Austria: more regional fresh produce in supermarkets

Austrians have a clear preference for fruits and vegetables from their own country. When consumers demanded more national and regional food products that fit the seasons Rewe International AG (along with Billa, Merkur and Adeg supermarkets) responded. With the 'Da komm' ich her' (I'm from here) saying, an easy and clearly identifiable logo, the regional supply of fruits and vegetables has increased. Right now there are eleven different 'Da komm' ich her' products from suppliers from Vienna, including the popular red, yellow, and green paprika's from the LGV Frischgemüse cooperative.

"The origin of the products from within Austria was not very clear for our customers. We are changing that with the new, uniform, clear indication of origin. At the same time we are starting a process that will further strengthen the regionalization of the assortment. Our customers will be able to buy fruit and vegetables from the closest possible producers in the area. We are taking on this logistical challenge with the 'Da komm' ich her' logo," says Frank Hensel, chairman of Rewe International AG.