Consumer demand for natural-tasting, pesticide-free organic fruit and vegetables is extremely high. But transitioning to organic production is expensive for farmers, particularly in the first few years. During this period, they are not yet permitted to market their products as “organic,” although they are already producing according to organic standards. This is where the new Wegbereiter initiative, introduced by REWE in cooperation with Naturland, comes in. When fruits and vegetables carry the Wegbereiter label, consumers know that the produce comes from a farm that is in the process of moving from conventional to organic production. By purchasing Wegbereiter products, shoppers can encourage more farmers to risk taking that step, which also increases the amount of organic fruit and vegetables available in REWE supermarkets.
The Wegbereiter initiative covers the transitional period when farmers have higher costs but cannot yet charge higher prices. REWE allows farmers to display the Wegbereiter label on their produce beginning with the second year of their transition from conventional to organic production. The difference between the price of Wegbereiter products and that of conventional fruits and vegetables benefits the farmers, offsetting some of their expenses as they make the shift to organic. Farmers taking part in the programme also receive expert advice from the largest international association for organic farming, Naturland.
If we, as a society, want to make a lasting contribution to ecological transformation, we need to support agricultural enterprises during the economically difficult transitional phase. With the REWE Naturland Wegbereiter initiative, we have joined Naturland in developing a simple, innovative and practical tool for accelerating the transition to organic farming, while also providing security and transparent added value for consumers,
says Stephan Weist, REWE divisional manager for fruit, vegetables and flowers.
The first Wegbereiter products are now arriving at Bavaria’s REWE supermarkets from Kügel asparagus farm in Abensberg. Wolfgang Kügel and his three daughters, Julia, Katrin and Anja, manage a growing farm with more than 70 hectares of asparagus fields and 12 hectares of berries. They are currently in the process of moving to ecological farming, which means that they can no longer use chemical/synthetic pesticides or mineral nitrogen fertilizers, for example. Julia Fröhlich-Kügel is enthusiastic about what she sees in the fields: We are watching the soil improve, and witnessing how much life there is in the soil. When you stand in the field, pick up a handful of soil and see an earthworm as thick as your finger, you know that the soil is healthy.
Aspiring organic farms receive support from Naturland, which has been collaborating with REWE for more than 14 years. Naturland is the largest international association for organic farming with guidelines that, in many cases, far exceed the EU rules on producing and labelling organic products. Naturland experts offer advice throughout the transition phase and respond to farmers’ individual questions and concerns. Naturland also monitors adherence to its standards, starting on the very first day.
