Project Amigas
Project duration: 8 months
Project live since: 2023
Our partner is based in an EU member state and has been successfully producing coffee for generations. In the domestic market, they are the market leader in the organic segment. There is an export department, but it is unsuccessful in dealing with the special challenges in German retail.
AT Food Network helped in the following ways:
- Analysis of existing products for market opportunities in GermanyDevelopment of market characteristics in GermanyDevelopment of a route to market conceptDevelopment of a business plan over 4 yearsDevelopment of logistics including coffee tax processingCollaboration with a field force agencyProduct presentation and listings in the food retail tradeFull management of the brand in Germany as a distributor
Project Pizza
Project duration: 18 months
Project live since: 2005
A subsidiary, based in an EU member state, produces chilled dough. The company is the market leader in private label and co-packer for the market leader in Germany. The customer in Germany decides to build their own factory. The continued existence of the production facility is threatened.
AT Food Network helped in the following way:
- Analysis of existing products for market opportunities in Germany. Development of an innovative product together with the R&D department. Radical route to market decision: Discount First! Presentation of the innovative product at a leading hard discounter in Germany. Close monitoring of the test listing and successful test completion. National roll-out initially in discount, later as an entry-level product in other retail chains. Horizontal expansion through placement of further products in the food retail trade.
Project Fine Food
Project duration: 24 months
Project live since: 2014
A German family business that is successful on the market with a wide range of products. It manufactures brands and private labels. Further growth in Germany seems unrealistic. At the time of the briefing, there are only a few noteworthy foreign retail activities.
AT Food Network helped in the following ways:
- Desktop analysis of 65 potential markets worldwide - pre-selection. Personal market visits/store checks of the 25 most promising countries. Creation of business plans for the top 5 countries. Range and packaging design together with marketing and external agency. Partner selection for logistics. On-site support in establishing national subsidiaries. On-site recruitment of sales managers in the top 3 countries. Support with market launch.
Project Turkish Mocha
Project duration: 10 months
Project live since: 2017
A large German family business that is highly successful in many countries with a top A-Brand. The company has been successfully represented in the food service sector in Turkey for several years, but entry into the retail sector has not been possible.
AT Food Network helped in the following ways:
- Comparison of expectations and possibilities on site with the expectations of the board in Germany. Recording the retail market situation on site and conducting a small consumer study. Gap analysis - there is a vital product missing that cannot be manufactured in-house. Identification of possible co-packers in several countries. Elicitation of a make-or-buy decision by the board in Germany. Support in packaging development together with central marketing and external agencies. On-site support in the selection and recruitment of a sales director. On-site support in the first listing discussions. Radical route to market decision: exclusivity for the market-leading retail company (limited in time).