The Rewe is divided into six regions in Germany: North, East, South, West, Middle and Southwest - each region has a regional team that takes care of the needs of regional producers and suppliers. Each Rewe market has regionally produced fruit and vegetables, and has its own brand "REWE Regional" in the range - the consumer of the origin of the goods is to be brought closer. FreshPlaza talked to Vera Pollmanns, head of the South Regional Team.
"For ove
r 10 years, the Regionality in GermanyTrend has been central- and so it was an important topic at Rewe as well. The division has grown and so has our team. Our main task is the coordination of all smaller suppliers, the third-party suppliers who do not deliver to our central warehouse, but directly to a certain number of individual branches. We are the first point of contact for these companies and accompany and advise you during the listing and afterwards. In addition, we advise the markets in the implementation of regionalism." This coordination is also often in consultation with
the Bavarian Farmers Association
and the ministries.
Right: Vera Pollmanns
Tradition, consciousness and regionality
Pollmanns notes that agriculture in Bavaria is still very small-scale and pronounced: "That means there are many small businesses that often deal with direct marketing alone and are now taking the first step towards retailing." Bavaria is also very popular as a place of origin There are many established state quality assurances and labels of origin in Bavaria, specifically the 'Certified quality Bavaria' label, which is strongly supported by the Free State. This label promotes the offer of regional products and coupled with a strong identity, a sense of tradition and pride in the region, it makes Bavaria a special element within Germany." This allows a much more intensive examination of the issue of regionality in comparison to other parts of Germany, according to the expert.
In trade there is a twofold development: While cereal producers are increasingly specializing in superfoods such as quinoa, there are more and more exotics within vegetable production. "Classics, such as onions and potatoes, still form the basis, but there are more and more sweet potatoes grown in Bavaria, as are first attempts of growing watermelons."
This innovation drive can be seen mainly through the generational changes in the companies: "These successors are often intensely concerned about how to change the cultivation and what new varieties can be of interest." Young farmers want to invest, to develop their businesses for the future. In Bavaria, too, one is confronted with the farmstead, but agriculture is integrated in itself even better and more present than elsewhere, according to the expert.
The marketing of fruit and vegetables through leaflets and flyers is still there as well. "Regional fruits and vegetables are highlighted, especially through our 'REWE Regional' label." At present, Rewe is running an additional campaign in which marketers can highlight the issue with additional special stands.
Bavarian Popcorn: Since 2016, the Jodlbauer family has been cultivating GMO-free popcorn corn in Rottal's family farm. They supply 17 REWE stores in their area with this popcorn.
"In Germany, the discussion is about what exactly regionality entails and how it should be measured.There are, of course, products that are very specific only available in one region." Rewe generally orientates itself towards consumer expectations. Only goods from the producing federal state are marketed under the label "REWE regional". Local is often defined much smaller, meaning products coming from the immediate vicinity of the market. "In general, our local suppliers determine how far they want to deliver."
Master grower Christian Burgis grows fresh vegetables. He is continuing the family business that has existed for generations. The Burgis family supplies 16 REWE stores with a variety of vegetables, such as salads, radishes, potatoes, broccoli and the Bamberger Hörnchen potato variety.
Is regionality the new organic?
Organic farming and regionalism are two of the most important trends in retail, but so far still clearly separable. "For us, these two aspects do not necessarily belong together. Our goal at Rewe is sustainable cultivation and both trends are crucial." The consumer now has the impression that regionality is the new 'organic': "With the Bavarian organic label, there is a successful strategy to combine organic and regionality in a single label and make it recognizable to consumers."
For more information:
Ursula Egger, Pressesprecherin Region Süd
REWE Markt GmbH
Dieselstraße 21-27
D-85386 Eching
Tel.: +49 8165 78-218
E-Mail: [email protected]
Web: www.rewe-group.com
