2021Hospitality & Food Service
has sold a majority stake to
KSL Capital Partners
14 hotels across the Netherlands
Advisor to the shareholder
M&A advisory · Interim management
Senior M&A advice and interim finance leadership
Ajes Advisory, your partner for acquisitions, divestments and joint ventures. Ajes Advisory can also take on hands-on interim roles as CFO or M&A / Corporate Development Director. Perfect when a business goes through strategic change being a sale, an integration or a major refinancing. Discrete and reliable. Founded in 2013 by Maarten ter Haar.
50+closed transactions
€30bn+combined deal value
5interim roles since 2018
30+years in M&A and finance
2025Fashion
has been acquired by
Centric Brands
Dutch kidswear brand
Interim CFO during the sale
2021Animal Feed
has acquired
MNS Feed (Masan)
Vietnam · creating the country’s largest independent feed player
Buy-side advisor
Services
One senior advisor, involved in every step
Senior involvement throughout the process. No hand-off to junior teams after the pitch.
Buy-side M&A
Target screening, valuation, negotiation and deal structuring for strategic acquirers and family-owned companies.
e.g. Royal De Heus in Vietnam and Brazil
Sell-side M&A
Preparing the business for sale, running a competitive process and negotiating through to signing and closing.
e.g. Eden Hotels to KSL Capital Partners
Joint ventures & financing
Structuring partnerships, shareholder agreements and arranging financing for growth or greenfield projects.
e.g. Burg Group and WTI in the United States
Strategic reviews
Independent assessment of strategic options, portfolio choices and M&A strategy for boards and shareholders.
e.g. Royal Imtech, LIVEKINDLY Collective
Interim management
Hands-on leadership as interim CFO, Head of Corporate Development / M&A.
See interim roles below
Valuation & disputes
Valuations, financial models and settling disputes between shareholders.
Financial services, real estate, energy
About
Maarten ter Haar, founder and managing partner
Maarten has advised companies on M&A and corporate development for more than thirty years, with a focus on food, agri, beverages, health care, fashion and consumer markets across Europe, Asia and the Americas. Maarten has recently also acted in various interim CFO / M&A roles steering companies through transformational periods.
He founded Ajes Advisory in 2013 to give owners and boards senior, independent advice without the overhead of a large financial institution. He graduated in Business Economics from Erasmus University Rotterdam.
- ABN AMROConsumer advisory team
- Rabobank InternationalHead of European Food & Agri M&A; co-head of the Rabobank / NM Rothschild joint venture
- Stamford PartnersCo-owner and partner of the European food & beverage M&A boutique
- KPMG NetherlandsPartner, head of the Dutch consumer team
- Ajes AdvisoryFounder and managing partner, since 2013
Track record
Selected transactions
Transactions advised by Ajes Advisory since 2013, and earlier transactions Maarten advised on at ABN AMRO, Rabobank International and Stamford Partners.
Period
Sector
Ajes Advisory
Since 20132025Fashion
has been acquired by
Centric Brands
Dutch kidswear brand
Interim CFO during the sale
2025Health Care
has been acquired by
Tandarts Today
Evaluating strategic options
2025Leisure
Attracting new shareholder
Advisor to shareholders
2022Food Ingredients
has formed a joint venture with
WTI, Inc.
