With the platform FoodStarter, EDEKA is making cooperation with young food founders especially easy for their 4,000 independent merchants. Founders can introduce their product online while the different retailers can look at the ideas and order a sample package if they want. If the product is convincing, they can contact the manufacturer and order the product for their store.
"Due to the decentralized structure with independent merchants, EDEKA is the ideal partner for Start-Ups," says Markus Mosa, chairman of the Hamburg EDEKA AG. "The new platform FoodStarter connects founders and traders with each other and, through that, offers them the chance to grow alongside EDEKA."
Whether it is Caffeine-Gummies or Low Card Muesli, on www.foodstarter.edeka retailers are able to find new, exciting products, ideal for their markets. After ordering the products, they can observe reactions and sales together with the founders. That way they can gather valuable information and feedback on package sizing, pricing and positioning on shelves. And the customers are happy about a diversified shopping experience at their EDEKAMarkt.
Every start-up can apply for FoodStarter with a food product. The only condition - it should be transportable and with no cooling required. The most important factor is the novelty of the product. The portal focuses on businesses which do not have an established business relation to EDEKA. The idea for FoodStarter evolved through conversations with retailers and start-ups. Many times, merchants do not have the time to actively search for small, innovative companies. Start-Ups often lack resources to promote their product in the right place personally.
The FoodStarter team is continuously developing the platform and expands the range of products. The number of participating merchants and business is growing as well. To ensure every start-up is getting enough attention, only two to four products are introduced every week.
Source: Edeka