What FoodPersonality does

FoodPersonality is a Dutch B2B trade publication and digital content platform serving decision-makers in the supermarket and food retail industry. Published by Shelflife Publishing bv and headquartered at Molenveldlaan 104 in Nijmegen, the platform delivers news, opinion pieces, personality profiles, product news, market share analysis, and industry figures through its website (foodpersonality.nl), a print magazine, a digital flipbook reader, and a weekly email newsletter (FP Update). It also operates a dedicated FPWork vertical aimed at suppliers, covering trade marketing, category management, and shopper marketing topics.

The business runs a sales-led go-to-market model with two principal revenue streams. Subscription revenue comes from three publicly disclosed tiers: an online-only annual subscription at €239.40 per year (€19.95/month), a print-and-online bundle at €419.50 per year (€34.95/month), and a corporate/business subscription at €599.40 per year (€49.95/month) that includes organization-wide access, printed copies, Formuleposter, Formule Atlas, and event discounts, plus a 3-month trial. A secondary advertising stream monetizes reach among Dutch supermarket decision-makers, with named sales contacts (Mark Peeters, Robin Kramp). The brand further reinforces its position through a portfolio of long-running industry awards, including FoodManager van het Jaar (since 1997), Captain of the Category (since 1999), FoodAwards, Mooiste Supermarkt van Nederland (since 2012, co-produced with Supermarkt & Ruimte), Gezonde Innovatie Awards (with Foodlog), and Bio-Verkiezing van het Jaar (with BioNederland).

Customer segments are vertical rather than geographic: primary readership consists of executives, managers, and store-level entrepreneurs at Dutch supermarket chains (Albert Heijn, Jumbo, Lidl, Plus, Picnic, Dirk, among others), with secondary audiences of FMCG suppliers, trade marketeers, category managers, and industry consultants. The company is privately held with no disclosed institutional investors, funding rounds, or M&A activity, and its only entity relationship is the Shelflife Publishing bv parent structure. No AI/ML capabilities are evidenced; the technology stack is a conventional CMS-driven publishing platform with a flipbook digital reader and email distribution.

Name

FoodPersonality

Legal name

Shelflife Publishing bv

Website

https://foodpersonality.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

FoodPersonality is a Dutch B2B trade publication and digital platform serving supermarket and food retail decision-makers, published by Shelflife Publishing bv. It monetizes via subscription tiers (€239–€599/year), advertising, and industry awards.

Ownership category

akta.pro rank

Product category

Trade Publishing (B2B Media)

akta.pro primary industry

Food, Cooking & Beverage Magazines (MPAJAEAF)

Keywords

• Trade publication services
• Food retail media
• Supermarket industry news
• B2B trade publishing
• Dutch grocery media

Headquarters

HQ city

Nijmegen

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, Supply Chain

Revenue model

1. Subscription Revenue: FoodPersonality generates revenue primarily through subscription-based access to its content. Three main subscription tiers are offered: online-only (€19.95/month), corporate/business subscription (€49.95/month), and print + online combined (€34.95/month). All annual subscriptions are billed at €239.40, €599.40, and €419.50 respectively. A 3-month trial subscription is also available.
2. Advertising: The platform generates additional revenue through advertising. Companies wishing to reach decision-makers in the supermarket and food industry can advertise in the publication. Contact details for advertising sales are provided (Mark Peeters and Robin Kramp).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

FoodPersonality is a Dutch B2B trade publication and digital platform serving decision-makers in the supermarket and food industry. It delivers daily news, opinion pieces, market share analysis, personality profiles, and product news via its website (foodpersonality.nl), print magazine, digital edition, and weekly newsletter. The platform generates revenue through tiered subscriptions (online, corporate, print+online) and advertising, and operates several prestigious annual industry award programs.

Product overview

FoodPersonality is a Dutch trade publication and digital platform serving managers in the food retail and industry sector. The core offering consists of FoodPersonality.nl (the main online news and content platform) and FPWork (a supplier-focused section). Content is delivered through multiple subscription tiers (online, corporate, and print+online) and a digital magazine edition. The company organizes several prestigious award programs including FoodAwards, FoodManager van het Jaar, Captain of the Category, Mooiste supermarkt van Nederland, Gezonde Innovatie Awards, and Bio-Verkiezing van het Jaar. Additional services include a weekly newsletter (FP Update), industry events calendar, and advertising opportunities for companies targeting decision-makers in the supermarket and food sector.

