Spice company Ankerkraut
After a shit storm about the Nestlé takeover: “The criticism does not leave us untouched”
Ankerkraut founders Stefan and Anne Lemcke
© Christoph Hardt/Geisler-Fotopres/ / Picture Alliance
The Hamburg spice company has been bought by the food giant Nestlé. The dissatisfaction of the customers, but also the cooperation partners is great. Ankerkraut apologizes for this, but stands behind the takeover. That’s what the founders say.
Many founders dream of making their start-up so big that they can later sell it for a lot of money. The Hamburg spice company Ankerkraut has done just that: In 2013, Stefan Lemcke was still mixing spices in his garage in Hamburg-Wilhelmsburg, today he and his wife are millionaires.
Last week it was announced that the food giant Nestlé had taken over the company. The founders Anne and Stefan Lemcke will remain as shareholders and also as brand ambassadors. Nevertheless: The displeasure of the customers as well as the cooperation partners is great. Because the couple sold to a company that is under constant criticism for child labor, deforestation, unhealthy baby food, animal testing, genetically modified food and depletion of the world’s water resources.
So why Nestle? “We have grown steadily since we were founded in 2013 and have developed from a flagship start-up into a successful grown-up and rock star of the food scene. We are very proud of that. Now we have reached a point as a brand where we would like to strengthen strategically and professionally in order to continue driving Ankerkraut’s growth as strongly as we have managed in the past,” say the founders when asked by the star. They stand behind their decision and also behind Nestlé as a company. They continue to say: “We have come to the conclusion that such growth is only possible with a strong, strategic and international partner. We are convinced that we have found exactly this partner in Nestlé.”
Criticism “anticipated” Ankerkraut
The Lemckes “partly foresaw” the criticism of this decision. “Of course, it doesn’t leave us unaffected, especially not our employees.” And yet the founders want to prove that the authenticity, for which they have come to love their fans, will remain. “We are determined to prove that we mean business when we say: Ankerkraut will remain Ankerkraut, we will continue to operate as an independent company.”
Meanwhile, many cooperation partners felt alienated, they were surprised by the news of the takeover. For example, the YouTube star LeFloid, who actually had a cooperation with Ankerkraut. Since the Nestlé deal, however, he has rowed back. He wrote on Instagram: “Since a cooperation with Nestlé is out of the question for us, we see no other option than to end the cooperation with Ankerkraut as soon as possible.” Ankerkraut meanwhile apologized for not being able to inform its partners: “We are sincerely sorry that we were not able to inform you in advance and that you were surprised by the news. Until the agreement was reached, we were not able to inform anyone in advance, As soon as this was possible, we communicated openly.” And at the same time, a spokeswoman announced: “Of course, if someone now says ‘Bye, Ankerkraut’, then that’s just the way it is. You can’t and shouldn’t stop people like that.”
The Lemckes have “a good feeling about Nestlé”. The future will show whether this will come true. The company employs around 250 people, with a market share of 10 percent and annual sales of around 50 million euros.