Three questions with Luca Burwitz for the Green Week 2026

This year, our trade fair appearance will once again be under the motto The value chain: REWE Group x agriculture. On the basis of specific projects, we will be demonstrating how we are developing sustainable solutions together with the local agricultural sector. These include the marketing of organic conversion goods, regional meat programs with higher animal husbandry standards and our close partnership with local producers.

In order to bring these topics to life, we are increasingly relying on digital and film content. For example, visitors can ask a digital avatar of Hans-Jürgen Moog, CPO of REWE Group, questions about regionality or the work of our Competence Center for Agriculture.

In addition, we are focusing on REWE Group’s innovative strength: we show how digital solutions can strengthen local supply. One example of this is the REWE delivery bot, which currently delivers to customers in Hamburg autonomously and battery-powered, and therefore emission-free, and will be on display at the stand.

This motto is a clear commitment – and an obligation as well as an aspiration. REWE and PENNY maintain direct business relationships with every tenth producer in Germany. That’s over 33,000 farms, ranches and manufacturers.

We not only want to emphasize the importance of sustainable value chains, but also show that we take responsibility. In this way, we promote regional products, secure local supplies and create planning security for local agriculture.

We invite visitors to join us in conversation – about what is already working well today and where we can improve together. Our aim is to turn the traditional value chain into a genuine value chain. Through partnership, dialog and recognition along the entire chain – from the field to the plate.

For us, the Green Week is much more than just a trade fair. It is a platform for dialog. This is where we meet farmers, consumers, politicians and associations. Nowhere else in the course of the year are there so many opportunities to reach a large number of people in a short space of time, to enter into a discourse with them on agricultural policy issues and to present ourselves as a company.

These conversations lead to mutual understanding. They create trust and transparency. This exchange is crucial for gaining new impetus for the future and strengthening partnerships. That is why we are very happy to be there again this year.