Hi, I'm Roelof — chef, key account manager for German hospitality, Dutch native.
Into Germany in 90 days. With someone who has sold there.
You make good kitchen equipment or good foodservice products. Germany is the biggest market in Europe, and the one where it matters most who buys how. I take your brand in for 90 days: target list, dealer and buyer contacts, first meetings, live demos in a real kitchen. Fixed price, agreed before we start.
€9,900 fixed price · three monthly instalments · 90 days · English, Dutch or German
Germany is not a bigger version of home.
Most brands don't fail on the product. They fail on the first twenty conversations: wrong door, wrong language, wrong moment.
Three stages. One answer.
After 90 days you know whether Germany works for your brand, with numbers instead of a feeling.
Who buys your category.
Dealers, buying groups, chains, hotel groups, contract caterers. A target list where every contact has a source. Your pitch rewritten for German kitchens — by a chef, not a translator.
First conversations.
Phone and e-mail in German, every message approved by you. Live demos in a real kitchen where that helps. Trade-fair meetings booked before the fair, not hoped for at the stand.
Go, adjust or stop.
Meetings done, offers out, a pipeline you can read on one page. If it runs, I can stay on as your sales agent.
Four things that stay with you.
Whatever the answer after 90 days: this belongs to you.
- 01Target listWho buys, with a source for every contact.
Company, role, channel, why they fit. No bought lists, no guessed e-mail addresses.
Talk about your market - 02German materialYour pitch in kitchen German.
One-pager, e-mail texts, demo script, price logic the German buyer expects.
See an example - 03Meetings & demosConversations, not impressions.
First meetings and live demos with the people who decide, documented after every call.
Plan the first meetings - 04One-page pipelineWhere you stand, every Friday.
Contacts, conversations, offers, next steps. Built so your own team can take it over.
Ask how it looks
Roelof Hulshof.
Trained chef with a hotel management diploma, thirty years in hospitality in Germany and the Netherlands. Then the supplier side: key account for combi ovens at Unox, customer manager at Metro (top 20 in Germany), regional sales manager at Lusini. In 2025/26 I took a Singapore kitchen-tech brand into Germany: first customers across Europe within five months. Dutch native, based in Cologne.
What does it cost?
€9,900 excl. VAT for the 90 days, payable in three monthly instalments of €3,300. Travel outside North Rhine-Westphalia for demos and trade fairs is billed at cost. Everything is agreed in writing before day one.
And after the 90 days?
If the numbers say go, I can stay on as your sales agent: monthly retainer plus commission on paid orders. If they say stop, you keep the target list, the German material and a clear answer. Both are fine.
Which parts of Germany?
All of Germany by phone and e-mail. On site mainly North Rhine-Westphalia, Rhine-Main and the border region with the Netherlands and Belgium. Austria and Switzerland on request.
We are German and want into the Netherlands or Belgium.
Same package, the other way round. I have built a B2B brand in the Benelux from zero, in Dutch, with dealers and corporate buyers.
Do you use AI?
For research and first drafts, yes. Every contact on the list has a source, every message goes out only with your approval, and the meeting is a person in a room.
Three sentences are enough.
What you make, who should buy it in Germany, what you have tried so far. I answer within two working days with an honest view, even if it is: not now.
- AYou make kitchen equipment, foodservice products or food tech for restaurants, hotels or caterers.
- BYou have no German sales team yet, or one that doesn't open doors.
- CYou can deliver in Germany: stock, service and German documents, or the will to set them up.
- DYou want an answer after 90 days, not a three-year retainer.