Follow food

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Follow food

logo
legal form GmbH
founding 2000
Seat Friedrichshafen , GermanyGermanyGermany 
management Management: Jürg Knoll and Harri Butsch
Number of employees 35
sales 60 million euros
Branch Organic food trade
Website followfood.de
As of January 1, 2020

The Followfood GmbH is a German company of the organic food industry and geography based in Friedrichshafen . With the brands followfish and followfood, it sells sustainable foods that go beyond the EU organic standard, for example through cooperation with Demeter and Bioland . The fish products are MSC certified.

history

The company was founded in 2000 by Jürg Knoll and Harri Butsch under the name fish & more GmbH , initially with the aim of importing fish to Germany. In 2007, the idea of ​​sustainability led to a change in the company's content. Shaped by the idea of ​​food transparency and a respectful treatment of the environment and food, they introduced a tracking code on every packaging as a market innovation with which consumers can access and track all suppliers, procurement routes for the products and their organic ingredients online.

Since its introduction by followfood, the tracking code has now become a new standard for frozen fish products, as WirtschaftsWoche explains, "almost all large fish producers now have a tracking code". In December 2015 fish & more GmbH was renamed to followfood GmbH . The tuna caught sustainably by hand, which followfish was the first company to offer in Germany, has meanwhile found imitation among other food producers and traders. In 2017, the company introduced the first fair trade tuna in Germany. In 2020, the company was the market leader in the organic specialist trade with a 45% market share. As one of the first companies in the food industry, followfood plans to present a balance sheet based on the economy of the common good in 2020.

Sustainability initiatives

In 2019, followfood started the so-called “Bodenretter-Initiative” to promote organic agriculture. Five cents per pack of every followfood product sold goes into a fund (50 cents per bottle for organic wine). In 2019, 50,000 euros were distributed to support organic farmers in orienting their agriculture beyond the EU organic standard with the aim of integrating regenerative agriculture. The first project with an organic farm in southern Germany started in 2020.

Since 2017, followfood has been offsetting all CO 2 emissions that arise when the products are transported. In 2020 the first climate-neutral fish product went on sale. In 2021, the company announced that it would be completely climate-neutral. The company also invests in research to reduce its own packaging waste.

In corporate communication, followfood takes a targeted position on topics such as environmental protection, protection of the seas, awareness-raising with regard to sustainability and ecology and consumer behavior. In 2016 the company carried out a campaign against wild fishing and illegal fishing methods, for which the multiple surfing world champion Philip Köster was won. In 2019, followfood initiated a Shitstorm in collaboration with the web video producer inscope21 , with the aim of making consumers aware of how to deal more consciously with food.

Brands and products

Followfood has been selling frozen fish products under the product name followfish since 2007, and canned fish since 2012. Organic frozen pizzas were added to the range in 2013. In 2017, the fish range was expanded to include smoked salmon. In 2019 organic wines and frozen organic vegetables from sustainable cultivation were added. In 2020, the product range was expanded to include organic ice cream, vegan organic frozen meals and vegan organic frozen burgers. According to the Handelsblatt, follow food is the market leader in the field of organic pizzas .

Honourings and prices

  • 2011 Top 3 in the category of Germany's most sustainable products / services for fish & more GmbH at the German Sustainability Award
  • 2012 Top 3 in the category Germany's most sustainable initiative for fish & more GmbH at the German Sustainability Award
  • 2013 “Hallo Erde!” - consumer award from the German Sustainability Award Foundation, the Rewe Group and the media partner Die Welt for Pizza Tonno
  • 2015 Top 3 in the category of Germany's most sustainable products at the German Sustainability Award for Follow Food Pizza Vegetariana Bio
  • 2019 Green Brands Germany Award for the company followfood
  • 2020 election of Jürg Knoll among the OMR Top 50 Marketing Makers of the Year

