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{{Use dmy dates|date=May 2022}}
{{Short description|German supermarket corporation}}
{{Short description|German supermarket corporation}}
{{more citations needed|date=October 2011}}
{{Infobox company
{{Infobox company
| name = Edeka Gruppe<br>Edeka Zentrale AG & Co. KG<br>Edeka Group
| name = Edeka Gruppe<br />Edeka Zentrale AG & Co. KG<br />Edeka Group
| logo = Logo Edeka.svg
| logo = Edeka Logo Aktuell.svg
| logo_size = 150px
| logo_size = 150px
| type = [[Privately held company|Private]]
| type = [[Privately held company|Private]]
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| location_country = [[Germany]]
| location_country = [[Germany]]
| location =
| location =
| key_people = Markus Mosa ([[CEO]])<br/>Gert Schambach<br/>Dr. Reinhard Schütte
| key_people = Markus Mosa ([[CEO]])<br />Gert Schambach<br />Reinhard Schütte
| area_served = Europe
| area_served = Europe
| industry = [[Retail]]
| industry = [[Retail]]
| products = 23eeeee
| products =
| services = Cash & carry/warehouse club, convenience/forecourt store, discount store, electronics specialty, home improvement, hypermarket/supercenter/superstore, other specialty, supermarket
| services = Cash & carry supermarket/warehouse club, convenience/forecourt store, discount store, electronics specialty, home improvement, hypermarket/supercenter/superstore, other specialty, supermarket
| revenue = {{increase}} [[US$]]67.1 billion (2019)<ref name=f>https://geschaeftsbericht.edeka/. Retrieved 17 February 2021.</ref>
| revenue = {{increase}} [[US$]]67.1 billion (2019)<ref name=f>{{cite web |url= https://geschaeftsbericht.edeka/ |title=Geschäftsbericht EDEKA-Verbund 2022 |website=geschaeftsbericht.edeka |access-date=5 April 2024}}</ref>
| operating_income =
| operating_income =
| net_income = {{increase}} US$380.8 million (2019)<ref name=f/>
| net_income = {{increase}} US$380.8 million (2019)<ref name=f/>
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}}
}}


