Inside Gegessen Wird Immer’s Quest to Deliver Artisan Food Nationwide

A Stirring Start with a Provocative Name

In Berlin, three colleagues—Friederike, Beatrice, and Philipp—launched an online grocer that did more than simply push ingredients through a conveyor belt. They called it Gegessen Wird Immer, German for “you always have to eat,” to nudge people to pause and ask: what, when, and with whom will I dine today? This question formed the backbone of their plan.

In 2011, the trio opened deinBiogarten.de, a local organic fruit and veg outfit. After four years, they spotted a gap: small-scale producers made stunning cheeses, jams, and breads but lacked pricey certifications. Instead of stocking a generic label-driven shelf, Friederike and her team dreamed of a trusted space where quality was shown, not just stamped.

An E-commerce Route to Every Corner

Rather than invest in multiple city stores, they picked a single interface accessible to both urban and rural customers. Through their WordPress site powered by WooCommerce, they set out to reach towns where only discount chains existed. It was a bold bet—ordering perishables online still raised eyebrows in some parts of Germany. But detailed product pages, vivid photos, and clear stories bridged the gap between screen and kitchen.

Delivery was streamlined with a local logistics partner. Farm-fresh goods went from warehouse shelves in Berlin to doorsteps via insulated packaging. The same care they demanded from producers extended to couriers: handling times, temperature checks, and real-time updates became part of the customer promise.

Tasting Before You Buy

Trust hinges on experience. Every item on Gegessen Wird Immer’s roster passes through a two-step vetting process: technical analysis by a food scientist and weekly team tastings. At a Monday morning meeting they sample new batches, test aromas, textures, and seasoning—forward or reject. This ritual ensures consistency and reveals the seasonality of produce, like why certain cheeses shine in spring but vanish in the cold months.

Producers get their own spotlight with dedicated profile pages. A map, a short bio, and studio-quality photos of the maker in their workshop let customers connect names and faces before clicking “buy.”

Minimizing Waste, Maximizing Relationships

Forecasting weekly demand for two tonnes of fruit isn’t an exact science. When overstock looms, the team transforms surplus into partner recipes—banana jam, sour cherry ice cream, even risotto mixes for staff lunches. They never discard edible stock. In one project, ripe berries from a delayed delivery blossomed into jam jars for a Berlin café, creating a mini collaboration that boosted both brands.

This flexible planning came from constant dialogue. They don’t buy on consignment, so risk stays with the retailer. Weekly updates with each farm let them tweak orders, rotate items, and pivot swiftly if weather or harvest conditions change.

Content That Builds Confidence

Gegessen Wird Immer invested heavily in storytelling. Well before checkout, customers explore blog articles on how to roll cinnamon pastries or roast pumpkin seeds. Email remains their front line: questions about freezing fruit or pairing oils come in daily. Quick replies do more than solve immediate issues—they educate, turning casual shoppers into ambassadors.

Every product page is longer than a supermarket shelf label; they answer the questions customers didn’t know they had. “Why does this oil taste peppery?” “Can I freeze the berries?” These details cut through uncertainty, especially for first-time online buyers.

Lessons from Berlin

From their home base in a refurbished warehouse, the founders distilled three core practices: hire a team that cares about what they sell; remain agile—if plan A falters, pivot fast; and treat every sale as a chance to refine both product and process. That combination has grown their reach from local quarters to a nationwide network of artisan producers and faithful customers.

Impact & Growth

In less than three years since rebranding, Gegessen Wird Immer has expanded its selection to over 150 local producers, added 350 different items, and fulfilled thousands of orders per month. Although they remain a modest team of under 20 full-time staff, their model attracted attention from food writers and bloggers across Germany. Collaborative projects—like limited edition preserves or chef-curated boxes—generate sold-out runs within days. Through careful curation, direct communication, and a refusal to stock low-quality goods, they’ve carved a niche that traditional supermarkets can’t replicate. Looking ahead, the founders aim to refine cold-chain logistics and explore subscription services to deliver seasonal surprises straight to doorsteps.