Veganz

GmbH (limited partnership)
Industry Wholesale, Supermarkets, grocery
Founded Berlin Prenzlauer Berg, Germany, 2011
Founder Jan Bredack
Headquarters Warschauer Straße 32, 10243 Berlin, Germany
Number of locations
 Nine, as of 2015
Products vegan groceries
Number of employees
 190
Website Veganz.de

Veganz GmbH is the first vegan supermarket chain in Europe. The company operates as a premium vegan wholesaler, which manages its own chain of grocery stores that exclusively sell vegan products. It is unique in Europe.[1] Based in Germany, the company opened its first store in Berlin Prenzlauer Berg, in the summer of 2011, with 250 square metres of space.

Nine others followed in various cities in and outside Germany. Additional branch expansion within and beyond the borders of Europe is already planned. By 2014, Veganz had stores in Berlin Friedrichshain, Frankfurt, Hamburg, Munich (which was closed in August 2016[2]), Essen, Cologne, all in Germany, and in Prague (in the Czech Republic) and Vienna, Austria. In 2014, Veganz announced plans to open their its United States store, in Portland, Oregon.[3] This project has been postponed until 2017. Veganz plans to open headquarters in Portland in May 2016 for wholesale distribution of Veganz products in the United States.[4]

The wholesale activity of the Veganz-group has increased exponentially since the beginning of 2014. In hundreds of retail grocery stores of the biggest German chains (including Edeka, dm-drogerie markt, Kaiser’s/Tengelmann, Globus, Metro, and others) the expansion of their shop-in-shop concept has been impressively successful.

The chain was founded in 2011, by Jan Bredack, a former senior manager with Mercedes Benz, who is a vegan. The company motto is "Wir lieben Leben" (we love life).[5]

Products, customers

photograph
Veganz, Warschauer Straße, Berlin

Veganz supermarkets sell only vegan goods. In their own Veganz outlets the company offer a balanced, full-range assortment of over 4,500 products from more than 30 countries to their customers, including 45 different kinds of plant milk and cream, vegan ice-creams, mayonnaise and other dressings, mock meats, fish substitutes such as veggie fish steaks, breads, pastries, and 80 vegan cheeses. The company's goal is to establish the brand Veganz -We love Life- as a synonym for fair trade, ethical and sustainable business and for products that are devoid of animal suffering. They place the utmost importance on natural and organic foods choices. 85% percent of the sold products are certified organic. There is vegan chocolate, biscuits, sweets, food for companion animals, coffee, toiletries and cosmetics.[6]

In the spring of 2015 the company launch their own brand for vegan products. By the end of the year a product range of around 50 plant-based products is available, with about 100 more to follow in 2016. The range includes several super-foods, different chocolates and cookies, vegan basics and well as meat-substitutes and frozen groceries (ice cream and pizza).

Veganz product group

In addition to the supermarkets, the company offers a catering service, vegan cookery classes, workshops on vegan food, and movie nights.[7] There is also an online store.[8]

According to Bredack, most of his customers are between 18 and 34 years old, although the over-55 age group is increasing. About 60 percent of the customers are vegan and 10 percent of them are tourists. Given the demographics, the company looks for locations in university cities that have a tourism industry. Bredack told the Berliner Zeitung that when he opened his first store in Berlin he had anticipated 100 customers a day, but instead averaged 400, and doubled his turnover after the first year to 1.5 million euros.[9]

photograph
Mock-meats section, Veganz, Schivelbeiner Straße 34, Berlin

Veganism in Germany

Further information: Veganism and Vegetarianism

Both veganism and vegetarianism are increasing in Europe, including in Germany, traditionally a country of heavy meat consumption; each person there eats an average of 132 pounds of meat annually. The German Vegetarian Society estimates that there are seven million vegetarians in that country (eight to nine percent of the population). The figure includes 800,000 vegans.[10] As of January 2013 there were 11 vegan restaurants, snack bars and cafes in Berlin.[9]

Notes

  1. ↑ Antonia Molloy, "No meat, no dairy, no problem: is 2014 the year vegans become mainstream?", The Independent, 31 December 2013.
  2. ↑ http://www.sueddeutsche.de/muenchen/isarvorstadt-muenchens-letzter-veganer-supermarkt-schliesst-1.3113355
  3. ↑ Maria Mooney, "Vegan Supermarket Chain to Come to US in 2016", Ecorazzi, 9 June 2014.
  4. ↑ "Is A(nother) Vegan Grocery Store Opening in Portland?". www.pdxmonthly.com. Retrieved 2016-03-02.
  5. ↑ Homepage, veganz.de
  6. ↑ "Ueber Veganz", veganz.de
  7. ↑ "Kochkurse", veganz.de; Susie Mesure, "Veganism 2.0: Let them eat kale", The Independent, 8 December 2013.
  8. ↑ Online store, veganz.de
  9. 1 2 Jutta Maier, "Vegan ist das neue Bio", Berliner Zeitung, 18 January 2013.
  10. ↑ Amy Guttman, "Meat-Drenched Oktoberfest Warms To Vegans", National Public Radio, 4 October 2013.

Further reading

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