BETZ Holding

What BETZ Holding does

BETZ Holding GmbH is a 100% family-owned German international trading company founded in 1981 and headquartered in Buchholz in der Nordheide (Lower Saxony). The group operates as a private-label manufacturer and international trader, developing, producing, testing, marketing, and delivering food, near-food, and non-food products primarily under retailer brands. Its portfolio is executed through a holding structure of wholly-owned specialized subsidiaries: BLM (Italian gourmet ambient foods), PANTOS (body care, cosmetics, household goods), Icewind (convenience, frozen fish and seafood, cheese, desserts, organic and vegan), Mantua Surgelati (Italian frozen pizza and gelato), Martelli (Italian cured meats and delicatessen), and CROSS Logistics (in-house pan-EU logistics). Production is executed via a network of long-standing partners in over 20 countries; Italy and the USA are supported via dedicated entities (BLM Mediterranea S.r.l. and EFF European Fine Foods). Additional logistics capacity is provided by PMB Logistics.

The company's core technology stack centers on SAP S/4HANA for enterprise resource planning, supported by cold-chain monitoring for temperature-sensitive goods, HACCP-based food safety systems, and in-house ecotrophologists and food chemists for quality assurance. Certifications include IFS Broker, MSC, ASC, GLOBALG.A.P., ECOCERT, QS, de-oko-005, and HACCP per (EC) No 852/2004 and 853/2004. The go-to-market is sales-led and relationship-driven: BETZ supplies grocery retail (LEH), discount chains, and drugstore groups in Germany and internationally through direct B2B negotiations, with no public pricing and no digital self-serve channel. Logistics are partially internalized via CROSS Logistics (70 trucks across 11 EU countries). For 2025, the company reports revenue of €530 million and over 220 employees.

Ownership remains concentrated among the founding families (Franz-Hartwig Betz, Marlis Betz, Christoph Betz as Managing Partner, and Nicoll Käber), with no disclosed external investors. Strategic priorities evidenced in the input include geographic expansion into the USA, deeper category extension via the PANTOS–Velvet CARE paper hygiene partnership, and continued sustainability and certification buildout across the supply chain.

Name

BETZ Holding

Legal name

BETZ Holding GmbH

Website

https://betz-holding.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

100% family-owned German international trading holding founded in 1981 that develops and distributes private-label food, near-food, and non-food products through specialized subsidiaries (BLM, PANTOS, Icewind, Mantua Surgelati, Martelli, CROSS Logistics) to grocery retail, discount, and drugstore chains in Europe and the USA.

Ownership category

akta.pro rank

Product category

Private-label consumer goods distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Frozen Foods Wholesale (Packaged & Private Label) (AFAIAHAA)

akta.pro secondary industry

Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods) (CRADAAAA)

Keywords

• Private label distribution
• International food trading
• Italian gourmet wholesale
• Frozen food supply
• Cold chain logistics

Headquarters

HQ city

Buchholz

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Private-Label Food Products: Development, production, testing, marketing and delivery of wide range of food, near-food, and non-food products primarily in the private-label segment. Includes Italian gourmet products, frozen foods, cured meats, convenience products, and seafood.
2. Logistics Services: In-house logistics organization for BETZ Holding and external customers. CROSS Logistics provides campaign logistics, assortment businesses, customer-specific logistics with 70 trucks operating across 11 EU countries.
3. Consumer Goods (Non-Food): Production of body care, cosmetics, lifestyle products, household goods and everyday products under brands like Clino, K-Classic, Tandil, BiHome, and Globus.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

BETZ Holding is a German family-owned international trading company that develops, produces, tests, markets, and delivers food, near-food, and non-food products primarily in the private-label segment for grocery retail (LEH), discount, and drugstore chains in Germany and internationally. The portfolio spans Italian gourmet ambient foods, frozen seafood and convenience products, Italian cured meats, frozen pizza and gelato, body care and household goods, and is backed by an in-house logistics subsidiary (CROSS Logistics) operating across 11 EU countries.

Product overview

BETZ Holding is a 100% family-owned international trading company (since 1981) operating as a holding structure with multiple specialized subsidiaries. The company develops, produces, tests, markets, and delivers Food, Near-Food, and Non-Food products primarily in the private-label segment for grocery retail, discount, and drugstores. The portfolio comprises: BLM (Italian gourmet ambient foods and delicacies), PANTOS (body care, cosmetics, and household products), Icewind (convenience foods including seafood, dairy, and prepared items), Mantua Surgelati (frozen Italian pizza and gelato), Martelli (Italian cured meats and meat specialties), and CROSS Logistics (in-house logistics and supply chain services). The subsidiaries benefit from direct exchange within the holding structure, with active sourcing of product innovations and strategic integration of new product categories.