The '''Edeka Group''' is the largest [[Germany|German]] [[supermarket]] [[corporation]] {{as of|2017|lc=y}}, holding a market share of 20.3%.<ref name="lebe_Rank">{{Cite web |title=Ranking: Top 30 Lebensmittelhandel Deutschland 2018 |work=lebensmittelzeitung.net |access-date=12 October 2018 |url= https://www.lebensmittelzeitung.net/handel/Ranking-Top-30-Lebensmittelhandel-Deutschland-2018-134606}}</ref> Founded in 1907, it consists today of several [[co-operative]]s of independent supermarkets all operating under the umbrella organisation ''Edeka Zentrale AG & Co KG'', with headquarters in [[Hamburg]]. There are approximately 4,100 stores with the Edeka nameplate that range from small [[corner store]]s to [[hypermarket]]s. On November 16, 2007, Edeka reached an agreement with [[Tengelmann Group|Tengelmann]] to purchase a 70% majority stake in Tengelmann's ''[[Plus (supermarket)|Plus]]'' discounter store division, which was then merged into Edeka's ''Netto'' brand, with some 4,200 stores by 2018.<ref>[http://inmuc100.tengelmann.de/data/website/tengelmannsite.nsf/pressemitteilungen_html/0EB7852D99B6ABABC12573950046CBFF?open "Tengelmann entscheidet sich für EDEKA"] {{webarchive|url=https://web.archive.org/web/20071203041603/http://inmuc100.tengelmann.de/data/website/tengelmannsite.nsf/pressemitteilungen_html/0EB7852D99B6ABABC12573950046CBFF?open |date=2007-12-03 }} '''(German)'''</ref> Under all brands the company operated a total of 13,646 stores at the end of 2017.<ref name="lebe_Rank" />
The '''Edeka Group''' is the largest [[Germany|German]] [[supermarket]] [[corporation]] {{as of|2017|lc=y}}, holding a market share of 25.3%.<ref>https://lebensmittelpraxis.de/top-30-unternehmen-im-leh.html</ref> Founded in 1907, it currently consists of several [[co-operative]]s of independent supermarkets, all operating under the umbrella organisation ''Edeka Zentrale AG & Co KG'', with headquarters in [[Hamburg]]. There are approximately 4,100 stores with the Edeka nameplate, ranging from small [[corner store]]s to [[hypermarket]]s. On 16 November 2007, Edeka reached an agreement with [[Tengelmann Group|Tengelmann]] to purchase a 70% majority stake in Tengelmann's ''[[Plus (supermarket)|Plus]]'' discounter store division, which was then merged into Edeka's ''Netto'' brand, resulting in around 4,200 stores by 2018.<ref>[http://inmuc100.tengelmann.de/data/website/tengelmannsite.nsf/pressemitteilungen_html/0EB7852D99B6ABABC12573950046CBFF?open "Tengelmann entscheidet sich für EDEKA"] {{webarchive|url=https://web.archive.org/web/20071203041603/http://inmuc100.tengelmann.de/data/website/tengelmannsite.nsf/pressemitteilungen_html/0EB7852D99B6ABABC12573950046CBFF?open |date=3 December 2007 }} '''(German)'''</ref> Across all brands, the company operated a total of 13,646 stores at the end of 2017.<ref name="lebe_Rank">{{Cite web |title=Ranking: Top 30 Lebensmittelhandel Deutschland 2018 |work=lebensmittelzeitung.net |access-date=12 October 2018 |url= https://www.lebensmittelzeitung.net/handel/Ranking-Top-30-Lebensmittelhandel-Deutschland-2018-134606}}</ref>6


== History ==
== History ==
The cooperative was founded in 1907 as the '''E.d.K.''' ('''''E'''inkaufsgenossenschaft '''d'''er '''K'''olonialwarenhändler im Halleschen Torbezirk zu Berlin'', "Purchasing Cooperative of Colonial Goods Retailers in the Hallesches Tor district of Berlin").<ref>{{Cite web |title=Willkommen |url=https://fungastro.de/ |access-date=2022-04-29 |website=FunGastro.de |language=de-DE}}</ref> In 1911, it was renamed as Edeka a phonetic expansion of the previous abbreviation. The [[Edekabank]] was founded in 1914 and, from 1923, central billing was introduced. Although the name contains "Berlin", the group was officially founded in [[Leipzig]].
The cooperative was founded in 1907 as the '''E.d.K.''' ('''''E'''inkaufsgenossenschaft '''d'''er '''K'''olonialwarenhändler im Halleschen Torbezirk zu Berlin'', [[Purchasing cooperative|Purchasing Cooperative]] of [[Colonial goods|Colonial Goods]] Retailers in the [[Kreuzberg|Hallesches Tor district]] of [[Berlin]]).<ref>{{Cite web |title=Willkommen |url=https://fungastro.de/ |access-date=29 April 2022 |website=FunGastro.de |language=de-DE}}</ref> In 1911, it was renamed as Edeka, a phonetic expansion of the previous abbreviation. The [[Edekabank]] was founded in 1914<ref>{{Cite web |last=Carstens |first=Udo |title=111 Jahre EDEKA Nord: Vom Kolonialwarenhändler zum Erlebnismarkt {{!}} shz.de |url=https://www.shz.de/nachrichten/themenspeziale/111-jahre-edeka/vom-kolonialwarenhaendler-zum-erlebnismarkt-id6906891.html |access-date=29 April 2022 |website=shz|date=27 June 2014 }}</ref> and, from 1923, central billing was introduced. Although the name contains "Berlin", the group was officially founded in [[Leipzig]].


