Products of Rossmann’s own brand Enerbio will in future carry the Bioland association logo. For the Rossmann drugstore chain this is already the second cooperation with a growers’ association, for Bioland it is another big step into conventional trade.
Rossmann will work with Bioland, Germany’s largest growers’ association, to expand the organic own brand Enerbio. During the course of the year, the first of a total of more than 360 Enerbio products are to be converted to the association standard.
“Wherever possible, we will gradually raise our Enerbio products to the high Bioland standard”, explains Raoul Rossmann, Managing Director Purchasing and Marketing at the Burgwedel-based drugstore operator. Rossmann, as well as Rewe and dm, have been working with Naturland in the private label segment since the end of February 2019.
Role model Lidl
After Lidl, Rossmann is now the second large chain store to enter into a partnership with Bioland. The discounter has already been cooperating with the growers’ association for its own brands since the end of 2018 and has thus been able to significantly increase its organic sales.
For Bioland, the cooperation with Rossmann is a further step to spread organic products. “If we want to achieve 20 percent organic farming by 2030, we must not only convert farmers, but also consumers, retailers and manufacturers. The cooperation with Rossmann pays off in this respect”, says association president Jan Plagge.