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Title: Veganz  
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Subject: Veganism, Will Tuttle, Devour the Earth, Go Vegan, Linda McCartney Foods
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GmbH (limited partnership)
Industry Supermarkets, grocery
Founded Berlin Prenzlauer Berg, Germany, 2011
Founder Jan Bredack
Headquarters Schivelbeiner Straße 34, 10439 Berlin
Number of locations
Nine, as of 2015

Veganz GmbH is the first vegan supermarket chain in Europe.[1] Based in Germany, the company opened its first store in Berlin Prenzlauer Berg in the summer of 2011, with 250 square metres of space, and by 2014 had stores in Berlin Friedrichshain, Frankfurt, Hamburg, Munich, Essen, Cologne, Prague and Vienna. It plans to open in Portland, Oregon, in 2016.[2]

The chain was founded in 2011 by Jan Bredack, a former senior manager with Mercedes Benz and himself a vegan, with an investment of three million euros. The chain is run as a franchise, with Bredack retaining 50 percent ownership of each store.[3][4] The company motto is "Wir lieben Leben" (we love life).[5]

Products, customers

Veganz, Warschauer Straße, Berlin

Veganz supermarkets sell only vegan goods. The company offers 6,000 products from 200 suppliers in 30 countries, including 45 different kinds of [6] In addition to the supermarkets, the company offers a catering service, cookery classes, workshops on vegan food, and movie nights.[7] There is also an online store.[8]

According to Bredack, most of his customers are between 18 and 34 years old, although the over-55 age group is increasing. About 60 percent of the customers are vegan and 10 percent of them are tourists. Given the demographics, the company looks for locations in university cities that have a tourism industry. Bredack told the Berliner Zeitung that when he opened his first store in Berlin he had anticipated 100 customers a day, but instead averaged 400, and doubled his turnover after the first year to 1.5 million euros.[9] [9]

Veganism in Germany

Mock-meats section, Veganz, Schivelbeiner Straße 34, Berlin

Both veganism and vegetarianism are increasing in Europe, including in Germany, traditionally a country of heavy meat consumption; each person there eats 132 pounds of meat annually. The German Vegetarian Society estimates that there are seven million vegetarians in that country (eight to nine percent of the population). The figure includes 800,000 vegans.[10] As of January 2013 there were 11 vegan restaurants, snack bars and cafes in Berlin.[9]


  1. ^ Antonia Molloy, "No meat, no dairy, no problem: is 2014 the year vegans become mainstream?", The Independent, 31 December 2013.
  2. ^ Maria Mooney, "Vegan Supermarket Chain to Come to US in 2016", Ecorazzi, 9 June 2014.
  3. ^ Abigail Wick, "A Curious Road From Mercedes-Benz To Veganz", National Public Radio, 10 October 2011; Eva Drews, "Vom Aufsteiger zum Aussteiger", Stuttgarter Zeitung, 9 August 2013.
  4. ^ For three million euros and the franchise aspect, Jutta Maier, "Vegan ist das neue Bio", Berliner Zeitung, 18 January 2013.
  5. ^ Homepage,
  6. ^ "Ueber Veganz",
  7. ^ "Kochkurse",; Susie Mesure, "Veganism 2.0: Let them eat kale", The Independent, 8 December 2013.
  8. ^ Online store,
  9. ^ a b c Jutta Maier, "Vegan ist das neue Bio", Berliner Zeitung, 18 January 2013.
  10. ^ Amy Guttman, "Meat-Drenched Oktoberfest Warms To Vegans", National Public Radio, 4 October 2013.

Further reading

  • Pohr, Adrian. "Von Daimler Benz zum Veganismus" (video interview with Jan Bredack), Zeit Online, 29 October 2013.

External links

  • Official website
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