business we do, as well as all the people that make it happen daily,” he said. “I’m working to share the enthusiasm by empowering more people through advancement as well as autonomy over their own craft. I truly believe that our company has plenty of room to scale as well as gain efficiencies through what I feel to be a loyal and hardworking team.”
One of Boomsma’s proudest accomplishments is Dutch Farms’ status as the No. 1 dairy brand in Chicagoland for three of the last four years—a remarkable feat given the dominance of national competitors like Kraft and Sargento.
Looking ahead, Boomsma envisions Dutch Farms becoming a national brand, penetrating all U.S. markets, and introducing innovative products to meet evolving consumer needs. His strategic plan includes expanding the company’s product offerings, streamlining costs through manufacturing partnerships and reinforcing its position as a trusted provider of high-quality, affordable food products.
“I have worked to create a sustainable organizational chart within the business, adding multiple layers to various aspects of the business in not only sales but transportation, warehouse and administration,” said Boomsma. “I consider myself someone who has a vision of what the company will look like in 5/10/20 years and a way to accomplish it.”