GF Issue 54

regional social engagement as part of a social campaign: #vomfassdoesgood. This has included donations and participation in community- building activities which all tie back into the brand’s authentic focus on social responsibility and has consequently led to high financial results for franchisees. Franchising has underpinned VomFASS’s global expansion and the brand hopes to continue this trajectory by optimizing its franchise model as well as building out its sustainable practices further. “In the coming year, we want to increase our refill rate to 30% and continue to drive forward our zero-packaging concept,” confirms Tobias. “In addition to our core markets, we are currently focusing our international expansion on the UK and the USA, among others.” Finalist spotlight: VOM FASS The best food and drink nominee has homed in on luxury experiences to build an epicurean empire The German artisan product retailer was founded in 1994 and has since established more than 300 stores worldwide via its franchise network. The brand leans into premium and sustainable initiatives such as eco-conscious packaging as well as ensuring supply chain transparency. Consumers can sample high-quality oils, vinegars, spirits, and gourmet foods before buying as part of the brand’s luxury tasting room feel. In the same vein, potential franchisees can enter the onboarding process prior to signing a franchise agreement. Rooted in high-quality goods, VomFASS abides by the philosophy ‘look-taste-enjoy’. This approach means that the business has been able to offer a personalized shopping experience to consumers, while giving them the freedom to determine product quality for themselves through pre- purchase sampling. However, ensuring high standards comes with the challenge of meeting customer expectations while also always ensuring sustainable and ethical practice – an important factor contributing to product quality as well as an authentic brand culture. It’s a mission that VomFASS has risen to proactively via several initiatives. For example, customers can access a QR code system which enables them to see every step of a product’s supply chain. “We prefer fair-trade sugar for our balsamic vinegars and regional apples for our apple products. All our vinegars are also produced in our own production facility in southern Germany,” says Tobias Haussmann, sustainability manager. “In addition, we have a long-standing partnership with the child protection organization PREDA in the Philippines, which ensures the ethical sourcing of our mango resources.” At shopfront, a plastic- and packaging- free purchasing concept has been a fruitful endeavour for franchisees, which sees customers use refillable bottles to stock up on as much of a product as they need. “Their efforts contributed to an overall refill rate of 25%, demonstrating the impact of our zero-packaging concept on reducing CO2 emissions,” says Tobias. Based on the positive reception, VomFASS has introduced official Refill Days, which aim to offer a sustainable alternative to more wasteful events such as Black Friday and Cyber Monday. “During the last Refill Days, we recorded an impressive 19,537 refills in stores, which resulted in €1 per refill being donated by VomFASS headquarters to two selected sustainable initiatives,” says Tobias. Numerous franchisees have also initiated Established: 1994 in Germany Number of franchised outlets: 235 Location of units: Worldwide Investment range: £80,000-£120,000 Minimum required capital: £25,000 Contact: franchise@vomfass.com www.vomfass-franchise.com/en Image: VOM FASS AG GLOBAL FRANCHISE.COM 61 SPOTL IGHT: VOMFASS AWARDS 2024 FINALIST