Jan Lars Wapelhorst - WFR Advisory
Decoding German Retail
How global brands win in European trade. Starting with Germany's toughest market. What does it really take to get your product listed in German grocery retail? And what can the German market teach you about winning across Europe? 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...
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Trailer: The Briefing You Never Got 31.03.2026 1:41
Most brands fail in German retail before they even enter. Not because the product is bad, but because they misunderstand the system. This podcast explains why, from someone who spent 16 years deciding what goes on the shelf. Hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. New episodes starting April 2026.
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