Web links

Individual evidence

  1. ↑ Stephan Knieps: Followfood: From sinful to good fishmonger . In: The World - welt.de . July 24, 2017 ( welt.de [accessed July 7, 2020]).
  2. ↑ Fish addresses: Followfood GmbH. In: fischmagazin.de. Retrieved July 8, 2020 .
  3. ↑ Follow food: With record sales. In: Lebensmittelpraxis.de. May 20, 2020, accessed July 7, 2020 .
  4. ↑ a b c d Sven Prange: Follow food: How a fish producer reinvented itself. In: WirtschaftsWoche - wiwo.de. January 1, 2018, accessed July 7, 2020 .
  5. ↑ Followfood receives Green Brand award. In: tk-report.de. SN Verlag Michael Steinert, accessed on July 7, 2020 .
  6. ↑ followfood GmbH | Demeter e. V. - About us. In: demeter.de. Retrieved July 8, 2020 .
  7. ↑ Followfood founds Bodenretter-Fond. In: biohandel.de. Bio Verlag, February 21, 2019, accessed on July 8, 2020 .
  8. ↑ Heike Mühldorfer: Don't fish in troubles - WWF dealer report Germany 2017. In: wwf.de. WWF Germany, August 1, 2017, accessed on July 13, 2020 .
  9. ↑ Stephan Knieps: Followfood: From sinful to good fishmonger . In: The World - welt.de . July 24, 2017 ( welt.de [accessed July 7, 2020]).
  10. ↑ Thorsten Mumme: This founder earns millions with sustainable fishing. In: gruenderszene.de. August 28, 2018, accessed July 7, 2020 .
  11. ↑ a b c d Max Zimmermann: Follow Food: What is behind the success of the grocer . In: The World - welt.de . October 21, 2017 ( welt.de [accessed July 7, 2020]).
  12. ↑ Andreas Winterer: Tuna at dm - can that be really good? In: utopia.de. August 8, 2018, accessed July 8, 2020 .
  13. ↑ Follow food: With record sales. In: Lebensmittelpraxis.de. May 20, 2020, accessed July 7, 2020 .
  14. ↑ Despite the corona crisis: organic brand followfood grows over 40% in the first quarter of 2020. In: vegconomist.de. vegconom, May 22, 2020, accessed on July 7, 2020 .
  15. ↑ followfood is the first grocer to found Bodenretter-Fond to make organic farming even better. In: vegconomist.de. vegconom, February 15, 2019, accessed July 7, 2020 .
  16. ↑ a b "We believe in the good in food". In: akzent-magazin.com. June 4, 2019, accessed July 7, 2020 .
  17. ↑ Our soil saver initiative supports courageous farmers. In: followfood.de. Retrieved July 8, 2020 .
  18. ↑ Follow food offsets CO2 emissions. In: tk-report.de. SN Verlag Michael Steinert, accessed on July 7, 2020 .
  19. ↑ Followfood and myclimate - food transparent, sustainable and on the way to climate neutrality. In: myclimate.org. Myclimate foundation, November 21, 2016, accessed on July 8, 2020 .
  20. ↑ Santiago Campillo-Lundbeck: "You've Got the Whole World in Your Hands": Why the organic brand Followfood turns the earth into a squeezed out hamburger. In: horizont.net. Deutscher Fachverlag, September 19, 2019, accessed on July 8, 2020 .
  21. ↑ Mehrdad Amirkhizi: Followfish: With surfing world champion Philip Köster against wild fishermen. In: horizont.net. Deutscher Fachverlag, August 25, 2016, accessed on July 8, 2020 .
  22. ↑ Yannick von Eisenhart Rothe: "My heart has died": Why we don't eat baby dolphins - but baby cows do. In: bento.de. October 2, 2019, accessed July 8, 2020 .
  23. ↑ Torben Lux: This is how indignation marketing works: This is behind Inscope's dolphin baby dinner. In: omr.com. ramp106, October 2, 2019, accessed July 8, 2020 .
  24. ↑ Gabriele Storm: Followfish: Interview with Jürgen Knoll. In: alnatura.de. December 11, 2017, accessed July 7, 2020 .
  25. ↑ followfood is expanding its range of organic pizzas under the name followpizza. In: followfood.de. September 12, 2018, accessed July 8, 2020 .
  26. ↑ Corinna Raupach: Friedrichshafen: Häfler company Followfood supplies fish from organic aquaculture or certified wild caught. In: suedkurier.de. January 3, 2018, accessed July 8, 2020 .
  27. ↑ Lena Herrmann: Marketing in medium-sized companies: Followfood now also sells wines. In: wuv.de. Verlag Werben & Sell, May 23, 2019, accessed July 8, 2020 .
  28. ↑ R. Kneschke: Ice cream trends, innovations and more from ANUGA (Part 1). In: https://www.eis-machen.de/ . Robert Kneschke, October 7, 2019, accessed July 8, 2020 .
  29. ↑ Follow food: New organic ready meals. In: tk-report.de. SN Verlag Michael Steinert, accessed on July 8, 2020 .
  30. ↑ followfood presents new vegan yoga pizzas, free burgers and frozen ready meals. In: vegconomist.de. vegconom, February 18, 2020, accessed on July 7, 2020 .
  31. ↑ Florian Kolf: Lucrative world improvement: This is how Followfood founder Jürg Knoll became a pioneer for sustainable food. In: handelsblatt.com. May 17, 2018, accessed July 7, 2020 .
  32. ↑ German sustainability award: Fish & more GmbH. In: Sustainability Prize.de. German Sustainability Award Foundation, accessed on July 13, 2020 .
  33. ↑ German sustainability award: Fish & more GmbH. In: Sustainability Prize.de. German Sustainability Award Foundation, accessed on July 2, 2020 .
  34. ↑ delicious and "excellent"! In: plant-for-the-planet.org. Plant-for-the-Planet Foundation, November 27, 2013, accessed July 13, 2020 .
  35. ↑ rh: Followfish wins Rewe's food sustainability award. In: markenartikel-magazin.de. New Business Verlag, November 25, 2013, accessed on July 13, 2020 .
  36. ↑ German Sustainability Award: 2015. In: konstantigkeitspreis.de. German Sustainability Award Foundation, accessed on July 2, 2020 .
  37. ↑ 50 brands awarded as Green Brands Germany 2019. In: vegconomist.de. vegconom, November 19, 2019, accessed July 2, 2020 .
  38. ↑ Christian Cohrs: OMR50 - This is the complete ranking of our marketing maker of the year. In: omr.com. May 19, 2020, accessed July 13, 2020 .