As interest in animal welfare, transparency and sustainability grows, so too does the importance of organic agriculture for consumers. In response, REWE has formed a strong partnership to reinforce its long-standing expertise in organic foods. Germany’s second-largest food retailer has joined the Demeter Association, effective immediately. Customers of over 3,000 REWE supermarkets nationwide will now have access to even more products that meet the Association’s strict guidelines. A number of new brands will be on the shelves starting in September, including Bauckhof, Davert and Campo Verde. Fresh items, mostly regional, will follow – including fruits, vegetables and dairy produce.
Demeter producers and manufacturers employ biodynamic methods and adhere to guidelines that far exceed the requirements of the EU rules on producing and labelling organic products. Underscoring their confidence in this sustainable, holistic approach, customers identified REWE as “Germany’s most sustainable brand” in a recent survey. To gain Demeter certification, products must meet the Association’s strict quality criteria.
REWE was a pioneer more than 30 years ago as it began to sell certified organic products under its private label and the name “Füllhorn” – German for cornucopia. A great deal has happened since then. “Füllhorn” was renamed “REWE Bio” in 2007, and today it is one of Germany’s most popular and best-known brands. REWE acquired its first strong partner in 2009: Naturland. Roughly half of REWE’s steadily growing portfolio of organic products has been independently certified by the Demeter Association, having met rigorous requirements for animal welfare and environmentally responsible farming. Cooperation with a strong, capable partner like Demeter is the logical next step in adding high-quality products to the range of organic items carried by REWE. This is also a milestone in REWE’s cooperative-based corporate strategy in Germany of promoting solid, sustainable, partnership-based cooperation as well as local agricultural structures, particularly in the organic sector.
We are proud to have Demeter, Germany’s oldest organic association, at our side as we continue to promote organic farming. We view joining the Demeter Association as a logical step as we seek to consolidate our position in the organic sector,
says Hans-Jürgen Moog, chief procurement officer at REWE. Demeter chairman Johannes Kamps-Bender observes, Through its cooperative model and strong local partnerships, REWE offers a broad range of consumers an opportunity to become acquainted with and appreciate the high quality of biodynamic foods. Short supply chains and regional cooperation benefit smaller enterprises and producers’ organisations in particular, but also local farmers, in marketing their products.
Daniel Kniel, REWE’s general manager for full-range produce at REWE, is also excited about this partnership: With its expertise in the field, Demeter is the perfect strategic partner for REWE supermarkets and retailers in setting standards for organic farming.
As a member of the Association, REWE is able to give Demeter producers access to an additional sales channel with 27 million customer contacts per week. Membership may enable REWE to further expand its already impressive supply of local and regional products because, moving forward, Demeter-certified products will be increasingly distributed at a regional level, as well as listed nationally.
REWE’s local partnerships will also have an impact on future cooperation with Demeter producers. As a pioneer in Germany’s food retail sector, REWE supports local suppliers and producers and sets binding parameters for cooperation, thereby helping to preserve agricultural structures. Through its local partnerships, REWE is making it easier for smaller, local enterprises to sell their products directly through REWE supermarkets, even in smaller quantities. This not only boosts local economies, it also provides producers with an additional sales channel on site. Moreover, local products mean short supply routes, the opportunity to create value in rural areas and enhanced protection for animals and the environment.
