Strong collaboration makes all the difference – we see it time and again.
Retailer or supplier, you share the same goal. We bring parties together to create added value for everyone.
About The Category & Trade Company
Why working with us drives real growth
Our mission
Our mission is to achieve sustainable category growth by putting the shopper at the centre and working closely with both retailers and suppliers. We believe that insights into retail formats and shopper behaviour form the foundation of effective strategies and commercial success. That’s why we use tools, models and processes that connect theory with practice to deliver tangible impact. At The Category & Trade Company, you’ll find expertise in category management, trade marketing, format management, space management, and data & insights.
Our vision
We believe real growth only happens when partners collaborate, when data is interpreted in context, and when plans are practically applicable. With years of hands-on experience, we help organisations grow – turning insight into action with lasting impact on results and collaboration.
How we can help
Training
The retail and foodservice market never stands still. Stand still, and you fall behind. Our training programmes help professionals stay ahead of the game – practical, up to date and practically applicable. From category management to trade marketing. Designed for both individuals and teams who want to grow. Let’s upgrade your knowledge!
Consultancy
In a crowded market, standing out is a challenge. With tailored strategic and pragmatic advice, we help retailers, suppliers, retail formats and wholesalers move forward. From positioning and category visions to planogram design and execution – all backed by data and real-world experience.
Interim Specialists
Need temporary support or a fresh perspective? Our interim specialists combine in-depth retail and foodservice expertise with the drive to deliver quick results. They’re flexible, fully onboarded and add value from day one. Let’s create tangible impact with interim power.
Our Team
Why choose The Category & Trade Company
900
+
Inspiring training programmes & workshops
35
+
Driven colleagues
400
+
Years of experience
What our clients say about us
“The Customer Journey training gave me valuable insights into all my different touchpoints. I started putting it into practice right away.”
Mehmet Eser
Foodservice HOMiES
“Category management is a true specialism. I’d highly recommend this training to anyone involved in category development.”
Marleen Ligtenbarg,
Marketingmanager Maaltijd Thuis
What does The Category & Trade Company (CTC) stand for?
CTC helps organisations grow through practical strategies in Category Management, Trade Marketing, Format Management and Space Management. We make knowledge practically applicable, so real change happens in practice.
What defines the CTC team?
Our team is made up of experienced specialists with strong backgrounds in retail and FMCG. They combine deep expertise with a hands-on mindset and work closely with clients as an extension of their team.
What makes working with CTC unique?
We believe in co-creation — working side by side with our clients to turn data, insights and experience into actionable plans that truly deliver. We always keep both commercial realities and the organisation behind them in view.
Which sectors does CTC work with?
We are active in food and non-food retail, DIY, foodservice and FMCG. Our clients include retailers, A-brands, wholesalers and retail formats, both nationally and internationally.
How does the CTC team stay up to date?
Our professionals stay ahead of market developments, actively share knowledge through training and projects, and continuously learn from and with one another. That’s how we bring the latest insights straight to our clients’ operations.
