Bielefeld, 4 February 2026 – Alongside numerous product innovations and promotional offers, one special highlight became one of the most attention‑grabbing moments of the recent EK LIVE: On 21 January, the teams of electroplus küchenplus and licht+concept presented a symbolic donation cheque to the charity brotZeit e.V. during the Spring Fair in Bielefeld.
The occasion was the successful Snack Friday campaign, implemented for the second time in November by electroplus küchenplus and licht+concept. “While the industry talks mainly about prices during Black Week, we deliberately chose a different focus,” explained Meike Ullrich, Concept Manager electroplus.
Retail with purpose
Under the motto “You save, we donate!” a donation was made to brotZeit for every appliance sold or repaired. The association supports over 450 primary and special‑needs schools across Germany by ensuring that disadvantaged children receive a balanced, free breakfast before classes begin.
An initiative that makes a difference
The result speaks for itself: 11,500 school breakfasts for hungry children. More than last year. And more than just a number.
The cheque was accepted by Margarethe Schlemmer, board member of brotZeit e.V., and Verena Schmitt, Head of Fundraising and Communications.
“Behind every number is a child. And behind every breakfast lies the chance for a better school day,” emphasized Margarethe Schlemmer. “We are delighted that electroplus küchenplus and licht+concept, together with their partners, exceeded last year’s result of 10,000 school breakfasts—especially because it shows how strongly this topic resonates within society.”
Together we achieve more
The campaign period from 10 November to 1 December 2025 generated remarkable momentum. Together with strong industry and service partners—including AEG, Bosch, Constructa, IFA, Liebherr, Miele, Neff, Siemens and Wertgarantie—an initially simple idea became a collaborative project with real impact.
“For BSH, with its brands Bosch, Siemens, Neff and Constructa, social responsibility is not just a statement—it is part of who we are,” said Christoph Luis, VP Sales Electrical Retail Germany at BSH Hausgeräte. “That’s why we supported Snack Friday again this year—together with our retail partners on site.”
Partnership that creates added value
For Martin Wolf, General Manager of the electroplus küchenplus and licht+concept retail concepts, Snack Friday stands as an example of a mindset that is becoming increasingly important in specialist retail: being economically successful while also taking responsibility.
“You don’t have to choose between one or the other,” Wolf emphasized. “When projects like this are supported by all parties involved, both are possible—and meaningful collaboration emerges.”
Image captions:
• (left to right): Margarethe Schlemmer (Board Member, brotZeit e.V.), Christian Claes (Senior Concept Manager küchenplus, EK Retail), Miriam Hofmeister (Junior Online Marketing Manager, EK Retail), Franz Schreckenberg (Team Lead Category Management Electro, EK Retail), Maren Dippel (Junior Online Marketing Manager, EK Retail), Martin Wolf (General Manager EK Home Electrical Appliances, EK Retail), Meike Ullrich (Senior Concept Manager electroplus, EK Retail), Paul Süwer (Team Lead Marketing and E-Commerce, EK Retail), Pia Strieder (E-Commerce Manager, EK Retail), Alice Jank (Category Manager Major Domestic Appliances, EK Retail) and Verena Schmitt (Head of Fundraising & Communications, brotZeit e.V.) present the donation cheque for 11,500 school breakfasts.
• Luis Christoph (VP Sales Electrical Retail Germany, BSH Hausgeräte)
