More and more consumers in Austria are placing a premium on fresh fruit and vegetables that are sourced from close to where they live, according to German food retailer Rewe.
The company recently launched a new private label brand called ‘Da komm’ ich her’ (‘I’m from here’) in the country as part of efforts to increase the sale of locally grown fresh produce, rolling it out across its Billa, Merkur and Adeg store banners.
The brand is being used to market a range that includes around 40 fruit and vegetable products, all of them sourced from regions close to where they are sold.
“Until now, our customers were not able to understand enough about where in Austria a product originated. We’re changing that with a uniform and clearly visible indication of origin,” commented Frank Hensel, chief executive of Rewe Group.
“At the same time, we’re starting a process aimed at making our range even more regional,” he continued. “In future, our customers will always be able to get their fruit and vegetables from the nearest producer. With the new Da komm’ ich her lines, we’re taking on this logistical challenge.”
