What MVG does

MVG Marketing + Vertrieb GmbH is a privately held German field sales and distribution agency headquartered in Worms, Germany. Founded in 1967 by Hans Noeller sen. and transitioned in 2007 to Christoph Noeller under a GmbH structure, the company operates with a very small team of 3 permanent field staff, 2 freelancers, and 1 office employee (6 total). It serves the German Lebensmittel- und Getränkeindustrie (food and beverage industry), providing sales, distribution, sales promotion, consulting, and personnel services in merchandising and promotion.

The company's service portfolio comprises four interconnected offerings. The core Vertrieb (sales/distribution) service handles key-accounting, route support, central warehouse support, new customer acquisition, order processing, distribution security, distribution consolidation, price control, and market surveys. Absatzförderung (sales promotion) extends to promotions, tastings, facing control, store checks, shelf maintenance and optimization, best-before date control, sampling, returns and complaints management, trade show attendance, and POS actions. Consulting covers competitive analysis, reporting, test markets, targeting, product and assortment consulting, market consulting, price maintenance, consumer surveys, and marketing consulting. A fourth line of personnel services in merchandising and promotion was added following the 2007 succession. The underlying technology stack is undisclosed; the firm does not present a proprietary platform or productized software layer.

MVG generates revenue through professional services engagements with food and beverage manufacturers, executing field sales across Nielsen regions 3a and 3b (Hessen, Rheinland-Pfalz, Saarland, and Baden-Württemberg) via dedicated Gebietsleiter (territory managers) covering all major German retail channels including LEH (food retail), C+C (cash and carry), GFGH (wholesale), and GAM (grocery/beverage pickup markets). Pricing is not publicly disclosed. The go-to-market is enterprise field sales driven by direct client relationships and trade show participation, with no digital marketing channels evident. The company is wholly privately held by the Noeller family with no institutional investors, no subsidiaries, and no disclosed M&A activity.

Name

MVG

Legal name

MVG Marketing + Vertrieb GmbH

Website

https://mvg-worms.de

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1–10 employees

Short description

MVG Marketing + Vertrieb GmbH is a German field sales agency providing sales, distribution, sales promotion, consulting, and merchandising personnel services to food and beverage manufacturers across Nielsen regions 3a and 3b covering Hessen, Rheinland-Pfalz, Saarland, and Baden-Württemberg.

Ownership category

akta.pro rank

Product category

Sales and Distribution Services

NAICS

Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Services (8741), Services-Advertising (7310)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Sales distribution agency
• Food beverage industry
• Field sales services
• Merchandising promotion
• Sales consulting services

Headquarters

HQ city

Worms

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Sales and Distribution Services: MVG provides comprehensive sales and distribution services to the food and beverage industry, including key-accounting, territory management, central warehouse support, new customer acquisition, order processing, and distribution consolidation.
2. Consulting Services: Consulting services including competitive analysis, reporting, test markets, targeting, product consulting, assortment consulting, market consulting, price maintenance, consumer surveys, and marketing consulting.
3. Sales Promotion Services: Promotional services including promotions, tastings, facing control, sales assurance, action control, store checks, shelf care, shelf optimization, best-before date control, sampling actions, returns management, complaint management, trade shows, and POS actions.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

MVG is a sales and distribution agency that provides key-accounting, route and central warehouse support, new customer acquisition, order processing, and distribution consolidation for food and beverage manufacturers across German Nielsen regions 3a+b. Its offering is complemented by sales promotion services (tastings, shelf management, POS actions) and market consulting (competitive analysis, targeting, assortment advice) for the same client base.

Product overview

MVG is a traditional marketing and sales distribution company offering a unified portfolio of three interconnected core services. The Vertrieb (Sales/Distribution) service forms the foundation, handling key-accounting, route management, warehouse support, customer acquisition, and order processing. Absatzförderung (Sales Promotion) extends this with promotional activities, tastings, shelf management, and POS actions. Consulting complements the offering with market analysis, reporting, targeting, and marketing advisory services. A fourth offering of Personnel Services in Merchandising and Promotion was added following the 2007 succession. The company serves the food and beverage industry across Nielsen regions 3a+b covering Hessen, Rheinland-Pfalz, Saarland, and Baden-Württemberg.

Differentiator

Problem solved

Functional benefit

Products and services

• Vertrieb (Sales and Distribution) Core sales and distribution service for food and beverage manufacturers covering key-accounting, route support, central warehouse management, new customer acquisition, order processing, distribution security and consolidation, price control, market surveys, and shelf placement rounds.
• Absatzförderung (Sales Promotion) Sales promotion service for food and beverage clients including promotions, tastings, facing control, sales securing, action control, store checks, shelf care, shelf optimization, best-before date control, sampling actions, returns and complaint management, trade show attendance, and POS actions.
• Consulting Market and strategic consulting service for food and beverage manufacturers covering competitive analysis, reporting, test markets, targeting, product consulting, assortment consulting, market consulting, price maintenance, consumer surveys, and marketing consulting.
• Personaldienstleistungen Merchandising und Promotion Personnel services in merchandising and promotion, supplying clients with flexible merchandising and promotional staffing as part of MVG's expanded service portfolio.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Broad incumbents

• Havas Germany: Major global communications group with German operations spanning advertising, media, and activation services. Comparable in client base (FMCG brands) and end-to-end campaign delivery, though at a much larger scale.
• Serviceplan Group: Largest independent agency group in Europe, headquartered in Munich. While mainly creative and digital, Serviceplan includes trade marketing and sales-activation capabilities that overlap with MVG's consulting and promotion services.
• Ströer SE & Co. KGaA: Large German marketing services and out-of-home media company. While primarily media-focused, Ströer operates adjacent sales and promotional execution services that overlap with MVG's retail-execution capabilities.
• Jung von Matt: Leading German creative agency with strong FMCG client roster. While primarily creative, JvM covers experience and activation work that overlaps with MVG's promotion and consulting offerings.
• BBDO Group Germany: Major German advertising network with deep FMCG experience. Comparable to MVG in target market (food and beverage principals) and ability to deliver integrated campaigns, though at substantially greater scale.

Direct peers

• Forteam Field Marketing: Germany-based field-marketing agency specializing in FMCG merchandising, promotions, and sales force outsourcing. Mirrors MVG's positioning as a regional service provider for food and beverage manufacturers.
• Sales & More GmbH: German field-sales and merchandising agency focused on FMCG. Direct comparability to MVG in providing outsourced sales force, in-store execution, and retail-services support to food and beverage manufacturers.
• Gekko Field Marketing Germany: Field-marketing subsidiary of Gekko Group operating in Germany. Offers promotional, merchandising, and retail-execution services to FMCG brands, putting it in the same category as MVG's combined Vertrieb and Absatzförderung offerings.
• CPM Germany: International field-marketing and sales-services group with a sizable German operation. Directly comparable to MVG in providing outsourced sales, merchandising, and promotional execution for FMCG brands across retail channels.

Emerging players

• Masterplan Sales & Marketing: Smaller German sales and marketing services agency serving FMCG brands with field sales, merchandising, and trade marketing. Comparable to MVG in scope and target clients, though likely at a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mvg-marketing-vertrieb-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 MVG