Differentiator

Problem solved

Functional benefit

Brands

• BLM: Italian gourmet food products brand specializing in pasta, oils, vinegars, pestos, sauces, and authentic Italian delicacies since the 1980s
• PANTOS
• ICEWIND
• MANTUA SURGELATI
• MARTELLI
• CROSS Logistics
• COOLINARO

Products and services

• BLM Italian Gourmet Foods Authentic gourmet products from Italy and around the world, including pasta, oils, vinegars, pestos, sauces, tomato products, spices, pastries, and snacks. IFS Broker certified, offered under private label and individual brand development for grocery retail, discount, and drugstore customers.
• PANTOS Body Care and Household Goods Body care, cosmetics, lifestyle products, and household goods including body and face care, hair removal products, cotton products, wet wipes, and everyday items. IFS Broker certified, supplied under brands such as Clino, K-Classic, Tandil, BiHome, and Globus to drugstore and retail chains.
• Icewind Convenience and Frozen Foods Convenience and frozen products since 1988 including fish and seafood, cheese specialties, desserts (cheesecake, lava cake, tiramisu), fresh pasta, organic products, and vegan products. MSC, ASC, GLOBALG.A.P., and IFS Broker certified for grocery retail and food service customers.
• Mantua Surgelati Frozen Italian Pizza and Gelato Italian frozen pizza varieties (stone oven, wood oven, organic, vegan) and Italian ice cream specialties (gelato), produced in Italy and distributed internationally to grocery retail and food service customers.
• Martelli Italian Cured Meats Italian gourmet meat products including cured ham (Parma, San Daniele, Serrano), cooked ham, mortadella, Milanese salami, game meat, French pies, and Italian sausage specialties, certified for species-appropriate animal husbandry and supplied to grocery retail and specialty food customers.
• CROSS Logistics In-house European logistics services for BETZ Holding subsidiaries and external customers, operating 70 trucks across 11 EU countries with 14 permanent employees, QS and HACCP certified, providing campaign logistics, assortment logistics, and customer-specific logistics including cold-chain handling with continuous temperature monitoring.

Quantifiable outcome

• 45 years of industry experience with over 220 employees
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• BLM Mediterranea S.r.l.coreChannel Partner/ Reseller/ DistributorBLM Mediterranea S.r.l. is the direct contact in Italy, building strong partnerships with production partners on site. This subsidiary enables BETZ Holding to source authentic Italian products and maintain direct relationships with Italian producers.
• EFF European Fine FoodscoreChannel Partner/ Reseller/ DistributorEFF European Fine Foods creates a direct connection to customers and partners in the USA, helping BETZ Holding expand into the American market for European fine foods.
• Velvet CAREcoreStrategic or Co-development PartnerPANTOS and Velvet CARE have entered into a strategic and long-term business partnership. They work continuously to build a strong position in Central Europe as a strategic market for paper hygiene products. This is a strategic partnership based on business and capital relationships.
• Fiorentini FirenzecoreStrategic or Co-development PartnerOver 20 years of partnership with BLM. The family-like relationship is shaped by daily dedication and mutual trust, described as a cornerstone of shared success. Co-Founder Fabrizio Fusi describes it as a win for all parties involved.
• IGOR GorgonzolacoreStrategic or Co-development PartnerLong-standing partnership between families forming the foundation of cooperation. With clear professionalism and shared commitment to quality, they create sustainable growth. Described as far more than a business relationship - a shared path into the future according to CEO Fabio Leonardi.
• Production Partners (20+ countries)coreChannel Partner/ Reseller/ DistributorStrong network of long-standing and efficient production partners in over 20 countries. These partners enable BETZ Holding to guarantee the quality and variety that customers value. The company focuses on competent producers who belong to the best in their industry.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bonduelle: European leader in canned and frozen vegetables, with significant private-label supply to grocery retail and discount across the continent. Comparable to BETZ on private-label frozen and shelf-stable categories, but operates at much larger scale with branded-led model.
• TreeHouse Foods: North American private-label food manufacturer across snacks, frozen and shelf-stable categories serving grocery retail and foodservice. Comparable to BETZ on multi-category private-label model and retailer-customer orientation, but operates at much larger scale and on a different continent.
• Nomad Foods (iglo): European frozen-foods operator (iglo, Findus, Birds Eye) supplying both branded and private-label frozen products to grocery retail. Comparable to BETZ's MANTUA SURGELATI and ICEWIND on frozen category and discount-channel customer overlap, but operates at significantly larger scale.

Direct peers

• Homann Feinkost: German private-label producer of sauces, dressings, frozen convenience and deli-style products supplied to grocery retail and discount. Comparable to BETZ's ICEWIND convenience and convenience-meal ranges on product mix and customer channels.
• Frosta AG: German frozen-foods manufacturer with strong private-label business supplying grocery retail and discount across Europe. Closely comparable to BETZ's MANTUA SURGELATI and ICEWIND frozen ranges on product, customer and private-label model.
• Coppenrath & Wiese: German family-owned frozen-baked-goods producer serving private-label and own-brand SKUs at German grocery retail and discount. Directly comparable to BETZ's MANTUA SURGELATI frozen-pizza business on category, customer base and private-label positioning.
• Zentis: German family-owned private-label producer of confectionery, fruit preparations and sweet spreads for European grocery retail. Directly comparable to BETZ's BLM sweet-bakery and ambient specialty business on private-label supply model.
• Stockmeier Group: German family-owned manufacturer and trader of private-label food and non-food products for retail chains across Europe. Closely comparable to BETZ on private-label model, multi-category breadth and family-ownership profile.
• Rügenwalder Mühle: German private-label and branded producer of meat products and meat alternatives, supplying German grocery retail and discount with category depth similar to BETZ's MARTELLI cured-meat range. Comparable on B2B private-label supply and retailer relationships.
• Peter Kölln: German family-owned producer of oat-based cereals and grain products with substantial private-label supply to grocery retail. Comparable to BETZ on family ownership, private-label model and German grocery-retail customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/betz-holding-gmbh

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BETZ Holding