An interview with Robert Kronekker, the start-up expert

Rob still loves the products too - even though he sold Hafervoll, his own start-up for a profit in 2019 and left it after a transitional period. Since then he has developed into a start-up expert. As a successful company founder, his heart beats for young companies. That is why he opened his own agency to advise other founders offering coachings and workshops on sales, marketing and investments.

Hence, he has turned a matter close to his heart into his profession: supporting young companies. Which is why we are all the more happy to welcome him to ISM 2025. In addition to hosting the start-up pitches on 2 February on the Sweet Week - Talks & Tasting Stage, Rob will also take on the role of the sparring partner as the on-site discussion partner and will also be available for networking.

During the interview Rob told us how his start-up became successful, what that has to do with ISM and what advice he has for other founders.

ISM: Dear Robert, it is lovely to speak to you. We are happy to welcome you at ISM 2025 for the first time as a start-up expert after having exhibited at ISM yourself for years with Hafervoll. But let's start right at the beginning: How did it come about that you founded Hafervoll? What gave you the idea?

Robert: When I took ill with cancer aged 19 and was finally healthy again after the chemotherapy, I swore to myself that we would change our diet.

I was interested in healthy diets from an early age and have continually expanded my knowledge over the past years as a trained fitness expert, dietician and category manager.

Topics like health, sustainability and the recycling industry were especially important to me. Because I didn't see this approach in the industry, I founded Hafervoll in 2013. The short ingredients list and "clean" recipe, the handcrafted production with a real baking process as well as the sustainable packaging are the special aspects.

ISM: What inspired you to found a start-up? And which challenges does founding such a company bring with it?

Robert: The inspiration aspired out of a combination between anger and optimism. As an employee in the food industry, I wanted to create something healthy for everyone. Hafervoll was the outcome.

Indeed, the challenges that founding a start-up brings with it are so diversified and apply to nearly all areas. But I found the fundraising extremely difficult and in particular preparing the financing rounds with enough foresight. And the listings in the retail trade also took ages. Which was why I was all the more happy when I won over my first big national sales partner, Rossmann, as a customer in 2014.

ISM: You left Hafervoll in 2019. What are you doing today?

Robert: I would call myself an angel investor, mentor and lecturer. My heart beats for developing start-ups. I engage with start-ups 24/7 and help them in all areas via my consulting agency in the form of 1:1 coachings and workshops. I am also training to be a medicinal plant expert.

ISM: As mentioned early, you will be present at ISM in 2025 as a start-up expert and you would like to support other founders. Which role did ISM play in the development of your company and when did you take part for the first time?

Robert: That was a very long time ago, it must have been around 15 years ago. The first time I visited ISM I was studying oecotrophology (food science). At the time I put on the only suit I owned and went to the trade fair.

With regards to Hafervoll, ISM was always an integral part of the national and international sales strategy and still is of great significance for my company. Because the main focus lay on the retail trade as well as individual export customers, we were able to engage with sales contacts and buyers directly on-site. ISM offers absolute added value and is particularly decisive for the long-term success of start-ups.

ISM: This year you are playing an important role for start-ups at ISM. What does this mean for you?

Robert: I am mega hyped because I live and breathe the everyday life of start-ups every day. In other words, I am very much looking forward to ISM and to working together with and supporting young companies. Especially being able to provide a platform to innovative ideas here is more than a reward for me.

ISM: How has ISM changed over the past years and what significance does it have for young companies? And how can start-ups also use ISM to establish themselves as brands in such a highly competitive market?

Robert: In short, I believe ISM is an absolute must-attend event for start-ups and that young companies achieve visibility much earlier here than 10 years ago. And that is a good thing too! Contacting and engaging in an exchange with the most important market participants at an early stage is particularly worthwhile for start-ups. I always also recommend involving ISM in one's market research and using every day at the fair to the full and not to just hide behind one's stand.

That is what my tip or my brief instructions to young companies are:

1. Detailed preparation and pre-marketing of ISM - for example actively inviting buyers or partners to the exhibition stand and carrying out marketing via one's own advertising channels through to including the trade fair in one's e-mail signature.
2. A clear presentation of the line-up at the trade fair to distinguish oneself from other suppliers, while at the same time underlining added values, product relevance or also need.
3. A clear focus on the right contacts and sales focus

ISM: What expectations do you have in ISM 2025 and what do you aim to achieve through your presence.

Robert: Because I have the start-up DNA in me, I hope for a wide spectrum of innovation and awareness for the necessity of start-ups for the market. To be honest my presence is only of secondary importance, but I look forward to beating the publicity drum for the entire industry.

ISM: Describe ISM 2025 in your opinion in four words.

Robert: Long-term. Essential. Insights. Knowledge.

ISM: Finally, what would you like to tell other companies or founders, who are in the middle of building a company?

Robert: I could go on for ever here too, but I would summarise it in simplified form in the following sentence: Analyse your strengths and weaknesses down to the smallest detail and work on long-term solutions. An example: If you have problems fundraising, it can be helpful to seek the aid of an expert.

Thank you for the interview, Robert! We look forward to seeing you again at ISM 2025. The next ISM is taking place parallel with ProSweets Cologne from 2 to 5 February 2025. You should also be part of the sweetest week of the year.