The Kaufland retail chain, which belongs to the Schwarz Group, wants to be more sustainable in its product range. From mid-February, the grocery retailer will offer more than 150 Demeter products, mostly items from the Demeter brand Campo Verde. According to Kaufland data, Demeter is the most important organic association in Germany with the most sustainable form of land management.
The Demeter range includes juices, spreads, dairy products, canned vegetables, edible oils, baked goods, flours, cereals and pastries, among others.
Experts predict that this will have an impact on the buying behavior of organic customers in the medium term who have previously bought into organic supermarkets such as Basic, Alnatura or Denn’s. As their bakery suppliers are mostly craft bakers, they are likely to feel this loss of purchasing power.
According to Kaufland, in February more than 150 products in the “highest organic quality level” of the growing association Demeter will be on the shelves. These will mainly be articles from the organic industrial brand Campo Verde, which is also listed on dm.
By the end of the year Kaufland wants to expand the offer to more than 200 articles. There are supply agreements with other brands for this project – among others with the fruit and vegetable specialist Lehmann Natur.
Kaufland already offers more than 1,600 organic products, including about 230 of its own brand K-Bio. With Demeter, the retailer wants to meet the significantly increased demand for organic products and set new organic standards.