Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V.

What Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V. does

The Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V. (MGN) is a non-profit registered association (eingetragener Verein, e. V.) that serves as the state-designated marketing and sales-promotion organization for the agri-food sector in Lower Saxony, Germany. Founded in 1969 and headquartered in Hannover (Goseriede 4, 30159), MGN operates with a core team of approximately 14 employees and engages the full food value chain — from primary producers and processors through Manufakturbetriebe (small craft manufacturers) and large national/international brands to retail and online channels. Its membership base comprises small, medium, and large food producers based in Lower Saxony, including an organic-producer cohort served through the state-commissioned 'Mehr Bio in der Gemeinschaftsverpflegung' project.

MGN's portfolio is organized around six service practice areas: Messen & Veranstaltungen (trade shows and events), Marketing & Kommunikation, Internationales & Exportberatung (international export consulting), Wissen & Netzwerke (market intelligence and networking), Verkaufsförderung & Regionalvermarktung (sales promotion and regional marketing), and Innovation & Transformation. It also operates several flagship programs: the Kulinarisches Niedersachsen food competition (running since 2010), leadership of the Agrifood cluster within the Enterprise Europe Network (EEN) Niedersachsen consortium, the Torfreduziert peat-reduction gardening competition, and the annual Zukunftswerkstatt workshop series. There is no proprietary technology platform; supporting infrastructure consists of a content website, social media (Facebook, Instagram, LinkedIn), and newsletter distribution via CleverReach.

Revenue is generated through three primary streams: (i) commissioned project mandates from the Lower Saxony Ministry for Food, Agriculture and Consumer Protection (ML), (ii) membership fees and recurring organizational services to member companies, and (iii) trade fair participation fees, event sponsorship, and commissioned event services. No pricing is publicly disclosed. MGN operates as a non-profit intermediary, leveraging its state mandate, consortium membership (NBank, Leibniz Universität Hannover, IHK Elbe-Weser, Logistic Network Consultants, Laser Zentrum Hannover), and event-based visibility — most prominently coordinating the Niedersachsenhalle (Hall 20) at Grüne Woche in Berlin — to provide market access, export facilitation, and regional branding for Lower Saxony agri-food SMEs and large producers.

Name

Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V.

Legal name

Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V.

Website

https://mg-niedersachsen.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MGN is a non-profit marketing association serving Lower Saxony's agri-food sector through trade show coordination, export consulting, marketing services, and state-commissioned projects for SMEs and large producers across the food value chain.

Ownership category

akta.pro rank

Headquarters

HQ city

Hannover

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Project mandates from state government: MGN receives commissioned project work from the Niedersächsisches Ministerium für Ernährung, Landwirtschaft und Verbraucherschutz (ML), including the 'Mehr Bio in der Gemeinschaftsverpflegung' initiative. This represents a significant revenue stream from public-sector funding.
2. Membership fees and organizational services: MGN operates as a registered association (e.V.) serving member companies along the agri-food value chain. Services in marketing, trade shows, international consulting, and sales promotion are provided to member organizations and partner businesses.
3. Event and trade fair organization: MGN organizes and coordinates trade show participation (e.g., Grüne Woche, Niedersachsenhalle Hall 20), professional events, workshops, and networking forums for member companies, generating revenue through participation fees and commissioned services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

MGN is a non-profit registered association (e.V.) that provides marketing, sales promotion, trade fair organization, export consulting, networking, and innovation advisory services to agri-food businesses in Lower Saxony, Germany. It operates as the state-level marketing partner commissioned by the Lower Saxony Ministry for Food, Agriculture and Consumer Protection, organizing joint exhibition stands at major trade fairs and facilitating international market access through the Enterprise Europe Network.

Product overview

The Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft (MGN) is a non-profit marketing association, not a software product company. It provides a portfolio of six interconnected service areas: (1) Messen & Veranstaltungen for trade show and event organization, (2) Marketing & Kommunikation for strategic marketing support, (3) Internationales & Exportberatung for international market access, (4) Wissen & Netzwerke for market intelligence and industry connections, (5) Verkaufsförderung & Regionalvermarktung for sales promotion, and (6) Innovation & Transformation for sustainable change advisory. Additionally, MGN manages several flagship initiatives including the Kulinarische Botschafter competition, the Enterprise Europe Network Agrifood cluster, the Mehr Bio in der Gemeinschaftsverpflegung project, the Torfreduziert competition, and the annual Zukunftswerkstatt event series.

