Agrarmarkt Austria Marketing

What Agrarmarkt Austria Marketing does

Agrarmarkt Austria Marketing GesmbH (AMA-Marketing) is a private limited company founded in 1995 and wholly owned by the Austrian government market authority Agrarmarkt Austria (AMA), operating under § 21a of the AMA-Gesetz 1992. It is headquartered in Vienna (Dresdner Straße 68a, 1200 Wien) and serves as a quasi-governmental entity promoting agricultural marketing and managing quality certification programs for Austrian agricultural products. Its customer base spans Austrian farmers and producers, food processors and retailers, and Austrian consumers.

The company's core products are three main quality seals—AMA-Gütesiegel (primary quality seal guaranteeing regional origin), AMA-Biosiegel (organic certification), and AMA GENUSS REGION (regional culinary quality)—along with specialized labeling systems (bos for beef, sus for pork) and the pastus+ feed quality assurance program. Digital infrastructure includes the Mein Gütesiegel customer portal serving 3,800+ licensees, the AMAcademy educational webinar platform, and the consumer-facing amainfo.at portal. RollAMA, a continuous market research instrument tracking fresh food purchases from 2,800 Austrian households over 30+ years, provides ongoing market intelligence for the agricultural sector.

AMA-Marketing's revenue model is based on licensing its quality seals to food producers, processors, and retailers participating in the AMA quality community. Pricing is not publicly disclosed. The organization conducts multi-channel marketing campaigns (e.g., 'Schau drauf beim Einkauf', 'Bio, wie es sein soll', 'Endlich wieder Grillen', 'Tierhaltung plus') through consumer portals, social media, webinars, and press releases. As a state-affiliated entity, it also receives public funding through its parent AMA and operates under regulatory mandates including the HinweisgeberInnenschutzgesetz (HSchG) and Austrian media transparency requirements.

Name

Agrarmarkt Austria Marketing

Legal name

Agrarmarkt Austria Marketing GesmbH

Website

https://amainfo.at

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

AMA-Marketing is a state-affiliated Austrian GmbH that licenses quality certification seals (AMA-Gütesiegel, AMA-Biosiegel, AMA GENUSS REGION) to agricultural producers, processors, and retailers, while promoting Austrian agricultural products to consumers through digital portals and marketing campaigns.

Ownership category

akta.pro rank

Product category

Agricultural Quality Certification

akta.pro industry

PRIMARYAFALACAA

Accredited Certification Bodies (CBs) – ISO 22000/FSSC 22000/BRCGS/SQF

Agriculture & Food Production/Food Safety, Testing & Certification/Food Safety Certification Bodies (ISO 22000, FSSC 22000, BRCGS, SQF)

SECONDARYAFALAHAL

Label Artwork/Regulatory Review & Compliance Consulting (FDA/USDA/EFSA; format, allergens, QUID)

Agriculture & Food Production/Food Safety, Testing & Certification/Labeling, Nutrition & Allergen Verification Services

Keywords

• Agricultural quality certification
• Food origin labeling
• Quality seal licensing
• Agricultural marketing services
• Consumer food information

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Quality Certification Services: AMA-Marketing sets guidelines for the award and use of quality seals for marking high-quality agricultural products and products manufactured therefrom. The organization was founded in 1995 by the market organization authority Agrarmarkt Austria (AMA) with the purpose of promoting agricultural marketing under Section 21a of the AMA-Gesetz 1992.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

AMA-Marketing sets guidelines and licenses the use of quality seals (AMA-Gütesiegel, AMA-Biosiegel, AMA GENUSS REGION) for marking high-quality Austrian agricultural products. It also operates the RollAMA market research tool, a Mein Gütesiegel licensee portal, the AMAcademy educational platform, and the consumer-facing amainfo.at information portal, collectively providing quality certification, origin verification, consumer transparency, and agricultural market intelligence.

