9 tips for finding buyers on the European natural food additives market

Finding buyers can be done digitally or in person. With a reliable internet connection, you can reach many potential buyers for your food additives. If you have the budget to travel, visiting trade fairs in Europe gives you even more opportunities to meet buyers face-to-face.

There are many ways to search for and approach the right European companies, including using sector associations, trade fairs, and company databases. It is essential to use a personalised approach when contacting buyers. Avoid sending mass emails. Keep in mind that finding a buyer is only the first step. Turning interest into sales depends on your product, your marketing, and how well your offer matches the buyer's needs.

1. Know what you sell by writing down your value proposition

Before you start looking for buyers, you must first understand what you are offering. Get to know all the things that European buyers are interested in when they make their purchasing decisions. Write this information down in your value proposition. Each product you sell should have its own value proposition.

A value proposition is a summary that explains the benefits of buying from you. It tells the buyer why they should choose your product over your competition. A strong value proposition helps buyers quickly see how you can meet their needs. It also helps you in selecting buyers whose needs match your value proposition (see Tip 2).

A value proposition should (at least) include the following elements:

• A description of the product or range of products;
• Product properties, for example, colour, flavour, shelf life, solubility;
• Quality indicators;
• Volumes on sale and yearly availability;
• Price indication;
• Delivery terms;
• Certifications;
• Services you offer.

Buyers of food additives often focus on the technical qualities of the product. However, many buyers are now also looking for additional value, such as sustainability features or a good story. For example, they may want to know if your product supports smallholder farmers, comes from a unique origin, or is made with renewable energy. These aspects can help your offer stand out in the market.

You can include these points as part of your Unique Selling Point (USP). This is what makes your product or company different from others. Your USP is part of the value proposition.

To come up with your USP, think about questions like:

• Is your ingredient more concentrated than others?
• Do you use a special process that keeps more nutrients?
• Is your product better for the environment?
• Do you offer excellent service?
• Do you offer lower prices than your competition?

Try to look at your offer from the buyer’s point of view. What is important to them? What problems can you solve? This will help you target the right buyers and prepare for the next steps.

Some good examples of value propositions include Baobab Exports Organic Fruit Powder (Zimbabwe / South Africa), AICA Color’s Natural Colours (Peru) and Hydrocolloid Indonesia.

2. Understand the market to find the right type of buyer

To find buyers that match your product and value proposition, you need to understand the European market. Most importantly, you need to understand how the export value chains work and which buyer segments are most relevant for your business. Good market research helps you focus your efforts on finding buyers by directing you to buyers that better fit your offer. This saves time and money and increases the chances of sales.

You start your market research when you define your offer and think about what type of buyer it best fits. Your value proposition and market research are done simultaneously. As you learn more about buyer segments and channels, you can fine-tune your value proposition to better match what those buyers need.

Some questions you want to answer in your market research include:

• What kind of companies use the product you are selling?
• Which countries in Europe have the most demand for your product?
• Who are the main buyers in the target market?
• How is the industry structured in the target market?
• What channels do buyers use to source their ingredients?
• How many steps are there between ingredient purchasing and end-use?

The main channels through which natural food additives will wind up on the end market are importers and distributors, processors, food and drink manufacturers, and agents. Since value chain actors and relevant buyers vary greatly between sub-categories of products within the natural food additive sectors, review CBI’s detailed product studies within this category. As an example, buyers can be categorised as follows for stevia (see Figure 1):

• Agents: They merely mediate the deals between exporters and final clients in Europe and have no stock or storage facilities. It is not common for exporters to work via agents towards the European market.
• Distributors/Importers: European importers and distributors are an interesting entry point to the European market. European importers and distributors typically deal with a wide range of natural ingredients. Consider contacting companies like Roeper (Germany), A2 Trading, Brenntag Food and Nutrition and TER Ingredients
• Processors and manufacturers: Besides several specialised processors, there are global players like Givaudan and Symrise in this field. These global players have a wide portfolio of products and have also acquired smaller and important firms over the last years (e.g. Naturex, today part of the Givaudan group).
• Food and Beverage manufacturers: If you offer ready-to-use natural food ingredients with enough quantity, quality and an excellent after-sales service, direct sales to big processors (Unilever, Nestlé, Oetker Group, Associated British Foods) can be an option for you.

