Kaufland takes responsibility for its fellow human beings and the environment as a whole. The retail company is fighting food waste and is now buying fruit and vegetables 
with optical defects from its farmers. Starting this week, under the title "The somewhat different", selected fruit and vegetables will be offered at reasonable prices, advertised through various communication measures. This way, even more fresh and healthy products will make it onto the customers' plates.
What many customers are unaware of is that the intrinsic values of these 'different' fruits and vegetables are identical to those that have always been sold. For example, even a rock in a cultivation field will cause a carrot to have a different shape than usual.
with optical defects from its farmers. Starting this week, under the title "The somewhat different", selected fruit and vegetables will be offered at reasonable prices, advertised through various communication measures. This way, even more fresh and healthy products will make it onto the customers' plates.What many customers are unaware of is that the intrinsic values of these 'different' fruits and vegetables are identical to those that have always been sold. For example, even a rock in a cultivation field will cause a carrot to have a different shape than usual.
Three-month test phase
"We purchase fruit and vegetables with visual defects from our farmers and show that their unusual shapes have no effect on their healthy aspects and their full flavor," says Markus Mutz, Purveyor of Fruits and Vegetables at Kaufland.
In a 3-month test phase, apples, carrots and potatoes were first sold in over 240 stores in Baden-Württemberg, Bavaria and the Saarland, as well as in southern Hesse and Rhineland-Palatinate. If this turns out to be a successful test phase, "The somewhat different" will become available throughout Germany. The range is then supplemented with other regional fruits and vegetables. For seasonal reasons, this product range will offer different products to the markets.
Decisions at POS
Experience has shown that buying fruit and vegetables is usually based on optical criteria. Fresh fruit or vegetables which looks unusual, therefore often do not make it into the trade. With a separate placement and additional communication measures, Kaufland wants to convince its customers of the value of these products that are "Something different".
For more information: www.kaufland.de