Organic and regional products are key pillars of our sustainability and assortment strategy. We are therefore working to systematically expand our range and clearly label the origin and certification of our products.
We work in partnership with recognised organic certification bodies. In Germany, REWE began working with the association Naturland back in 2009, with PENNY joining in 2023. REWE has also been a member of the association “Demeter” since 2020. Since December 2025, REWE has been working in partnership with the Bioland eco-association (“Öko-Verband Bioland”) to further expand its range of organic products. Furthermore, REWE joined NABU’s “Gemeinsam Boden gut machen” project back in 2021; this initiative has been helping farmers to transition from conventional to organic farming since 2015. In 2025, the project was actively working with 12 farms. A total of 131 farms have participated in the project since 2015 (2024: 119).
We support regional producers and suppliers in Germany, for example, with the “REWE Lokal-Partnerschaft” local partnership model for fruit and vegetables, dairy products, meat and sausage. REWE and PENNY are committed to working closely with local businesses and fostering long-term, partnership-based supply relationships.1
The “Gutes aus Deutscher Landwirtschaft” (Good Things from German Agriculture) (GDL) mark of origin denotes products produced and processed in Germany. Since 2024, we have been using it at REWE and PENNY for meat, fruit, vegetables, potatoes, mushrooms, eggs, milk and dairy products.
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The nationwide “REWE Regional” brand for regional products has been indicating the region of origin on packaging since 2012. Since May 2023, PENNY has had the regional brand “Marktliebe Regional” for regional fruit and vegetables, and, since the end of 2023, the sales line has been selling regional meat under the “Mühlenhof Regional” brand with over 80 items (2024: 80). In 2024, regional eggs were added under the “Columbus Regional” brand. From 2014 to the end of 2025, we have labelled a total of 1,746 items2 at REWE and PENNY in Germany (2024: 1,708) with the “Regionalfenster” seal.
At BILLA, BILLA PLUS, Sutterlüty and ADEG in Austria, we support local partnerships with our regional private label range of fruit and vegetables, “Da komm ich her” (I come from here).
Appreciation within the value chain
We achieve this through our tripartite agreements, in which all partners – namely the agricultural sector, industry and food retailers – sit down together and negotiate terms and conditions on an equal footing. The aim is to create greater transparency and planning certainty for the entire supply chain – and for domestic agriculture in particular – by establishing clear parameters for costing and pricing, while complying with legal requirements. In 2026, as part of International Green Week, the first tripartite agreement on vegetable cultivation was signed between the REWE Group, Landfrisch AG and producers. In December 2025, PENNY entered into a tripartite agreement with the Molkerei Berchtesgadener Land dairy and Bavarian producers; in January 2025, a similar agreement was concluded between REWE, Tönnies Lebensmittel and farmers from Schleswig-Holstein, as well as the “Landbauern Schwein” (rural pig farmers) programme, in accordance with husbandry system 3. In October 2024, the first tripartite contract in the milk sector3 in Germany was concluded with PENNY and the cooperation „Die faire Milch x Milprima“ (The fair milk x Milprima).
By expanding our range of certified organic and regional products, we are meeting the growing demand.
In Germany, no other food retailer besides REWE offers more varied private label products in Naturland quality or that of any other organic association. Almost half of the REWE Bio organic product range is Naturland-certified.
Our “Loql” app, which was rolled out nationwide in 2024, supports regional collaboration between retailers, farmers and manufacturers. In 2025, Loql took third place at International Green Week in the Regional Star Award 2025 in the “Retail Partnerships” category – in recognition of the digital networking of regional supply chains by REWE and Loql.
Following the significant 24 per cent growth in organic sales between 2023 and 2024, Lekkerland was largely able to maintain that level. Despite the challenging market conditions, organic revenue fell only slightly, by 4.85 per cent, between 2024 and 2025. At 378 items, the organic range was exactly the same as in 2024.
The range of organically grown plant products at toom Baumarkt DIY store at the end of 2025 comprised 317 products (2024: 338).
Organic Diversity
With just under 3,200 products for REWE and over 800 products4 for PENNY, we offer the widest selection of organic products in the German food retail sector and, with REWE Bio, also stock the largest organic private label range (around 1,100 items) (as at the end of 2025). We market vegetables from leading regional organic greenhouses in Germany, including the geothermally heated Steiner organic greenhouse in Kirchweidach. By the end of 2025, PENNY was able to increase its organic revenue across all product groups by more than 3.8 per cent (2024: 8.5 per cent). More than 500 items5 are from PENNY’s private label range, Naturgut. It stands for high-quality food from organic farming – certified to at least EU organic standards, and predominantly sourced from local producers.
