Acquisition of Munich-based food startup Etepetete sealed

Etepetete is one of the pioneers in the field of "crooked organic fruits and vegetables" and has established the segment in Germany. early experiencesFounded in 2014 by Christopher Hallhuber and Georg Lindermair, the company has become the market leader for online organic produce boxes. Etepetete experienced particularly strong growth during the Pandemie pandemic and was even profitable for a time.

Following a market downturn in 2022, the founders stabilized the company – it has been operating since the fourth quarter of 2024. Etiquette Profitable again. Now the next step follows: integration into a larger, internationally oriented platform.

Etepetete: From pioneer to platform integration

With the takeover by Afreshed, the two Munich-based founders are relinquishing operational responsibility – a significant change after more than ten years of development work.

“We are delighted about the merger of the two brands. The three Afreshed founders have demonstrated in a short time how to build a strong, service-oriented company even under difficult market conditions,”

explain Christopher Hallhuber and Georg Lindermair and further explain:

“We are convinced that the planned changes will have a very positive impact on the future development of Etepetete.”

The Etepetete brand will remain, which is crucial for existing customers and brand awareness. At the same time, the company will benefit from the technology, logistics, and capital of its new owner.

Afreshed focuses on a platform strategy and market consolidation.

Afreshed pursues a clear strategy: market leadership in the German-speaking region through acquisitions and infrastructure development.

"The Etepetete brand will be retained. The acquisition not only gives us immediate market presence, but also local expertise and an existing customer base. This transaction is intended to be the first of its kind."

says Afreshed co-founder Bernhard Bocksrucker.

Also co-founder Lukas Forsthuber emphasizes the signaling effect:

“Etepetete has always been a role model for us and has significantly shaped the market. The fact that we are now taking over this company is a special step for us.”

What's particularly noteworthy about the transaction is the combination of market entry and consolidation: Instead of growing organically, Afreshed is directly acquiring Etepetete, an established player with a nationwide customer base – especially in Bavaria, Baden-Württemberg, and Berlin. For the Munich-based startup ecosystem, this represents another exit in the food and sustainability sector.

Logistics as a differentiating factor in the food startup market

A key driver of expansion is its own logistics infrastructure. Afreshed deliberately avoids traditional parcel delivery services, opting instead for an integrated delivery model with its own fleet and software. The plan is to establish a nationwide reusable packaging system in Germany that goes beyond traditional e-commerce: Instead of external delivery drivers, Afreshed uses its own delivery vehicles, whose routes are planned with CO₂ optimization using proprietary software. At the same time, the drivers facilitate the return of the reusable boxes, creating a closed-loop packaging cycle. The expansion will proceed gradually from southern to northern Germany.

The organic delivery service has completed a mid-seven-figure financing round. The investor is Raiffeisen-Holding Niederösterreich-Wien, which specializes in food and beverages, among other things, and has acquired a 25.1 percent stake in the company. With this model, Afreshed aims to clearly differentiate itself from the competition and make the "last mile"—the step from the distribution center to the end customer's doorstep—more efficient and sustainable.

"The new capital will be used to expand the logistics infrastructure and selectively expand the product range,"

says co-founder Maximilian Welzenbach.

Growth market: Food e-commerce and food rescue

The acquisition comes at a growing market: Online grocery retail in Germany reached a volume of around four billion euros in 2024, with a growth rate of over 7 percent.

At the same time, it remains Food waste This is a structural problem, as Germany alone generates around 11 million tons of food waste annually. Of this, approximately 200,000 tons come from agriculture. Fruit and vegetables account for 35 percent of avoidable household waste.

This is precisely where models like Etepetete and Afreshed come in: They market products that, due to visual deviations from standards, don't make it to the shelves. The founding principle of both companies is essentially the same: rescuing food and passing it directly on to consumers.

The two Etepetete founders Christopher Hallhuber and Georg Lindermair Note:

“We thank our team, our shareholders and partners for the great collaboration over the past years, without which the positive development of Etepetete would not have been possible. We are excited and look forward to following the further development of Etepetete and Afreshed in the future.”