July 27, 2022
The EDEKA group feels just as committed to organic farmers as it does to its customers: With the organic brand NATURKIND, EDEKA now offers new opportunities for sales and expansion of cooperation in order to shape a growth-rich future together. The EDEKA association relies on three success factors in its organic offensive: a product brand, organic marketplaces within the EDEKA stores and independent specialist markets – and combines all three under the umbrella brand NATURKIND.
New sales opportunities for NATURKIND products
The new specialist retail brand NATURKIND, which is designed as an organic value-added brand, is not only available to the sales formats NATURKIND-Markt, NATURKIND-Welt, EDEKA, Marktkauf, BUDNI and Netto Marken-Discount, but is also for interested retailers at home and abroad basically open. The prerequisite for this: ecological and social sustainability is anchored in the corporate strategy. Because NATURKIND organic products come 100 percent from organic farming. Above all, they are characterized by an attractive price-performance ratio combined with the highest standards of quality and sustainable production. Many NATURKIND products are produced according to the guidelines of the cultivation associations Bioland eV, Naturland eV and Biopark eV and thus go far beyond the EU organic standard. Some items carry other sustainability seals such as FAIRTRADE. There is also the WWF panda, the logo of the EDEKA partner for sustainability, which gives consumers additional orientation when shopping. A modern packaging design with a green “hidden object” look draws attention to the organic shelf. With products such as snacks, basmati rice, mozzarella or espresso, the NATURKIND range will include around 100 products by the end of the year and is constantly being expanded.
NATURKIND as a marketplace for high-quality organic products
The NATURKIND specialist store concept and the NATURKIND worlds, which act as biotopes in the EDEKA stores, offer organic farmers the opportunity to have a marketplace for their products. NATURKIND is thus proving itself to be a partner and bridge builder between organic farmers and the customers – at the same time, the concept is clearly based on market growth, which is particularly valuable for the entire industry in uncertain times. The NATURKIND specialist markets and worlds offer consumers easy access to organic specialist brands. Products from well-known organic brands and farming associations can be found here on an equal footing with food from regional and local organic production, which can also include bread and baked goods counters as well as unpackaged modules and natural cosmetics. Further openings are planned for 2022.
EDEKA also reflects the importance of the organic offensive in organizational terms. Claas Meineke and Dr. Robert Poschacher will lead Naturkind Lebensmittelvertriebs GmbH as Managing Director from August 1st, 2022.
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