COOKS CrossOver Communicatie

What COOKS CrossOver Communicatie does

COOKS CrossOver Communicatie is a Dutch B2B trade marketing consultancy founded in 2013 and headquartered in Dordrecht, Netherlands. The firm operates with approximately 16 employees and serves large food and FMCG brand owners in the Netherlands and Belgium, with selective European roll-outs (notably Germany and broader foodservice markets). Its service portfolio spans five core disciplines: Category Management, Sales Enablement, Shopper Marketing, Digital Commerce, and Commercial Empowerment, delivered through project-based and retainer engagements aligned to clients' annual commercial cycles (jaargesprekken). It also runs the recurring COOKS Academy educational event series and co-developed the 'Foodservice Category Booster' with data partner GROUP7.

The company has no proprietary software platform; it produces strategic deliverables (category and shelf visions, interactive field sales tools, shopper activation campaigns, e-commerce playbooks, marketing automation flows) rather than licensed technology. Its client roster includes AB InBev, Nestl\u00e9, Mondelez, Perfetti Van Melle, Royal Canin, Lindt, Bolletje, JDE, Kellogg's, Aviko, Spadel, Red Bull, Verstegen, Go-Tan, Brabantia, Arla, Storck, Van Geloven, and others. Notable named engagements include the 'Nextlé' field sales tool for Nestl\u00e9, 'De Ontbijtmakers' cross-category platform for Bolletje, the Aviko European e-commerce foodservice playbook, and AB InBev's 360-degree Horeca sales support with integrated #BIER magazine and Horeca Asset Box.

Commercially, COOKS earns revenue through negotiated professional services engagements, combining project work and retainer-style ongoing support. Distribution is direct enterprise field sales, primarily through senior commercial relationships, referrals, industry events, and thought leadership content generated via COOKS Academy, the company blog, and social media channels. The firm is privately held with no disclosed investors, no funding rounds, and no parent entity; ownership structure is not publicly stated.

Name

COOKS CrossOver Communicatie

Legal name

COOKS CrossOver Communicatie

Website

https://cookscrossover.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

COOKS CrossOver Communicatie is a Dordrecht-based Dutch B2B trade marketing consultancy (~16 employees) serving large food and FMCG brand owners in the Netherlands and Belgium with Category Management, Sales Enablement, Shopper Marketing, Digital Commerce, and Commercial Empowerment services.

Ownership category

akta.pro rank

Headquarters

HQ city

Dordrecht

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, Others

Revenue model

1. Trade Marketing Consultancy Services: COOKS generates revenue through project-based consulting engagements with food and FMCG manufacturers. Services include Category Management, Sales Enablement, Shopper Marketing, Commercial Empowerment, and Digital Commerce. Engagements are structured around annual commercial cycles, category vision development, and tactical campaign delivery.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

COOKS CrossOver Communicatie is a Dutch trade marketing consultancy that helps large food and FMCG manufacturers professionalise their commercial strategy. It delivers category visions, field sales tools, shopper activation campaigns, e-commerce playbooks, and annual communication planning across Category Management, Sales Enablement, Shopper Marketing, Digital Commerce, and Commercial Empowerment, positioned as 'bruggenbouwers' (bridge builders) between marketing, trade marketing, category management, sales, and retail customers.

Product overview

COOKS CrossOver Communicatie is a Dutch trade marketing consultancy agency based in Dordrecht, offering a portfolio of strategic services including Sales Enablement, Category Management, Digital Commerce, Shopper Marketing, and Commercial Empowerment. The company delivers customized client solutions such as the Foodservice Category Booster (with partner GROUP7), interactive field sales tools (Nextlé for Nestlé), activation platforms (De Ontbijtmakers for Bolletje), e-commerce playbooks, and annual communication planning. COOKS Academy provides industry education events. The company does not operate as a software platform but as a consultancy providing strategic deliverables, presentations, and campaign materials to food industry clients.

Differentiator

Problem solved

Functional benefit

Brands

• Foodservice Category Booster: One-stop-shop solution developed in partnership with GROUP7 for insight, direction, and action in foodservice category management. A 7-step process to develop a future vision on the category.

