The retail group Edeka wants to make it easier for food startups to reach supermarket shelves. Startups can present themselves to affiliated markets on the Foodstarter platform.
On the Edeka platform FoodStarter Two to four new products from food startups are released every week. Edeka's approximately 4,000 independent retailers can view the founders' products and request a sample package directly. If interested, the platform immediately connects them with the manufacturers and offers the opportunity to place an order.
“Edeka is the natural partner for startups due to its decentralized structure with independent retailers,”
says Markus Mosa, CEO of Edeka AG.
“The new FoodStarter platform brings founders together with retailers, offering them the opportunity to grow together with Edeka.”
Hardly any requirements for application
Any startup in the food sector can apply. The requirements are that the product offered must be marketable, innovative, and non-refrigerated. With the platform, Edeka aims to solve the problems faced by both startups and small Edeka retailers. According to Edeka, retailers often don't have the time to actively search for small, innovative companies. Startups, on the other hand, often lack the resources to personally present their products in every single store.
