AF&BM | Association of Food & Beverage Management

What AF&BM | Association of Food & Beverage Management does

AF&BM (Association of Food & Beverage Management) is a Dutch professional association founded in 1991 and formally incorporated in 1994, operating for 35 years as a subscription-based network for Food & Beverage professionals in the Netherlands. It serves F&B directors, hoteliers, restaurateurs, consultants, purchasers, and educational institutions through tiered annual memberships ranging from €187.50 (AFBM Young, ages 21-28) to €999 (F&B Consultants), with a standard professional tier at €375 and a Plus tier at €725 that bundles access to Sligro's ZiN Inspiratielab training venue for an additional €350 setup fee. The association operates on a community-led go-to-market model with a small full-time footprint (~6 employees) backed by an 8-person rotating board drawn from member companies such as Stayokay, Waldorf Astoria Amsterdam, Grand Hotel Karel V, and Breda University of Applied Sciences.

Its core offerings are AFBM-branded events (themed meetings, trend tours, social events, partner days, an annual gala), the F&B Professional of the Year Award (a multi-stage credentialing program with public voting and jury evaluation), AFBM Academy (education-linked programming for schools), and AFBM Young (a sub-brand launched March 2026 for early-career professionals). The technology layer is minimal but recently modernized: a new website (afbm.nl) and member mobile application launched in March 2025 provide profile access, an event calendar, and a member directory.

Revenue mechanics combine recurring membership dues with partner/sponsor contributions from a 22-partner ecosystem spanning supply (Sligro, Heineken, Entegra/Procent), hygiene (Ecolab, Essity), linen (Blycolin), beverages (Spadel, Cordier, Oranka, Lambertz & Visser), technology (unTill), staffing (The Keepers), and workwear (Hazet). Marketing channels center on the website, Instagram (@afbmnetwerk), email, in-person events, and earned coverage from Dutch hospitality publications (Hospitality Management, Entree Magazine, Food Inspiration, Gault&Millau). The organization operates exclusively in the Netherlands, with no public funding, no disclosed revenue, and no AI/ML capabilities referenced in the input.

Name

AF&BM | Association of Food & Beverage Management

Legal name

Association of Food & Beverage Management (AFBM)

Website

https://afbm.nl

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

AF&BM is a 35-year-old Dutch membership-based professional network serving Food & Beverage professionals across hospitality, restaurants, catering, and education. It offers tiered annual subscriptions, events, training, an awards program, and a 22-partner sponsor ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Fees: AFBM generates revenue through annual membership fees paid by individual professionals and organizations. Membership categories include F&B Professional, F&B Professional Plus, Schools, Purchasers, F&B Consultants, and AFBM Young. Fees are charged per calendar year with modest additional contributions requested for the Social Event and Annual Gala.
2. Partner/Sponsor Contributions: 22 partners support AFBM activities and receive visibility and networking opportunities with members. Partners include companies from the F&B supply chain such as Sligro, Heineken, Entegra, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

AFBM is a membership-based professional association for Food & Beverage professionals in the Netherlands, founded in 1991, providing networking, knowledge sharing, industry events, and an annual F&B Professional of the Year Award across the Dutch hospitality sector. The association also operates sub-brands AFBM Young (for professionals aged 21-28) and AFBM Academy (for educational institutions), supported by 22 corporate partners/sponsors.

Product overview

AFBM operates as a unified professional network for F&B professionals in the Netherlands, combining core membership services with specialized sub-brands. The main AFBM Network connects hospitality professionals through events and knowledge sharing, while AFBM Young targets the next generation (ages 21-28) with dedicated programming. AFBM Academy serves educational institutions. The annual F&B Professional of the Year Award recognizes industry excellence. All offerings are supported by a new website and mobile app launched in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• AFBM Young: A network for ambitious young F&B managers and entrepreneurs aged 21-28 who are at the beginning of their careers, designed to develop the next generation of F&B leaders.

