Genuport Trade GmbH

Genuport Trade GmbH is a German food distributor headquartered in Norderstedt, near Hamburg. Founded in 1949 as a garage company by Guntram Peiser under the name Fa. Peiser & Co, it has grown into one of Germany's largest importers and distributors of international food and confectionery brands. The company is a 100% family-owned business with around 150 employees and annual revenue of approximately €150 million. Its core competencies lie in the distribution and marketing of international food brands, and it has introduced over 200 brands to the German market. Genuport's portfolio covers a wide range of product categories, including sweet baked goods, chocolate, sugar confectionery, salty snacks, breakfast products, muesli and cereal bars, functional food, frozen food, and delicatessen. The company represents more than 50 well-known national and international brands, with suppliers including global leaders such as Mondelēz International, Rigoni di Asiago, and Roland Murten AG. Genuport serves all sales formats of the German food retail sector, including discounters, as well as the convenience, drugstore, and sports specialty retail channels. Beyond import and distribution, Genuport focuses on brand management and e-commerce. Its dedicated e-commerce unit works on digitally strengthening the existing business model and developing new digital business fields, including the establishment of its own sales platform. The company offers value-added services such as food testing coordination, packaging design and labelling support, and display services, placing around 85,000 displays per year across all brands. Genuport positions itself as a partner for brand owners seeking to enter or expand in the German market, leveraging scale effects to reduce distribution costs for retailers by offering multiple brands from a single source. The company celebrated its 75th anniversary in 2024, marking three-quarters of a century of experience in the international food trade.

Genuport Trade GmbH was founded in 1949 by Guntram Peiser as a garage company under the name Fa. Peiser & Co. In 1971, the company merged with other German food importers to form Genuport Genussmittel Import GmbH & Co. KG. The name Genuport is derived from the combination of "Genussmittel" (luxury food/confectionery) and "Import". In 1989, Uwe Lebens joined Guntram Peiser as a further managing director. In the mid-1990s, Lebens acquired the Genuport shares of the founding family through a management buy-out and converted Genuport into a stock corporation (Aktiengesellschaft) in 1996. In June 2017, Genuport Trade AG was converted into a limited liability company (GmbH) through a change of legal form. In 2020, Konstantin Lebens joined the company and took on leadership responsibilities. In 2024, the company celebrated its 75th anniversary. Today, Genuport is one of the largest German import and distribution companies for international food and confectionery brands, with around 150 employees and annual revenue of approximately €150 million. It has introduced over 200 brands to the German market and represents more than 50 well-known national and international brands.

• 2024

  Celebrated 75th anniversary.

• 2020

  Konstantin Lebens joined the company and took on leadership responsibilities.

• 2017

  Genuport Trade AG converted into a GmbH (limited liability company) through a change of legal form.

• 1996

  Converted into a stock corporation (Aktiengesellschaft) after a management buy-out by Uwe Lebens.

• 1989

  Uwe Lebens became a further managing director alongside Guntram Peiser.

• 1971

  Merged with other German food importers to form Genuport Genussmittel Import GmbH & Co. KG.

• 1949

  Founded by Guntram Peiser as Fa. Peiser & Co, a garage company.

International food distributor with a broad service spectrum, specializing in the import and marketing of international food brands for the German market.

• Chocolate

  Marabou

• Milk chocolate with caramel center

  Daim

• Energy chocolate

  SCHO-KA-KOLA

• Fruit gum

  Sour Patches

• Biscuits

  Mc Vitie's

• Fine biscuits from France

  Bonne Maman

• Salty biscuits

  Roland

• Cereals

  Weetabix

• Pretzel pieces from the USA

  Pretzel Pete

• Vegan foods and vegan ice cream

  Valsoia

• Energy bars from the USA

  Clif

• Sports nutrition and dietary supplements

  Multipower

• Delicatessen

  Ponti

• Delicatessen

  Rigoni di Asiago

• Frozen food from Asia

  ITSU

1. 1Genuport - Über unsgenuport.de
2. 2Genuport - Produktservicesgenuport.de
3. 3Genuport Trade GmbH - Wikidatawikidata.org
4. 4Genuport Trade - Wikipediade.wikipedia.org