on 24 May, 40 employees took on the role of farmers to experience the processes behind food production up close on farms across Germany. The aim of the day of action was to close the gap between trade and agriculture and create a deeper understanding of the challenges in production.
What does the day-to-day work of farmers in Germany look like and what challenges do they face on a daily basis? Participants in the "Farmer for a Day" event, which took place for the sixth time this year, received answers to these and many other questions. Organised by the Agrar-Akademie in cooperation with the Forum Moderne Landwirtschaft (FML), the initiative offered practical insights and promoted the exchange between retail and agriculture. 40 employees from REWE Group's Central locations swapped their laptops for wellies and visited farms throughout Germany. The day of action left a lasting impression on the participants.
The feedback from the colleagues and the farms is clear: "This year's action day was a complete success! The colleagues were able to experience how much commitment and innovation goes into creating the products they deal with in their day-to-day work at REWE, PENNY, Lekkerland and Wilhelm Brandenburg. This strengthens their understanding of local agriculture and its products enormously. And this is precisely why we created the Agricultural Academy: To promote direct exchange between retail and agriculture and work together to shape a sustainable food industry," sums up Emilie Bourgoin, Group Director Public Affairs and Chairwoman of the Agriculture Competence Centre.
From feeding the animals to working in the fields, the participants lent a hand and gained a better understanding of the challenges facing the industry through dialogue with the farmers. The day of action raised awareness of the importance of food production.
Christian Baumgärtel, Project Manager Market Research, Business Insights Market Research REWE Group, was a guest of farmer Timo Wald in Neunkirchen-Seelscheid, who let him lend a hand in the chicken coop, for example. "I saw how much work, knowledge and passion goes into every single product that we often take for granted and buy in the supermarket. After this day, I have a whole new respect for the people who produce our food with so much dedication. Farming is not old-fashioned - it's essential. And it can be incredibly innovative," summarises Christian Baumgärtel.
Natascha Häger, Specialist System Support Layouting, REWE, also visited farmer Timo Wald's farm: "I learnt how varied and challenging daily life and work on a farm can be. This ranges from planting and harvesting to caring for animals and managing the economic aspects of the farm. Overall, the action day not only taught me more about agricultural processes in practical terms, but also gave me a greater emotional and personal appreciation for the people who provide our food and preserve our landscapes. It has broadened my view of the importance of agriculture and emphasised how important it is to support and promote this sector."
Manuela Strolz, Transport Manager Lahr site, REWE Region Südwest was a guest at Ulrich Müller's arable farm: "I realised how much work and commitment goes into this business and that free time for private family appointments has to be carefully planned to fit in with the daily workload. The interaction with each other is warm and respectful. Everyone finds their place here. I also felt like I was part of the team. Everyone here is incredibly welcoming, very competent and gave me an impressive day of action that I will remember for a long time to come. I would like to say a big thank you for that."
Felizitas Nestele, Rental Manager, REWE Region Mitte, is also impressed by the farming profession: "The day showed me very impressively how much work, expertise and passion there is behind the profession, which is often underestimated. On the farm, I learned how important organisation, technology and an understanding of nature are in agriculture. Our farmers bear a lot of responsibility for our environment. I take away a great deal of respect for the profession, a new awareness of how valuable regional and sustainably produced food is - and that driving a tractor is not as difficult as I thought." Felicitas Nestele visited David Oswald's fruit and vegetable farm.
„The feedback from our colleagues and the agricultural businesses is clear: this year's campaign day was a complete success! The colleagues were able to experience how much commitment and innovation goes into creating the products they work with every day at REWE, PENNY, Lekkerland and Wilhelm Brandenburg. This strengthens their understanding of local agriculture and its products enormously. And this is precisely why we created the Agricultural Academy: To promote a direct exchange between retail and agriculture and to jointly shape a sustainable food industry.“Emilie Bourgoin
The campaign was very well received, not only by the participating employees, but also by the farmers. "I think it's great that we have the opportunity to involve REWE Group in the 'Farmer for a day' project in order to create this link between consumers and primary producers - in other words, us. And the REWE Group employees are a great multiplier for passing on the things we pick up to consumers," says farmer Tobias Honvehlmann from Raesfeld.
"The direct exchange strengthens the relationship between retail and agriculture and helps to tackle common challenges," says Kristin Hühnergarth, Head of Political Communications at REWE Group. "My thanks go to the farmers who made this campaign possible in the first place and to our dedicated employees who were not afraid to drive many kilometres to the site to lend a hand on the farms. It should also be mentioned that this was a private time commitment by the employees, as the day of action took place at the weekend."
Creating more understanding for agriculture and its products - this is precisely the perspective that REWE Group's "Agricultural Academy" aims to change. This was initiated by the Competence Centre for Agriculture and brings colleagues from stores and administration, prospective retailers and trainees to agricultural farms, thus promoting the exchange between retail and agriculture.
