During an evening created especially for colleagues who have been part of our family for more than a decade, our founder Henk de Vries was honoured with the Andreas penning, one of Amsterdam’s most respected municipal distinctions. Deputy Mayor Melanie van der Horst stepped onto the stage to present the award, surrounded by the people who have helped build The Bulldog from the inside out. It was a moment filled with pride, emotion, and deep appreciation.
The Heart Behind the Brand
Long before The Bulldog became a global name, Henk was already driven by a strong sense of responsibility towards the city and its people. His bond with Major Bosshardt of the Salvation Army played a defining role in that. She treated him like a son when Henk was young and could use some motherly support.
He made her a promise: if success ever came his way, he would use it to support those who needed it most. That promise became a guiding principle.
A Promise Put Into Action
As The Bulldog grew, so did Henk’s commitment to giving back. Today, that commitment is still very much alive. We continue to donate essentials as we did from the start, but our support goes far beyond that. Every month, our team joins the Salvation Army for cooking evenings with their clients. During the Christmas season, we help serve their holiday dinners and make sure everyone receives a thoughtful gift. Throughout the year, we prepare festive food packages for holidays such as Easter and Christmas, ensuring that those who need a little extra care feel seen and supported.
These traditions are not side projects; they are woven into who we are. They reflect the values Henk set in motion from the very beginning and remain a defining part of The Bulldog’s identity.
A Well‑Deserved Honour
The Andreas penning is reserved for individuals whose contributions leave a meaningful imprint on Amsterdam’s social, cultural, or economic life. Henk’s impact spans all three. His entrepreneurial courage shaped our brand, but his compassion shaped our purpose.
That the award was presented during a night dedicated to our long-serving team members made it even more symbolic. It was a celebration not only of Henk’s achievements, but of the community that has grown around his vision over the past fifty years.
As The Bulldog, we are proud to continue the mission he set in motion—standing up for our city, supporting our neighbours, and staying true to the spirit that started it all.