Greenfield vinegar plant in Jefferson, Georgia, incl. financing
Advisor & financing
2021Health Care
has been acquired by
GAEV Dental
Evaluating strategic options
2021Hospitality & Food Service
has sold a majority stake to
KSL Capital Partners
14 hotels across the Netherlands
Advisor to the shareholder
2021Animal Feed
has acquired
MNS Feed (Masan)
Vietnam · creating the country’s largest independent feed player
Buy-side advisor
2021Food
has acquired
The Dutch Weed Burger
Buy-side advisor
2020Health Care
has been acquired by
Denteam
Evaluating strategic options
2020Animal Feed
has acquired
ACP Nutrição Animal
Goiânia, Brazil
Buy-side advisor
2018Consumer
has acquired
Nomad
Outdoor and travel gear brand
Buy-side advisor
2015Animal Protein
have acquired
Plukon Food Group
Poultry · incl. arranging the €325m financing
Buy-side advisor
2015Industry
Evaluation of strategic options
Jointly with Goldman Sachs
Strategic advisor
Prior experience
1997–2012, at ABN AMRO, Rabobank International and Stamford Partners2012Confectionery
has sold its Belgian distribution business to
Katjes International
Sell-side advisor
Prior experience2010Food Ingredients
has acquired
the margarine and frying fats business of Van Dijk Food Products
Buy-side advisor
Prior experience2010Food
has sold its Dutch chilled convenience business to
Parcom
Sell-side advisor
Prior experience2008Food
has sold
Ad van Geloven
to Lion Capital
Sell-side advisor
Prior experience2008Beverages
have sold
Drie Mollen
to CapVest
Sell-side advisor
Prior experience2007Food
has sold
KB Soufflé
to NPM / Buitenhuis
Sell-side advisor
Prior experience2006Food Ingredients
has sold its sugar operations to
Royal Cosun
Transaction value €245m
Sell-side advisor
Prior experience2006Animal Protein
has sold Marine Harvest to
Geveran Trading
Pan Fish / Fjord Seafood · €880m
Sell-side advisor
Prior experience2005Food
has acquired
EAC Nutrition (Dumex)
Transaction value €1.2bn
Financial advisor & financing bank
Prior experience2005Confectionery
has sold
its Polish operations
Sell-side advisor
Prior experience2004Bakery Products
has acquired
Groupe Hubert
France · €130m
Buy-side advisor
Prior experience2004Confectionery
has sold its sugar confectionery businesses to
CVC & Nordic Capital
Transaction value €850m
Sell-side advisor
Prior experience2004Animal Protein
has formed a fish farming joint venture with
Stolt-Nielsen
Creating Marine Harvest
Advisor to Nutreco
Prior experience2004Food Ingredients
has sold
Dreidoppel
to Ireks
Sell-side advisor
Prior experience2004Beverages
has acquired
Brau und Brunnen
Transaction value €320m
Buy-side advisor
Prior experience2003Beverages
secondary buy-out of
Refresco
Transaction value €240m
Buy-side advisor
Prior experience2003Bakery Products
has sold its frozen bakery business to
Panaderías Navarras
Sell-side advisor
Prior experience2003Personal care
public-to-private of
Ontex
Transaction value €1bn
Buy-side advisor
Prior experience2002Beverages
has been acquired by
Interbrew
Transaction value €575m
Sell-side advisor
Prior experience2001Beverages
has been acquired by
Carlsberg
Polish brewer
Sell-side advisor
Prior experience2000Food Ingredients
has acquired
Unilever’s European bakery businesses
€700m · CSM’s largest acquisition to date
Buy-side advisor
Prior experience1999Consumer
public offer for
General Nutrition Companies (GNC)
Transaction value US$2.5bn
Advisor to the bidder
Prior experience1999Confectionery
public offer for
Klene
Transaction value €50m
Advisor to the bidder
Prior experience1999Food Ingredients
has sold
Cosmoferm
to Goldschmidt (Viag Group)
Sell-side advisor
Prior experience1999Energy
EDON
merger with
PNEM / Mega
Transaction value NLG 10bn
Advisor to EDON
Prior experience1999Consumer
Optimal capital structure
Resulting in a £5bn cash return to shareholders
Advisor to Unilever
Prior experience1998Food Ingredients
has been acquired by
DSM
Transaction value NLG 3bn
Sell-side advisor
Prior experience1998Hospitality & Food Service
has acquired
AC Restaurants
Road restaurant chain, Benelux
Buy-side advisor
Prior experience1998Animal Feed
has acquired
UT-Delfia
Transaction value NLG 66m
Buy-side advisor
Prior experience1997Food
Van Dijk Delft
valuation advice; later sold to
The Greenery
Valuation advisor
Prior experience1997Financials
has acquired
MeesPierson EurAmerica
M&A / ECM boutique in Central & Eastern Europe
Advisor to ABN AMRO
Prior experience1997IT
Sanderink Group
public offer for
Multihouse
Transaction value NLG 8m
Advisor to the bidder
Prior experienceNo transactions in this combination.
