From baker to sales representative: Tim knows what he's talking about

When Tim van Vegchel walks into a customer’s bakery, he knows exactly what’s going on behind the scenes. Not because he has researched it, but because he spent fifteen years working in a bakery himself. And that makes all the difference.

A familiar face in a new role

Tim started his career in the artisan bakery sector. For fifteen years, he worked as a baker at a company that had been using Kalmeijer machines for many years. Kalmeijer’s sales representative was a regular visitor, and Tim saw firsthand how he worked. He became familiar with the machines and gradually realized that something was missing in his own role: customer contact, advising clients, and helping them find solutions.

“I always said that I wanted to move in that direction,” Tim explains. “I think it’s a wonderful profession. And when you find a solution that truly works, it gives you a great sense of satisfaction.”

When a sales representative position became available at Kalmeijer, the decision was an easy one. The transition felt less daunting than it might for many others: he already knew the machines and understood the day-to-day realities of bakery operations. Since then, Tim has been working as a sales representative for the Eastern and Northern regions.

Every week takes its own course

There is no such thing as a typical week for Tim. On Friday afternoon, he prepares his schedule for the week ahead to make sure everything is organised. But after that? The bakers determine how the week unfolds.

He often starts his mornings by visiting customers, checking in to see how things are going and what challenges they may be facing. Afternoons are usually reserved for appointments. In between, the calls keep coming: a machine behaving differently than expected, a technical baking question, or a baker who needs help finding a solution.

“It’s important that the baker can keep working,” says Tim. “If there’s an issue, my schedule takes a back seat.”

Tim is also present when new machines are delivered. He regularly works alongside bakers during the night shift to commission equipment, ensure everything is operating correctly, and verify that the installation meets all agreed specifications.

Listening Before Speaking

What takes up most of Tim’s time is not selling. It’s listening.

“Behind every question, there’s a need,” he says. “You start a conversation, ask the right follow-up questions, and eventually the solution becomes clear.”

Customers come to him with a wide variety of challenges. Sometimes it’s a capacity issue: the bakery is operating at full capacity and there simply aren’t enough hands available to meet demand. Sometimes it’s about moving production from the night shift to daytime hours. And sometimes the question is simply: how can we work smarter?

“I also look at the budget and what is realistically possible,” Tim explains. “Then I work with the customer to find out how Kalmeijer can help.”

If a technical baking question requires specialist knowledge, Tim involves Kalmeijer’s bakery consultant. Specific product-related questions are passed on through the Sales Manager to the R&D department. And when it comes to service matters—his most frequent day-to-day contact—he works directly with the service department.

In that sense, Tim acts as a vital link within the organisation: the customer’s first point of contact and the connection to all departments within Kalmeijer.

What Customers Say Afterwards

The feedback Tim hears most often after a machine has been installed is also the most telling:

“We should have done this ten years ago.”

He hears it time and time again. Bakers who hesitated for years, who found the decision daunting, and who later wonder why they waited so long.

Another thing customers frequently mention is the support they receive. Not just during the purchasing process, but afterwards as well. The fact that Tim comes back. The fact that they can call him when they need advice. The reassurance that there is always someone willing to think along with them when challenges arise.

“I might be back at their bakery the very next day,” Tim says. “If they need help, I’ll make sure they can keep moving forward.”

The value of hands-on experience

Almost anyone can sell a machine. But understanding what goes through that machine, how the dough behaves, and what challenges a baker faces early in the morning, that is a different story.

Tim has found that customers appreciate the fact that he offers more than a standard sales pitch.

“You can tell when someone really knows what they’re talking about,” he says. “Customers notice that you can advise them not only on the machine itself, but also on the product and the baking process behind it. That creates trust.”

His practical background is also one of the reasons why machine demonstrations are so effective at Kalmeijer. Customers get the opportunity to experience the equipment firsthand, see how their dough performs, and ask questions to someone who understands the realities of bakery production.

“That immediately lowers the threshold,” Tim explains. “They can actually see it working in their own situation.”

What makes Kalmeijer stand out

When asked what sets Kalmeijer apart, Tim does not hesitate for a second.

“The support. I truly believe that’s what makes us unique.”

It’s not just the quality of the machines themselves, but the way customers are guided throughout the entire process. From the very first conversation to long after delivery, Kalmeijer focuses on building lasting relationships with its customers.

Short lines of communication, easy accessibility, and people who genuinely understand the baking profession make all the difference.

“Customers know they can reach us when they need us,” Tim says. “And because we understand their business, we can provide practical advice and real solutions. That’s what gives them confidence.”

For Tim, that combination of expertise, personal attention, and ongoing support is what truly defines Kalmeijer and why so many customers continue to rely on the company year after year.

Looking to the future with confidence

The bakery industry is changing, and Tim sees it every day. Bakeries are becoming larger, while skilled staff are becoming harder to find. More production is shifting from night-time to daytime hours, and demand continues to outpace the number of people available to meet it.

Yet Tim remains optimistic about the future.

“The craft of baking isn’t going anywhere,” he says. “The demand is incredibly strong.”

The real challenge, in his view, is finding ways to work more efficiently with fewer employees and ensuring that businesses continue to adapt to changing market conditions.

“I think that’s incredibly important,” Tim explains. “You have to move with the market.”

With his practical experience, customer-focused approach, and deep understanding of the challenges bakers face, Tim helps bakeries navigate those changes with confidence, finding solutions that improve efficiency while preserving the quality and craftsmanship that define the profession.