EDEKA-Verbund

logically it's just lower for women yeah exactly and the reason is simply that muscle consumes oxygen and fat is ultimately just stored energy fat doesn't consume oxygen but muscle does and because men simply have a higher muscle percentage or generally more muscle as a rule they simply have a higher capacity that's the case with average values but it becomes even more striking with peak values

massively i have to say that if you want to visualize it a bit first i mean everyone should look at a table like that then everyone can just look up their age and then the average values and good and very good and you actually want to get into that excellent range to look at that illustrate this a bit we also wrote down a few things like everyday things you do if you jog at eight kilometers per hour you need a vo2 max of at least 25 actually not that high right but well jogging at eight kilometers per hour is also some people can walk that fast so it's not incredibly fast Carrying a grocery bag, like home from Edeka, requires at least 19, and that's already heavy, right? Probably depends on how big the grocery bag is, but basically interesting.

Exactly.

A giant IKEA bag, probably not so much anymore, right? Hmm.

11,000 of our bricks have been used to build that ED car.

So the whole Edeka is made out of our system, which makes it deconstructable, which I think, especially in the retail sector, is a really interesting point.

For the international listeners, Edeka is a large supermarket chain.

Yep.

Yeah, one of the most known ones, I would say.

Supermarkt, den lassen wir mal raus so.

EDEKA, Kaufland, REWE können wir mal auf Zeit schieben.

Machen wir mal nur Discounter.

Dann, okay, was haben wir denn noch? Was, äh, Netto? Ja, Netto und Penny.

Man braucht's halt nicht, aber es findet jeder was.

Ich find, wenn, wenn wir da, wenn, wenn wir, wenn der Penny diese, dieses Kasseproblem in Griff kriegen würde, dass ich nicht 'ne Stunde lang anstehen muss.

Also wirklich, Leute, ich find, die haben eh schon so lange, ich hab's Gefühl, die haben irgendwie doppelt so lange Bänder als im Lidl und EDEKA.

Mhm.

But by the end of the day, some of the commercial can be a little bit similar, yeah? That's the assumption.

But for example, you can assume, okay, Reve, Edeka will be this, Tesco will be this, maybe Biedronka will be this and this.

Of course, it's good to have always a support like a local support.

We are living in a globalized world.

But you can see it on the shops.

So it says Edeka and then Lebensmittel.

Well, what do we say if we say we need to buy? What do we say in German?

Yeah, we say you buy Lebensmittel.

And the messages, by the way, were ecological.

that Edeka gave him about storms, climate change, and problems with water.

So people can make out what they want, but he came back and he was in tears.

And I remember looking over thinking, oh my God, how do we affect this? How can we do something here? Because just like the Apunians talked about the earthquake in Yungay, they're telling us this.

They're harder to scale consistently.

When you're moving into mass retail, Tesco, Carrefour, Edeka, you need sustained shelf awareness, not just viral spikes.

Fair point.

But I'd argue the real question Dr. Squatch is posing is whether one massive cultural moment can do more work than months of paid media.

One of my favorite ads of all time is a German supermarket.

I think it's Etika.

I'll have to send this to you, Shan.

But it's just so beautiful.