Jan Lars Wapelhorst - WFR Advisory
Decoding German Retail
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The German grocery market is worth over 250 billion euros, controlled by five retail groups, and governed by unwritten rules that most international brands never learn — until it's too late. Decoding German Retail is hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. After 16 years on the other side of the table, he now helps international food manufacturers navigate the complexities of German retail — from Category Management and listing negotiations to pricing architecture and trade spend. Each episode decodes one specific mechanism of the German market. No theory, no fluff — just the insider perspective that buyers never share openly. Whether you're planning your market entry, preparing for a buyer meeting, or trying to understand why your product keeps getting rejected — this podcast gives you the answers you won't find anywhere else. New episodes bi-weekly. Website: wfr-advisory.com Contact: info@wfr-advisory.com LinkedIn: Jan Wapelhorst Author: Jan Wapelhorst Language: English
2026 Jan Lars Wapelhorst - WFR Advisory
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