Three questions with Markus vom Stein on the future of the meat range

We do indeed face a challenging situation in the meat and sausage products section. On the one hand, we are seeing a decline in meat consumption across the entire product group. This trend is set to intensify in the future, as younger generations are much more likely to define themselves as ‘flexitarians’.

On the other hand, the political vacillation of recent years is also contributing to uncertainty in the market as a whole. In numerous discussions with our suppliers and farmers, we are encountering a great deal of uncertainty about the future of animal husbandry in Germany.

REWE Group has set itself the goal of converting all own-brand fresh meat products to at least husbandry level 3 by 2030. It is important for me to say that we want to achieve this goal in close cooperation and together with our suppliers and farmers. We offer consistent planning security and reliability.

I am delighted that we are breaking new and unconventional ground with our regional meat programmes, but also with test measures such as the tripartite agreement in the meat sector. Such measures require courage and passionate employees who put their heart and soul into these projects and drive them to success. But I am convinced that this will be rewarded by our suppliers and also by our customers.

Clarity and planning certainty are essential for livestock farms – because only then will major investments such as stable conversions be made. I believe that politicians have a clear responsibility to provide clarity with a broad-based animal husbandry label that includes all sales channels beyond the next legislative period. We must not think only in the short and medium term when it comes to animal husbandry. If we all have an interest in continuing to eat high-quality meat produced in Germany in the future, then Berlin also needs to take a big step and not just continue with the same old political short-termism.

We at REWE Group are ready for such a bold move, and I am confident that we can win over all participants in the value chain, as well as consumers, NGOs and farmers, to join forces in this endeavour.