Alnatura cooperating with Edeka

Edeka, with 11,500 stores and turnover of 47.2 billion euros (2014), is Germany’s biggest retail network. It is now the new distribution partner of the organic company Alnatura. Domiciled in Bickenbach in Hessen, Alnatura operates its own approximately 100 organic supermarkets under the name SuperNaturMarkt and has also been supplying conventional chains like dm Drogeriemarkt, Globus and Hit – currently a total of 5,400 outlets.

The precursor to the new cooperation arrangement between Alnatura and Edeka was the decision at the beginning of the year to de-list Alnatura products at the important trade partner dm-Drogeriemarkt. As we have learned from the company, this de-listing of Alnatura products led to increased demand by customers. Alnatura has said that demand can now be met by Edeka offering these products across the whole of Germany. Götz Rehn, the founder and managing director of Alnatura, said about the new distribution partnership: “Edeka staff have a long tradition in the organic sector. We’re really looking forward to working together with Edeka that as a local provider with the structures of a cooperative is the ideal partner for us. Our customers want to be able to buy Alnatura products and in particular our Demeter baby products nearby. With our new trading partner we can again fulfil this expectation.”

Picture: Götz Rehn, the founder and managing director of Alnatura. Photo Alnatura

Alnatura brand in around 1000 Edeka shops

From October a comprehensive range of Alnatura brand products will be available in around 1000 Edeka stores. Through this partnership with Edeka, Alnatura is accessing more sales channels for the Alnatura range that comprises over 1,200 products. As the Bickenbach company points out, the number of outlets for the Alnatura product range has doubled with the new trade partners that, on account of cooperation agreements, has included since June 2015 the Austrian companies Billa, Merkur, MPreis and Sutterlüty. In April 2015 an online shop was launched in cooperation with Gourmondo.

Markus Mosa, chair of the board of Edeka AG, has also said how pleased he is: “With Alnatura we’ve got in future another strong brand in the product range that will differentiate us in the organic sector from competitors. Many of our customers are increasingly looking for organic products when they go shopping. We’re now supplementing our offering with a high-value product range,” says Mosa.

 Alnatura also emphasises the fact that the large-scale sales campaign, alongside the addition of further partners at home and abroad (currently 5,400 outlets), also involves expansion of its own network of stores. The company adds that the hundredth Alnatura SuperNaturMarkt is expected to open its doors this year. Currently the total is 97. This means that partner manufacturers and organic farmers have the secure prospect of marketing their products and raw materials.

Alnatura in numbers
Alnatura is the favourite food brand of the Germans (Brandmeyer study, 2014). The company was the brainchild over 30 years ago of Götz Rehn. He founded Alnatura in 1984 and is still today the managing director and sole shareholder. At the moment, there are 97 Alnatura SuperNaturMarkt stores in 44 cities in nine federal states in Germany. Under the Alnatura brand 1,200 different organic food articles are also produced that are sold in Alnatura’s own stores, in 5,400 stores belonging to various trade partners at home and abroad and via the
Alnatura online shop. Alnatura employs around 2,500 people, including 136 trainees. In the financial year 2013/2014 Alnatura’s turnover came to 689 million euros – a rise of 16 % compared with the year before.
 

EDEKA in numbers
The profile of the Edeka network is characterised by medium-size and cooperatively organised enterprises and is based on three levels: at the national level, around 4,000 independent retailers operate as local providers who stand for quality and enjoyable foods. Seven regional wholesalers supply the Edeka stores every day with fresh goods and support the retailers with issues ranging from sales to expansion. In 2014 Edeka, with about 11,500 stores and 336,100 employees, achieved turnover of 47.2 billion euros. With around 16,900 trainees, Edeka is one of the leading companies offering apprenticeships in Germany.