Kaufland România has announced a new procurement strategy aimed at simplifying the listing process for local and regional producers, providing them with more direct access to store shelves and reducing bureaucratic hurdles.

The retailer is introducing a dedicated team of buyers responsible exclusively for local and regional assortments. These buyers will work closely with producers to support them in every stage of the listing process, including packaging, volumes, certifications, and quality standards. Products will be split into two macro-categories, each overseen by a designated buyer in coordination with existing category teams.

A key update in the process is the elimination of the mandatory central warehouse step, allowing local suppliers to deliver directly to stores. This change increases flexibility and lowers entry barriers for small producers. Additionally, Kaufland has simplified contract procedures and clarified documentation requirements.

“We’ve appointed dedicated buyers because we want to genuinely support smaller producers who may not yet be ready for large-scale retail logistics. By simplifying the contracting process and offering guidance at each step, we’re helping them bring their products to our customers. Our goal is to have representative suppliers in every city, because we know how important local products are to our clients,” said Oana Lungu, Executive Director of Procurement at Kaufland Romania and Republic of Moldova.

Kaufland’s new approach aims to expand the range of local products available in its stores—from fresh baked goods, which are already locally sourced in most locations, to dairy, cold cuts, wines, vegetables, and fruits from small farmers. The new system allows producers to be listed in one or several stores depending on their capacity and local reputation, with the possibility of expanding nationally over time.

In 2024, Kaufland’s purchases from local suppliers amounted to over €2.93 billion, accounting for more than 80% of total supplier spending. As a result, 65 cents of every euro spent in a Kaufland store goes directly to Romanian businesses.