rapunzel · rapunzel naturkost in 1974 rapunzel was founded as a whole food store in augsburg today...

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.“


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


Rapunzel more than 45 years ago…


Rapunzel- Products and production in former times…


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


Rapunzel Product Range…


Rapunzel, A Family Business

Leonhard, Joseph with Jonathan and Justina Wilhelm


Rapunzel Whole Food Store


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


Company Organigram

01/20


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


Purchase Department / Raw material trading


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


Strategic Sourcing Food Ingredients on field


Logistics


Logistics Center Bad Grönenbach


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


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


Quality Assurance


Goods Receipt at Legau

Dokument

Water contentAW value

ContaminationForeign bodies

Sensoric

Microbiology

External AnalysisRelease


Product Development


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)


Processing of Nut Spreads


Filling of Muesli


Filling of Raisins


Roasting Plant


Filling of Oil


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


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


Sales Department Brand Rapunzel Germany


Rapunzel Sales Force


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


Export

Export Europe Export Overseas


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


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


Marketing


Rapunzel Casino

100% organic food for Rapunzel staff

available for external visitors as well


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


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


Our Own Organic Project in Turkey


RAPUNZEL ORGANIK TARIM


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


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

RAPUNZEL Fair Trade-Program HAND IN HAND


Rapunzel HAND IN HAND

HAND IN HAND

Partner Program HAND IN HAND

Fund


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


Die HAND IN HAND Partners


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)


One World Award 2017


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


Rapunzel Festival 2017


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


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


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


Here you will find more…


www.rapunzel.dewww.one-world-award.dewww.rapunzel.com.trJedes-essen-zaehlt.de


Best regards from the RAPUNZEL staff!

Version 2017

rapunzel · rapunzel naturkost in 1974 rapunzel was founded as a whole food store in augsburg today...

Documents