Interim management
Interim roles at board and management level
Steering companies through critical periods of change: a sale, an integration, a strategic review. We step in as interim CFO, Strategy Director or Corporate Development / M&A director, working inside the organisation alongside management.
Jan 2026 – presentCurrent
VP, Head of Finance EMEA a.i.
Centric Brands
Global lifestyle brand collective; EMEA sales approx. €300m.
Integrating the Vingino acquisition and preparing the business for its next stage. Oversees the European finance team, P&L, cash flow and balance sheet projections.
- Finance
- Integration
- Fashion
Sep 2025 – Dec 20254 months
Interim CFO
Vingino Group
Dutch kidswear brand.
Interim CFO through the sale of the company to Centric Brands.
- CFO
- Sale process
- Fashion
May 2024 – Nov 20247 months
Interim CFO
Bakeplus Holding
Leading wholesaler in the bakery and ice cream sector.
Ran the daily financial operations, the 2023 audit and the successful refinancing of the group.
- CFO
- Refinancing
- Food ingredients
Jan 2022 - Nov 202323 months
CFO
Colosseum Dental Benelux
Colosseum Dental Group is a pan-European dentistry group that operates 550 modern, well-equipped clinics and 50 labs in eleven European markets. The Group generates over Euro 1 billion yearly revenues. In the Benelux, Colosseum Dental Group operates 110 clinics (2,200 dental professionals).
Led the finance, M&A, IT, procurement and tax functions for the Benelux region. Leading a team of 20 people with a P&L of approx. Euro 200mln. Implemented cost-saving initiatives that significantly reduced operational costs and enhanced financial performance. Streamlined budgeting and forecasting processes, resulting in improved financial accuracy and decision-making
- CFO
- Buy and Build
- Dental Care
Oct 2020 – May 20218 months
Interim Strategy Director
CRV
Leading bovine genetics company, sales approx. €170m, active on four continents.
Led the strategic review, resulting in a bottom-up three-year plan for the company.
- Strategy
- Agri
Jul 2018 – Aug 201914 months
Interim Group M&A Director
Bosal
Leading exhaust systems manufacturer, turnover approx. €300m, plants in eight countries.
Responsible for all acquisitions and disposals within the group; liaison between finance, the business and external advisors.
- M&A
- Industrials
News
News
Recent M&A news from the Netherlands, and articles in which Ajes Advisory is mentioned.
M&A news
- "Het grote geld zit tegenwoordig in streaming": wat betekent de overname van Warner Bros. voor de Nederlandse kijker?Ey! Daily. · 13 Oct 2026
- UK: Onderzoek naar onafhankelijkheid accountants na opmars private equityAccountantweek · 13 Oct 2026
- Kyndryl accepteert verbod op overname van SolvinityComputable.nl · 13 Oct 2026
- Dicar Group wordt marktleider in Nederland na overname van DE JONG Kampeer & RecreatieAD.nl · 13 Oct 2026
- Dicar Group wordt marktleider in Nederland met overname DE JONGMade in · 13 Oct 2026
- DigiD-beheerder Solvinity vangt bot, kabinet houdt vast aan verbod op overnameHet Financieele Dagblad · 13 Oct 2026
- FrieslandCampina: Niels van den Boogaart: ‘Overname het doel, maar geen abc’tje’Veeteelt · 13 Oct 2026
- Heudra breidt productiecapaciteit uit met overname WarnierVraag & Aanbod · 13 Oct 2026
- Schotpoort dook na overname door Duvenbeck direct in het roodNieuwsblad Transport · 13 Oct 2026
- Zicht zegt al haar volmachten op na fusie met Heinenoord assuradeurenAMweb · 13 Oct 2026
In the press
- KSL Capital Partners verwerft meerderheidsbelang in Nederlands familiebedrijf Eden HotelsKijk op Noord-Holland · 20 Dec 2021
- Kippenslachter Plukon heeft nieuwe eigenarenmena.nl · 2 Apr 2015
- Maarten ter Haar partner bij KPMG Corporate Financemena.nl · 26 Mar 2012
Contact
Considering an acquisition, a sale or a partnership?
A first conversation is confidential and without any obligation.
- Phone
- +31 6 5434 8390
- Maarten ter Haar