Discount Retail Chain Netto Brand-Discount (owned by the German EDEKA Group) is now demonstrating its special appreciation for fruit and vegetable products and local agriculture on all channels, with an extensive campaign based on 'Affordable, regional, transparent'. Summertime is harvest time. This also applies to the approximately 350 farmers whose fruit and vegetable products are sold in the local Netto stores. The fresh products from the region are recognizable, for example, by the logo of Netto's own brand HOME (in German: HEIMAT). In addition to farms, more than 84 percent of all consumers benefit from these regional partnerships, for whom the regional origin of fruit and vegetables is particularly important, according to a recent survey.* At the same time, the environment is protected by the shorter transport routes.
*BMEL Foodreport 2022
"With up to 60 different regional fruit and vegetable products seasonally, we offer probably the largest selection in the discount sector. With the regional partnerships, we are strengthening medium-sized, family-run businesses and at the same time meeting consumer demand for regional food," says Christina Stylianou, Head of Corporate Communications Netto. Netto attaches great importance to transparency: For this reason, an additional QR code on all packaged fruit and vegetable products of its own brands leads to information about the producer and other product details on the Netto website.
Fresh regional products: Promoting German agriculture
In addition to a prominently placed TV spot around the "carrot superstar" farmer Hansen, the regionality campaign, which will start in calendar week 26, will be communicated via the flyers, the Netto app, various advertising materials at the POS such as displays or posters, online communication as well as via the Netto website and PR measures. The campaign will also be extended via various social media activities, for example as part of the "Healthy Nutrition" campaign on TikTok or via Netto's own Facebook, Instagram or Pinterest channels. These measures are being implemented together with the Hamburg-based creative agency Jung von Matt. In addition to the communication of regional products and attractive offers, the aim of the campaign is to show a high appreciation of the performance of local farmers.
Netto has been supporting German agriculture for many years, also with its "A hart for the maker" (in German "Ein Herz für Erzeuger") initiative: Since the launch of the "Ein Herz für Erzeuger" initiative in 2008, the food retailer has supported the participating farms together with customers with a total of almost 42 million euros. In addition to fruit and vegetables, the "Ein Herz für Erzeuger" range with the green heart logo also includes dairy products, eggs and meat and sausage products from Germany.
In addition, Netto works with numerous other regional partners in all product areas, such as bakeries, breweries and mineral springs.
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