German discounter Aldi will launch 60 new organic lines in stores across the country this year in response to what it is calling “booming” customer demand.
Already a leader in mass retail organic, Aldi says its aim is to provide enough choice for its customers to do an “entirely weekly shop” from its organic offer at an affordable price.
Aldi already has a combined private label organic offer of around 500 lines across its Aldi South and Aldi North divisions. The two divisions command 12% and 14% total organic market share respectively in Germany according to data from c.
“Organic quality at ALDI should not be a question of the purse,” explains Rolf Buyle, managing director for central purchasing at Aldi Nord. “We want to offer our customers a large selection of controlled organic food in the best organic quality and freshness at fair prices.”
“We put a lot of emphasis on the sustainable and trustworthy production of our goods, and our controls pay particular attention to their origin and quality”
“We put a lot of emphasis on the sustainable and trustworthy production of our goods, and our controls pay particular attention to their origin and quality,” says Phillip Skorning, deputy general manager for quality and corporate responsibility at Aldi South. “With the expansion of our organic range, we make our contribution to environmental and animal welfare, because sustainability and careful use of resources are very important for Aldi.”
Key benefits of organic for consumers, says the company, are that it is GMO-free, offers high animal welfare, promotes biodiversity and protects soil health.