Food 4 Giraffes
We help food companies make the right product choices to grow their business.
We don’t do complicated, long product portfolio consulting. Instead, we combine 25+ years of food industry experience, strong networks, creativity, smart dashboards, easy-to-use software, and a giraffe’s perspective to give you fast, clear support.
Real Food Experience, Global View
We have worked inside leading global food brands like Unilever, Douwe Egberts, Puratos, Dawn Foods, PepsiCo, Mars, Zeelandia, La Lorraine, and Gourmand Pastries.
We have led more than 100 product portfolio management and innovation projects across Europe, North America, and South America, and have lived in seven countries: the USA, Canada, Chile, Germany, the Netherlands, Belgium, and Spain.
We know this market inside out. We help you see what really matters, make smart decisions, and grow—without the high costs or long wait times.
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 and B2C. I like to keep things clear, simple, and focused on results.
Gemma Baqués🦒
My strength is simplifying complexity. I love creating new ways to make the path forward easy, visual, and concrete, because that’s the best way to understand what really matters.
I bring energy, creativity, and a hands-on mindset to help teams move fast and build real value. And yes, I am deeply passionate about food, nature and a huge 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 page.
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.
We have adopted 2 giraffes and 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.