The takeover of the majority of the Hamburg spice trader Ankerkraut by the world’s largest food company Nestlé has led to a veritable shitstorm on social media. Regardless of whether Twitter, Facebook or Instagram – Across all channels, a large majority of users reject the deal.
Many accuse the founders Anne and Stefan Lemcke of having betrayed their values and are announcing a boycott of Ankerkraut products. A number of influencers, including LeFloid, are also turning away from the company, which became known primarily through its appearance on the television show 2Die Höhle der Löwen2 (DHDL) in 2016.
Nestlé has been criticized for many reasons
The resentment is directed once morest the choice of the new partner. The Nestlé group has been criticized for years. Many accuse him of making profit with his products at the expense of the poorest. But he is also on fire because of the clearing of the rainforest, the exploitation of water resources and, most recently, because of business deals Russia during the Ukraine war.
LeFloid – known for his interview with the then Chancellor Angela Merkel (CDU) in July 2015 – wrote to his approximately 685,000 Instagram followers: “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 founder: Criticism does not leave us unaffected
Meanwhile, the founders Anne and Stefan Lemcke called on critics to exercise moderation. “As a brand, we stand for a very special customer proximity and a close exchange with our fans right from the start,” said the founding couple on Thursday of the German Press Agency. That’s why Ankerkraut isn’t shutting itself off from the debate. “What we don’t accept is hate on the internet and insults once morest the people who work at Ankerkraut,” both emphasized. They conceded that the criticism, which was mainly spread via social media, did not leave them and the employees unaffected.
However, they are determined to prove “that we mean business when we say: Ankerkraut remains Ankerkraut, we will continue to operate as an independent company”. The founding couple expressly apologized to angry cooperation partners. “We are sincerely sorry that we were not able to inform you in advance and that you were surprised by the news.”
“Lion’s Den” juror congratulates Ankerkraut founders
Support came from the “Lion’s Cave” juror and investor Frank Thelen, who had taken Ankerkraut under his wing at the time. “Wow, who would have thought that during your DHDL performance?!? Now you are a lion yourself and you will gain Nestlé as a partner with Ankerkraut,” he congratulated on Facebook. the love for the product, the passion of the team and strong communication would have made Ankerkraut one of the most successful food start-ups. “We would like to take this opportunity to say thank you, respect and wish you continued success.”
Ankerkraut announced on Wednesday that Nestlé would take over the majority stake in the Hamburg spice trader. The group has taken over the shares of the previous investors – EMZ Partners, Thelens Freigeist Capital and Knälmann Ventures – as well as parts of the management shares and will thus become the majority owner of Ankerkraut GmbH.
According to the information, Ankerkraut will remain an independent company with an independent brand, and Anne and Stefan Lemcke will remain on board as shareholders and brand ambassadors. Ankerkraut GmbH from the south of Hamburg was founded in 2013 as a start-up. The company now has more than 230 employees and, with the sale of more than 500 spices and spice mixtures, sauces, teas and accessories, achieves sales in the mid double-digit million range.
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