Win-win situation at eye level
The partnership has been decided: The Melitta Group has acquired a stake in the start-up "Loffee", which specialises in the production of lupin coffee.
The signing of the contract is just the beginning of the work for Alexander Wesemann and Claudia Albert, who make up the Corporate Ventures & Start-Ups team from the Central Department of Innovation, Digitalization and Start-Ups. Their goal is not only to invest in new, promising companies, but also to build close, strategic partnerships in order to be successful together.
"We are convinced that not only we can benefit from the start-ups, but also the start-ups from us," explains Alexander Wesemann, Director Corporate Ventures, Start-Ups and M&A. While the founders have new, fresh ideas, the Melitta Group brings strategic expertise, industry experience and important contacts to the table. "We connect our partners with long-standing business and industry contacts. We also support the development and implementation of business strategies. We regularly talk about optimising business processes and models and develop them further together."
"We are excited about the partnership and see great potential in our collaboration," says Simon Raab, co-founder of Loffee. "Our business areas complement each other excellently and we are convinced that we can achieve a lot together," adds Jan Fladung, co-founder of Loffee.
The strategic benefit for the Melitta Group lies in participating in innovative business models and products and at the same time strengthening their development. In addition to the activities of 10X Innovation in Berlin, this will create an additional channel in which innovative ideas can be taken up directly by the market and further developed with a partner. This allows a high speed and a targeted use of resources to be achieved. Last but not least, the early and greater transparency of emerging innovations is also important for the Melitta Group.
When developing joint initiatives and projects, Alexander Wesemann and his colleague Claudia Albert make sure to use the respective strengths of both partners and thus make the best possible use of synergies. "However, it is important that the start-ups continue to maintain their entrepreneurial freedom. We advise and support, but we deliberately do not interfere in operational issues. We believe that this type of cooperation is the most successful," explains Alexander Wesemann.
Business models that are suitable for grandchildren
To work with this and other start-ups, the Corporate Ventures & Start-Ups team has founded its own company, Next Generation Ventures. "This company is our vehicle with which we approach the founders. The name is intended to make it clear that we want to work on ideas and drive forward business models that are sustainable and therefore relevant for future generations. True to the keyword: grandchild ability," says Claudia Albert, Manager Corporate Ventures & Start-Ups.
For this reason in particular, Alexander Wesemann and Claudia Albert attach great importance to the fact that it is a sustainable business model when selecting potential partners. "We are convinced that only these start-ups can be successful in the long term," explains Alexander Wesemann.
Coffee from lupins expands food market
The strategic partnership with "Loffee" meets this criterion: The start-up is responding to the impending coffee shortage due to climate change. By growing and processing lupins, "Loffee" offers a sustainable and future-proof addition to conventional coffee. The lupins are grown regionally in Germany and processed locally. With this product, the start-up is contributing to changes and expansion of the food market.
In addition, the start-up fits in with one of the core businesses of the Melitta Group: coffee. Another prerequisite for a strategic partnership with Next Generation Ventures is that the partner complements the Melitta Group's core businesses of coffee, coffee preparation and household products.
"With Loffee, we have gained a promising partner that offers innovative and sustainable solutions in the field of coffee alternatives. Our cooperation aims to bundle strategic synergies and support Loffee with our network and expertise in the coffee sector and lead it to a significant business size," explains Alexander Wesemann.
