Herzlich willkommen bei RAPUNZEL!
RAPUNZEL
Welcome to Rapunzel!
Wir machen Bio aus Liebe.Organic products made with love.
Organic products made with love.
Joseph Wilhelm, Founder and CEO of Rapunzel
„Since the beginning of the relationships with commodity suppliers from all over the world, it‘s not only the quality of the organic products which is important for us, but also the quality of the co-operation.“
Organic products made with love.
Rapunzel Naturkost
In 1974 Rapunzel was founded as a whole food store in Augsburg
Today Rapunzel Naturkost GmbH is one of the leading German producers and distributors of organic productsBusiness divisions:
Brand RAPUNZELRaw material tradingPrivate Label
Headquarters in Legau (Allgäu, Bavaria): Administration, Store ProcessingLogistics centre in Bad Grönenbach (Allgäu, Bavaria): Warehouse, Consignment, Distribution
Organic products made with love.
Rapunzel more than 45 years ago…
Organic products made with love.
Rapunzel- Products and production in former times…
Organic products made with love.
RapunzelToday
Staff of about 390 full- and part-time workersGoods movement in the warehouse: ca. 270 tons per day (Status 2019)Turnover: 218 Mio. Euro brutto in 2019Import from 40 countries from 220 suppliersExport to 35 countriesBrand-name product: ca. 650 products in 100 % organic qualityCore segments: nut spreads, muesli, dried fruits, nuts, oils, tomato products, noodles and pasta, coffee, chocolate
Organic products made with love.
Rapunzel Product Range…
Organic products made with love.
Rapunzel, A Family Business
Leonhard, Joseph with Jonathan and Justina Wilhelm
Organic products made with love.
Rapunzel Whole Food Store
Organic products made with love.
What Do Our Customers Appreciate
Transparency in the process chainProducts of high quality and tasteConsistent organic requirements for the partners and the whole food chainCombination of ecology and fair trade (HAND IN HAND)Own cultivation projects– among others in Turkey and AzerbaiyánAdditional quality controls from independent experts as well as Rapunzel experts
Organic products made with love.
Company Organigram
01/20
Organic products made with love.
Purchase Department/Raw material trading
Direction: Helga Mang
Purchasing of food ingredients / raw materials and goods for resale
Sale of food ingredients
31 purchasers and sellers in 5 competence teams:
Competence Team Goods for Resale
Competence Team Dried Fruits, Nuts
Competence Team Cereals, Pulses and Seeds
Competence Team Cocoa, Fat and Sugar
Commodity Trade Team
Acquisition of about 460 different raw materials from more than 40 countries worldwide
Ca. 220 suppliers
Organic products made with love.
Purchase Department / Raw material trading
Organic products made with love.
Strategic Sourcing Food Ingredients
Direction: Barbara Altmann
6 staff members with agricultural and horticultural background
Elaboration of sourcing strategies
Research of suppliers for raw materials
Selection and qualification of suppliers
Supplier audits on-site (process chains etc.)
Development of new organic cultivation projects, e.g. regional
HAND IN HAND Fair trade program
Marketing support concerning background information about suppliers /
raw material sourcing
Collaboration with organic organizations
Coordination of the agricultural team from Rapunzel Turkey
Organic products made with love.
Strategic Sourcing Food Ingredients on field
Organic products made with love.
Logistics
Organic products made with love.
Logistics Center Bad Grönenbach
Organic products made with love.
Logistics Center Bad GrönenbachDirection: Stefan Schmaus2003 Opening, Expansions: 2005, 2014, 2019
– Fully automatic high-bay warehouse– Semi-automatic picking– Usable area: 13,000 sqm– Ca. 15.000 pallet storing positions – 14 truck ramps – 3 different climate zones (8 and 10 ° C and 14 - 20 ° C)– 90 employees
Organic products made with love.
Quality Assurance
Direction: Dr. Genovefa Albrecht
13 staff members in the Quality Assurance
Tasks:
a) Quality Assurance
- Checking of all goods receipts
- Sending of samples to external accred. Laboratouries
- Process related investigations
b) Quality management
Organic products made with love.
Quality Assurance
Organic products made with love.
Goods Receipt at Legau
Dokument
Water contentAW value
ContaminationForeign bodies
Sensoric
Microbiology
External AnalysisRelease
Organic products made with love.
Product Development
Organic products made with love.
