Switzerlands first organic supermarket
Alnatura-Migros will open at the end of August in Zürich
But Migros is behind its competitor Coop on the Swiss organic market. Coop has a market share of almost 50 percent, while Migros hasn't even reached half of that. Launching an organic supermarket should change this. "It's impossible to catch up to this lead in the regular retail, so we're now focussing more and more on the organic market," says Jörg Blunschi of Migros.
Together with the German Götz Rehn he is the driving force behind the 'Projekt Alnatura Schweiz'. Rehn is a pioneer in the German market. Over 25 years ago the 62 year old businessman opened the first organic supermarket. Today there are 70 Alnatura organic supermarket chains in 39 different German towns.
Rehn is convinced of the potential of organic supermarkets in Switzerland. "The organic trade now has a share of 7 to 8 percent. Although this is almost twice that of Germany, this should be 70 to 80 percent." it's important to Rehn that the price is right. "Organic food shouldn't be too expensive, especially when the work is done right. This was Duttweiler's main thought, he thought conventional products were too expensive, so he founded Migros."
At the end of August Alnatura-Migros' first store will be opened in Zurich. There will be around 500 to 600 Migros organic products available. They are sold at the same price as in other Migros shops. There will also be 800 Alnatura products and 3400 products from other organic brands available.
The concept will most likely be extended quickly. Blunschi sees space for five shops in Zurich.
Source: 20 Minuten Online