Bidfood Media Services selects Adhese to support the next phase of its commerce media growth
Bidfood Nederland and Adhese partner to advance B2B commerce media in foodservice
Bidfood Nederland and Adhese have announced a strategic partnership to support the continued growth of Bidfood Media Services (BMS), Bidfood’s commerce media network for the foodservice sector. Adhese provides technology that enables companies to manage and display adverts securely, clearly and efficiently across various channels.
As one of the first commerce media initiatives within the European foodservice sector, BMS enables brands to reach professional food buyers throughout the entire purchasing process. With Adhese as its technology partner, BMS is taking the next step in professionalising its commerce media offering. With greater insight, dashboarding and a more data-driven approach, both BMS and advertisers will gain a clearer understanding of how media deployment contributes to growth and conversion.
Whilst commerce media has developed into a key growth driver within retail in recent years, foodservice is seen as one of the most promising new areas of application in B2B. By combining Bidfood’s unique audience of hospitality professionals with Adhese’s independent commerce media technology, both organisations aim to contribute to the further development of B2B commerce media.
Also Read: Adform is one of OpenAI’s technology platform partners as ChatGPT Ads arrive in Europe
"Commerce media is rapidly expanding beyond traditional retail environments," said Tim Sturtewagen, Co-Founder of Adhese. "Foodservice offers a unique opportunity for brands to engage highly relevant professional audiences at key moments in the purchasing journey. We're excited to support Bidfood Media Services as it continues to innovate and grow."
Rachel Scheffers, Teamlead BMS, said "Given the growth that Bidfood Media Services is undergoing, the collaboration with Adhese is a logical next step. By joining forces, we can combine technology and data in the right way. This enables us to innovate faster and deliver immediate value to our advertisers. We look forward to taking the next step in commerce media together with Adhese."
The partnership provides Bidfood Media Services with a flexible and future-proof technology foundation, enabling the company to further develop its media proposition while maintaining full control over its data, inventory and advertiser relationships.
Together, Bidfood Nederland and Adhese are committed to advancing a privacy-first, advertiser-friendly approach to commerce media that delivers value to suppliers, brands and professional food buyers alike.
About Bidfood Media Services
Bidfood Media Services (BMS) is the commerce media network of Bidfood Nederland. Through sponsored product, display and data-driven advertising solutions, BMS helps brands engage professional food buyers across the foodservice purchasing journey.
About Bidfood
Bidfood is the largest online wholesaler for food professionals. The company was founded in 1949 and has been part of the South African Bidcorp Group since 2005. In the Netherlands, it serves a wide range of professional hospitality establishments, such as restaurants, cafeterias, hotels, caterers, care homes and sports canteens. Today, the company has over 2,500 employees, a fleet of 400 lorries, 15,000 different customers and 18 branches throughout the Netherlands.
About Adhese
Adhese is Europe’s leading independent retail media ad-serving platform, trusted by top retailers and media owners to power scalable, privacy-first, and transparent advertising ecosystems. Built for retailers, by retailers, Adhese enables omnichannel monetization across on-site, offsite, and instore environments while ensuring autonomy, data control, and operational efficiency.
