Veritas: A Supermarket with Purpose and Positive Impact

Facing a volatile market in early 2025, Spain’s leading organic supermarket, Veritas, confronts a critical strategic dilemma centered on its new mission to “compete through purpose and positive impact.” After enduring a period of intense competition and deceptive greenwashing, the market is now contracting amid a global pushback against ESG standards, forcing Veritas to decide its future. The company must choose between two paths: either deepen its purpose-driven strategy by focusing on all stakeholders and strict organic principles to enhance its differentiation, or pivot to a customer-only focus by broadening its product range to include “healthy” items without organic certification to capture a larger market share.