About us

Building better businesses. Together.

Accelerating food businesses through people, partnerships and systems.

Founded: 2019 (B.V. 2020)
Based in: Leimuiden, NL
Led by: Dax Lira
KvK: 80650678

Dutch roots, international partners.

A word from our founder

Food is about the experience and sharing amazing times together. Think about it: many of our most precious memories are connected with that special dinner or dish, shared with the people we cherish.
Because of our extensive experience and passion for food products, we started JML Group. We produce and bring the best products we believe in to the global market, to inspire the world with premium-quality food.
We can’t wait to deliver to you and make some great new memories together.

Dax Lira

Founder & Director, JML Group Netherlands B.V.

Our mission

Building better food businesses. Together.

We were founded with one clear ambition: to connect the right people, manufacturers and customers to create sustainable growth across the international food industry.

We partner with manufacturers, retailers, distributors and foodservice companies to develop, source and deliver high-quality private label and branded food solutions across international markets.

Our role goes far beyond supplying products: we build long-term partnerships. By combining commercial strategy, international market expertise and a strong global network, we help businesses enter new markets, develop innovative concepts and grow sustainably.

Every successful business starts with one decision: choosing long-term partnerships over short-term transactions. That philosophy shapes every relationship we build, every project we deliver and every partnership we create.

How we create value

Commercial strategy & business growth
International business development
Strategic partnerships
Private label execution
Market expansion
Global sourcing & supply chain efficiency

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Founding philosophy

Inspire to progress

In 2020 we witnessed a world that, on one side, was developing at a speed never seen before in human history and, on the other, was crumbling like a house of cards. Slowly but certainly.

We are fighting a battle with ourselves, over wealth, resources and influence. That fight happens at every level of society, in every corner of the world.

Change is inevitable. We are going to be that change: to inspire the world to change for the better.

Inspire to progress.

The JML story

From a Frisian windmill to a food business

The beginning

JML, short for Johannes Molenaar Lira, was started in 2019 by the Lira brothers, Dax and Fernando. In 2020 Dax founded JML Group Netherlands, which he leads today, with a core business in food products with a Dutch heritage. JML Group Netherlands and JML Group Japan (JML Co., Ltd., Fukuoka) are independent companies that share a name and a family story.

JML explained

Johannes Vries was a grist miller in Kloostertille, a small village in Friesland, in the north of the Netherlands. A miller, or molenaar in Dutch, was an ordinary profession at the time. Windmills are known worldwide as an icon of Dutch culture; some 1,200 historic windmills still stand across the Dutch landscape.

And of course Lira, the family name of the founding brothers, standing for entrepreneurship and the strength of brotherhood.

Molen Vries, Kloostertille

Johannes Vries

Our logo explained

The logo was designed with three points in mind:

The letters JML
The image of a windmill
The colour green

The Lira brothers are distant descendants of Johannes Vries, owner of the windmill Molen Vries. The windmill stands for our Dutch roots and our drive for entrepreneurship.

Green is the colour of sustainability, and sustainability is what we believe the future is all about. It is our way of telling the world what we stand for: a green and sustainable future. Always, in all ways.