Edeka streamlines private label brands for fresh produce

Date : 08 November 2013

Edeka has relaunched its fresh produce private label ranges ‘Rio Grande’ and ‘Gärtners Beste’ (Gardener’s Best) under the Edeka umbrella brand.

Differentiation through packaging

Over 120 fruit and vegetable products were relaunched to create a modern, eye-catching appearance and improve on shelf visibility. New packaging now carries Edeka’s logo and highlights product attributes such as quality, taste and degree of ripeness. Furthermore, the new design features an emotive product naming, interesting product facts, practical hints and tips as well as recipe suggestions. In response to the growing importance of digital technology, shelf-ready trays and selected products are carrying QR-codes for easy access to the Edeka home page and short product films.

Embracing B-quality fresh produce

For the first time, Edeka is also selling fruit and vegetables with cosmetic defects in its stores. As a pilot initiative ‘Keiner ist perfekt’ (no one is perfect), the retailer offers misshapen apples, carrots and potatoes at a cheaper price than their ‘normal’-looking counterparts.

According to recent figures by the UN Food and Agriculture Organisation, over a billion tons of food is thrown away each year, costing the world in the region of 750 billion dollars. With their ugly fruit and vegetables initiative, Edeka has clearly embraced a trend against food waste.