After the [[World War II|Second World War]], the reconstruction of the store network was led from the new Hamburg central offices. In 1972, the cooperatives changed structure and formed twelve regional companies, the umbrella corporation and the Edekabank converting from a cooperative to a [[public limited company]].
After the [[World War II|Second World War]] and the collapse of the [[Nazi Germany|Third Reich]], the reconstruction of the store network was led from the new Hamburg central offices. In 1972, the cooperatives changed structure and formed twelve regional companies, the umbrella corporation and the Edekabank converting from a cooperative to a [[public limited company]].{{fact|date=April 2024}}


In 2001, the Edeka-owned brand Gut & Günstig was founded. From 2003 to 2012 there was a cooperation with [[Globus (hypermarket)|Globus SB-Warenhaus Holding]].<ref>{{Cite web |title=Markant Handels- und Industriewaren-Vermittlungs AG |url=https://www.markant.com/de/ |access-date=29 April 2022 |website=Markant |language=de-DE}}</ref>
In 2001, the Edeka own brand "Gut & Günstig" was founded.


[[Christmas]] 2015, the company attracted worldwide attention with the highly sentimental TV commercial ''[[heimkommen|#heimkommen]]'', about a lonely grandfather desperate to reunite with his family for Christmas. Intended only for the German public, it reached over 43 million views worldwide on [[YouTube]] by December 18, 2015, and became a cultural phenomenon, with nearly 62 million views by June 2019.<ref name="yout_EDEK">{{Cite web |title=EDEKA Weihnachtsclip - #heimkommen - YouTube |work=EDEKA |date=November 28, 2015 |access-date=June 13, 2019 |url= https://www.youtube.com/watch?v=V6-0kYhqoRo |archive-url=https://ghostarchive.org/varchive/youtube/20211221/V6-0kYhqoRo |archive-date=2021-12-21 |url-status=live|trans-title=EDEKA Christmas video - "Coming home" }}{{cbignore}}</ref><ref name="abc7_Gran">{{Cite web |title=Grandfather goes to extremes to bring family home for Christmas in German ad |work=[[ABC7 Los Angeles]] |date=December 2, 2015 |access-date=June 13, 2019 |url= https://abc7.com/family/home-for-christmas-grandfather-goes-to-extremes-in-german-ad/1106445/ }}</ref>
[[Christmas]] 2015, the company attracted worldwide attention with the highly sentimental TV commercial ''[[heimkommen|#heimkommen]]'', about a lonely grandfather desperate to reunite with his family for Christmas. Intended only for the German public, it reached over 43 million views worldwide on [[YouTube]] by 18 December 2015, with nearly 62 million views by June 2019.<ref name="yout_EDEK">{{Cite web |title=EDEKA Weihnachtsclip #heimkommen YouTube |work=EDEKA |date=28 November 2015 |access-date=13 June 2019 |url= https://www.youtube.com/watch?v=V6-0kYhqoRo |archive-url=https://ghostarchive.org/varchive/youtube/20211221/V6-0kYhqoRo |archive-date=21 December 2021 |url-status=live|trans-title=EDEKA Christmas video "Coming home" }}{{cbignore}}</ref><ref name="abc7_Gran">{{Cite web |title=Grandfather goes to extremes to bring family home for Christmas in German ad |work=[[ABC7 Los Angeles]] |date=2 December 2015 |access-date=13 June 2019 |url= https://abc7.com/family/home-for-christmas-grandfather-goes-to-extremes-in-german-ad/1106445/ }}</ref>

A cooperation with Telekom Germany and the branding brand Edeka smart started on 15 February 2018. It replaced the existing cooperation with [[Vodafone]] and EDEKA mobil.<ref>{{Cite web |title=Mobilfunkanbieter – ab sofort günstig telefonieren mit EDEKA smart! |url=https://www.edeka-smart.de/ |access-date=29 April 2022 |website=www.edeka-smart.de |language=de}}</ref><ref>{{Cite web |last=Weidner |first=Markus |title=EDEKA smart: Starttermin für neue Prepaid-Marke im Telekom-Netz |url=https://www.teltarif.de/edeka-smart-starttermin-tarife/news/71584.html |access-date=29 April 2022 |website=www.teltarif.de |date=5 February 2018 |language=de}}</ref>


== Brand names ==
== Brand names ==
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It also had holdings in [[Denmark]], which were sold in 2009.
It also had holdings in [[Denmark]], which were sold in 2009.


