Discovering new trends, launching them on the market and introducing them into peoples' daily lives - that is the concept of NX-FOOD (Next Generation Food), the METRO innovation hub for new food solutions. One of the NX-FOOD projects is the start-up shelf. On this shelf, start-ups from the food sector are given the opportunity of placing their products in the store and attracting customers.
Something not generally known: it is a long process for a product to be given a place on a supermarket shelf - bristled with strict bureaucracy and many requirements. Marketable products have the distinction of already having been certified and being in production. Market access itself is often an obstacle for start-ups that prior to trade listing have to prove that their products have passed a certain sales threshold.
This is where the start-up shelf comes in: market access is made easier for founders, because the decision is not purely based on sales figures. Using this shelf provides start-ups with easier access to customers. Founders can gather initial sales experience and test whether their products are marketable.