KoRo's values

Our KoRo mission is clear: We want to deliver everyday feel-good deliciousness right to you by redefining food industry norms with a wide range of high-quality, innovative products. Our product range extends from natural foods, such as nut butters and dried fruit, to snacks with short, readable ingredient lists and functional foods.

An ongoing commitment to transparency and product innovation drives us to explore new food frontiers. Our big ambition is to establish a European-wide omnichannel love brand and become a household name in natural and snack foods.

Passion

Our heart beats for delicious and high-quality food! We want to convey this passion to our customers and offer them the best possible products and thereby inspire them. Products must always taste good, be safe, and be convincing without many additives. That's why quality is KoRo's top priority. Our Sourcing and Quality Management teams transfer this principle to our products every day, creating the core of KoRo: simple, good products.

Curiosity

We rethink retail – by discovering and selecting delicious and innovative food from around the world and bringing customers closer to producers and their products. We want to explore new ways to change the food trade and are always looking for more sustainable solutions. Our main goal is to source all products without detours in order to be as close as possible to the concept of direct trade.

Transparency

We want our customers to know everything about company, producers and products, prices and packaging, and thus promote transparent communication at eye level. For us is of the utmost importance to provide realistic insights into the everyday life and decisions of a retail company and to offer customers the opportunity to make an informed purchasing decision and to take a closer look at food, its ingredients, and origin.

Integrity

In order to create trust in us as a company, we keep our word. We communicate weak points openly and only convey the values by which we ourselves act – no sugar-coating! For example, we have long distanced ourselves from discount campaigns because our goal is to always offer our customers a fair price. We remain true to that. However, sometimes we do have to discount products due to overstocking. This Sale category or our Advent calendar discounts after Christmas are atypical for KoRo, but help to fight food waste. By admitting mistakes, such as being overly dogmatic about discounts, we can move forward. With this honesty we want to have a lasting influence on the food trade.

Sustainability

In order to continue to please and surprise our customers, we want to combine economic and ecological sustainability. In our understanding, these two aspects are interdependent and closely intertwined, because without economic resources we cannot take sustainable measures.