Strategic support of the cooperation
_Workshop series to develop key messages
_Condensation of the statements relevant to the target groups
_Development of a communication strategy
Bioland is the leading association for organic farming in Germany. More than 7,700 farmers, gardeners, beekeepers and winegrowers farm according to the Bioland guidelines. In addition, there are more than 1,000 partners from production and trade such as bakeries, dairies, butchers and gastronomy. Together they form a community of values for the benefit of man and the environment.
Since January 2019, Bioland and Lidl have been writing a new chapter in the ongoing transformation of the organic market. After intensive negotiations with Lidl, products from Bioland farmers such as apples and herbs are now increasingly available in the discounters' German branches. The strategic step to also convert dairy products of Lidl's own brand "BioOrganic" to organic-biological association quality was a sensation in the industry. For the Bioland community, the opening of this distribution channel is more than just a sales decision, because as a democratically organised association, there is a lot of room and need for the exchange of views and decisions. level c was responsible for the communicative accompaniment of this process and supported Bioland in its internal and external communication.
The most important goal: to involve all members and partners of Bioland in this further development and to talk to the world with one voice.
In close cooperation with the Bioland Präsidium and the marketing and communications department, ebene c developed the contents for communication into Bioland and outwards to Lidl and the end consumer in workshops and meetings. The many different points of view within the association were condensed into core messages and prepared for public relations work. At the same time, the Bioland communication strategy was developed, which defines the procedure for all future tasks.
The combination of a systemic approach, in which all perspectives are addressed, and professional marketing supported those responsible in successfully communicating the cooperation.
In major changes and development processes, it is good to have a partner at your side who thinks along with the stakeholders' view. The Bioland brand lives from the people - they make the brand. Stefan and Arne have always provided clarity as sparring partners. Thank you for inspiring, discussing and finding quick-pragmatic solutions!
Regina Müller, Leitung Marketing, Bioland e.V.
ebene c has an important share in the professionalisation of Bioland's communication. With your mixture of emotional antennae and marketing know-how, you have been very helpful in helping us to focus on the central messages and important steps in this emotional topic area. It's great that Stefan Bohrmann and Arne Mack will continue to accompany us in the future.
Jan Plagge, Präsident, Bioland e.V.