Edeka also operates a number of companies providing related services, for example the ''Edekabank''.
Edeka also operates a number of companies providing related services, for example the ''Edekabank''.<gallery>
File:Edeka E-Center Dürr, Pestalozziallee 33, 97941 Tauberbischofsheim 2.jpg|EDEKA center Dürr in [[Tauberbischofsheim]]
File:Witten Edeka Schwalemeyer.jpg|EDEKA Schwalemeyer in [[Witten]]
File:Buckow Maerkische Schweiz 08-2015 img2.jpg|...nah und gut in [[Buckow]]
</gallery>


== Controversies ==
== Controversies ==
A 2019 [[Mother's Day]] online commercial<ref name="yout_„Wir">{{Cite web |title="Wir sagen Danke." |work=EDEKA |date=May 5, 2019 |access-date=June 19, 2019 |url= https://www.youtube.com/watch?v=9PLKVNBcF3s |archive-url=https://ghostarchive.org/varchive/youtube/20211221/9PLKVNBcF3s |archive-date=2021-12-21 |url-status=live|trans-title=We say thank you. }}{{cbignore}}</ref> showing a series of clips of fathers interacting with their children incompetently, followed by shots of caring mothers with their children, and the punchline "Mum, thank you for not being dad," was criticized widely for its stereotypical portrayal of the roles of mothers and fathers.<ref name=Deutsche_Welle />
A 2019 [[Mother's Day]] online commercial<ref name="yout_„Wir">{{Cite web |title="Wir sagen Danke." |work=EDEKA |date=5 May 2019 |access-date=19 June 2019 |url= https://www.youtube.com/watch?v=9PLKVNBcF3s |archive-url=https://ghostarchive.org/varchive/youtube/20211221/9PLKVNBcF3s |archive-date=21 December 2021 |url-status=live|trans-title=We say thank you. }}{{cbignore}}</ref> showing a series of clips of fathers interacting with their children incompetently, followed by shots of caring mothers with their children, and the punchline "Mum, thank you for not being dad", was criticized widely for its stereotypical portrayal of the roles of mothers and fathers.<ref name=Deutsche_Welle />


Stevie Schmiedel, a gender researcher and founder of the German branch of the feminist lobby organization "[[Pinkstinks]]," which campaigns against sexism in advertising, commented: "Maybe the advertisers really thought they were doing something good for women on Mother's Day. But everything went wrong. The commercial is pseudo-progressive. It divides and intensifies the fight between the sexes. A poisoned Mother's Day present."<ref name="Deutsche_Welle">{{Cite web |title=Mother's Day fail: German supermarket Edeka slammed for sexist ad |last=Walsh |first=Alistair |work=[[Deutsche Welle]] |date=May 9, 2019 |access-date=June 19, 2019 |url= https://www.dw.com/en/mothers-day-fail-german-supermarket-edeka-slammed-for-sexist-ad/a-48677861 }}</ref>
Stevie Schmiedel, a gender researcher and founder of the German branch of the feminist lobby organization [[Pinkstinks]], which campaigns against sexism in advertising, commented: "Maybe the advertisers really thought they were doing something good for women on Mother's Day. But everything went wrong. The commercial is pseudo-progressive. It divides and intensifies the fight between the sexes. A poisoned Mother's Day present."<ref name="Deutsche_Welle">{{Cite web |title=Mother's Day fail: German supermarket Edeka slammed for sexist ad |last=Walsh |first=Alistair |work=[[Deutsche Welle]] |date=9 May 2019 |access-date=19 June 2019 |url= https://www.dw.com/en/mothers-day-fail-german-supermarket-edeka-slammed-for-sexist-ad/a-48677861 }}</ref>