Figure 1: Simplified schematic of market entry channels for essential oils

Source: ProFound, 2024

3. Target your potential buyers systematically

Once you have determined your target markets geographically and the corresponding buyer segments, create a long list of potential buyers and target them systematically. Your long list could include customers identified in your market research (see Tip 2), mentioned in the CBI product studies, from food additives associations lists (see Tip 7), from trade events exhibitors or visitors lists, or from your own specific internet search process.

You can only narrow down your search if you can identify and contact the right contact person from your long-listed companies. Research the company’s website and LinkedIn profiles and use internet search engines to identify the names and positions (i.e. purchasing and category managers, etc.) of contact persons relevant to you.

It is worth targeting managers, mainly of smaller to medium-sized buyers, since they are normally very interested in staying ahead of trends and are looking for attractive sourcing options.

4. Use online advertising to boost your visibility

European buyers often search online to find new suppliers. A strong and professional online presence can help you appear in their search results and build credibility as a professional and trustworthy business partner. The first step in online visibility is investing in a professional website and a LinkedIn company page.

Company website

Having a professional-looking website with complete and accurate information is very important to European Buyers. Make sure your website clearly shows your value proposition. Use strong images of your product and production process, and, if you have them, short videos to catch attention and include technical details, certifications and origin. Follow basic SEO (Search Engine Optimisation) rules by adding keywords like your product name, quality traits, origin and certifications to your web content and meta tags.

A good website homepage:

• Shows your core offer clearly;
• Includes trust builders, for example, ISO, organic, HACCP certificates;
• Has product photos, customer quotes or testimonials, and easy contact options;
• Is easy to navigate and has a clear structure that helps the visitor find what they need.

Examples of good company websites include Valudo, an organic coconut oil producer from Sao Tomé and Principe with strong visuals and a clear ethical story, FOGA Gums, a gums and resins specialist from Sudan with product posts and certifications, and Indesso from Indonesia, a natural extracts exporter with a clear brand.

Figure 2: Example of a professional website

Source: ProFound, 2025

LinkedIn

LinkedIn is one of the most important platforms for exporters of natural food additives looking to connect with European buyers. European buyers often search for new suppliers on LinkedIn or discover them through mutual connections or posts. They also use the platform to check the background of companies before making contact. A strong presence on LinkedIn increases your chances of being found.

LinkedIn offers a direct and low-cost way to stay visible, build trust and grow business relationships.

You can use LinkedIn to:

• Find and follow companies in your target market - Search for companies in Europe that use or trade in natural food additives (such as flavour houses, ingredient distributors, or organic brands). By following them, you stay up to date with their activities and product developments.
• Connect with key people - Look for procurement officers, R&D managers, or sourcing professionals at your target companies. Send a short, personalised connection request to introduce your company and product.
• Promote your company through a professional Company Page - Create a company profile that clearly presents your product offer, certifications (e.g. organic, HACCP), and origin. Link it to your employees' personal LinkedIn profiles to build credibility.

5. List your product on online buyer-seller platforms

Online buyer-seller platforms are a useful way to promote your products and connect with potential European buyers. These platforms allow you to list your products, describe your offer, and receive inquiries from interested companies. Some platforms even allow you to sell your ingredients directly online. This gives you access to a wider audience without the cost of travelling.

