Cyril, Germain, Wim. Grandfather, father and son. Three generations of Roels in the potato business. Appropriately, the family is originally from the Courtrai region, the area chere harvesting of the famous tuber first began!

In the beginning , the Roels bought potatoes (in Belgium and France) to resell to wholesalers in the region and abroad. They also marketed phytosanitary products for potato crops.

Germain Roels arrived in Liege in 1968. He left the family business under the management of his brother to take over a customer's business in liege : Loyen, the wholesaler's.

In his workshop in the rue Saint-Léonard, he pioneered the industrial peeling of potatoes in 1971.

In 1975-1976, He moved from his industrial premises to 800 m² of purposebuilt hangars in the rue Préchamps in Barchon. Over time, he installed peeling, sorting, washing and packaging chains. From potato purchaser and packager, Roels became a preparer, thereby following market demands.

Wim jointed his father and brother in 1988, the year the business became a company. Further property investments were approved and the Roels premises at Barchon grew to cover a built surface area of 3500 m².

In1994, Roels registered his own brand of quality & flavour : « Bel’pom ».

The Bel'Trans subsidiary was set up in 2001 to transport potatoes before and after processing.