Alnatura - Making a Difference

Alnatura - Making a Difference

Founded in 1984 by economist Gotz Rehn, alnatura aims to offer organic products that meet the needs of health-conscious gourmets. Their range extends to all aspects of the daily diet, including cereal products, meat and fish, tea, drinks, ready meals and condiments. It has been a leading provider of natural food since the start of the organic trend. The company’s 107 supermarkets and about 15,000 trading partner stores across Germany as well as its own Super Natur Markt chain all offer the full range of organic products.

The brand’s motto is “Wise for man and earth”. This philosophy is reflected in the choice of suppliers. It is also reflected in alnatura’s commitment to sustainable, ecologically sound and socially responsible production. This is what makes it possible to produce food that is wholesome and tastes good. At the same time, it is a way of life that contributes to a better future – for people and for nature.

One of the most important areas in which alnatura is making a contribution is animal welfare. This includes the hen welfare initiative that was launched in 2013, for example, which stipulates that all broiler chickens reared by alnatura must be allowed to roam freely. This is in addition to the regular inspections carried out by experts. In the same way, alnatura is setting new standards in terms of sustainability with the Bruderhahn initiative that was launched in 2016. This stipulates that all vegetables sold under the alnatura name must be grown according to bioland guidelines.

Another important area in which alnatura is making a difference is the issue of fair prices and long-term partnerships. For example, partner farms are contractually guaranteed fixed prices for the sale of grain and the purchase of their harvest. This helps to secure the livelihood of farmers. In addition, the company has been certified according to the new We-Care standard for social and ecological justice along the supply chain since the start of 2021.

The company is also working to reduce its energy consumption. Alnatura is currently converting all its supermarkets to LED lighting. This is an important step in the fight against climate change. In addition, the company is investing in a new, greener distribution centre. It uses LOGOMATE from REMIRA for digitized scheduling and inventory management. This allows alnatura to ensure optimal supply of its stores and to reduce out-of-stock situations. The software also supports the company in achieving its sustainability goals – for example, by improving the utilization of trucks.

The PAYBACK loyalty program for alnatura customers is also a driving force behind sustainable business practices at the company. The app for smartphone and tablet enables customers to redeem points, activate coupons and make mobile payments. As a further measure, alnatura has started to support aid projects via PAYBACK in the form of donations. These help improve living conditions in developing countries. Alnatura offers its customers a wide variety of organic food, natural cosmetics and organic textiles in its 150 Super Natur Markt stores and online.

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