For exporters of natural food additives, the following platforms are especially relevant:

• 1-2-Taste: This is an online sales platform focused on the food and beverage industry. They focus on Western Europe, especially the Netherlands and Germany. European buyers can sample and order ingredients directly from suppliers. The platform offers a marketplace for products like flavours, colours, sweeteners and natural preservatives. 1-2-Taste is especially useful for smaller exporters or those looking to enter the European market without a local distributor.
• Fi Global Connect: This is part of the Food Ingredients Global trade fair network. It offers year-round virtual events and a searchable database of suppliers. Creating a strong online presence here can help you reach food professionals and buyers across Europe. Listings often match with trade fair themes and market trends. This platform has a strong reach across Western and Central Europe.
• Ingredients Network: Managed by the same organisation as Fi Europe, this online platform connects ingredient suppliers with food and beverage manufacturers. You can create a profile, upload certificates, and showcase your products to European buyers actively searching for new suppliers.
• Tridge: A global sourcing platform where you can list your products and connect with buyers through verified trade leads. It includes data on prices and market demand, which helps you understand your position in the market. The platform serves buyers and sellers worldwide, including many from Europe, North America and Asia.
• WLW (Wer liefert was): A leading B2B platform for German-speaking Europe. It is widely used by importers, food processors, and traders. The listings are detailed but mostly in German.
• Kompass: A global B2B directory with wide reach in Europe. You can list your products and use detailed classifications to improve your visibility. The platform is available in several languages. The platform is widely used in France, Germany, Italy, and Eastern Europe.
• Alibaba: A global platform where many European buyers search for suppliers. It is very competitive, but if you have a strong offer and a high-quality presentation, it can help you attract attention. Alibaba also allows direct sales and buyer messaging. The platform is dominated by Asian suppliers, but buyers come from all over the world. The platform is mostly used by small to mid-sized importers.

6. Visit trade fairs

Trade fairs and industry events are a valuable way to meet new buyers, learn about market trends and promote your company. They are one of the most direct ways to grow your network and increase your visibility in the European market. Many companies in the natural food additives sector use trade fairs to build trust and long-term business relationships.

There are two main ways to attend trade fairs: as a visitor or as an exhibitor. Both options can help you find buyers, but the costs and preparation are very different. Visiting a fair is cheaper and allows you to meet many companies, learn about the market and explore if it makes sense to exhibit in the future. Exhibiting is more expensive and requires good preparation, but it increases your visibility and can lead to new contacts and deals.

Figure 3: Pros and cons of attending trade fairs as a visitor or exhibitor

Source: ProFound, 2024

Trade fair preparation

Proper preparation is crucial to make the most of your time and investment. Start by selecting the right trade fair for your product and company goals, which includes deciding what country you want to target. Then determine your budget and planning needs. Develop a simple sales and marketing strategy and set clear goals for the fair – for example, to meet five new buyers or to find a new distributor.

Choose which products to promote and prepare relevant marketing materials, such as brochures, certificates, price lists and product samples. Be ready to explain clearly what makes your product different from your competitors. Practice your pitch beforehand.

If you plan to exhibit, preparation will take more time. You must arrange the stand design, logistics, and all practical matters. This can be demanding, so start early.

Make appointments with buyers before the fair. Identify companies you want to speak with and try to schedule meetings before the fair starts. For this you can use the (online) exhibitor directory or catalogue. Doing this increases your chances of speaking to the right people and making good use of your time.

Make sure that your digital marketing channels are updated and in perfect condition. Use your website and LinkedIn profiles to announce your visit to events and connect instantly over LinkedIn with people you will meet at the event. As the business will develop after the event, you must take time to ensure effective follow-up.

Figure 4: Joint pavilion at Biofach 2025

Source: ProFound, 2025

Attending the trade fair and follow-up

You can do several things during the trade fair to make your participation more successful:

• Take care of your appearance. You should dress appropriately and be professional and polite.
• Actively engage with visitors and exhibitors and be proactive in engaging in conversations with people who might be interesting for your business. Ask questions, express interest and listen carefully to other attendees’ interests.
• Take notes, keep a notebook to write down important information, contacts and insights during conversations and presentations. Ask for business cards and product catalogues to add to your notes and help you remember key people and products after the event. 
• Attend presentations organised during trade fairs to learn about the sector and meet others interested in the same industry.
• Join study tours. Visitors can sign up for study tours organised by different organisations. Study tours will guide you around trade fairs and direct you to potentially interesting business contacts.

