REWE Launches Regionally Focused Private Brand

German retailer REWE has introduced a new Private Brand with a focus on regionality. REWE REGIONAL offers a selection of seasonal fruit and vegetables from various regions in the country.

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. 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 Brand for regional products nationwide under a single brand name and product design.

Source: ESM

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.