Germany’s largest food retailer, Edeka, plans its own organic markets. In the discussion are shop-in-shops in large Edeka stores, but also separate stores under the brand “Naturkind,” wrote the well-connected in the industry journal Lebensmittel Zeitung on Friday. In addition, the group also wants to expand its own brand “Edeka Bio” with seasonal up to 440 items.
Organic farmers must, among other things, do without chemical synthetic pesticides, which protects nature and health. Animals must be granted them more space in the stable and outlet. But so far, only 5.5 percent of the food market in Germany are organic. If the largest food retailer extends the organic supply, this could increase overall organic sales.
Rewe once opened its first “Temma” branch which is specialized in organic products in 2009. Last year, however, the Group closed 7 of the 9 stores, 2 of which it sold to a former Rewe manager. But that does not have to mean much for the chances of success of the Edeka plans: The Rewe concept was too vague, according to specialists.
The Edeka plans are also as a reaction to the fact that eco-market leader Aldi and the chains Lidl and Kaufland rely more on organic. Lidl, for example, is currently running a large-scale marketing campaign, because a large part of its organic label is currently being switched to goods with the logo of organic farmers’ association Bioland.
The conventional food retailing currently sells most of the organic products in Germany: Around 60 percent of the organic sales in 2018 was in its account, said the Confederation of Organic Food (BÖLW) in February. Edeka alone comes to 11 percent, according to Lebensmittel Zeitung.