maconda supports mid-market investor KKA Partners in the investment in food wholesaler GeHo
maconda News March 2025
maconda, the experts for market analysis and Commercial Due Diligence, are once again supporting a relevant transaction in the food industry: The consulting team from Cologne supported the Berlin-based mid-market investor KKA Partners in acquiring a majority stake in GeHo – a leading wholesaler of food for vending machines and the so-called “out-of-home market”.
The Commercial Due Diligence for GeHo was particularly in-depth: In addition to the usual market and customer analyses, the maconda consultants focused on the customer ordering process, procurement, and digitalization. Data on the less transparent vending machine market – the majority of which are located in businesses and, more recently, increasingly in unstaffed 24/7 shops – were validated through numerous interviews with experts and other market participants. To accurately assess GeHo’s positioning, maconda employed a variety of analysis methods, including classic ABC analyses and micro-geographical analyses, which use special software tools to identify regional anomalies. The webshop was also intensively examined for its potential and strategic importance.
“With this, we laid important foundations for KKA Partners’ investment decision, whereby our industry knowledge in food, convenience products, and wholesale in general was particularly beneficial,” explains maconda managing director Dr. Rainer Mayer. maconda has extensive experience along the entire value chain of food – from raw material production to processing and distribution through channels such as cash & carry, delivery wholesalers, purchasing associations, retailers, and online platforms.
GeHo – sustainably successful
GeHo, based in Straelen on the Lower Rhine, is a leading wholesaler of food for vending machines with a long history of success. The company supplies numerous locations nationwide – from businesses to universities, schools, and public institutions. GeHo clearly distinguishes itself from competitors, particularly through its specialization in vending machines, long-standing dealer relationships, and private labels such as Willis, Boom, Space, and Tradition. Thanks to a lean structure, sophisticated logistics processes, and high customer density, GeHo can deliver even small batches “just in time” to the point of sale at a competitive price.
maconda further expands expertise in the food industry
The maconda team has managed numerous projects in the food industry in recent years and is one of the most experienced consultants in the German-speaking region. The spectrum ranges from Commercial Due Diligence to strategic realignments and business model optimization.
Intensive Industry Experience: Convenience Food | Snacks | Frozen Food | Vegetables, Fruits, Spices | Baked Goods | Organic & Vegan | Chocolate & Other Confectionery | dietary supplements & Sports Nutrition | Cereals & Pasta | Meat, Fish, and Sausage Products | Ethnofood | Wine & Spirits | Food Wholesale | System Gastronomy | pet food
About maconda
For more than 20 years, maconda has supported companies in acquisitions, performance optimization, and restructuring. With over 800 consulting and implementation projects and more than 450 transaction-related engagements, maconda has extensive experience to pragmatically accompany even demanding projects. Clients include mid-sized companies, business units of large corporations, and international Private Equity investors and Family Offices.
maconda Industry Competencies: Consumer Goods | Food | Retail & eCommerce | Packaging | Construction-Related Products & Services | Manufacturing Industry | Future Technologies | B2B Services (incl. Business Process Outsourcing) | B2C Services | Healthcare & MedTech
maconda Core Topics: transaction advisory | business model development | Performance Management