It all started in 1974, when the Van Rouwendaal family moved to the idyllic Vicariënerf in Leusden. At first, Van Rouwendaal still sold milk to small dairy farmers and shops in the area in traditional ways. When Ruud van Rouwendaal took over the dairy company from his parents, he slowly began to try to sell milk in new ways.

Ruud and his son are not your regular milk suppliers, they are eager to discover new things. This is not limited to dairy products, they have also developed into entrepreneurs, organic avant-gardes who have knowledge and respect and curiosity for people, land, animals, dairy products.

In 1998, they were one of the first to officially move towards organic products, because at that time there were almost no dairy processing plants producing organic dairy products, so the Rouwendaal family embarked on their own dairy production path. Gradually, the first organic dairy cattle farming was started on the farm, and it was 100% organic.

In June 2009, Vecozuive moved to Zeewolde for organic production; in 2013, Vecozuive entered the Chinese market; in 2018, it achieved the leading position in e-commerce imported organic milk.