Driving across fields at sunrise, being surrounded by nature all day long and spending lots of time with animals in the fresh air. That's how we like to imagine life as a farmer. But what does the day-to-day work of local producers in Germany really look like?

Strengthening mutual understanding and appreciation between retail and agriculture is one of the goals of REWE Group's Agricultural Competence Centre, which was founded last year. "But this also requires direct dialogue and direct insights," says Kristin Hühnergarth, Head of Political Communications at REWE Group. The nationwide "Farmer for a Day" campaign organised by Forum Moderne Landwirtschaft, of which REWE Group has been a member since 2023, therefore came at just the right time. For the fifth time, 60 consumers were able to spend a day on a farm in Germany. Seven REWE Group employees were also able to lend a hand on the farms.

25. May 2024, 4.00 a.m. in the morning. If this were a normal Saturday, Philipp Stiehler, Management Director Ware Discount, and Stefan Fiévet, Team Leader Recruiting REWE Nord, would still be in bed at this time. But today they are standing in the milking line in their wellies and aprons. Milking 160 cows is the first item on the agenda of their visit to the Schulz Möllgard dairy farm in Wobbenbüll, North Friesland. Anna Lena Renard, Carolin Raspe, Matthias Cork and Nathalia Costa Lopez Ernst also got up early. As REWE Group's "Farmers for a Day", they are out and about on farms that specialise in arable farming, fruit, laying hens or dairy cattle. This means milking cows, feeding chickens, mucking out stables and tending orchards. Farm holidays look different, but the motivation of the colleagues is high. "The work of the farmers forms the foundation of all the products we sell. That's why it's important for me to find out more about the reality of the work that goes on there," says Anna-Lena Renard, who normally works in purchasing for dairy products, explaining her participation in the campaign.

A few hours of exciting conversations and active cooperation later, the day's farmers are richer in impressions. As different as the experiences are, there is one feeling that unites all colleagues at the end of the day: deep appreciation for the farmers' performance and passion. "It's a really tough job. And yet you can feel the farmers' enthusiasm for their profession. As a farmer, I find it incredibly rewarding to see the results of my work every day," says Carolin Raspe, Head of Internal Communications at PENNY, after her visit to a farm in Telgte.

For the organisers from the Forum Moderne Landwirtschaft and REWE Group's own Competence Centre for Agriculture, this means: mission accomplished. "The positive feedback we have received from both participants and farmers encourages us in the efforts of the Competence Centre for Agriculture," sums up Kristin Hühnergarth. "This open dialogue creates more understanding for each other. In turn, together we can achieve real improvements for local agriculture."