- Contact Us
- News and Resources
- Case Studies
- About Us
...and at the same time, makes a clever and very public point about diversity. Just down the road from Muddy Boots' German office in Hamburg, a branch of Edeka cleared the shelves of all products that didn't come from Germany and replace it with signs that read "Our range now knows borders” and “This shelf is pretty boring without diversity”.
A spokeswoman for the supermarket said: “Edeka stands for variety and diversity. In our stores we sell numerous foods which are produced in the various regions of Germany.
“But only together with products from other countries it is possible to create the unique variety, that our consumers value. We are pleased that our campaign caused so many positive reactions.”
While the driving motive around this campaign was political - a commentary on immigration. We're interested to see the story it also tells about global supply chains. As consumers who are used to a huge variety of products all year round, we forget, or simply don't realise that were it not for the ability to effectively and efficiently manage these complex and far reaching sourcing networks, our supermarket shelves would look very bare indeed.