Products and services

• Sales Enablement Strategic advisory and content services that equip client sales teams with interactive tools, presentation materials, and field sales support solutions to improve selling effectiveness at retail and foodservice accounts.
• Category Management Research-based development of category visions, segment visions, and shelf visions, including growth driver identification and tactical applications for retailer and foodservice conversations.
• Digital Commerce E-commerce strategy and implementation support including Perfect Store development, online content optimization, e-commerce playbooks, and omnichannel activation campaigns.
• Shopper Marketing Shopper activation campaigns at key purchase touchpoints, including POS materials, social media activations, in-store demonstrations, and cross-category platforms with KPI definition and measurement.
• Commercial Empowerment Programmes that strengthen commercial organisation capabilities through training, onboarding, and process optimisation to improve overall business performance for client teams.
• Foodservice Category Booster A 7-step joint solution with GROUP7 for foodservice manufacturers that combines data-driven insight, direction-setting, and activation to develop a future category vision and growth plan (Route2Work and Route2Market) for foodservice channels.

Quantifiable outcome

• Bolletje 'Beter Begin Box': More than 14,000 participations in the social campaign, uplift in sales of breakfast cereals and crackers, positive brand sentiment.
• +2 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• GROUP7coreStrategic or Co-development PartnerGROUP7 and COOKS CrossOver have an established partnership in which GROUP7 contributes data-driven marketing and marketing technology expertise to complement COOKS's trade marketing consultancy services. The partnership has produced the 'Foodservice Category Booster' (a 7-step solution for category vision and market growth in foodservice), and joint marketing automation campaigns (e.g., for Spadel). COOKS explicitly describes this as a 'bestaande samenwerking' (existing collaboration) that was extended with new joint concepts.
• BelièsminorOthersBeliès is a guest speaker at the COOKS Academy event on 3 June 2026. Marketing Manager Mirjam Mastenbroek and Commercial Manager Guy Coppens from Beliès will share how they used a strong category vision to boost their innovation strategy.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Accenture Song: Global experience and commerce arm of Accenture; offers category strategy, shopper marketing and digital commerce transformation to large CPG manufacturers — direct overlap with COOKS's service portfolio at enterprise scale.
• Publicis Groupe: Global communications group whose agencies (Leo Burnett, Saatchi & Saatchi, Publicis Commerce) offer shopper, trade and digital commerce services to FMCG brands. Comparable end clients and service adjacencies.
• Ace (formerly MediaMonks / S4 Capital): Global content and commerce network with deep CPG client relationships and digital commerce / shopper marketing capabilities. Overlaps with COOKS's digital-commerce and activation work but at much greater scale and geographic reach.
• GroupM / WPP: World's largest media investment group; its agencies (Mindshare, EssenceMediacom, Wavemaker) provide category, shopper and trade marketing services to the same FMCG clients that COOKS serves, but as part of a much broader portfolio.

Direct peers

• Marketing Clinic: Dutch strategy and brand consultancy that, like COOKS, specialises in FMCG/CPG clients with category and brand strategy work. Closely comparable in geography, vertical focus, and consultancy (rather than creative agency) positioning.
• Blue Field Group: Amsterdam-based agency focused on shopper marketing, category management and trade marketing for FMCG brands. Directly comparable offering and customer base to COOKS in the Dutch/Benelux market.
• Dept Agency: Large Dutch digital agency with significant FMCG/retail practice offering digital commerce, shopper marketing and content services. Comparable on end-client overlap and service lines, though considerably larger in scale.

Regional players

• Advantage Solutions: US-headquartered trade marketing and shopper solutions provider serving CPG manufacturers; comparable service lines (category management, in-store activation, shopper marketing) but primarily North American footprint rather than Benelux.

Emerging players

• NielsenIQ: Global consumer intelligence provider whose retail measurement and category assessment products overlap with COOKS's category management and shopper marketing work for FMCG manufacturers.
• Kantar: Global market research and consultancy firm whose Worldpanel and shopper insights practices directly inform category vision work. Overlaps with COOKS's data-and-insight foundation for FMCG category strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCBN2qts6Jzr_Vd4tqVTgLLg
• Facebookfacebook.com/cookscrossover
• LinkedInlinkedin.com/company/cooks-crossover-communicatie
• Instagraminstagram.com/cooks_crossover

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 COOKS CrossOver Communicatie