Edeka was officially reprimanded by the ''Deutscher Werberat'', the German advertising standards regulator, for breaching advertising standards by "reinforcing 1950's gender stereotypes," and while "ironic exaggeration is permissible, gender stereotyping is not." The authority also cited the large number of complaints and the debate about the commercial on social media, saying this showed that viewers either did not understand that it was meant to be ironical, or that they felt the ironic use of stereotypes was not acceptable to them.<ref name="werb_EDEK">{{Cite web |title=EDEKA verletzt Branchenstandards {{!}} Werberat rügt Muttertagsspot |work=Deutscher Werberat |date=May 24, 2019 |access-date=June 19, 2019 |url= https://www.werberat.de/edeka-verletzt-branchenstandards-werberat-rugt-muttertagsspot |language=de |trans-title=EDEKA violates advertising standards {{!}} ''Werberat'' advertising standards authority castigates Mother's Day online commercial.}}</ref>
Edeka was officially reprimanded by the ''Deutscher Werberat'', the German advertising standards regulator, for breaching advertising standards by "reinforcing 1950s gender stereotypes", and while "ironic exaggeration is permissible, gender stereotyping is not". The authority also cited the large number of complaints and the debate about the commercial on social media, saying this showed that viewers either did not understand that it was meant to be ironic, or that they felt the ironic use of stereotypes was not acceptable to them.<ref name="werb_EDEK">{{Cite web |title=EDEKA verletzt Branchenstandards {{!}} Werberat rügt Muttertagsspot |work=Deutscher Werberat |date=24 May 2019 |access-date=19 June 2019 |url= https://www.werberat.de/edeka-verletzt-branchenstandards-werberat-rugt-muttertagsspot |language=de |trans-title=EDEKA violates advertising standards {{!}} ''Werberat'' advertising standards authority castigates Mother's Day online commercial.}}</ref>


==References==
==References==
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==External links==
==External links==
*{{official website|http://www.edeka.de/}}
*{{official website|http://www.edeka.de/}}
*[https://web.archive.org/web/20071203041603/http://inmuc100.tengelmann.de/data/website/tengelmannsite.nsf/pressemitteilungen_html/0EB7852D99B6ABABC12573950046CBFF?open German Press Release about Edeka's acquisition in the Plus Germany discounter chain]


{{Major retail companies}}
{{Major retail companies}}
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[[Category:Supermarkets of Germany]]
[[Category:Supermarkets of Germany]]
[[Category:Supermarkets of Denmark]]
[[Category:Supermarkets of Denmark]]
[[Category:Supermarkets]]
[[Category:Companies based in Hamburg]]
[[Category:Companies based in Hamburg]]
[[Category:Hamburg]]
[[Category:German companies established in 1898]]
[[Category:Retail companies established in 1898]]
[[Category:Retail companies established in 1898]]
[[Category:German brands]]
[[Category:German brands]]
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[[Category:1898 establishments in Germany]]
[[Category:1898 establishments in Germany]]
[[Category:Retailers' cooperatives]]
[[Category:Retailers' cooperatives]]
[[Category:Multinational companies]]
[[Category:Distribution (marketing)]]
[[Category:Food retailers]]
[[Category:Retail companies of Germany]]

Revision as of 16:08, 10 July 2024

Edeka Gruppe
Edeka Zentrale AG & Co. KG
Edeka Group
Company typePrivate
IndustryRetail
Founded1907; 117 years ago (1907) in Leipzig, Germany
Headquarters,
Area served
Europe
Key people
Markus Mosa (CEO)
Gert Schambach
Reinhard Schütte
ServicesCash & carry supermarket/warehouse club, convenience/forecourt store, discount store, electronics specialty, home improvement, hypermarket/supercenter/superstore, other specialty, supermarket
RevenueIncrease US$67.1 billion (2019)[1]
Increase US$380.8 million (2019)[1]
Total assetsIncrease US$8.844 billion (2019)[1]
Total equityIncrease US$2.252 billion (2019)[1]
Number of employees
381,000 (2019)
Websiteedeka.de

