Shoot My Food

What Shoot My Food does

Shoot My Food (SMF) is a B2B creative agency specializing in the Dutch foodservice industry, founded in 2006 and headquartered in Ede, Netherlands. The firm delivers integrated marketing communications across six service disciplines: consulting and strategy, text and content creation, image (photography and video), design, digital marketing, and events. Its client base spans producers, suppliers, hospitality operators, and food-technology vendors, with named enterprise engagements including Unilever Food Solutions, Bilderberg, Verstegen Spices & Sauces, HANOS, 365 Retail Markets, Orbisk, Eetgemak Groep, and Market Food Group.

The agency's operations are tightly integrated with two sister entities: Food Inspiration, an editorial and events media platform for food and hospitality professionals, and Foodservice Network (FSN), a closed-door networking organization for decision-makers at leading Dutch foodservice companies. This tri-entity structure provides Shoot My Food with proprietary industry intelligence, recurring access to senior buyers, and a distinct positioning versus generalist creative agencies. The firm supplements client work with self-published SMF Magazine and an internal brand extension (YUYU yuzucello), and operates Stichting Fluvium as a non-profit social initiative.

The business runs on a professional-services revenue model with project-based fees and retainers; no public pricing or revenue figures are disclosed. A team of approximately 15 staff, led by four managing partners (Hans Steenbergen, Lukas Vlaar, Arjan de Boer, Enrique Figee), executes the work. Distribution is primarily direct, supplemented by warm referrals through FSN and Food Inspiration, with no evidence of external institutional investment or acquisition activity.

Name

Shoot My Food

Legal name

Shoot My Food

Website

https://shootmyfood.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Shoot My Food is a Netherlands-based B2B creative agency founded in 2006 that delivers strategy, content, design, digital marketing, and event services to enterprise clients across the Dutch foodservice supply chain, operating alongside sister media and networking entities Food Inspiration and Foodservice Network.

Ownership category

akta.pro rank

Headquarters

HQ city

Ede

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Creative Agency Services: Full-service creative agency providing strategy, content creation, design, digital marketing, and event services to foodservice brands. Revenue is generated through project-based fees, retainers, and consulting engagements for B2B foodservice clients ranging from producers and suppliers to hospitality entrepreneurs and restaurant operators.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Shoot My Food is a B2B creative agency that delivers strategy, content creation, design, photography, videography, digital marketing, and event services to foodservice producers, suppliers, hospitality entrepreneurs, and chefs. The agency operates six integrated service disciplines — Consulting/Advies, Text/Tekst, Image/Beeld, Design, Digital, and Events — delivered across live, online, and offline channels from idea through implementation. Its client base spans enterprise foodservice brands in the Netherlands and broader Western Europe.

Product overview

Shoot My Food is a creative agency specializing in foodservice B2B marketing and communications. The company operates as a single integrated agency offering six core service disciplines: Consulting/Strategy, Text/Content Creation, Image/Photography & Video, Design, Digital Marketing, and Events. These services are delivered through a team of approximately 15 professionals including strategists, creatives, copywriters, project managers, event managers, online marketers, designers, photographers, videographers, and trend watchers. The agency also produces its own proprietary publications (SMF Magazine) and products (YUYU yuzucello), and operates Stichting Fluvium as a social initiative. Services span from idea and advice through to implementation and follow-up, covering live, online, and offline channels.

Differentiator

Problem solved

Functional benefit

Brands

• SMF Magazine: Company's own magazine providing different perspectives on food and hospitality topics
• YUYU

Products and services

• Consulting / Advies Strategic consulting services including content strategy, communication vision, branding, route-to-market planning, concept development, and target audience analysis for foodservice brands.
• Text / Tekst Content creation services including storytelling, interviews, testimonials, brand stories, web copy, blogs, whitepapers, newsletters, SEO writing, and press releases for foodservice clients.
• Image / Beeld Visual content production including portrait and reportage photography, corporate videos, video testimonials, 3D animations, interactive videos, studio photography, and instructional videos for foodservice brands.
• Design Design services covering books, magazines, POS materials, key visuals, websites, wireframes, animations, reels, brochures, flyers, in-store promotions, sample boxes, landing pages, and digital banners.
• Digital Digital marketing services including social media planning and advertising, lead generation, marketing automation, newsletters, search engine advertising, and email mailings for foodservice brands.
• Events Event services including concept development, guest journey planning, moderation, trend tours, networking events, kick-offs, studio broadcasts, event management, webinars, and trend presentations in live, online, and hybrid formats.
• SMF Magazine The company's own magazine featuring associative, inspiring, and bold themes related to food and hospitality, offered as a free physical publication upon request.