After the trade fair, you need to follow up on any leads. You can send more information or arrange follow-up meetings depending on what you discussed. You must stay connected with your new contacts, which might lead to new business opportunities.

List of trade fairs

Below is a list of the most relevant trade fairs held in Europe for exporters of natural food additives. These fairs focus on ingredients, health products, organic food, and food and beverage innovation.

Table 1: List of European trade fairs

Source: ProFound, 2025

Alternatively, you can visit trade shows in your region to target more specific regional markets and to save costs. It is also an excellent opportunity to find background information on your new target market and to present your company to potential customers directly. However, be aware that the number of European buyers will be lower.

Table 2: List of trade fairs in Africa, Asia, and South America

Source: ProFound, 2025

7. Make use of sector associations

Sector associations represent the interests of companies in a specific industry. They play an important role in promoting the sector, lobbying, setting industry standards and organising events. Most associations have members such as manufacturers, importers, distributors and service providers. These members can be valuable contacts when looking for European buyers.

Associations that are useful for your search can be directly focused on natural food additives, such as flavours or colours, or more broadly represent the food and beverage manufacturing sector, which includes many buyers of food additives.

Many sector associations publish lists of their members on their websites. These lists are a great starting point to find potential buyers. Sector associations are often open to contact from suppliers, especially if your offer matches the needs of their members. The best way to reach them is by email or through the contact form on their website. You can also follow them on LinkedIn or subscribe to their newsletter to stay up to date on market trends and events.

Important international and European sector associations include:

• European Flavour Association (EFFA) – an umbrella organisation of the European flavours sector. You can find the member list on its website.
• The International Federation of Essential Oils and Aroma Traders (IFEAT) represents the interests of companies involved in the production, processing, trading and manufacturing of ingredients used in flavours, fragrances and aromatherapy.
• Natural Food Colours Association (NATCOL) – promotes the use of natural colours and represents major producers in Europe. You can find their member list on their website.
• EU Speciality Food Ingredients is a membership organisation for the speciality food and ingredients sector. You can find the full member list on their website.
• International Organization of the Flavor Industry (IOFI) – represents the global flavour industry, promoting safety, transparency and harmonised standards. Their global members are shown on their website.

Sector associations at the European country level include:

• Food&Drink Europe – European food and drink association, represents the interests of food and drink companies, national food and drink federations, and specific sectoral associations based in Europe.
• Food and Drink Federation (FDF) – the association of the UK food and drink industry. You can find the full members list on their website.
• UK Flavour Association – an association representing the interests of the UK flavouring industry. You can find the full members list on their website.
• Federation of German Food and Drink Industries (BVE) – the leading economic association of the German food industry. You can find the full members list on their website.
• Deutscher Verband der Aromenindustrie e.V. (DVAI) – the German association of the flavour sector.
• Association Nationale des Industries Alimentaires (ANIA) – the French association representing the French food industry.
• Syndicat National des Ingrédients Aromatiques Alimentaires – an association representing food flavouring companies in France. You can find the full members list on their website.
• Federatie Nederlandse Levensmiddelen Industrie (FNLI) – represents the Dutch food & drink industry. You can find the full members list on their website (Dutch only).
• Dutch Association of Fragrance and Flavouring Manufacturers (NEA) – an umbrella organisation of the fragrance and flavouring sector in the Netherlands. You can find the full members list on their website.

8. Be selective when using databases

Using trade databases can be valuable when identifying your longlist of potential buyers and following the principles mentioned to target buyers systematically. However, you must choose wisely through which service or directory you access data, since no database is complete, and most databases are not specifically tailored to your needs.

There are many sources to access data for free, such as members' lists of natural food additives associations, chambers of commerce and trade fair exhibitors' lists. The list of natural ingredients suppliers provided by FoodIngredientsFirst, which contains the names of leading importers, distributors and ingredient manufacturers in Europe, is also helpful.