Differentiator

Problem solved

Functional benefit

Brands

• Kulinarisches Niedersachsen: Annual competition recognizing outstanding Lower Saxon food products as ambassadors for the region's culinary identity, launched in 2010.
• Enterprise Europe Network (EEN) Niedersachsen - Agrifood
• Mehr Bio in der Gemeinschaftsverpflegung

Products and services

• Messen & Veranstaltungen (Trade Shows & Events) Conception and organization of trade fair appearances and business events for agricultural and food businesses in Lower Saxony, including coordination of the joint Niedersachsenhalle (Hall 20) stand at the Grüne Woche in Berlin.
• Marketing & Kommunikation Marketing strategies, concepts, and campaigns designed to promote client topics and messages effectively for agri-food businesses in Lower Saxony.
• Internationales & Exportberatung International cooperation, export consulting, and market analysis services to help Lower Saxony agri-food businesses access new markets worldwide, including leveraging the Enterprise Europe Network consortium.
• Wissen & Netzwerke (Knowledge & Networks) Market analysis, surveys, workshops, and networking opportunities to identify trends and connect actors across the Lower Saxony agri-food value chain.
• Verkaufsförderung & Regionalvermarktung (Sales Promotion & Regional Marketing) Targeted sales promotion and listing services for regional products, guiding businesses from farm to retail across Lower Saxony.
• Innovation & Transformation Consulting services for sustainable change and innovative solutions in the agricultural and food sector in Lower Saxony.
• Kulinarische Botschafter Niedersachsen (Culinary Ambassadors of Lower Saxony Competition) Annual competition recognizing outstanding Lower Saxony food products as ambassadors for regional culinary excellence, awarding the 'Kulinarischer Botschafter Niedersachsen' quality label to winning products for retail and marketing use.
• Enterprise Europe Network (EEN) Niedersachsen – Agrifood Cluster International market development support, EU funding advisory, and sustainability audits for SMEs in the agrifood sector, leveraging a European consortium of over 600 organizations with MGN leading the Agrifood cluster.
• Mehr Bio in der Gemeinschaftsverpflegung (More Organic in Community Catering) Project to expand organic food offerings in community catering across Lower Saxony through networking events, coaching, qualification programs, and certification support, commissioned by the state agricultural ministry.