Product overview

Agrarmarkt Austria Marketing (AMA-Marketing) operates a multi-layered product portfolio centered on quality assurance and certification for Austrian agricultural products. The core offering consists of three main certification seals: the AMA-Gütesiegel (primary quality seal), the AMA-Biosiegel (organic certification), and the AMA GENUSS REGION (regional culinary quality). Supporting these are specialized labeling systems for beef (bos) and pork (sus), along with the pastus+ feed quality assurance program. Digital service delivery is provided through the Mein Gütesiegel customer portal for certification management and the AMAcademy educational platform. Market intelligence is delivered via RollAMA, the rolling agricultural market analysis tool tracking 2,800 Austrian households. The consumer-facing amainfo.at portal provides information and transparency about food quality, animal welfare, and sustainability. This portfolio functions as an integrated quality ecosystem rather than standalone products, with certification holders using the digital portal to manage their participation while consumers access transparency information through the consumer portal.

Differentiator

Problem solved

Functional benefit

Brands

• AMA GENUSS REGION: Quality seal guaranteeing standardized quality, regional origin and culinary enjoyment at farm direct marketers, manufactories and gastronomy businesses.
• AMAcademy
• Mein Gütesiegel

Products and services

• AMA-Gütesiegel (AMA Quality Seal) The flagship quality certification seal for Austrian agricultural products, guaranteeing regional origin, transparent production processes, and independent quality controls for meat, dairy, produce, and other food categories. Licensed to food producers, processors, and retailers across Austria.
• AMA-Biosiegel (AMA Bio Seal) Organic certification seal guaranteeing clear origin, traceable quality standards, and verified production pathways for organic products in Austria. Available to organic producers and processors meeting the AMA's organic standards.
• AMA GENUSS REGION Regional culinary quality seal guaranteeing standardized quality, regional origin, and culinary enjoyment at farm direct marketers, manufactures, and gastronomy businesses. Targeted at direct farm marketers, manufacturers, and gastronomy businesses in Austria.
• pastus+ Feed Quality Assurance Quality assurance program for feedstuffs within the AMA quality seal framework, establishing standards for feed quality and safety in Austrian agriculture. Used by feed producers and livestock farmers participating in the AMA quality program.
• bos (Beef Labeling System) Beef labeling system securing voluntary and mandatory labeling information within the meat labeling framework for Austrian beef products. Licensed to beef producers and processors.
• sus (Pork Labeling System) Pork labeling system securing voluntary and mandatory labeling information within the meat labeling framework for Austrian pork products. Licensed to pork producers and processors.
• RollAMA (Rolling Agricultural Market Analysis) Rolling agricultural market analysis conducted with 2,800 households continuously recording their fresh food purchases. The primary market research instrument providing data on purchasing behavior and consumer trends in Austria, used by agricultural sector participants and producers.
• Mein Gütesiegel (My Quality Seal) Portal Digital service platform for all participants in the AMA quality community, providing access to certification management, documentation, and participation in quality assurance programs. Used by over 3,800 licensees in the AMA quality community.
• AMAcademy Educational platform consolidating all educational offerings from AMA-Marketing, including webinars on quality seal programs, agricultural practices, and market information. Free of charge via Zoom for licensees and public participants.
• AMAINFO.AT Consumer Information Portal Consumer information portal providing comprehensive information about AMA quality seals, animal husbandry, plant cultivation, sustainability, quality, and the value of food products. Targeted at Austrian consumers seeking transparent food information.

