The German organic specialist says it plans to roll out new educational projects in partnership with leading food retailers
German organic fresh produce specialist Lehmann Natur says a recent roadshow has helped its Demeter brand to connect with lots of consumers across the country.
According to the company, which is based in Meerbusch close to Düsseldorf, many consumers know the orange Demeter logo, but don’t always fully understand its messaging around things like biodynamic farming and climate benefits.
Enter the Demeter truck, which it says delivered answers to consumers’ questions as well as enjoyment and entertainment “for young and old” in late August and early September.
It visited selected Edeka and Kaufland stores in North Rhine-Westphalia, Hamburg, Schleswig-Holstein, Brandenburg, Berlin, Bavaria and Baden-Württemberg.
“The Demeter food truck has aroused the interest of many customers through its attention-grabbing presence,” says Demeter’s market director Gottfried Willmann.
“Enjoying the diverse products offered a good opportunity to start a conversation about biodynamic cultivation and processing and thereby build trust.”
Following the roadshow’s success, the company says it plans to develop other marketing formats with retailers to educate people about the Demeter range and its sustainability commitment.
“We are pleased to be actively contributing to consumer education by participating in the Demeter Gourmet Tour,” added Raphael Kennerknecht, managing director at Lehmann Natur.
“It means in the future even more people will know exactly why they are choosing the product with the orange logo.”
