Edeka Nord has launched a new campaign Genial Regional to highlight products from regional companies.
The German retailer seeks to create, promote and maintain economically sound, fully viable businesses of independent entrepreneurs in the medium-sized food retail trade and related professions in the country.
It hopes to maintain and strengthen its economic relationships at the local level with merchants and regional producers and regional agriculture.
The products, featuring a Genial Regional logo, are sourced from farms, factories, breweries and roasting houses located in the sales area of Edeka Nord.
These include products grown, produced or refined in Schleswig-Holstein, Mecklenburg-Western Pomerania, Hamburg and the northern parts of Lower Saxony or Brandenburg.
Stefan Giese, managing director at Edeka Nord stated, "In the end, both suppliers and merchants benefit as well as our customers. With the award of regional articles, we create a clear orientation for purchasing in the market.
'Strengthen The Regional Economy'
"By expanding their regional assortment, merchants strengthen the regional economy and, in contrast to the competition, contribute to sustainable management in the local communities."
Regional suppliers can register on the campaign's homepage in order to be able to offer their local and regional products to independent traders in the north even faster.
The homepage is connected to the existing FoodStarter platform, which helps create low entry barriers for regional suppliers and an easy way for merchants to expand their regional assortment.
Regional products involve short transport times to stores and the routes guarantee lasting freshness.
They also protect the environment and support businesses in the neighbourhood.
As part of the new campaign, Edeka is relying on advertising measures in stores and on the shelves to ensure that end consumers learn everything they need to know about regional food and can access a constantly growing range of regional products.