Germany Leads the Way - Part 2
Posted - May 12, 2008
Organic Supermarkets and Discounters Remain as Driving Forces in Germany
By Martin Grass
Learning about the people behind the brands we see at the fairs and shops is important to maintain the transparency of the organic sector. Keeping track “from field to fork” is the prevalent slogan.
Here we present some of the best players of the organic scene in Germany. They are producers and processors. Most of them started a retail shop back in the 1970s . The retailers play an important role, especially organic supermarkets and natural health stores such as the Reformhaus chain, the oldest health conscious retail chain, dating back from the 19th century. Today, Reformhaus operates mainly in Germany, Austria and Switzerland, with products under its own Neuform brand and the brands of other suppliers.
Although not all products are organic, the trend is to increase the number of organic certified products. Reformhaus is a strong reference in the German market for reliable advice, quality products, variety and convenience. On the other hand, organic supermarkets have been emerging with a strong image of a trendy yet quality-oriented sector, where LOHAS consumers gather for a cappuccino while their bread is being baked.
The association of organic supermarkets includes ten companies, among them Alnatura, Basic, BioCompany, Ebl-Naturkost, eo (for Eat Organic), Füllhorn, Grüner Markt, Naturata, SuperBioMarkt and Vollcorner BioMarkt.
Please meet some German entrepreneurs, pioneers and newcomers below!
Managing Director Joseph Wilhelm
Line of products: Muesli, dried fruits, oils, sauces, grains, chocolate
In 1974, pioneers Joseph Wilhelm, Jennifer Vermeulen and Peter Erlinger opened an organic natural food store. Three decades later, the company has become one of Europe’s largest importers and distributors of organic dried foods and has operations in Spain, France, Italy, Turkey and the United States. Annual turnover reached Euro 76 million in 2005. The firm delivers more than 400 products directly to natural food stores and organic supermarkets in Germany. Exports, 34% of the firm’s business, go to 31 countries. Imports come via long-term projects and partners around the world. The firm developed the fair trade seal “Hand in Hand”.
Andechser Molkerei Scheitz GmbH
Managing Director Barbara Scheitz
Line of products: Dairy, yogurt and cheese specialist
Bavarian organic pioneer, the 5th most sold organic brand in Germany. Mrs. Scheitz is the 2nd generation running this successful Euro 75 million business with 170 employees and 420 farmers from the producers’ associations Bioland and Demeter. Andechser introduced functional and reusable glass containers to the sector. The firm boasts annual processing of 64 million kg of cows’ milk and 5 million kg of goats’ milk. Exports go to France, Greece and Holland. Constant innovation and product diversification is Andechser’s recipe for success.
Managing Director Volkmar Spielberger
Line of products: Cereals, oils, dried fruits, chocolate, nuts, tomato-based sauces, salt and spices
Mr. Spielberger is the 3rd generation in this dynamic business, established in 1930, operator of the first and only organic mill in Germany. Involved in production under Demeter quality since the mid 1960s, the firm now has 100 employees and an annual turnover of around Euro 20 million. Naturata imports ingredients through long-term cooperations and partnerships in over 30 countries. These include olives from Greece and Tunisia, dried fruit from Turkey, chocolate from the the Dominican Republic and sesame seeds from Uganda.
Ulrich Walter GmbH
Managing Director Ulrich Walter
Line of products: Organic coffee, tea, herbs and spices
In 1979, Ulrich Walter and his wife Angela started a 30 m2 natural food store. Today, their firm is one of the main players in Germany’s organic scene, with 6 divisions for a total area of 5,500 m2. Annual turnover was Euro 17.5 Million in 2005. The company’s own brands are Lebensbaum, Bioveda, Donum Naturae and, under license, Janosch and Kosmos Krauterhexe. These brands are present in a range of 300 products distributed at the national level. Exports go to the EU, Japan and Taiwan; imports come from 30 countries, mostly European nations.
La Selva Toskana Feinkost-Vertriebs-GmbH
Managing Director Karl Egger
Line of products: Tomato purees and sauces, soups, wine, pesto
In 1980, Karl Egger, co-founder of the organic producers association Naturland, made his dream come true: An organic enterprise in Italy to produce quality food in a sustainable way. With an annual turnover of some Euro 10 million, La Selva is among the best known brands in the specialty food segment and has a range of 140 products. Exports account 50% to Germany and the rest to other countries. At first people thought he was crazy, but today his project has become a model to inspire others. The firm also offers a bed and breakfast facility suiting up to 30 guests.
Managing Director Peter Kowalsky
Line of products: Innovative soft drink
Bionade is one of the current success stories of the organic sector in Germany. Established in 1995 by Dieter Leipold, the firm developed a unique soft drink produced with organic ingredients following revised beer-brewing principles. It was not easy to launch the product properly, but perseverance, unique advertising and a close relationship with the press finally paid off. In the last 2 years, the company has grown 300%, with 60 million bottles sold. The drink is distributed to organic stores and to conventional supermarkets and other points of sale, including a distributing relationship with the Coca-Cola Company.
Managing Director Siegfried Schedel
Line of products: Baked goods
Established in 1996 as an innovative enterprise from the Bioland association, Siegfried deals in direct milling and production of frozen baked goods distributed throughout Germany. Exports are sold to 17 European countries. The group’s annual turnover was Euro 5 million in 2005. Mr. Schedel was not satisfied with the development of the conventional baking industry and searched for alternatives in the organic sector, with support from Demeter and Bioland. The firm carries 14 patents and a range of 75 products in a mill developed with eco-friendly standards.
Managing Director Veronika Ramsauer
Line of products: Hemp-based natural cosmetics, energy bars, teas and oils
One of the youngest companies on the German organics scene, Natur-Oase was established in 2004 as part of Hanfwelt Riegler-Nurscher Österreich, with annual growth of 30%. Mrs. Ramsauer comes from the health sector. Fascinated with the beneficial properties of hemp that have been long neglected by modern industry, she decided to bring this natural product back to the consumer. Paying close attention to the market, Natur-Oase has developed a unique range of hemp foods and cosmetics. Exports go to France and Switzerland, with plans for an expanded distribution network.
Continued from Part 1, introduction.
