International Sales Management Programme

Germany: European leader of food industry


The food industry in Germany

Germany holds the best european economy, also in third place on a global scale in exportation in addition of being an innovative and very competitive market, where excellence and quality run parallel to each other. One of the bases of this strong position is the food industry, which fuels a very diversified sales network.

Although, for some the German cook does not vary that much from the sausage and knuckle of pork typical from the south part, German food is far more than these stereotypes.

With a good and strategic localization, it is the largest beverage and food market in Europe, which offers many opportunities for both consumers and producers. Food and beverage companies worldwide account for more than 170.000 different food products.

Approximatively 82 million of consumers make Germany the largest retailer of food and beverage in Europe. Food turnover increased by a total of 2,3%, approaching 191 billion of euros in 2015. Other important distribution channels include the sale of food services (73,6 billion of euros), and the export of processed food (55,3 billion of euros).

The beverage and food industry is the third largest sector of German industry. There are just over 5.800 small and medium-sized businesses employing approximately 560.000 people.

The largest segments of this industry according to production are meat and sausage products (24%), dairy products (14%), prepared products (10%) and confectionery products (9%).

Currently Germany is the third largest exporter and importer of food and agricultural products worldwide. By 2015, imports have increased by more than 6%, 74.5 billion of euros, which places Germany as the most important importer of foreign products by its net imports of food and Beverage on the European market.

It is a very open market with new cultural influences and gastronomic trends, which therefore offers great commercial opportunities. This makes the German industry known not only for its quality but also its adaptation to meet the changing tastes and needs of consumers.

Although the country seems uncertain about the future of the euro area and international trade agreements, its dominance in Europe is still very present. As for the prospects of future market, industry analysts predict positive growth for 2017. Consumers trend to buy more quality, participate in fair trade, also healthier products. Therefore, the food industry is at this time one of the sector with a lot of opportunities for Spanish companies. Germany continues to be an engine of the world economy by its weight in terms of capital and its exports of consumer goods.

Export to Germany: keys to market entry

Logo Cámara Valencia 1

Export to Germany

The German market presents multiple opportunities for a Spanish company. Our consultancy runs more than 200 projects a year, a large part destined to Germany, and realizes that Spanish companies coming from a great variety of sectors, manage to penetrate the market. The keys? There are many! We would emphasize adaptability, flexibility, service, product and price. Also, having a good sales agent and / or distributor targeting the right customer, can help boost export sales of Spanish products in the German market, always counting with the support of the Spanish company.

On the 4th May 2017, we will celebrate the event “Germany: Keys to market entry” in the Valencia Chamber of Commerce. One of the keynote speakers of the event will be Cristina Danón, ITC Managaing Partner with extensive experience in the German market. “Germany: Keys to market entry” is aimed at exporting companies or potential exporters interested in knowing the particularities of the German market and the tools to address it.

The programme of the event:

  • 09:45 am: Reception of assistants and hand out of documentation.
  • 10:00 am: Opening by Mr. Vicente Mompó, Director of the Valencia Chamber of Commerce’s International Department
  • 10:15 am: Doing business in Germany. Keys to success and frequent errors, introduction by Ms. Cristina Danón, Managing Partner of ITC
  • 10:35 am: Tools for market entry, presentation by Ms. Cristina Danón, Managing Partner of ITC; D. José Orero, Association of Sales Agents and Ms. Rut Soriano, Valencia Chamber of Commerce’s International Department
  • 11:35 am: Testimony of Valencian companies in Germany.
  • 12:15 am: Colloquium and closing.
  • 12:20 pm: Individual meetings with speakers (upon previous e-mail request)

Place of celebration:

Headquarters of the Valencia Chamber of Commerce / Poeta Querol, 15, 46002 Valencia

Companies interested in attending the event can register for free at the following link:


Business Opportunities in Germany: the Lufthansa business forum


Business Opportunities in Germany

The event on 29th March is organised jointly by the Santiago de Compostela Chamber of Commerce and Lufthansa to commemorate the new flights that will be going into service this month from the airport in Santiago. With ITC as one of the leading speakers, the aim is to provide Galician SMEs with analysis of the German market and to highlight industries of especial interest in Germany.

 At 12:15 p.m., Cristina Danón, Consulting Partner at International Team Consulting (ITC) will give a Master Class on: “Sales Channels and the Search for Sales Agents and Partners in Germany”.

 Starting at 10 a.m., the meeting will be held in the NH Collection Hotel in Santiago de Compostela. Amongst those attending will be the General Manager of Lufthansa for Spain and Portugal, Mr Carsten Hoffmann, and Mr Jesús Asorey, President of the Santiago Chamber of Commerce.

Following on from the welcome, the General Manager of the German Chamber of Commerce in Spain, Mr Walter von Plattenberg,  will give a talk on: “Trade Relations between Spain and Germany: Business Opportunities”.

 Attendance is free of charge, but those wishing to participate are requested to register on the Chamber’s web page:

Export sanitary technology: agents and distributors in Germany

Estudios de mercado sector farmaceutico bin 300x200

ITC supports you in the search of agents and distributors in Germany  of the hospital sector

A leading Spanish company in logistic solutions for the hospital sector, and which presence in Spain is very strengthened, recently put in the hands of ITC its project of internationalization and trusted them to find representatives, agents and distributors in Germany.

Indeed, according to a report published by ICEX, the German market of sanitary technology generated in 2013 a 27 billion euro turnover, reaching the third position, just behind the United States and Japan.

ITC caught that growing market mid-air, by leading a personnalized market research which has been fruitful. The project was crowned with a presentation to the Spanish company of 5 potential representatives in Germany, and settled by a visit in December, 2016. Of the 5 representatives, two will meet in the head office of the Spanish company in January, 2017.