Ambition for expansion into UK and France

Picnic swaps Superunie for Edeka

Picnic will swap out their purchasing from cooperation partner Superunie for the German Edeka. A new purchasing organisation has been set up for this purpose called Everest. After a transition period of one year, the switch will be a fact. “But Jumbo will also be welcome to purchase with us after that,” said Joris Beckers, founder of Picnic together with Michiel Muller, Bas Verheijen and Frederik Nieuwenhuys, in an interview with the FD that was published on Saturday.

Picnic is currently active in the Netherlands and Germany, but has further ambitions to expand in other European countries. Michiel confirms that Picnic has now aimed its sights on the French and British markets and that in the context of these ambitions, cooperation has been sought with Edeka.

In addition to expansion, Edeka will also come up with its own organic in-house brand within a few weeks. 'Your own brand is part of an adult supermarket,' says Beckers. Moreover, the margins are more interesting than just the resale of A brands.

Source: FD, Distrifood,

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