Products and services

• AFBM Network Membership Annual membership for F&B professionals in the Netherlands at €375–€725 per calendar year, providing access to the 35-year network of 130 members, themed meetings, trend tours, partner days, the annual F&B Professional of the Year Award, and industry knowledge sharing.
• AFBM Young A dedicated network for young F&B managers and entrepreneurs aged 21-28 at the start of their careers, with membership at €187.50 per year, two dedicated AFBM Young meetings per year (e.g., the July 1, 2026 'Less Romance, More Strategic' event and the October 26 AFBM Young Bijeenkomst), and a pathway into the main AFBM network.
• AFBM Academy Educational initiative for schools and educational institutions offering hospitality and F&B programs, with Schools Membership at €375 per year. Provides workshops, practice-oriented training, and industry knowledge access so institutions can connect students with the F&B industry and prepare them for careers.
• F&B Professional of the Year Award Annual award program recognizing outstanding F&B professionals who excel in leadership, vision, and inspiration. Process includes public voting from a top 10, AFBM ambassador top 3 selection, and a final jury presentation; recent winners include Yaron Jansen of Hotel De L'Europe (2025) and Janiek van den Broeck of Boutique Hotel & Restaurant The Church (2026).
• F&B Consultant Membership Annual membership tier specifically for independent F&B consultants at €999 per year, providing access to the AFBM network for business development, industry visibility, and client networking.
• AFBM Events Curated calendar of AFBM events including trend tours, themed meetings, industry fairs such as Gastvrij Rotterdam, partner days, social events (e.g., Social Event in Spa with 65 members), AFBM Young meetings, and the annual AFBM Jaargala, designed to provide networking, knowledge sharing, and inspiration for members.
• AFBM Mobile Application Mobile application launched in March 2025 providing AFBM members direct access to their personal profile, the AFBM event calendar, and the member network, enabling members to find colleagues, make connections, and collaborate.

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

21 partnerships are on record, tiered minor.

