Bielefeld, Bonn, Berlin, Düsseldorf, Frankfurt am Main and Nuremberg: these are the locations of the REWE stores with the best fruit and vegetable departments. The winning teams have now been honoured in Baden-Baden.
The fruit and vegetable department is the calling card for supermarkets. What goods are offered there, how they are presented and how they are cared for is crucial for customer acquisition, satisfaction and loyalty. An all-round good service is therefore crucial for commercial success. Every year, the trade journals "Fruchthandel-Magazin" and "Rundschau für den Lebensmittelhandel" award the German Fruit Prize to exemplary fruit and vegetable departments, this year last Thursday (12 May).
REWE is the most successful retail chain
The most successful participating retail chain overall is once again REWE, which was able to celebrate two national and four state winners. The top addresses for fruit and vegetable shopping are the REWE Centre Quermann in Bielefeld (Babenhauserstrasse 20), the REWE Centre in Bonn-Beuel (Am Weidenbach 31), REWE Christopher Pickel in Nuremberg (Fischbacher Hauptstrasse 200) and the REWE shops in Berlin (Genslerstrasse 34), Frankfurt am Main (Riedbergplatz 2) and Düsseldorf-Bilk (Bilker Allee 57).
Shopping is fun here
The REWE Centre in Bonn's Beuel district has the best fruit and vegetable department of all hypermarkets in Germany. According to the renowned jury, shopping there is simply fun. In addition, the entire team is very customer-orientated. Around 500 varieties of fruit and vegetables are spectacularly displayed on almost 550 square metres. The spectrum ranges from local fruit and vegetables from the immediate vicinity of the market to exotic fruits from distant countries around the world. The market also offers around 70 organic items in this department alone. The extensive convenience range is also impressive, including a 4.5 metre long salad bar and a glass show kitchen where fresh vitamin snacks are prepared daily right in front of customers.
Distinctive and inspiring
Distinctive, impressive, full of inspiring ideas and with a feel-good factor - this is how the award winners describe the fruit and vegetable department of Rainer and Ines Quermann's REWE Centre, the national winner in the "Large supermarket" category, the premier class of independent stores. On 400 square metres, an extensive range is presented in a modern layout and with great attention to detail. The experts praised the subdivision into product groups and the atmospheric special displays as particularly successful. The centre is supplied by 15 regional and local producers alone and labels these products "Fresh from Bielefeld". Most of the organic products are unpackaged. Product information is available for items that require special explanation.
Joy among the state winners
The participants in the industry competition were no less delighted to be honoured as state winners: Berlin's best fruit and vegetable department is located in the REWE store at Genslerstraße 34 in the north-east of the capital. In North Rhine-Westphalia, the REWE store at Bilker Allee 57 in the Bilk district of Düsseldorf celebrated the state victory. In Hesse, the REWE store at Riedbergplatz 2 in Frankfurt came out on top, while in Bavaria, REWE salesman Christopher Pickel won the title for his store at Fischbacher Hauptstraße 200 in Nuremberg.
The "German Fruit Prize" is awarded by the "Rundschau für den Lebensmittelhandel" together with the "Fruchthandelmagazin", this year for the 25th time. The aim of the prize is to recognise qualified and outstanding achievements in the presentation and sale of fruit and vegetables. The patron of the award is the Federal Ministry of Food, Agriculture and Consumer Protection.
Based on a strict catalogue of criteria, a renowned jury of experts awards prizes to Germany's best fruit and vegetable department. It consists of representatives of the trade press and the supporting partners of the German Fruit Prize.
During several unannounced store checks, the judges examine the actual performance in day-to-day business and compare this with the submitted application documents. The following are taken into account
- Product range (breadth, depth, topicality, regionality, trends)
- Presentation and PoS marketing
- Advice and customer service
- Cleanliness and hygiene
- Inventiveness and creativity
- Sales performance
After two years of pandemic-related restrictions, the winners, judges and representatives from the food industry and retail sector were able to celebrate again this year in a large, festive setting with over 120 guests in Baden-Baden.
