Food 4 Giraffes
To help B2B companies in the food industry make the right product choices to grow their business.
We combine deep industry expertise, networking, creativity, AI-powered tools and giraffes’ survival spirit to deliver highly customized, effective support.
We have worked in Unilever, Douwe Egberts, Puratos, Dawnfoods, Pepsico, Mars, Zeelandia, La Lorraine, Gourmand Pastries and on more than 100 product category and innovation projects.
We have led projects across Europe, North and South America, and have lived in the USA, Canada, Chile, Germany, the Netherlands, Belgium and Spain.
Who we are
Johan Sanders🦒
Like a giraffe, I keep a broad view while staying grounded. I help food companies turn strategy into real actions that work—based on years of hands-on experience in B2B. I like to keep things clear, simple, and focused on results.
Gemma Baqués🦒
I spot market trends quickly and love turning ideas into practical solutions. I bring energy, creativity, and a hands-on mindset to help teams move forward. I’m all about making things better and adding value. I love food, and yes, I am a fan of giraffes!
Samuel Rojas🦒
I make technical things easy to understand. With a strong background in R&D and product development, I help teams improve quality, launch new products, and grow. I connect technical know-how with the bigger picture, so everyone’s on the same
What do giraffes have to do with all this?
All company founders love nature and animals, so we knew our name had to include one.
Alert, far-sighted, and resilient, the giraffe reflects what strategy is all about: awareness, forward thinking, and long-term focus.
Choosing the giraffe wasn’t just a branding decision—it became a mindset: always curious, always reaching higher.
2% of the company’s profits are donated to the Giraffe Conservation Foundation.
Projects
Flour Mix company
Grew sales by double digits in several countries by creating a clear global plan and adapting products to local markets.
Large food ingredient supplier
Helped organize and present a clear range of bakery products to better meet customer needs.
Fruit ingredient company
Cut product range by 8%, launched 9 new products, created one strong European brand from six local ones, and helped increase profits by 20%, leading to a new factory.
Startup
Advised how to enter the bakery market with a novel innovative food ingredient.
Frozen bakery company
Identified a focused approach as to grow their US part of the business in a profitable way
Ingredient supplier after acquisition
Updated and simplified a large product range to make it easier to sell and support growth.