Schuller also presented the new "initiative for the future" in Dresden. In view of the rapidly growing competition from Amazon and Alibaba, the shareholders must get their heads around digital transformation. A large number of project groups have therefore been created in Soltau over the last six months to work on the required change. The cooperative has also made upwards of ten million euros available in investment for this purpose.
Digitalisation cannot be mastered, however, without a radical change in the corporate culture, according to Buck-Emden. The planned changes also have a major impact on brand management, the corporate image, the role of private labels and other things. The first measures are expected to be implemented this year.