The Edeka Group is the largest German supermarket corporation as of 2017, holding a market share of 25.3%.[2] Founded in 1907, it currently consists of several co-operatives of independent supermarkets, all operating under the umbrella organisation Edeka Zentrale AG & Co KG, with headquarters in Hamburg. There are approximately 4,100 stores with the Edeka nameplate, ranging from small corner stores to hypermarkets. On 16 November 2007, Edeka reached an agreement with Tengelmann to purchase a 70% majority stake in Tengelmann's Plus discounter store division, which was then merged into Edeka's Netto brand, resulting in around 4,200 stores by 2018.[3] Across all brands, the company operated a total of 13,646 stores at the end of 2017.[4]6

History

The cooperative was founded in 1907 as the E.d.K. (Einkaufsgenossenschaft der Kolonialwarenhändler im Halleschen Torbezirk zu Berlin, Purchasing Cooperative of Colonial Goods Retailers in the Hallesches Tor district of Berlin).[5] In 1911, it was renamed as Edeka, a phonetic expansion of the previous abbreviation. The Edekabank was founded in 1914[6] and, from 1923, central billing was introduced. Although the name contains "Berlin", the group was officially founded in Leipzig.

After the Second World War and the collapse of the Third Reich, the reconstruction of the store network was led from the new Hamburg central offices. In 1972, the cooperatives changed structure and formed twelve regional companies, the umbrella corporation and the Edekabank converting from a cooperative to a public limited company.[citation needed]

In 2001, the Edeka-owned brand Gut & Günstig was founded. From 2003 to 2012 there was a cooperation with Globus SB-Warenhaus Holding.[7]

Christmas 2015, the company attracted worldwide attention with the highly sentimental TV commercial #heimkommen, about a lonely grandfather desperate to reunite with his family for Christmas. Intended only for the German public, it reached over 43 million views worldwide on YouTube by 18 December 2015, with nearly 62 million views by June 2019.[8][9]

A cooperation with Telekom Germany and the branding brand Edeka smart started on 15 February 2018. It replaced the existing cooperation with Vodafone and EDEKA mobil.[10][11]

Brand names

Operational names of these stores include:

  • Bringmeister – online grocer
  • nah und gut ("close and good") – stores up to 400 m2 (4300 sq ft), mostly found in smaller municipalities
  • EDEKA aktiv markt ("active mart") – mostly privately run supermarkets between 400 m2 and 800 m2 (4300 and 8600 sq ft), mostly located in outlying neighborhoods and villages
  • EDEKA neukauf – privately or centrally managed stores between 800 m2 and 2000 m2 (8600 and 21,500 sq ft)
  • EDEKA – rebranded stores of aktiv markt and neukauf in most regions (e.g. all aktiv markt and neukauf stores of EDEKA Minden-Hannover and EDEKA Nord), regardless of whether privately or centrally managed stores
  • EDEKA center (E-Center) – hypermarkets between 2000 m2 and 5000 m2 (21,500 and 54,000 sq ft)
  • EDEKA C&C Großmarkt (Mios) (cash & carry)
  • EDEKA Großverbraucherservice (for commercial customers)

Stores not operating under the Edeka brand, but belonging to the group nonetheless:

  • SPAR (only in Germany)
  • Netto Marken-Discountdiscount stores
  • Marktkaufhypermarkets, mainly in the west of Germany
  • diska – discount store brand of EDEKA Nordbayern-Sachsen-Thüringen
  • NP. – discount store brand of EDEKA Minden-Hannover

Former brands were:

  • aktiv discount – rebranded E-Center or EDEKA stores, mainly in northern Germany
  • Reichelt (later EDEKA Reichelt), mainly in Berlin, some stores in Brandenburg
  • Treff 3000 – rebrandes as Netto Marken-Discount or EDEKA, discount store brand of EDEKA Südwest

It also had holdings in Denmark, which were sold in 2009.