Differentiator

Problem solved

Functional benefit

Brands

• FoodAwards: Annual award program recognizing the best product introductions, with winners selected by a Retailcollege jury and consumer voting
• FoodManager van het Jaar
• Captain of the Category
• Mooiste supermarkt van Nederland
• Gezonde Innovatie Awards
• Bio-Verkiezing van het Jaar
• FPWork

Products and services

• FoodPersonality.nl The core online news and analysis platform for managers and decision-makers in the Dutch supermarket and food industry, featuring daily news, market share analysis, personality profiles, product news, and opinion pieces.
• FPWork A dedicated content section targeting food retail suppliers, providing commercial directors, sales teams, trade marketeers, and category managers with information on shopper marketing, trade marketing, innovation, sourcing, and sales.
• Jaarabonnement Online (Annual Online Subscription) Annual online subscription providing individual professionals with full access to FoodPersonality.nl, the weekly newsletter, and the digital magazine edition, priced at €19.95/month or €239.40/year.
• Bedrijfsabonnement (Corporate Subscription) Corporate subscription providing organization-wide digital access, one printed magazine copy per issue, Formuleposter, Formule Atlas, admin login overview, access to knowledge sessions, and discounts on partner events, priced at €49.95/month or €599.40/year.
• Jaarabonnement Print + Online (Combined Print and Online Subscription) Combined annual subscription providing access to the digital edition, physical FoodPersonality magazine delivery by post, FPWork delivered by post, and Formule-Atlas, priced at €34.95/month or €419.50/year.
• Digitale Editie (Digital Magazine Edition) Digital flipbook edition of the FoodPersonality magazine accessible online through an interactive reader with download and search functionality, available to all subscription tiers.
• FP Update Newsletter Weekly email newsletter delivering news, opinion pieces, and background articles to subscribers and free signups across the Dutch food retail professional community.
• FoodAwards Annual awards program recognizing the best product introductions of the previous year, with winners selected by the Retailcollege jury (major purchasing groups) assisted by consumer votes.
• FoodManager van het Jaar Annual prestigious management award in the Dutch food sector, established in 1997, recognizing excellence in food industry leadership; 2025 winner: Onno Brokke (GranFood), awarded posthumously.
• Captain of the Category Annual research and award program since 1999 evaluating which supplier has most distinguished itself in category management and trade marketing, based on input from supermarket entrepreneurs and business managers.
• Mooiste Supermarkt van Nederland Annual real estate award since 2012 recognizing the most beautiful supermarket in the Netherlands, organized in partnership with Supermarkt & Ruimte; 2025 winner: Jumbo Gerrit Roeke in Elburg.
• Gezonde Innovatie Awards Annual awards program recognizing products and initiatives contributing to healthier eating patterns in the Netherlands, organized in partnership with Foodlog.
• Bio-Verkiezing van het Jaar Annual election recognizing the best organic products, farmers, managers, companies, and initiatives that help biological agriculture grow, organized in partnership with BioNederland.
• Agenda (Industry Events Calendar) Events calendar platform featuring industry conferences, trade shows, and networking opportunities for the Dutch food retail sector.

Quantifiable outcome

• LinkedIn group with 3,500+ members in the Dutch food retail sector

Named customers7 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

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Shelflife Publishing bvcoreOthersFoodPersonality is an output/publication of Shelflife Publishing bv, the parent company that owns and operates the FoodPersonality brand and platform.
• FoodlogcoreStrategic or Co-development PartnerFoodPersonality collaborates with Foodlog, an online news and discussion platform about food issues, to organize the annual Gezonde Innovatie Awards (Healthy Innovation Awards), recognizing products and initiatives contributing to healthier eating.
• BioNederlandcoreStrategic or Co-development PartnerFoodPersonality partners with BioNederland, the industry organization for the biological sector in the Netherlands, to organize the annual Bio-Verkiezing van het Jaar (Bio Product of the Year election), celebrating biological products, farmers, managers, companies, and initiatives.
• Supermarkt & RuimtecoreStrategic or Co-development PartnerFoodPersonality partners with Supermarkt & Ruimte platform to organize the annual Mooiste Supermarkt van Nederland (Most Beautiful Supermarket in the Netherlands) award, contributing to improving the quality of supermarket real estate in the Netherlands.
• Nationaal Food CongresminorGTM or Marketing PartnerFoodPersonality has been the permanent media partner of the Nationaal Food Congres since its founding. This annual industry congress is a well-known event in the sector.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FPersonality
• LinkedInlinkedin.com/company/foodpersonality

Revenue estimate

Valuation estimate

Number of profiles

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 FoodPersonality