Joseph Alphonse Marie Colruyt (2 August 1928, Uccle – 6 October 1994, Puget-Théniers)[1] was a Belgian business owner.
Under his leadership, the company began the Colruyt retail chain known for its "lowest price" strategy.
As it became more expensive to deliver small-volume orders to smaller stores, he opened the first Cash & Carry (briefly called 'Cash') in Hall in 1964: a self-service formula for independent shop keepers.
In the mid-1960s, Jo Colruyt chose to switch to retail and took over the self-service business Verloo in Ixelles/Elsene and launched his lowest prices policy, offering famous brands 10% cheaper.
Examples include an auto rental agency, selling wooden homes of Finlandia Hus, 'Auto Frit' mobile chip stalls and 'Green Pepper' self-service restaurants.