How Kaufland Romania Promotes Nutrition, Sustainability, and Community Health

From hundreds of products tailored to special dietary needs, to nutrition education in schools, hot meals in vulnerable communities, and support for local producers — Kaufland is building an ecosystem where healthy choices become accessible, natural, and impactful. Through strategic investments and long-term partnerships, the company is redefining the role of a food retailer in public health and Romania’s sustainable development.

1. Kaufland has become a leader in promoting a healthy lifestyle in Romania. Why do you consider nutrition a strategic priority for the company?

Kaufland is a company that stays connected to customer needs and adapts its strategic directions accordingly. In our stores, customers can find a wide range of healthy and sustainable products that support a balanced and affordable diet.

A survey conducted by Kaufland and Plan B Association shows that 65% of children under 14 consume sweets daily, and 43% drink carbonated beverages weekly. As a food retailer, we not only have the responsibility but also the ability to influence food choices — not just through what we place on shelves, but through how we inform, inspire, and support better decisions.

Under the motto “Good Nutrition – Now and in the Future,” we invest in projects that promote balanced eating, food waste reduction, sustainable alternatives, and the consumption of local products. This is a strategic direction with a direct impact on the health of the communities we serve. Reducing sugar, salt, and fat content in our private label products, increasing the consumption of plant-based and lactose-free alternatives, as well as encouraging the intake of whole grains and plant-based proteins are just a few examples of nutrition solutions we consider sustainable for people and the environment.

2. The Akademia Kinderland and NutriCOOLtura projects reach thousands of children every year. What concrete impact have you observed in the communities where these initiatives are implemented?

Nutrition doesn’t stop at the shelf. It also means education — and education starts early. A child who understands not just what healthy eating means but why it’s important will make better choices, influence their family, and grow into a more conscious adult.

Akademia Kinderland is an example of early intervention with visible effects. For 8 years, the caravan has traveled across the country teaching children through play how to eat healthily, why it matters what they put on their plate, and what a balanced diet looks like.

NutriCOOLtura, launched in 2024 in partnership with Edenred and the United Way Foundation, brings nutritional education into schools — through film, music, and creative materials. It’s an effective way to deliver useful information in a way children can understand.

3. Kaufland’s assortment includes hundreds of private label products for special diets, such as K-free or K-bio. How do you decide which products to bring to stores, and how do you respond to customers with special dietary needs?

By listening to them. For some, healthy eating is a choice. For others, it’s a necessity. That’s why we’ve built a dedicated assortment with over 1,300 organic, vegan, gluten-free, or lactosefree products. The K-free private label is designed to be both accessible and high quality, specifically targeting those who need special dietary options. The entire K-free pasta range is produced by a local manufacturer, and the products are distributed throughout our store network in the 8 countries where we operate.

Listing decisions are based on demand, dialogue with communities, and strategic partnerships. For over 6 years, we’ve collaborated with the Romanian Association for Gluten Intolerance. Together, we brought Romania a Guinness World Record for the largest gluten-free pasta serving and organized the first national awareness campaign “Romania Without Gluten”: 10 cities, 1,500 participants in information sessions, 870 tests for celiac disease, and 370 doctors trained in a program accredited by the College of Physicians.

4. An emotional example is the ongoing support for the Ponorâta community. What has personally impacted you from this experience?

The fact that education can truly change lives. Ten years ago, only two children attended school in Ponorâta. Today, the classrooms are full, the kindergarten has been expanded, students go on to high school, and some even dream of attending university.

Kaufland has been present there since 2015. The daily hot meal and social vouchers offered for school attendance and performance have been essential. In a community where daily food is not guaranteed, a warm lunch can make the difference between school dropout and a real chance for a better future.

What impacted me personally? The children’s joy when receiving a new backpack, their curiosity, their growing confidence to dream further. Ponorâta is not a story about charity. It’s a lesson about potential, patience, and long-term impact.

5. Kaufland Romania invests not only in customers but also in its team — with medical services, sports activities, and health initiatives. How do you see the connection between employee well-being and the company’s long-term success?

Healthy people build healthy companies. At Kaufland, we foster an organizational culture that prioritizes employee well-being — from free medical services to nutrition campaigns, sports activities, and preventive health initiatives.

We constantly invest in the physical and emotional health of our colleagues because we know that motivation, retention, and performance come when people feel respected and supported. Caring for employees is not a perk — it’s the foundation of a successful long-term business.

6. Romania faces serious challenges related to children’s nutrition. What more do you think the business environment should do to support public health?

Romania has one of the highest rates of childhood obesity in Europe. It’s a major problem, and solutions cannot come only from the state or a single company. A collective effort is needed — government, companies, NGOs, parents, specialists. Everyone has a role. The business sector has the power to implement, to scale, and to innovate. And if it truly wants to contribute to public health, it needs to move beyond image-focused CSR to interventions with real impact — long-term, in schools, in communities, in mindset.

7. How is Kaufland’s sustainability commitment reflected in purchasing decisions from local producers and the expansion of the vegan and plant-based product portfolio?

In our procurement policy, we prioritize local partnerships. Specifically, over 85% of the food products at Kaufland are Romanian.

In 2024, the value of goods and services purchased from local suppliers exceeded 2.93 billion euros — an approach that supports the economy, reduces environmental impact, and ensures freshness on the shelf.

At the same time, we are continuously expanding our range of vegan and plant-based products. Although this segment is still niche, interest is growing — and our K- take it veggie private label offers sustainable, affordable, and relevant options for new consumption habits.

The interview was initially published in the bilingual yearbook Sustainability Index Magazine no. 3. You can flip through it here: https://sustainabilityindex.ro/sustainability-index-magazine-2025/