• A Brand New DayminorOthersPartner/sponsor of AFBM, featured on the partner logo page.
• unTillminorOthersPOS system specialist for hospitality, founded by people from the industry. Over 3,500 hospitality businesses work with unTill. Partner of AFBM with logo page and dedicated partner page.
• Bazelmans AVminorOthersFull-service AV specialist with 70+ years of experience as a family business. Provides audiovisual solutions for events, hotels, and hospitality venues with 65+ professionals. Partner of AFBM.
• Bickery / DilmahminorOthersDilmah tea brand, founded by Merrill J. Fernando in 1985, the first truly ethical tea brand fully owned by producers. Known for hand-picked quality tea leaves and commitment to sustainability through MJF Charitable Foundation.
• BlycolinminorOthersLinen service provider for hospitality. Partner of AFBM.
• Cono KaasmakersminorOthersCheese makers. Partner of AFBM.
• CordierminorOthersPart of Cordier by InVivo, international wine and beverage division of French agro-cooperative. Serves hospitality, retail, and trade with complete wine assortment including white, red, rosé, sparkling, dessert wines, port, sherry, organic wines, and low-alcohol alternatives.
• EcolabminorOthersHygiene and water management solutions provider for hospitality. Partner of AFBM.
• EntegraminorOthersEntegra operates Procent, the largest purchasing platform for hospitality in Benelux with over 13,000 hospitality businesses connected. One of the three largest purchasing networks worldwide through its international purchasing organization.
• EssityminorOthersHygiene and health products provider. Partner of AFBM.
• HazetminorOthersWorkwear/clothing provider for hospitality. Partner of AFBM.
• HeinekenminorOthersSupports hospitality with comprehensive services and products including Pilsner, Specialty Beers, Low & No Alcohol beer, and cider. Offers assortment advice, visibility materials, tap installation consultation, staff training on hospitality and beer handling, and interior/event consulting.
• The KeepersminorOthersHospitality staffing agency founded 11 years ago by Max and Olivier. Grown from local agency to national company specializing in reliable, trained F&B staff. Promise: 'Not good, money back.' Provides over 100 trainings annually.
• Lambertz & VisserminorOthersSpecialized wholesaler of chocolate, confectionery, and delicacies founded by three friends. Offers 60+ suppliers with exclusive imports, own-designed articles, and private label products. Includes assembly workshop for people with support needs, own design department, and conditioned delivery throughout Netherlands.
• LantmännenminorOthersGlobally active bakery group with diverse brand portfolio. Pastridor is their leading foodservice brand. Passionate about bread baking and supports food professionals with creative, successful work while caring for people and planet.
• LensenminorOthersPartner of AFBM, featured on the partner logo page.
• Oranka Juice SolutionsminorOthersWholesaler and supplier of drink solutions for hospitality, foodservice, and hotels for over 30 years. Daily delivery of fruit juices, smoothies, cordials, tea, and iced coffee. Also provides smart dispensers and pour systems for efficient, hygienic use at breakfast buffets and self-service points.
• SligrominorOthersSligro Food Group has been beside food professionals for decades. Total supplier serving hospitality, catering, healthcare, retail, and hotel market in Netherlands and Belgium. Over 75,000 products, strong logistics, specialized formulas including Sligro, Van Hoeckel, De Kweker, Sligro-M, and JAVA Foodservice. Own production: Culivers (convenience) and SmitVis (fresh fish). ZiN Inspiratielab for ideas, concepts, and training.
• SpadelminorOthersMineral water and beverage company. Partner of AFBM.
• TikTak SegafredominorOthersCoffee products and services provider for hospitality. Partner of AFBM.
• TovariminorOthersPartner of AFBM, featured on the partner logo page.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Chaîne des Rôtisseurs: International gastronomic society focused on fine dining and hospitality professionals, with local Bailliages (chapters) running professional events, induction ceremonies, and competitions. Closely comparable international F&B professional network model with prestige-driven membership value similar to AFBM.
• HSMAI (Hospitality Sales & Marketing Association International): Global hospitality industry association focused on sales, marketing, and revenue optimization professionals. Closely comparable membership/network/chapter model with paid tiers, annual awards, and chapter programming targeting hospitality professionals - very similar value proposition structure to AFBM.
• SITE (Society of Incentive & Travel Executives): International association for the incentive travel and meetings industry offering membership tiers, networking events, awards, and professional development. Comparable membership-network-chapter structure to AFBM and serves a related (overlapping) hospitality professional base.
• Les Grandes Tables du Monde: International association of prestigious restaurateurs offering membership-based quality recognition, networking, and industry events for F&B professionals in fine dining. Closely comparable prestige-led F&B professional network targeting similar customer segment (upscale restaurant/hotel F&B leaders) as AFBM.
• British Institute of Innkeeping (BII): UK membership association for hospitality operators offering training, networking events, and industry recognition. Highly comparable to AFBM in mission and revenue model (membership fees, partner support, award programs), but in the larger UK market.

Regional players

• Horeca Vlaanderen: Belgian Flemish hospitality trade association providing member services, lobbying, and networking across hotels, restaurants, and catering. Direct functional analog to KHN for the adjacent Belgian market, comparable organizational model to AFBM but at larger scale.

Broad incumbents

• DEHOGA (Deutscher Hotel- und Gaststättenverband): The leading German hotel and restaurant trade association, combining membership services, lobbying, training, and networking. Similar structural model to AFBM but at national scale in Germany's larger hospitality market.
• Koninklijke Horeca Nederland (KHN): The largest Dutch hospitality trade association representing hotels, restaurants, and catering businesses. More of an industry-wide trade body and lobbying organization for owners than a F&B professional network, but it competes for the same Dutch hospitality mindshare and partner budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/afbmnetwerk
• LinkedInlinkedin.com/company/af-bm-association-of-food-beverage-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 AF&BM | Association of Food & Beverage Management