In addition to free directories, you can find paid buyer databases by companies or institutions, such as Company.info. Before you engage in such a purchase, ensure that the data offered is relevant to you and that there is no free alternative to gain access to the promised contacts. Do not use such data for mass mailings, since sending unsolicited, collective emails is generally ineffective and could put off potential buyers.

Relevant databases for exporters of natural food additives to Europe include:

• EUROPAGES – directory of European companies. EUROPAGES lets you search by sector (for example natural food additives). To further filter your search results, select companies located in the most prospective European country markets (e.g. Germany, France, the Netherlands) and by company type (e.g. ‘agent/representative’, ‘distributor’, ‘manufacturer/producer’).
• wlw –a leading B2B online marketplace in Germany, which is the most prospective European country market for natural food additives. To further filter your search (e.g. ‘organic products’, ‘oleoresins natural colours’), select companies by type (e.g. ‘manufacturer’, ‘service provider’, ‘dealer’, ‘distributor’). Companies in other European country markets are also listed.
• Kompass – is a large company database. Basic searches can be performed for free by entering product name (e.g. gum arabic, guar gum, oleoresin), import and/or export, and European country market. If you subscribe, Kompass lets you apply more filters and purchase complete databases.

9. Engage with organisations that can support you

Many governmental and non-governmental organisations in Europe actively support SMEs from developing countries. They offer practical help to start or grow your export business. Some organisations focus directly on connecting exporters with European buyers. Others offer training, market intelligence or support through local business support organisations (BSOs).

BSOs include national and regional chambers of commerce, trade promotion agencies and embassies. They often organise activities like trade fairs, matchmaking, export training and market research. These services can help you learn more about your target market and make useful business contacts.

Important European and international organisations that could support you are:

• Centre for the Promotion of Imports from developing countries(CBI) – CBI supports companies from developing countries in exporting to the European market with export coaching projects and market intelligence on various key sectors.
• Import Promotion Desk(IPD) – IPD seeks to promote the import of certain products from specific partner countries, bringing together the interests of German and EU importers with exporters from emerging markets.
• International Trade Centre (ITC) – ITC is an agency of the World Trade Organization and the United Nations, working to enable export success of small and medium-sized enterprises (SMEs) in developing countries. ITC also runs the virtual training platform SME Trade Academy.
• Open Trade Gate Sweden (OTGS) – OTGS supports companies from developing countries to export to Sweden and the European Union, assisting exporters with information on export procedures, regulatory requirements and market intelligence.
• Enterprise Europe Network (EEN) – a European Commission initiative that helps companies innovate and grow internationally through international partnerships, advice and innovation. You can check whether your country has a local point in EEN.
• Swiss Import Promotion Programme (SIPPO) – SIPPO does not support SMEs directly but supports national BSOs in their export-related promotion and services. In doing so, SIPPO indirectly supports exporting companies in the areas of market intelligence, matchmaking and networking. SIPPO offers online training through its Trade Promotion Academy.
• AFD (Agence Française de Développement) – Supports inclusive and sustainable development projects, including those that strengthen export capacity.
• Embassies – Trade departments of embassies can provide local market knowledge and introductions to key buyers and importers. Many embassies also assist with logistics, regulatory advice, and help facilitate trade agreements. Contact your local embassy for support. They may have trade development staff who can direct you to potential buyers or partners in your target market.

Trade development associations in your country can also help you find new business contacts and contacts with institutions that promote trade within Europe. They often organise export support programmes. These are good places to meet other exporters and expand your network. Examples of organisations with successful export support programmes include:

• Uganda Export Promotion Board (EUPB) – Uganda
• PromPeru – Peru
• Trade Development Authority of Pakistan (TDAP) – Pakistan
• Directorate General for National Export Development (DGNED) – Indonesia
• Department: Trade, Industry and Competition (DTIC) – South Africa
• Agricultural Export Council (AEC) – Egypt
• PROCOLOMBIA – Colombia
• PRO ECUADOR – Ecuador
• CORPEI – Ecuador
• GEPA - Germany

Figure 6: Export promotion agencies

Source: various, 2025

ProFound – Advisers In Development carried out this study on behalf of CBI.

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