ALDI SUD has also initiated a nationwide promotion of sales of organic fruit and vegetables in relation to nutrition education among children and youth. The event coincides with EU Organic Day and will last between September 22 and October 11 and cover all ALDI SUD stores in Germany. The purchaser will be given an opportunity to contribute to the non-profit organization GemuseAckerdemie program, managed by Acker e.V. by giving it as a donation to receive the discount on each organic fruit or vegetable they buy.
Three weeks of fresh produce and education
The campaign is a second-year initiative of ALDI SUD that links the preferences of consumers to the direct assistance to the classroom programs. The GemuseAckerdemie is a program that educates students in growing and harvesting vegetables and provides knowledge on the issue of healthy eating, sustainable agriculture and appreciation of food. The market leader in sales of organic fruit and vegetable in its sales region, ALDI SUD is leveraging its size to drive the knowledge on nutrition education.
Why it is important to retail and consumers
The show features the concept of discounters that can balance price with social effects. Every organic purchase contributes to food education, which is becoming increasingly important due to the increasing demand of healthier food in retail stores. In the program, over 80 percent of schoolchildren were found more ready to taste new vegetables, and more than a half are more connected to nature and fresh foods (impact studies by Acker). In the case of ALDI SUD, this campaign supports its long-term program of changing the diet towards a healthier and more sustainable one, called Ernahrungswechsel.
Reaching out to shoppers in the channels
To support the initiative, ALDI SUD will be investing in in-store messages, flyers, Instagram and TikTok social media, audio, and display advertisements. This campaign will ensure that the association between shopping of fresh produce and socializing remains in the minds of customers. Since its collaboration with Acker in 2016, ALDI SUD already has been able to reach approximately 60,000 children with the GemuseAckerdemie, and the campaign of 2025 is a momentum that should be added to it.
Lessons to learn as a supermarket buyer
In case of supermarket buyers, the campaign demonstrates how organic produce can be differentiated on other items besides price and assortment. To begin with, association between sales and education helps in developing a better consumer interest in new categories. Second, it emphasizes the opportunities of sustainability alliances in spurring brand positioning as well as customer loyalty.
