Adeg: Straight from the farm

Starting right now, “Gutes vom Bauernhof ” (Good Things from the Farm) products can be purchased fresh and straight from farms in the nearby surroundings at selected, convenient Adeg stores. The line of products ranges from meat specialities to fresh farmer’s bread.

The initiative “Good Things from the Farm at Adeg” now includes products from farmer direct marketers in the product line at selected Adeg stores. Fruit and vegetables are available according to season. All of them have the common feature of high quality and the guaranteed origin on a farm. The products have been produced in conformity with the guidelines of “Good Things from the Farm” and integrated into the product line in accordance with a standardized system. “Good Things from the Farm”, a quality initiative of the Agriculture Chambers for Farm Direct Marketers, gives consumers assurance and generates trust.

The innovation project has been realized by the Agrar-Projekt-Verein in cooperation with Adeg and the Agriculture Chamber Lower Austria. “In carrying out the project, we want to network successfully agriculture and retail trade and support local producers and retailers,” explains Christian Jochum from the Agriculture Chamber of Austria, project manager of “Good Things from the Farm at Adeg”.

“With respect to the product line, Adeg features in particular domestic and local products as a key feature for differentiation from the competitors,” notes Adeg Management Board member Andreas Poschner. “Regional specialities have long had a high priority for the Adeg retailers, so this initiative is an optimal extension of our strategy.”

Demand greater than supply

The trend towards regional focus and transparency in the origin of food continues unabated. The demand for products straight from the farm is greater than the supply. Thanks to the products offered in “Good Things from the Farm”, consumers can now purchase farm-raised products conveniently and easily while doing their daily shopping.

“Direct marketing must grow in terms of quantity and quality so that it can assure its profitability. This requires the production of high-quality food and their professional marketing, adapted to consumers’ behaviour,” states National Councillor Johann Höfinger, chairperson of the State Association for Farm Direct Marketers Lower Austria.

“We are convinced that the project ‘Good Things from the Farm’ at Adeg’ will be a success. We are already thinking about expanding to ten to fifteen stores in Lower Austria in the next few months,” says Wolfdietrich Siller, Director Adeg Category Management and Wholesale.

The initial launch is in three stores such as the Adeg-Markt Haferl in Atzenbrugg. The realisation in the Adeg stores Neuwirth in Absdorf and Zimmermann in Grossrussbach is in full swing.

“Good Things from the Farm” is awarded only to good and monitored agricultural direct marketers. The farm marketers guarantee on their part the careful cultivation of the raw materials and the skilled production of specialities in accordance with tried and proven recipes and traditional means of production.