Germany: ALDI and regional bakers are expanding their cooperation
Updated: Feb 13
Discount Retail Chain Aldi Süd (privately owned) has achieved the goal of offering regional baked goods in 1,000 stores. In Freiberg am Neckar, ALDI SÜD celebrated a milestone at the end of last year. The 1,000th store of the discounter is located in the town near Stuttgart, where the range of baked goods is supplemented with products from the region. In this case from the Waiblingen bakery Schöllkopf, a family business that produces in the centuries-old parent company. Schöllkopf supplies 21 ALDI SÜD stores in the area daily with a selection of its baked goods, including the "Waiblinger Briegel", a typical Swabian pastry with an aromatic salt and caraway crust.
Premium quality selection
The range of regional baked goods was again significantly expanded. The discounter thus supplements its range of baked goods with regional products and primarily addresses customers who want to eat consciously and with fresh food from their area. There are now 44 partnerships with bakeries that supply more than 1,000 of the total of around 1,940 branches. The scope and composition of the regional range vary depending on the size of the store and the agreement with the respective baker. They directly deliver the fresh breads to the Aldi stores.
This includes convenience items such as sweet or savory snacks, but also rustic breads and refined rolls. It is crucial that the products are of high quality, relevant for local customers and always fresh. The goods are offered in the "MEINE BACKWELT" display or in an additional bakery goods counter next to the baking machine and are particularly marked.
Support nutrition trends
The decisive factor for the expansion of the range was the customer's desire for more regionality. "The regional baker is very important to many people," says Svenja Özen, Corporate Buying Director at ALDI SÜD. "In addition, it is not just since the corona pandemic that our customers have been placing more value on healthy, high-quality and sustainable nutrition. Regional products that reach our branches over short distances are becoming increasingly important. We support this trend. Besides fruit and vegetables, we also include other foods from the area in our range in as many stores as possible. "
Advantage for regional businesses
The regional range of baked goods is flexible and can also be adapted to customer requirements according to the season. Specialized employees are looking for regional cooperation partners and products that are suitable for sale in the surrounding branches throughout the ALDI SÜD area. Ultimately, the partner companies also benefit from this. The bakeries gain an additional sales channel and a variety of marketing measures in the branches draw attention to their products, for example on posters or price strips with the bakery's logo. "We have been working with ALDI SÜD since August 2020 and supply several branches in the immediate vicinity of our bakery every morning with fresh, artisanal baked goods," says Michael Nobis, owner of the 160-year-old family company Nobis Printen from Aachen. "The cooperation gives us the opportunity to be even closer to our customers and, moreover, to inspire new customers for us."