Quantifiable outcome

• RollAMA tracks purchasing data from 2,800 Austrian households continuously

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Agrarmarkt Austria (AMA)coreStrategic or Co-development Partner · 1 January 1995AMA-Marketing was founded in 1995 as a limited liability company by the market organization authority Agrarmarkt Austria (AMA). The company executes tasks for promoting agricultural marketing according to Section 21a of the AMA-Gesetz 1992.
• Control and Certification BodiescoreImplementation/ SI/ Consulting PartnerExternal control bodies verify compliance with AMA guidelines and quality standards. Participants in quality assurance measures and origin registration systems have their compliance checked by these independent certification organizations.
• Bundesamt für Korruptionsprävention und Korruptionsbekämpfung (BAK)minorOthersThe Federal Agency for Corruption Prevention and Combating at the Federal Ministry of the Interior is the responsible external body for AMA-Marketing under the Whistleblower Protection Act (HSchG).
• AGES (Agentur für Gesundheit und Ernährungssicherheit)minorStrategic or Co-development PartnerAGES contributes expertise on sustainability-related food information requirements in AMA-Marketing webinars and educational programs on sustainability reporting.
• PwC Advisory Services GmbHminorImplementation/ SI/ Consulting PartnerPwC provides expertise on sustainability reporting from the perspective of auditing and consulting, contributing to AMA-Marketing webinars on sustainability reporting.
• Happy am Hof Platform Partners (Maschinenring, Lebensqualität Bauernhof, SVS)minorStrategic or Co-development PartnerInitiative providing information about preventive care offerings and treatment options for farmers, presented through AMA-Marketing webinars.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• FranceAgriMer: FranceAgriMer is the French national agency for agricultural and sea product marketing, operating under the French Ministry of Agriculture. It serves a comparable public-mandate role for French agricultural promotion that AMA-Marketing fills for Austria, though with broader scope including economic analysis and market regulation.
• GLOBALG.A.P. GLOBALG.A.P. is a leading international farm assurance program covering crops, livestock, and aquaculture certification. While AMA-Marketing operates nationally under statutory mandate, GLOBALG.A.P. represents the global private certification model that competes for producer certification budgets in international supply chains.
• Soil Association Certification: The Soil Association is the UK's largest organic certification body, comparable to AMA's AMA-Biosiegel organic program but operating across a broader UK and international producer base. Both serve consumer-facing organic certification with brand-driven trust positioning.
• BRCGS (Brand Reputation through Compliance Global Standards): BRCGS operates globally recognized food safety certification standards adopted by retailers and food manufacturers worldwide. AMA's quality seals address similar food safety and traceability needs but for the Austrian market, while BRCGS serves multinational retail supply chains.
• FSSC 22000: FSSC 22000 is a globally recognized food safety management system certification scheme used by major food manufacturers. AMA's AMA-Gütesiegel covers similar assurance domains but is positioned as a national consumer-facing seal rather than a B2B management system standard.

Direct peers

• Bio Austria: Bio Austria is the Austrian umbrella association for organic farmers, operating a competing organic certification brand within the same Austrian agricultural market that AMA's AMA-Biosiegel serves. Both organizations certify organic producers for the same Austrian consumer base.
• CMA Centrale Marketing-Gesellschaft der deutschen Agrarwirtschaft: CMA was the historical German equivalent of AMA-Marketing, a centralized agricultural marketing organization running quality campaigns for German agricultural products. Although CMA's marketing functions were largely dissolved in 2009, it remains the closest structural analog as a national agricultural marketing body.
• KAT - Verein für kontrollierte alternative Tierhaltungsformen: KAT operates the German 'KAT-Kennzeichnung' for eggs and animal welfare labeling, directly comparable to AMA's Tierhaltung plus animal husbandry certification. Both organizations address animal welfare transparency for consumers across the DACH region.
• QS Qualität und Sicherheit GmbH: QS is a German quality assurance system for meat and meat products, operating a labeling and certification scheme similar to AMA's bos/sus meat labeling systems. It manages cross-stage quality assurance from feed to counter, mirroring AMA's integrated approach to Austrian agricultural certification.

Emerging players

• Demeter International: Demeter is the international biodynamic agriculture certification label used in over 50 countries. It represents a more specialized, premium positioning adjacent to AMA's organic certification activities, serving similar consumer demand for higher-tier agricultural certifications.

Market position

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@amainfo.at
• YouTubeyoutube.com/user/amavienna
• Facebookfacebook.com/amainfo.at
• LinkedInlinkedin.com/company/ama-marketing-gesmbh
• Instagraminstagram.com/amainfo.at

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Agrarmarkt Austria Marketing