Sonja Jacobs

Partner Germany

Sonja studied Food & Business in the Netherlands and then built up many years of international experience in A-brands, Retail and Private Label. She started her career at respectively Superunie and Gekoma, where she was responsible for the categories dairy, non-food, confectionery and beer. Here she also came into contact with Private Label and its interaction with A-brands.

From here she made the switch to Friesland Campina. In 2001 Sonja moved to Germany where she was responsible for Edeka, Markant Gruppe, Lidl and AH as National Key Account Manager at a number of leading dairy manufacturers. She has also led a number of large pan-European projects. In 2014 she became Sales Manager Germany-Austria for Westland Cheese specialties where she managed a team of 15 and was ultimately responsible for the Sales strategy and associated NPDs in these countries.

In 2021 Sonja started her own consultancy company. Its activities mainly focus on developing commercial strategies for German companies that want to expand their sales in Europe or foreign manufacturers that wish to acquire or increase a position in Germany.

Sonja has excellent contacts and a very broad network in German Retail. Her specific experience lies at the commercial interface of A-brands and Private Label in fresh produce, developing and marketing NPDs and major contract and price negotiations.


  • C.I.V. Superunie B.A.
  • Gekoma Apeldoorn
  • Royal FrieslandCampina
  • Laschinger GmbH
  • Molkerei A. Müller GmbH & Co. KG
  • Westland Cheese Specialties


  • HEO Food & Business
  • NIMA B
  • Executive Program TIAS University
  • Harvard Business School Negotiation