The ori­gin of A! is loca­ted in Anda­nia, in Messinia/​Greece. The first pro­duct in the A! ran­ge comes from Anda­nia: extra vir­gin oli­ve oil from far­mers in the regi­on whe­re our own oli­ve gro­ves are loca­ted. You can find out more about our own gro­ves here.

So we have a very clo­se con­nec­tion to the regi­on and to the peop­le the­re. We know the pro­ces­sing plant very well and are very clo­se to the pro­duct and the peop­le behind it. 

And that was exact­ly the visi­on for all other A! products. 



A! comes from Ber­lin, but his heart beats in the Medi­ter­ra­ne­an. A! sells hand­pi­cked deli­caci­es from the Medi­ter­ra­ne­an region.

It is our goal with A! to offer excel­lent qua­li­ty by selec­ting our deli­ca­tes­sen pro­ducts and gro­ce­ries with the utmost care. First and fore­mo­st is the per­so­nal con­ta­ct with the pro­du­cers. We are very clo­se to the far­mers and the pro­du­cers. We real­ly know the pro­duc­tion sites and the manu­fac­tu­ring pro­cess of our products. 


Our ran­ge only inclu­des pro­ducts what we have found to be excel­lent after che­cking the pro­duc­tion, the busi­ness pre­mi­ses and the peop­le behind it.

Only what meets our strict stan­dards ends up on the shelf. For us, in addi­ti­on to excel­lent che­mi­cal and sen­so­ry pro­per­ties of the pro­ducts, this also inclu­des ethi­cal values in rela­ti­on to their production. 



On the one hand, it is important to us that we get an idea of the pro­duc­tion con­di­ti­ons for each pro­duct on site. We want to make sure that neit­her peop­le nor natu­re are explo­i­ted, throughout the chain, from the farmer’s soil to your pla­te. Whe­re this is perhaps not yet pos­si­ble, we work with the pro­du­cers to achie­ve this goal. 


That’s why, on the other hand, we attach gre­at impor­t­ance to paying fair pri­ces to the pro­du­cers. Becau­se qua­li­ty and fair­ness, sus­tainab­le cul­ti­va­ti­on and sus­tainab­le manage­ment as well as impro­ve­ments in the manu­fac­tu­ring pro­cess can­not be achie­ved with dis­coun­ter prices. 


Meet the A! family!

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And we are taking it one step fur­ther: from the ent­i­re added value, some­thing should flow back into the region.

That is why we have set our­sel­ves the goal of actively sup­por­ting the regi­ons from which our pro­ducts come — by retur­ning part of the pro­fit to the bene­fit of natu­re and peop­le. We sup­port regio­nal social initia­ti­ves and natu­re con­ser­va­ti­on projects. 
Hard­ly anything threa­tens human well-being today more than the dest­ruc­tion of the envi­ron­ment. For us, social issu­es and eco­lo­gy the­re­fo­re go hand in hand. 


Just as we want to know our pro­du­cers and the regi­ons very well, clo­se exchan­ge with the peop­le of the regi­on and their needs is also essen­ti­al to us. 

That’s why we deci­ded to take 5% of our pro­fits from A! and chan­nel it back into regio­nal pro­jects. In the future, we would also like to deve­lop our own pro­jects with local stakeholders. 


The small com­mu­ni­ty of Alagonia in the Tay­ge­tos moun­tains on the Peloponnese/​Greece laun­ched a zero was­te initia­ti­ve in 2020. 

Alagonia is situa­ted on the spec­ta­cu­lar Langa­da Pass that con­nects Kala­ma­ta to Spar­ta. In breath­ta­king ser­pen­ti­nes, this road winds through the Tay­ge­tos, the hig­hest moun­tain ran­ge in the Pelo­pon­nese. The vil­la­ge of Alagonia has around 80 resi­dents in win­ter and around 150 in sum­mer. Its lar­gest vil­la­ge fes­ti­val (Pani­gi­ri) draws up to 1,000 visi­tors each year for music, food and dance Until recent­ly, guests were pro­vi­ded with dis­po­sable table­wa­re and plastic table­cloths, and each time a dedi­ca­ted truck had to be hired to dis­po­se of rub­bish, inclu­ding much lef­tover food.


In 2020, the Alagonia civic asso­cia­ti­on was able to suc­cess­ful­ly deve­lop a zero-was­te con­cept: They purcha­sed a basic stock of reus­able cro­cke­ry and cut­le­ry, and ins­tead of plastic the­re are now paper table­cloths on the tables. And the gar­ba­ge is final­ly sepa­ra­ted and sor­ted! Lef­tover food and paper table­cloths are com­pos­ted in the vil­la­ge. The rest is dis­po­sed con­ven­tio­nal­ly. In this way, the amount of was­te was redu­ced from a truck­load to one lar­ge gar­ba­ge bag. 

Cur­r­ent­ly, the stock of cro­cke­ry, glas­ses and cut­le­ry has to be sto­cked up, and the vil­la­gers need a dishwasher. 

We think it’s pre­cise­ly such small grass­roots initia­ti­ves that need to be encou­ra­ged and sup­por­ted. Also becau­se they have radi­an­ce and a role model func­tion. Alagonia is alrea­dy recei­ving requests from neigh­bo­ring vil­la­ges to lend the cro­cke­ry and cutlery. 

The aim of the Alagonia civic asso­cia­ti­on is to pro­tect the spec­ta­cu­lar and in pla­ces very untouched land­s­cape and to sen­si­ti­ze and edu­ca­te peop­le about envi­ron­men­tal pro­tec­tion. In this sen­se, they also run social pro­jects such as the first com­mu­nal bar­ter shop in Greece, and various edu­ca­tio­nal and awa­reness-rai­sing programs.