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Germany: Penny commitment to fruit and vegetables from Germany

Discount Retail Chain PENNY (owned by the German REWE Group) is actively picking up on this trend and creating its own overarching regional private label brand "Marktliebe Regional" by PENNY. According to a forsa survey from 2022, 84 percent of respondents say that regional origin is important to them when it comes to fresh fruit and vegetables. PENNY understands the term "regionality" to mean that the products are manufactured in the respective designated federal state or higher-level growing region. PENNY currently has up to 200 varieties of fruit and vegetables in its range, about half of which come from conventional and organic production in Germany: up to 50 items are regional fruit and vegetables. It is planned to further expand the proportion of regional products across all possible product areas.

"With the new regional brand, we are creating even more transparency, orientation and reliability for our customers. You can see directly on the packaging which federal state the fruit and vegetables come from. The previous claim of the regional window will be retained on all products. This step goes hand in hand with the fact that we will continue to expand the range of regional products at PENNY. We already source almost half of our fruit and vegetable range from Germany. We will continue to increase this proportion, also for other product groups. Regional products, up to 50 items for fruit and vegetables, have short transport routes, are good for the climate and we support domestic production, which makes us a bit less dependent on long supply chains," says Philipp Stiehler, Managing Director of REWE Group Buying/Ware Discount. In addition, customers can recognize regional items including branded items, by the corresponding price tag


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