German retailer REWE has introduced a private label brand with a focus on regionality. REWE REGIONAL offers a selection of fruit and vegetables from various regions in the country, which will change according to the season.
Although the REWE REGIONAL brand is available nationally, the fruit and vegetable products under the brand in each store will vary depending on the region it is located in. The designated 'region' either refers to the state, to a traditional area or to a topographical region, which will be reflected on the packaging.
Support for the local economy, shorter delivery distances and traceable origins are all aspects of regionality, which are of importance to the consumer the retailer says. “REWE REGIONAL is for customers who specifically wish to support their region when they do their shopping. When they choose the new regional brand products, they will receive high-quality, fresh food," said Lionel Souque, management board member at REWE Group, with responsibility for Germany's REWE stores.
REWE already markets local products from more than 1,000 local producers under the 'Landmarkt' and 'Aus Liebe zur Heimat' brands and claims to be the first German retailer to offer a private label brand for regional products nationwide under a single brand name and product design. (7 Aug)
© 2012 - ESM: European Supermarket Magazine
