Company: Kaufland Stiftung & Co. KG
Brand value: US$1,268 million
Change since 2019: -4%
Headquarter city: Neckarsulm
Year formed: 1984 Kaufland but it started in 1930 (see explanation below)
Kaufland is a chain of discount hypermarkets that is expanding across Europe and beyond. There are more than 1,300 Kaufland stores in Germany, the Czech Republic, Slovakia, Poland, Romania, Bulgaria, Croatia and Moldova, and Kaufland has made its Australian debut in the state of Victoria. The brand is working in several ways to reduce food waste. It is selling unusually shaped fruit and vegetables, and those with visual defects that normally wouldn’t get to the supermarket shelves, and it is working with the food rescue app “Too Good To Go”, to reduce the price of food that is close to its use-by date, so it can be sold cheaply and used rather than thrown away. Kaufland’s latest advertising campaign inspires shoppers to cook dishes from all over the world; the “Taste Travelers” content campaign stars TV chef Alex Wahi and food blogger Olaf Deharde and presents cooking ideas from nine countries under the motto “Essen ist Entdecken” (Food is discovery). Kaufland, is the main sponsor of the Wacken heavy metal music festival.