30. Jan23582 One of the largest trends in the modern business world is a drive towards ethical consumption – consumers simply want the peace of mind that they are supporting ethical practices and ethical businesses. Following their well deserved success in the programme, EU Business News spoke to the Co-CEOs of GREENFORCE FUTURE FOOD AG, Hannes-Benjamin Schmitz and Thomas Isermann, to find out more about the company. GREENFORCE FUTURE FOOD AG looks to be a pacesetter when it comes to this new wave of proactive sustainable business models, especially when it comes to the food industry. Today, with almost 100 people in their team, Hannes and Thomas have cultivated an impressive reputation for driving for better standards across the board, defined entirely by a firm ethical foundation. Here Hannes offers more details to their work, operations and missions. “With our omnichannel strategy and innovation power we pursue the mission of making plant-based food the new normal. Our product range currently consists of more than 80 products. GREENFORCE was founded in 2020 and together with strategic investors such as Munich gourmet restauranteur Michael Käfer, national football player Thomas Müller as well as the former CEO of McDonalds Germany, Holger Beeck, the company became the fastest growing plant-based food tech company in Europe. Within the last 12 months, GREENFORCE has increased its retail presence tenfold and is now available in more than 12,000 retail stores.” “We share an entrepreneurial mindset and are motivated by shaping the biggest change in the global food industry,” Thomas adds, before moving the discussion onto the importance of the company’s team and culture. “While running a successful business, what is most important to us is our team. Without our almost 100 employees, we would have never been able to get to the point where we are now. Everyone is absolutely on fire for the cause and completely behind the vision of the brand. This is also how we ensure every project is implemented successfully: we trust our capable team members with their expertise 100%.” As it stands, the company is in its relatively early years, with a future totally dedicated to become bigger, better, and more ethical. With the greater trend towards ethical food sources in mind, it seems the sky is truly the limit for GREENFORCE FUTURE FOOD AG, with all signs pointing to colossal success, as Thomas discusses. “Over the course of the next two years, we strive to become one of the top 5 plant-based brands in the German market. As GREENFORCE FUTURE FOOD AG, we want to lead the transition to plant-based nutrition and accelerate category growth. Our strategy focuses on three channels: online, retail and foodservice. And finally, through the newly established collaboration with BayWa, we can further expand our "From Field to Fork" vision: This year, our pilot project will start and together with BayWa we will plant 100 hectares of land in Bavaria with pea seeds. Next year, we will continue this project and plant our very own Greenforce “power pea”. Through growing raw materials, we will be able to guarantee an even more transparent supply chain in the long term.” When it comes to the future, Hannes and Thomas are aiming to develop and innovate in line with the limitless potential of the Ethical Food Brand CEO of the Year 2023: Hannes-Benjamin Schmitz & Thomas Isermann 30. greater industry, as the former concludes in his closing comments. “Ultimately, we strive to become the leading plant-based brand in the German market. For 2023, we have set ourselves the goal of continuously expanding our product range and entering additional food categories. Moreover, it is also important to set a focus and continuously revise and develop our existing product range. To this end, we are strongly aligned to the needs of consumers and the markets. In addition, we are working on a comprehensive category management strategy to actively cooperate with retailers and to strengthen the placement and further development of the vegan segment.” Company: Greenforce Future Food AG Name: Hannes-Benjamin Schmitz, Thomas Isermann, co-CEOS Email: [email protected] Web Address: www.greenforce.com Address: Streitfeldstrasse 25C, 81673 Munich Telephone: +49 89 413259083
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