Quantifiable outcome

• In the most recent EEN funding period, ~1,100 firms were advised, 400+ intensified their collaboration with the network, and 160 found new international partners through the EEN.
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Niedersächsisches Ministerium für Ernährung, Landwirtschaft und Verbraucherschutz (ML)coreStrategic or Co-development PartnerThe state ministry commissions MGN with major projects including the 'Mehr Bio in der Gemeinschaftsverpflegung' initiative and the organization of the Lower Saxony exhibition at the Grüne Woche. This is the primary government partner and funding source for MGN's public-facing programs.
• Enterprise Europe Network (EEN) Niedersachsen consortiumcoreStrategic or Co-development PartnerMGN serves as the lead partner for the Agrifood sector within the EEN Niedersachsen consortium. EEN was founded in 2008 by the European Commission and comprises more than 600 organizations across Europe. Consortium members include NBank, Leibniz Universität Hannover, IHK Elbe-Weser, and Logistic Network Consultants GmbH. In the recent funding period, EEN advised ~1,100 firms, intensified collaboration with 400+, and helped 160 find international partners.
• Investitions- und Förderbank Niedersachsen (NBank)coreStrategic or Co-development PartnerNBank is a consortium member within the EEN Niedersachsen partnership alongside MGN. As the state investment and development bank of Lower Saxony, NBank plays a central role in the consortium's advisory and funding support services.
• Leibniz Universität HannoverminorStrategic or Co-development PartnerLeibniz Universität Hannover is a consortium member in the EEN Niedersachsen partnership, contributing academic and research capabilities to the network.
• IHK Elbe-WeserminorStrategic or Co-development PartnerThe Chamber of Industry and Commerce (IHK) Elbe-Weser is a consortium member in the EEN Niedersachsen partnership, providing industry expertise and network access for the regional business community.
• Logistic Network Consultants GmbHminorStrategic or Co-development PartnerLogistic Network Consultants GmbH is a consortium member in the EEN Niedersachsen partnership, contributing logistics and supply chain expertise to the network.
• Laser Zentrum Hannover (LZH)minorStrategic or Co-development PartnerLaser Zentrum Hannover acts as an associated partner supporting the EEN Niedersachsen activities, contributing technological expertise relevant to innovation in the agri-food sector.
• Öko-Modellregionen and Bio-Städte NiedersachsencoreStrategic or Co-development PartnerAs part of the 'Mehr Bio in der Gemeinschaftsverpflegung' project, MGN works closely with the organic model regions (Öko-Modellregionen) and certified Bio-Städte in Lower Saxony as implementation partners to expand organic food in institutional catering.
• Lebensmittel-ZeitungminorGTM or Marketing PartnerMGN collaborated with Lebensmittel-Zeitung to produce the 'Länderreport Niedersachsen,' a special publication showcasing the strengths and innovations of Lower Saxony's food economy, distributed within the trade publication.
• DMK GROUPminorOthersDMK GROUP is listed as a Premium Partner of MGN's Zukunftswerkstatt 2026 event, contributing sponsorship support for the workshop on entrepreneurship and innovation in the agri-food sector.
• NordzuckerminorOthersNordzucker is listed as a Premium Partner of MGN's Zukunftswerkstatt 2026 event, contributing sponsorship support.
• PHW-Gruppe (Wiesenhof)minorOthersPHW-Gruppe (Wiesenhof) is listed as a Premium Partner of MGN's Zukunftswerkstatt 2026 event. CEO Peter Wesjohann participated in the panel discussion on innovation and entrepreneurship.
• TönniesminorOthersTönnies is listed as a Premium Partner of MGN's Zukunftswerkstatt 2026 event, contributing sponsorship support for the workshop.
• AgravisminorOthersAgravis is listed as an Exklusiv Partner of MGN's Zukunftswerkstatt 2026 event.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Deutscher Bauernverband (DBV): Germany's main farmers' association representing agricultural policy interests nationwide. While MGN focuses on marketing rather than lobbying, both bodies serve the same Lower Saxony agri-food constituency and frequently collaborate on policy-aligned initiatives.
• CMA Centrale Marketing-Gesellschaft der deutschen Agrarwirtschaft: Historically the federal-level German agricultural marketing organization (now dissolved/in liquidation). CMA was the direct national-level counterpart to MGN, running nationwide campaigns for German agri-food products. Useful as a cautionary precedent for the limits of public-sector marketing mandates.
• Deutscher Raiffeisenverband (DRV): National association for the cooperative agri-food sector in Germany. While organized around cooperatives rather than regional marketing, it shares MGN's value chain reach and is a relevant incumbent working with Lower Saxony's major agricultural cooperatives.
• Bundesvereinigung der Deutschen Ernährungsindustrie (BVE): The federal trade association of the German food industry. Operates as a broader industry representative and policy voice rather than a regional marketing body, but overlaps with MGN's value chain and convening role at the national level.

Regional players

• Agrarmarketinggesellschaft Mecklenburg-Vorpommern: State-level agricultural marketing organization for Mecklenburg-Vorpommern. Performs the same role as MGN for Lower Saxony — running regional branding, trade fair participation, and producer support — and is structurally a direct regional peer.
• Agrarmarketinggesellschaft Sachsen-Anhalt: State-level agricultural marketing association for Saxony-Anhalt. Mirrors MGN's mandate and structure — a publicly-supported e.V. promoting regional agri-food through events, branding, and export support — making it a directly comparable state-level peer.
• Kompetenzzentrum für Ernährung (KErn) Bayern: Bavaria's state competence center for nutrition, funded by the Bavarian state government. Functions similarly to MGN with a sustainability and nutrition focus, providing a comparable state-level nutrition marketing and advisory institution in another large German state.

Emerging players

• Fördergemeinschaft Nachhaltige Landwirtschaft (FNL): German association promoting sustainable agriculture communications across the value chain. Overlaps with MGN's Innovation & Transformation and Mehr Bio initiatives, particularly in sustainability messaging and consumer-facing campaigns.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MarketinggesellschaftNiedersachsen
• LinkedInlinkedin.com/company/marketinggesellschaft-niedersachsen
• Instagraminstagram.com/mg.niedersachsen

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Marketinggesellschaft der niedersächsischen Land- und Ernährungswirtschaft e. V.