For the Love of Bread
For the Love of Bread

Author(s): Tine Lehmann
Subject(s): Supranational / Global Economy, Business Economy / Management
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: case study; Germany; EU; bread; Altus brothers; internationalisation;
Summary/Abstract: The average German eats 56 kg of bread per year (Statista 2013). And even though that means the German consumer is just about average in the EU, German bread has always had a specific reputation. Since 2014, German bread baking culture is even considered to be UNESCO world heritage. Nevertheless, traditional bakeries are struggling with the extremely low-price competition in the supermarkets. More and more traditional bakeries are closing; and more bread is sold in the supermarkets, containing long lists of additives.

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