Making Organic More Accessible

European Business: Long before longevity and organic food became mainstream, Bio-Zentrale was already offering its first products in this segment in 1976. How would you describe your mission today?

Alexander Drees: We want to make organic food sexy. Even though longevity and nutrition – including the desire to avoid highly processed foods – have firmly entered the mainstream, organic food is still sometimes perceived as a little old-fashioned. That means we need to make our ­storytelling much more emotional. At the end of the day, what drives us is the ambition to ­democratize access to more natural, organic foods so that ­everyone can benefit from them and make organic, healthier choices more easily.

European Business: How does organic food suit consumers’ ­everyday needs?

Alexander Drees: One approach is what we call swap products. For companies like ours, the goal has to be to offer an alternative to every conventional juice, soft drink, chocolate spread, tomato pasta sauce and other everyday staple, one that delivers the same quality and enjoyment while ­being more sustainable in at least one dimension. That could mean ­being better for the planet or animal welfare, being produced with fewer pesticides, or offering a nutritional benefit. Beyond that, there are many emerging products that can positively affect our well-being, for example through the microbiome, where a significant part of the body’s immune system is located. Chia seeds and psyllium husks are just two examples.

European Business: What makes a story engaging?

Alexander Drees: People follow people. Especially on social media, they are interested in individual journeys and in how personalities shape popular brands. Ultimately, the stories of companies are also the stories of people. At the same time, the relationship between brands and their customers has fundamentally changed. A brand can no longer simply send out messages; it has to engage in dialogue and demonstrate humanity, openness and accessibility. When we make mistakes, we acknowledge them openly. When customers give us new ideas or feedback, we embrace them. That is what makes a brand authentic and keeps the focus firmly on the outside world, which is a fundamental basis for success. We want everyone at Bio-Zentrale to continually ask themselves what benefits consumers are looking for and how we can support our retail partners even better.

European Business: How does the industry itself need to change to unlock the full potential of organic food in a more sustainable way?

Alexander Drees: I believe that mid-sized companies such as Bio-Zentrale and our peers should no longer see each other primarily as competitors. Instead, we need to collaborate on the challenges where we can have a real impact. After all, we all have a responsibility to offer people healthier, more holistic ways of eating. That is why we are inviting other brands to join us in building a platform for organic food and enjoyment. How can we ever compete at scale with the major conventional food companies if specialized businesses that share the same deep conviction do not work together? Bio-Zentrale has defined a clear North Star for itself, and we are focused on turning that ambition into action.

European Business: The growing mainstream appeal of health and wellness topics is probably an important ally in that effort.

Alexander Drees: Longevity is now relevant to very different consumer groups. Younger consumers may want to make healthy eating choices to enhance their performance, while older consumers may be more focused on reducing health risks or maintaining their vitality. Ultimately, however, both groups consume many of the same products to achieve these goals, even though we need to address them in different ways. Growing awareness of the downsides of ultra-processed foods is reinforcing this trend. Our products are essentially the opposite: ultra-natural, with greater bioavailability and organic certifications that attest to the sustainable production methods and raw materials behind them.

European Business: How do you intend to meet consumers along their individual journeys?

Alexander Drees: Healthy, sustainable nutrition is important to many people. At the same time, eating habits have changed significantly. In Europe, lunch used to be the time of day when families and friends came together; increasingly, those conversations now happen around the dinner table. During the day, people tend to eat smaller meals and snacks, which means eating habits are no longer tied to a fixed schedule. Our product range needs to reflect that shift, as well as the fact that many people have very little time to cook in their busy everyday lives and therefore prefer products that offer greater convenience.

European Business: Which channel is currently the strongest growth driver for Bio-Zentrale?

Alexander Drees: Large drugstore chains in Germany have recognized that high-quality organic food is an excellent way to increase shopping frequency. After all, consumers need food every day, whereas they tend to purchase personal care and household products only every few weeks. Ultimately, our goal is to make organic food more appealing, more accessible and easier to integrate into everyday life – which meets the needs of both consumers and drugstores.