The Netherlands' presentation at the organic trade fair BioWest in Düsseldorf on 6 April 2025 marked an important milestone. It was the first collaborative participation of a Partners for International Business (PIB) cluster with a focus on the German market for organic products. Whilst looking back at a successful presence at BioWest, the PIB cluster is already preparing for upcoming German trade fairs this autumn: BioSüd in Augsburg and ANUGA in Cologne.
Beeld: © Netherlands Agricultural Network Berlin
Participants in the PIB programme "Organic Germany".
Partners for International Business programme
The Partners for International Business (PIB) programme is an instrument of the Netherlands Enterprise Agency (RVO) that helps clusters of companies to enter or expand in foreign markets. The PIB “Organic Germany” is aimed at positioning a group of 14 companies (cluster) and BioNederland (the association of Dutch organic producers and trade) on the German market for organic products.
The programme kicked off in February at the BIOFACH and over the next three years the cluster will participate in (organic) trade fairs all over Germany. In addition to attending trade fairs, study trips will be organised in order for the cluster to talk with German partners about organic strategies and the supplier policy of potential partners, as well as allow the PIB cluster participants to pitch their organic products. These activities will be accompanied by store visits to keep track of market trends.
Beeld: © Netherlands Agricultural Network Berlin
The BioWest 2025 in Düsseldorf served as the PIB cluster’s first official trade fair mission, marking the beginning of an exciting chapter for the cluster members. With a notable Dutch pavilion featuring fourteen individual stands represented by the participating companies, the BioWest offered the perfect platform for the PIB’s members to start the next phase of their activities: showcasing their products in Germany.
Build long-lasting business relationships at German trade fairs
Participation at BioWest was not just about showcasing products – it was also about building long-lasting, sustainable relationships. The fair brought together supply and demand and the interactions at BioWest allowed the PIB cluster to align itself with businesses and organisations that have a stake in organic farming, sustainability and innovation. The positive atmosphere and fruitful exchanges during the fair resulted in concrete business leads and new partnerships for growth in the organic sector.
Beeld: © Netherlands Agricultural Network Berlin
Not only did the cluster have fruitful meetings during BioWest, but they were followed up the next day with a visit to an important retailer in the region. This allowed the participants to present their products directly to this potential business partner and open doors to future cooperation. The meeting provided an opportunity for Dutch and German businesses to connect, exchange ideas and explore opportunities, whilst strengthening relationships with key players in the retail sector.
Beeld: © Netherlands Agricultural Network Berlin
A range of organic vegetables on display during the field visit and store checks.
Complexity of the German Organic Market
During this visit to Germany, the PIB "Organic Germany" cluster learned about the complexity of the German market. For example, Germany has a range of organic standards, from EU organic to stricter private labels. Furthermore, there is a price sensitivity issue, driven by increasing consumer demand for sustainable, healthy and environmentally-friendly products on the one hand, and consumer demand for low prices on the other hand. This puts pressure on the market. The sector includes various players, from organic farmers and food manufacturers to retailers and restaurants. Key factors contributing to its complexity include strict and costly certification rules, the multitude of food labels and a strong preference for regional products.
The "Öko-Barometer 2024" report, presented by the German Ministry of Agriculture (BMLEH), shows that the vast majority of consumers prefer locally-produced foods, which can suffer from limited supply for example due to seasonal limitations. The market also faces challenges in supply chains and the need for constant adaptation to consumer trends. Within the (organic) food market there are constant innovations, such as the rise of vegan and plant-based organic products. Overall, the German organic market is a dynamic and multifaceted sector that continues to evolve.
Beeld: © Bund Ökologische Lebensmittelwirtschaft (BÖLW)
This chart provides an insight into the market share distribution of the organic market in Germany in 2024. The figure highlights the dominance of large retailers (full assortment stores and discounters) in the organic market, although niche canals such as health food stores (Naturkostfachgeschäfte) also maintain a significant share.
What’s next for PIB “Organic Germany”?
The PIB “Organic Germany” cluster will continue to take part in trade fairs to further build upon its business networks in Germany. The companies will continue to contribute to the cluster’s goal: “To foster sustainable, competitive business practices in the organic sector”.
In 2025, the PIB cluster will also participate in the following German trade fairs:
- 28 September 2025 – BioSüd, Augsburg: The next PIB activity will be at the BioSüd fair in Augsburg. Similar to BioWest, a NL pavilion will be organised alongside appointments with key companies, providing the cluster members with valuable opportunities to form lasting partnerships in the organic sector.
- 4-8 October 2025 – Anuga, Cologne: This coming October, the renowned Anuga trade fair in Cologne will take place. As one of Europe’s largest and most important food fairs, the Anuga is an excellent opportunity for the PIB cluster to continue its efforts to promote Dutch organic businesses with a Netherlands pavilion on the global stage.
Please feel free to stop by and have a look at what the PIB cluster has to offer!
Interested in joining the PIB "Organic Germany" cluster?
For more information about the PIB "Organic Germany" cluster, you can contact us.
Are you interested in joining the cluster? Then please contact the PIB coordinator, Mr. Guido Jacobs of Export Partner in the Netherlands, email: guido@exportpartner.com