Storteboom at Anuga

Storteboom Food Group is a well-established name in the European poultry sector, with production facilities in both the Netherlands and Poland. At Anuga 2025, their focus was on visibility: the new brand identity needed to be presented clearly and confidently, and their growth in the German market could not go unnoticed. The brand presentation was closely tied to Storteboom’s culture: down-to-earth, warm, and approachable.

“The collaboration with KOP was, as always, fantastic! They really thought along with us, were super flexible, and truly helped bring our ideas to life. Everything went smoothly from design to execution. Such a great team to work with!”

Nicole Honing - Manager communication, Storteboom Food Group

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The Opportunity

Their participation in Anuga followed a new strategic phase within the organization, creating room to position the brand more strongly. At the same time, there was a need for a booth that better reflected their identity and goals. Greater recognizability, improved lighting, smarter material choices, and a presentation that made the company culture tangible were key.

“We’re extremely happy with how the booth turned out! Fresh, modern, and completely in line with our new brand identity — it really felt like Storteboom. Visitors responded very positively, and we received lots of compliments on the look and open atmosphere,” says Nicole.

Our Approach

Storteboom’s culture was our starting point: grounded, informal, and engaged. We created a design where visuals and atmosphere did the talking, with large images of chicken and visible team members that expressed the essence of the company. The booth felt warm and approachable thanks to natural materials, soft lighting, and a ceiling structure above the bar that brought a sense of intimacy to the open space.

An open kitchen at the aisle brought energy and interaction, offering visitors a chance to taste new products such as chicken burgers and bites. The mix of flavor, atmosphere, and recognizable imagery made the booth a place where Storteboom’s approachable and down-to-earth identity came through clearly.

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The Result

The long-standing collaboration with Storteboom formed a solid foundation. Clear lines of communication and mutual trust proved to be a successful formula for both teams. The presentation of new products drew attention, the warm atmosphere invited conversations, and the booth’s overall look aligned perfectly with Storteboom’s familiar style. The end result? A booth that felt natural and truly captured who Storteboom is.