Who would have thought? Today, the discounter ALDI is one of the country's largest organic retailers. And while organic shops and chains are suffering from inflation and consumer restraint, the organic segment at ALDI is currently even continuing to grow. It is high time, therefore, to ask Germany's discount kings how they managed that. Florian Scholbeck, Communications Director at ALDI Nord, explains to us where the price levers are located that they are clearly constantly adjusting at the discount headquarters. Why "cheap" and "organic" are not contradictions for ALDI. Why his company is switching to meat from animal-friendly farming—but not completely until 2030. And what is fair and right for ALDI when it comes to sustainability communication.