Three questions with Stephan Weist on local product ranges

As a supermarket, we at REWE have a very broad product range. Our basic strategy – or rather philosophy – which we have been pursuing for over ten years, especially in the fresh product groups, is: regional before national and before international. Thanks to this orientation, we now see ourselves as the clear market leader in the areas of locality and regionality.

And even though this business could be very complex, especially at the beginning, it has taught us as pioneers to work with smaller partners on an equal footing. This means, for example, that we provide support with certifications, develop individual strategies for the joint marketing of products or help with bureaucratic hurdles. For us, these are normal processes, but they can be overwhelming for smaller suppliers. The whole thing has also helped us a lot in other segments. Thanks to this learned ability to cooperate, we are now also “ahead of the wind” when it comes to innovations, food trends or in the organic segment.

From local product ranges from the neighborhood to young, innovative companies to supplier relationships that have grown over decades: Diversity characterizes REWE’s purchasing strategy.

Our local representatives are at the heart of our local product ranges. Our colleagues are probably the most important building block for our success in the regions. After all, they are far more than just contacts for the smaller producers: We see them as advisors, bridge builders, sometimes psychologists and ultimately as catalysts for positive developments.

For potential, often smaller suppliers, the “Lokis”, as we call our locality representatives, are indispensable. They allay fears about thresholds, bring the concerns of producers into our company and at the same time show farmers and manufacturers new opportunities.

Locality officers are also of great importance for our stores and retailers: as advisors and curators in a world that is now full of opportunities, thanks in part to REWE.

I have rarely experienced so much passion and role identification in my many years of work as with our locals. Their commitment makes all the difference – for our partners, our stores and ultimately for our customers, who have access to great product ranges.

For me, appreciation and respectful cooperation are the basis of every human interaction – and this naturally also applies to every form of business communication.

We know the challenges that our long-standing partners face; we have been working with some of them for 30 or even 40 years. What is new is that we are also sharing our own challenges more openly with our suppliers.

This constructive, value-adding cooperation requires mutual understanding. This is the only way we can think along with our partners and develop solutions together.

And for me, this is precisely the value chain: listening, understanding and then developing solutions together.