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Food InspirationcoreStrategic or Co-development PartnerFood Inspiration is an online and offline inspiration and media platform for professionals in food and hospitality. Through daily editorials, weekly trend presentations, and annual events, the editorial team shares the latest trends and developments in the world of food and drinks. Operationally, the companies are closely connected and work in separate teams but are one company.
• Foodservice NetworkcoreStrategic or Co-development PartnerFoodservice Network (FSN) is a networking organization for decision-makers from leading companies in the Dutch foodservice industry. Their meetings, online broadcasts, and trend tours are meaningful, relevant, unifying and surprising. Networking at FSN focuses on building relationships and sharing knowledge, not just connections.
• Stichting FluviumminorOthersFluvium Foundation organizes unforgettable dining experiences for those who don't have the ability or means to go to a restaurant. Shoot My Food supports this foundation as a social impact initiative, having organized tasting events for lonely elderly and pop-up restaurants for food bank clients.
• YUYUminorOthersYUYU is Shoot My Food's own yuzucello product created for their tenth anniversary. The brand also includes a magazine companion. This represents an internal brand extension rather than a strategic partnership.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sid Lee: Independent creative and brand agency (Sid Lee) with food, beverage and lifestyle brand experience across North America and Europe. Overlaps with Shoot My Food on creative work for consumer-facing food brands, but at greater scale and without a foodservice-specialist positioning.
• VML: Global marketing agency (VML, merged from VMLY&R and Wunderman Thompson) offering creative, commerce, data and technology services. A broad incumbent against which Shoot My Food's clients benchmark when consolidating agency rosters; competing on integrated capability rather than foodservice specialism.
• TBWA\Nederland: Dutch arm of the TBWA\ global creative network, a broad incumbent offering full-service advertising and brand strategy. Directly competes for the same Dutch enterprise foodservice briefs that Shoot My Food targets, though typically pitched as part of pan-European holding-company structures.
• Anomaly: Independent global creative agency (Anomaly) known for brand strategy, advertising and content across CPG and food. A broad incumbent competitor for foodservice marketing briefs; not foodservice-specialist, but routinely wins work in adjacent food and beverage categories.
• Wieden+Kennedy: Iconic independent creative agency (Wieden+Kennedy) with long-standing food and beverage clients (McDonald's, KFC, Coca-Cola). A large-scale incumbent that competes for hero-brand creative work in foodservice categories; meaningfully larger but operates on the same project-based agency model.
• Fallon London: Independent creative agency (Fallon) with European operations in London that has historically worked across hospitality and food brands. Functions as a broad incumbent alternative to Shoot My Food for cross-channel creative briefs in the foodservice and hospitality category.

Direct peers

• Mother Design: Independent creative network (Mother) with full-service capabilities spanning strategy, design, content and digital. Overlaps with Shoot My Food on creative services for consumer and lifestyle brands, including food and hospitality accounts, although operating at significantly greater scale and geographic reach.
• Dept: Largest Dutch-origin independent digital creative agency (Dept). Offers strategy, design, engineering and content; competes for the same mid-market and enterprise creative briefs that Shoot My Food pursues and is the closest direct domestic independent competitor in the Netherlands, though far larger and broader in scope.
• Koto Studio: Brand and design studio (Koto) building identity systems for challenger and category-leading brands across food, drinks and hospitality. Comparable as a specialised creative shop competing for foodservice branding work; based in London/LA but serving global brands alongside Dutch clients.

Others

• Adyen (Marketing/Brand team, reference benchmark): Dutch payments company whose in-house brand and content marketing is often cited as a benchmark for specialised B2B brand teams in the Netherlands. Not a competitor, but useful as a regional comparator for category-marketing scale and ambition in the Dutch creative ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/shootmyfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Shoot My Food