Article
Anne Köhler, Chief E-Commerce Officer at Greenforce | Kassenzone Podcast
Key Insights
- 0:48 New Horizons13:40 Food Tech Trends16:41 Focus on Pricing20:59 Marketing with Influencers27:44 Focus on TV Advertising33:02 360-Degree Campaigns33:44 Clean Label Goals36:09 Localization and Expansion37:06 Visions for the Future
About Kassenzone
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from retailers, brands and manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone mit Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.”
Introduction | GREENFORCE
In episode K#533, Karo Junker den Neui talks to Anne Köhler, Chief E-Commerce Officer at GREENFORCE.
The innovative foodtech company produces plant-based meat, dairy and egg substitutes. Since its founding in 2020, GREENFORCE has developed from a small start-up to a scale-up that now offers 70 different SKUs. GREENFORCE already sells its vegan alternatives, including meatballs, burgers, minced meat and products, in food retailers and also through its own online shop, which accounts for 25% of the sales share.
Karo and Anne talk about the challenge of establishing a new product category in the area of vegan alternatives and how GREENFORCE has managed to position itself as a major player in this market. You'll also learn.
... how GREENFORCE combines tradition and enjoyment with vegan food through its products and what role professional soccer player Thomas Müller plays in this.
... how they managed to generate a nationwide presence in brick-and-mortar retail based on a strong online community.
... how the company wants to prioritize its channels in the future and whether nationwide TV commercials will be considered.
... which growth steps and expansion plans the company is planning and how relevant vertical business integration as well as its own pea fields and the “Clean Label” award are.
Summary
- 0:48 New Horizons
- 13:40 Food-Tech Trends
- 16:41 Pricing at a glance
- 20:59 Marketing with influencers
- 27:44 TV commercial in focus
- 33:02 360 degree campaigns
- 33:44 Clean label goals
- 36:09 Localization and Expansion
- 37:06 Visions of the future