Edeka also operates a number of companies providing related services, for example the Edekabank.

Controversies

A 2019 Mother's Day online commercial[12] showing a series of clips of fathers interacting with their children incompetently, followed by shots of caring mothers with their children, and the punchline "Mum, thank you for not being dad", was criticized widely for its stereotypical portrayal of the roles of mothers and fathers.[13]

Stevie Schmiedel, a gender researcher and founder of the German branch of the feminist lobby organization Pinkstinks, which campaigns against sexism in advertising, commented: "Maybe the advertisers really thought they were doing something good for women on Mother's Day. But everything went wrong. The commercial is pseudo-progressive. It divides and intensifies the fight between the sexes. A poisoned Mother's Day present."[13]

Edeka was officially reprimanded by the Deutscher Werberat, the German advertising standards regulator, for breaching advertising standards by "reinforcing 1950s gender stereotypes", and while "ironic exaggeration is permissible, gender stereotyping is not". The authority also cited the large number of complaints and the debate about the commercial on social media, saying this showed that viewers either did not understand that it was meant to be ironic, or that they felt the ironic use of stereotypes was not acceptable to them.[14]

References

  1. ^ a b c d "Geschäftsbericht EDEKA-Verbund 2022". geschaeftsbericht.edeka. Retrieved 5 April 2024.
  2. ^ https://lebensmittelpraxis.de/top-30-unternehmen-im-leh.html
  3. ^ "Tengelmann entscheidet sich für EDEKA" Archived 3 December 2007 at the Wayback Machine (German)
  4. ^ "Ranking: Top 30 Lebensmittelhandel Deutschland 2018". lebensmittelzeitung.net. Retrieved 12 October 2018.
  5. ^ "Willkommen". FunGastro.de (in German). Retrieved 29 April 2022.
  6. ^ Carstens, Udo (27 June 2014). "111 Jahre EDEKA Nord: Vom Kolonialwarenhändler zum Erlebnismarkt | shz.de". shz. Retrieved 29 April 2022.
  7. ^ "Markant Handels- und Industriewaren-Vermittlungs AG". Markant (in German). Retrieved 29 April 2022.
  8. ^ "EDEKA Weihnachtsclip – #heimkommen – YouTube" [EDEKA Christmas video – "Coming home"]. EDEKA. 28 November 2015. Archived from the original on 21 December 2021. Retrieved 13 June 2019.
  9. ^ "Grandfather goes to extremes to bring family home for Christmas in German ad". ABC7 Los Angeles. 2 December 2015. Retrieved 13 June 2019.
  10. ^ "Mobilfunkanbieter – ab sofort günstig telefonieren mit EDEKA smart!". www.edeka-smart.de (in German). Retrieved 29 April 2022.
  11. ^ Weidner, Markus (5 February 2018). "EDEKA smart: Starttermin für neue Prepaid-Marke im Telekom-Netz". www.teltarif.de (in German). Retrieved 29 April 2022.
  12. ^ ""Wir sagen Danke."" [We say thank you.]. EDEKA. 5 May 2019. Archived from the original on 21 December 2021. Retrieved 19 June 2019.
  13. ^ a b Walsh, Alistair (9 May 2019). "Mother's Day fail: German supermarket Edeka slammed for sexist ad". Deutsche Welle. Retrieved 19 June 2019.
  14. ^ "EDEKA verletzt Branchenstandards | Werberat rügt Muttertagsspot" [EDEKA violates advertising standards | Werberat advertising standards authority castigates Mother's Day online commercial.]. Deutscher Werberat (in German). 24 May 2019. Retrieved 19 June 2019.