Rapunzel puts an end to promotional prices

As of March, Rapunzel will no longer offer price-controlled promotions. Instead of generating additional sales through discounts in the short term, the company from Legau will in future focus on communicating values such as biodiversity, fair trade or eco-social commitment.

“Precious food must not be sold below value”, says Managing Director Leonhard Wilhelm. “That's why we are deliberately shifting our focus away from price communication and towards values, which have been the basis of our actions from the very beginning.”

For this purpose, Rapunzel has defined a total of 15 so-called “fair values” which, from the company's point of view, form the basis for a sustainable and fair supply chain. With a campaign that will also start in March in German and Austrian organic specialist retailers, the natural food producer wants to make these values behind its products tangible for customers.

“The time for a rethink has come”, Rapunzel writes in a brochure introducing the “Fair Values” campaign to specialist retailers. More and more customers want to know “how, by whom and under what conditions our food is produced”, it says.