Urgently needed: brilliant ideas
As well as developing own brand products, METRO promotes promising innovations in a number of other ways. For example, the wholesaler’s NX-Food innovation hub plays an important role in helping start-ups to get their pioneering products to market. Another example is the METRO subsidiary Classic Fine Foods (CFF), whose areas of focus include promoting the development of alternative proteins. In the company’s own research centre, entrepreneurs can work with chefs to create new recipes, test products and share ideas and experiences.
METRO prides itself on being a trailblazer in the area of plant-based alternatives to meat products. It was the first German wholesaler to stock the meat-free innovations of Beyond Meat. METRO also develops own brand products for its vegan range. For example, vegan minced meat and a vegan bologna have been available in Germany under the METRO Chef brand since early 2021.