Processing Department
Direction: Alexander Karst
Ca. 100 staff members
High-capacity equipment for:
Processing and filling of spreads and creamsOil pressing and fillingRoasting of peanuts, hazel nuts, pumpkin seeds…Mixture and filling of muesliPacking of dried fruits, nuts, salt, sugar, rice, cereals, pulses
CO2 disinfestation plant (logistics)
Organic products made with love.
Processing of Nut Spreads
Organic products made with love.
Filling of Muesli
Organic products made with love.
Filling of Raisins
Organic products made with love.
Roasting Plant
Organic products made with love.
Filling of Oil
Organic products made with love.
Product Management
Direction: Sigrid Barry
Coordination of all activities concerning the product andtheir internal and external communication
Continuous monitoring of the product range, their alteration andextension
Packaging selection and design
Planning and implementation of actions and sales promotionmeasures
Conception and development of advertising media for sales, tradeand consumers
4 productmanager. 2 Product designer
Organic products made with love.
Sales Department Brand Rapunzel Germany
Direction: Thies Curschmann
Since 2003 house-to-house distribution to whole food stores
4 staff members for internal organization and planning
7 staff members in the sales force
20 staff members in the customer service
Organic products made with love.
Sales Department Brand Rapunzel Germany
Organic products made with love.
Rapunzel Sales Force
Organic products made with love.
Export Brand Rapunzel
Direction: Roland Hackenberg
8 employees + 1 trainee (each responsible for certain countries)
Export to 25 countries in Europe and further 10 countries worldwide
Export customs handling, labelling, marketing
Representation by sales representatives in Italy / France / Austria
Promotion and display offers depending on the country
Annual sales (2019): 30,5 Mio
Organic products made with love.
Export
Export Europe Export Overseas
Organic products made with love.
Private Label
Direction: Roland Hackenberg
Customers in EU- and Non-EU Countries
Product development (incl. packaging), daily order transaction, dailycollaboration with dep. like quality assurance, logistics, etc.
Distribution to central warehouses
7 employees (each responsible for its Key Accounts)
Rapunzel Sales – Net-Turnover Assignment 2019
Export; 30.599 T€; 14,1%
Rapunzel retail; 126.076 T€; 57,9%
Raw material; 19.081 T€; 8,8%
Private Label; 38.678 T€; 17,8%
Shop, other; 3.272 T€; 1,5%
Brand Rapunzel Share: 72,0%
Revenue share (%) of total share
Organic products made with love.
Marketing
Direction: Heike Kirsten
Customer and Webshop service
Sales promotion
Advertising material and advertisements
PR and Corporate Communication
Online Marketing, Internet and Social Media, Blogger relation
Organization and realization of fairs, exhibitions, events and seminars
Organization of guided tours for visitors
Responding to customer inquiries
18 employees + 3 trainees in the Marketing Team
Organic products made with love.
Marketing
Organic products made with love.
Rapunzel Casino
100% organic food for Rapunzel staff
available for external visitors as well
Organic products made with love.
Rapunzel Cinema and Museum
Cinema and museum
Museum with about more than 45 years of company history
Regular guided tours for groups and single persons
Cinema for movies, presentations, and events
Net- Turnover Development 1975 – 2019 in EUR millions (€)
0 0 0 1 1 1 2 3 4 69 11 12 14 1718 21 22 23 27
31 35 37 4146
51
63 67 65 6676
84
98105107
108121
128
146
169
182185186188
199
0
50
100
150
200
250
*2019: provisionally01/2020
Organic products made with love.
Rapunzel Commitment
High product value
No anonymous purchasing and sales market
High engagement in the organic movement by means of projects like:
- Rapunzel Turkey
- HAND IN HAND Fair trade Program
- Awarding of the One World Award
- RAPUNZEL Festival
- Initiative „Genfrei Gehen“ - „GMO-free march“
Thereby : Creation of added value for the whole sector
Organic products made with love.
Our Own Organic Project in Turkey
Organic products made with love.
RAPUNZEL ORGANIK TARIM
Organic products made with love.
Rapunzel Turkey
Engagement in Turkey since 1976
1986 first organic certified products
1997 foundation of the company RAPUNZEL Turkey in Ören
2011 fundamental reconstruction
Ca. 550 organic farmers in the project, agricultural engineers emploeyd
More than 25 common Turkish products, mainly dried fruits and nuts
Own organic Processing and Quality Assurance Departments (the only 100% organic company in Turkey)
Regional offices in Salihli, Malatya and Ünye
Organic products made with love.
