Submit offer Advisory service_export of beverages from Denmark to the urban German HoReCa sector

1.     GENERAL INFORMATION:
Date: 4th of September
Questions about the companies and the proposals should be directed to: Claus Mortensen – Head of Business Acceleration at Food & Bio Cluster Denmark
Phone and email: +45 4030 4820 / cm@foodbiocluster.dk

2.     PRESENTATION OF THE ISSUING ORGANIZATION:
Food & Bio Cluster Denmark is the national cluster for food and bioresources in Denmark. The organization supports innovation and sustainable development and facilitates collaboration between startups, corporates, and investors. 

With a network of over 500 startups and participation in Denmark’s largest accelerator, Beyond Beta, the cluster focuses on commercialization and internationalization of solutions within foodtech, agtech, and biosolutions.

3.     DESCRIPTION OF THE TASK UNDER MARKET EXPLORATION:

Several Danish beverage startups part of the Beyond Beta are aiming to export to the urban German HoReCa market (Hotel, Restaurant, Catering) and niece retail companies in one or few selected German states.

To support a structured and successful market entry, Food & Bio Cluster Denmark wishes to offer an advisory program that all or part of the following components:

Market Analysis & Positioning (20%)

• Identification of relevant segments within the German HoReCa sector

• Analysis of consumer trends, competitive landscape, and pricing structures

• Strategic positioning of the product portfolio

Regulatory & Operational Guidance: (10%)

• Overview of legal requirements, certifications, and labeling regulations

• Guidance on logistics, distribution models, and partner selection

• VAT, import duties and other tax-related questions 

Go-to-Market Strategy: (20%)

• Definition of optimal entry strategy (direct sales, importers, distributors, partnerships)

• Development of sales and marketing approaches tailored to German decision-makers

• Recommendations for trade fairs, promotional activities, and networking

Roadmap, network & Mentoring (50%)

• Creation of an action plan with milestones and KPIs

• Relevant introductions

• Ongoing mentoring and support during implementation

The support will be provided through one-on-one sparring as well as in small groups of 2–3 beverage companies.

4.     OBJECTIVES AND SUCCESS CRITERIA:

The focus will be on developing innovative, high-quality beverage brands with strong taste profiles, ideally targeting premium positioning and relevant connections within the modern hotel and restaurant scene in major urban areas.

Objectives:

·        Strengthen the export readiness of participating companies

·        Develop a validated market entry strategy for Germany

·        Establish relevant connections and networks in the German HoReCa sector

Success Criteria:

·        Delivery of market analysis, strategy, and action plan

·        Minimum of 3 companies complete the program

·        Positive feedback and documented progress in export efforts

·        The companies get relevant introductions in the German market

5.     BUDGET AND PROPOSAL SPECIFICATION

Budget: 12.000 Euros

Deadline for submission: 30th of September 2025 through the link below. 

Expected project startup: End October/start November 2025

The proposal must include:
• Brief presentation of the bidder incl. references from similar assignments
• Suggested team and approach
• Price and hourly rate
• Any applicable discounts
• Overall timeline
• Assumptions and conditions (contract template)

6.     BACKGROUND FOR THE CALL:

This call is part of a requirement for sound financial management and documentation of market pricing.
Only proposals for the requested advisory service will be accepted. Implementation and execution services are not included.