Our Story

After work, Sebastián and Javier began meeting regularly at OBA ( amsterdam public library). Usually with a beer from Two Chefs Brewing, a picada, and far too many business ideas.

Sebastián was the one pushing: Let's do it. Javier was the one asking: Does it actually make sense? One pushed forward. The other kept things grounded.

They talked about products, importing, Europe and Argentina. Eventually, they stopped trying to invent something completely new. The opportunity was already part of who they were. Argentine meat.

At first, they looked at the giant importers. Companies that had been operating for decades, sometimes since the early 1900s. How do two people compete with that?

Eventually, they understood that they didn't need to. They needed to start smaller. Closer. More grounded.

A mentor once asked them, "¿Qué negocios caminaron?" — What business did you actually walk? That question became a new way of working for Asadazo: caminando negocios aterrizados. Stop trying to sell a full container. Start with a few kilos, and build up from there toward the real goal. Walking into restaurants. Talking to shop owners. Asking questions. Hearing what was too expensive, difficult to find or simply not good enough. Getting rejected. Coming back. Listening.

Instead of guessing what people wanted, they started building around what people were actually asking for. That became one of the foundations of Asadazo.

The Netherlands wasn't missing meat. The challenge was finding the right cuts, good quality and a price that still made sense.

They found Stilbon Foods in Argentina and began working directly with the producer and exporter, removing unnecessary layers between origin and customer.

Then came the harder part. For around nine months, they walked the streets, called businesses, followed up and heard no. Eventually, somebody said yes. After another two months of negotiations, permits and logistics, the first pallet landed in the Netherlands.

Then customers started asking: Can you get chinchulín? What about mollejas? Costilla banderita? So they listened and sourced accordingly.

Not everything could come from Argentina. Bone-in beef cuts are sourced from Ireland because of export restrictions, while achuras come from Spain for European food-safety and import reasons. Different origins. One principle: find what people are really looking for, and find the best way to bring it to them.

Then people began asking for more than meat. They asked us to cook. So they started making asados at gatherings, events and people's homes.

And once they stood behind the fire themselves, Asadazo changed. Because selling a vacuum-packed vacío is one thing. Cutting a piece from the parrilla and explaining how Argentines cook it is something else.

People started asking questions. Why this cut? Why this way of cooking? Why is everyone standing around the grill? And suddenly the conversation wasn't only about meat. It was about the fire. The ritual. The people. The way Argentines gather.

That was the shift. From selling meat to sharing culture.