How can we ensure a more responsible food system in the future? And how can we support Danish food production and the innovative companies that help shape the plate of tomorrow?
These questions are central to the competition Mavens Hule, where green food entrepreneurs can apply for the opportunity to pitch their innovative, sustainable food products in front of a panel of experts in ESG, procurement, food, and gastronomy.
The competition is hosted by Compass Group Denmark in collaboration with food wholesaler Dagrofa Foodservice as a proactive initiative to promote sustainable food with high gastronomic quality and a strong sustainability profile.
“We want to get closer to potential suppliers who can help us create a more responsible dining experience in the future. With the innovation competition Mavens Hule, we put innovation, gastronomy, and ESG high on the agenda. We see it as an investment in the future and a place where innovation and responsibility go hand in hand,” says Anne-Sofie Hattesen, Head of ESG at Compass Group.
The right product can be tested on the plate
The competition provides a unique opportunity to receive feedback from industry experts. The winner will gain access to a tailored development program, where, with the right product, there is an opportunity for real-world testing in selected canteens—potentially leading to future supply agreements with Compass Group’s canteens via Dagrofa Foodservice’s supplier portfolio.
Ulrik Nielsen, Head of Food Excellence at Compass Group and a member of this year’s judging panel, explains how Compass Group can contribute with gastronomic expertise:
“We serve 100,000 meals every day, and we know what our guests are looking for and what journey they are on. That’s why we can help support ideas, recipes, or product development, ensuring the product is fine-tuned and tailored for the plate of the future.”
Dagrofa Foodservice, Compass Group’s food supplier, is also ready to support the winning entrepreneur:
“We will allocate significant resources to being a key sparring partner for the winner—helping them conquer the foodservice market and develop the food scene with us. Our distribution channels will be made available, and we will engage in direct dialogue about the best tools and strategies to adapt the product and concept to meet our customers’ needs,” says Nabil Habhabi, Market Manager at Dagrofa Foodservice and a member of the Mavens Hule judging panel.
Last year’s winner is now on the menu
In 2024, Contempehrary won Mavens Hule. Their innovative product, Tempeh, impressed the judges with its quality, unique concept, and potential within the foodservice sector.
Today, several of their products are available for order in Compass Group’s canteens via Dagrofa Foodservice.
Mavens Hule 2025: Green Innovation on the Gastro Stage
On May 8, 2025, the Gastro Stage at Agro Food Park in Aarhus will set the scene for this year’s competition at the Food, Trends & Sustainability event.
The 2025 Judging Panel
Participants will be evaluated by a strong panel consisting of:
- Anne Ruberg, Procurement Director, Compass Group
- Nabil Habhabi, Market Manager, Dagrofa Foodservice
- Anne-Sofie Hattesen, Head of ESG, Compass Group
- Ulrik Nielsen, Head of Food Excellence, Compass Group
- Bjarke Jeppesen, Chef of the Year 2024, National Team Chef, and Head Chef at Treetop
The panel will assess products based on taste (flavors, aromas, and texture), sustainability and ESG, usability, scalability, and the uniqueness of the idea.
Want to be part of it?
Mavens Hule is for entrepreneurs with a strong, sustainable idea and the ambition to make a difference in the foodservice sector. Applications are open, and the deadline for registration is March 16, 2025. Read more here