The main reasons why RAPUNZEL is unique in Turkey
100% certified and controlled organic qualityContinuous development of organic cultivation project in TurkeyRapunzel is directly responsible for entire value chain from cultivation to the store counterSix agricultural engineers are employed permanently by Rapunzel: They are responsible for consultancy service, continual training and on-site control of the farmers.Purchase and delivery directly from the farmer, without any intermediate traders in between.Guarantees a non-mixed product traceability is given with farmer’s codesStrict plausibility checks - putting harvest quantities in relation to cultivated land areaUse of 100% organic inputs (. Frequent research and analysis done for new organic fertilizer and pesticides.)Fair partnerships and fair prices for farmers with up to a 15% additional organic premiumFarmers get pre-payment and Rapunzel purchases crops as agreed beforehandFrequent quality checks performed by our own quality assurance and accredited external laboratories in Turkey and GermanyProprietary processing plant and storage facilities exclusively for organic products (reliable protection against contamination and mixing with conventional products)All additional ingredients for processing of dried fruit such as rice meal and sunflower oil, rice, spices, herbs come exclusively from organic cultivationExceptionally high social standards for Turkey that includes health insurance, pension insurance and free warm lunch for all employeesBright, pleasant and ecologically air conditioned workplaces, as well as washrooms and social rooms in compliance with Germanoccupational health and safety standardsNo child or forced labor and no home jobs, guaranteed contributions to social insurance and assurance of hygiene and quality standardsEnergy efficient and high ecological standards for the entire manufacturing process
Organic products made with love.
RAPUNZEL Fair Trade-Program HAND IN HAND
Organic products made with love.
Rapunzel HAND IN HAND
HAND IN HAND
Partner Program HAND IN HAND
Fund
Organic products made with love.
RAPUNZEL HAND IN HAND Programm
Company owned organic and fair trade program since 1992
Based on the HAND IN HAND criteria
18 HAND IN HAND partners in 12 countries
>150 RAPUNZEL products are labeled with the
HAND IN HAND logo
Organic products made with love.
Die HAND IN HAND Partners
Organic products made with love.
More than 20 years Rapunzel HAND IN HAND Fund
Foundation in 1997
Supports socio-ecological projects worldwide
Administered by the „Deutschen Umwelthilfe“ (www.duh.de) and RAPUNZEL
1 % of the annual purchase value of the HAND IN HAND raw materials are paid into the Fund
Since 1998 379 projects in 58 countries were supported
The available resources are put out to tender twice per year (up to now 1.8 million € in 2019)
Organic products made with love.
One World Award 2017
Organic products made with love.
One World Award
Donated by Joseph Wilhelm, the One World Award honors and promotes humans and projects who give a positive dimension to globalization by pointing out what can be done and must be done in order to make the world a better and fairer place.
Endowed with 25,000 €2008 firstly awarded to Mr. Lal Emmanuel and the Nagenahiru Foundation in Sri Lanka
2010 awarded to Dr. Hans Rudolf Herren, Rachel Agola andthe Swiss Biovision Foundation
2012 awarded to Nacianceno Mejos Pacalioga, Philippines2014 awarded to the Korean Association Hansalim andMary Vattamattam and Bablu Ganguly from India2017 awarded to Shri Pawan Chamling from Sikkim, India andthe United World Colleges
Organic products made with love.
Rapunzel Festival 2017
Organic products made with love.
FOODprint
Rapunzel Naturkost has launched the FOODprintinitiative with a broad alliance of supporters:I put my foot down for GMO-free food.In the position paper, all participants of the FOODprint initiative are calling on the policy to become active.
For example, the requirements are that genome editing methods are officially regulated and their products clearly identified, but also that farming and organic breeding are to be promoted in order to preserve and promote biodiversity.
More information: www.rapunzel.de/foodprint
Organic products made with love.
FOODprint
Risks of new genetic modification techniques like CRISP/Cas9 or Gene Drives include toxic food crops and ecological harm, says a statement signed by over 60 scientists.
Worldwide the products of new genetic modification techniques are not regulated, would not undergo a mandatory safety assessment and would not carry a GMO label. Therefor we demand to implement rapidly a clear legislative policy and a mandatory labelling. Inform yourself about the position of your government and become active!
More information on international level: www.gmwatch.org
Organic products made with love.
Suppliers Day
Our suppliers day takes place in Legau every second year .
The suppliers day serves as plattform for an exchange and strengthes thecooperation between suppliers and Rapunzel.
Suppliers Day 2020
Organic products made with love.
Here you will find more…
Organic products made with love.
www.rapunzel.dewww.one-world-award.dewww.rapunzel.com.trJedes-essen-zaehlt.de
Organic products made with love.
Best regards from the RAPUNZEL staff!
Version 2017