Edeka enters the organic business. Under the name Naturkind, the largest German supermarket chain opened two organic speciality stores on Thursday; one in Hamburg, one in the Bavarian Dinkelsbühl. “Many organic interested consumers buy specifically in the speciality store. Therefore, we are convinced that Naturkind can reach a new customer base “, said the managing director of Edeka Nord, Stefan Giese. Both shops are run by independent merchants. In the medium term, 30 natural branch markets are conceivable, says Edeka.
With 420 or 500 square meters, the shops are significantly smaller than normal supermarkets, which usually take up more than 1000 square meters. The Hamburg branch has about 7,000 items, making it a new competitor to pure organic chains such as Denn’s or Alnatura.
Also, an “unpacked station” where customers can fill foodstuffs without packaging into their own containers is in the store. With a lot of wood-look and a wide range of fresh food, the concept wants to score points. The aim is to take the “bio-convinced customers,” as Edeka Board Claas Meineke told the “Lebensmittelzeitung”.
In fact, organic food retailing is simply a booming business. According to the company, the organic market is growing faster than the overall business.