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~ Coffee Corner ~

offee or tea? When and how? Also, it might make sense to reconsider the “profit-only” model
“I prefer coffee, not because of the caffeine but because where it is the ultimate goal to maximise shareholder value.
CI like the feeling of routine that comes with it. I love Can resources be allocated differently and for a good cause,
starting my workday with a good cup of coffee. Tea for me, rather than trying to cut as many costs as possible just so that a
really, it´s just warm water and doesn’t particularly do anything happy few remain happy?”
for me.’”
What are the most important aspects to keep in mind
Can you tell us about Expansion.eco? for companies looking to expand into Germany?
“Most expansion projects fail. Therefore, we specialize in “It is important to have an understanding of the fact that
finding the ideal product-market fit in new target markets for Germany is a big and very complex market and needs special
our customers, to create the best possible starting position. treatment. Speaking of the German consumer, there are a lot
In doing so, we focus on the German market and, within of different German consumers since the German population
this market, on the sustainable consumer goods sector and is very large. Therefore, there are plenty of opportunities when
industries. Our objective is to bring sustainable products to the it comes to the German market. Companies just need to know
masses. It is of great importance to us that every consumer has how to discover these opportunities.’”
access to sustainable products. To us, sustainability is caring
about more than just your profits and also thinking about the What are the biggest challenges for companies going
effects on people and the planet.’” to Germany?
“Different regions in Germany need different approaches
Your goal is for conscious consumer products to to reaching consumers. There are quite some differences
become mainstream. Could you tell us a little more between the federal states and cities in Germany. For example,
about that? consumers in Berlin and Hamburg might be more prone
“It is well-known that sustainability is becoming more and to experiment with new companies and/or start-ups in
more important. Luckily, many companies are reacting to comparison to other cities in Germany. Other cities might be
this. For example, companies which produce meat are now more careful when buying from an unknown company from
turning more towards plant-based products. However, it is abroad.
a big challenge for many companies to get their products to
their customers, competition in the retail landscape is high, We also see that companies think that they just need one
and consumer behaviour is getting more and more complex. distribution channel in Germany to cover the entire German
Sustainable products need to be more available across the market, but in most cases, this is not true. There is not one
globe. Nowadays, sustainable products are either too expensive distributor in Germany that covers the whole country with
for some or not even available at all in some countries. We only one location and also performs perfectly to meet customer
want to support the impact and purpose-driven companies expectations.
in becoming available for everyone across the world and thus
make conscious products more mainstream. We work with In addition, it can sometimes be hard to understand the
companies that are currently already sustainable. However, country if you do not live in it, as you are not necessarily close
because we need everyone to participate, we also want to to the target group. If you want to be successful in Germany,
support companies that are still on the journey.” you do need to put in quite a bit of work to try to understand
the German customers.
And how would you say that a company could improve
its sustainability? Companies need to put in time and effort to be successful
“It certainly depends on the industry but thinking consciously within the German market, just like they did in their home
about everything you do is a great start. Do you really need to country when they started. Patience pays off, as does knowing
fly to that meeting or can you have a video call? And consider how big that market really is for you and your product to make
where to book your hotel rooms, too. We use the right decisions on how to get there.” ••
Goodwings.com, which is a convenient way to book your
hotels at a low cost, lower carbon emissions and at the same
time for a better system. Covid19 showed that more is possible
than we thought.

Where do you buy your office supplies, what choices do you
make on a daily basis and are there things that can be done
differently? Engaging employees in this process often increases
their motivation and productivity.

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