Maxime Delacour
Senior Retail Analyst
@RetailAnalysis

Aldi Süd announced a new partnership with Infarm, a leading indoor vertical farming company, in Germany. The first vertical-farm units will be installed in-store by the end of May.

Fresh move from the discounter

Aldi Süd is the latest retailer and the first discounter to partner with Infarm. Germany is Infarm’s largest market where it already partners with Edeka and Metro. By the end of May five Aldi stores in the Frankfurt and Dusseldorf regions will be growing fresh herbs and salads thanks to Infarm vertical units. Seven further stores will add this solution by the end of the year.

The in-store farms are fully managed by Infarm employees from growing to harvest and packing. Aldi and Infarm agreed on large volumes of products, most will be produced directly at Infarm’s greenhouses in order to supply around 300 stores. 

Targeting a larger audience

Over the last two years, Aldi has accelerated its investments in sustainable solutions improving its stores and assortment to target new shoppers. This one aims at creating an appealing offer to young health and environmentally conscious shoppers looking for a more sustainable lifestyle.

With this new development Aldi continues to upgrade its concept as part of its strategy to move away from its hard discount image. More broadly, the upgrade of food discounters is one of the five trends shaping the channel we highlighted for 2020.

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Lead Photo: Source: Infarm