Germany: Local produce more popular than organic

For German consumers the origin of their foodstuffs is getting increasingly important. The majority, it seems now, tend to put their trust in local produce. Regional suppliers of fruit and vegetables have been on the rise in the past years.

“Regional is getting more important than organic,” says Daniela Krehl of consumer affairs in Munich. An increasing amount of producers is now concerned with regaining people’s trust. That they do primarily by exposing the item’s origin on the label. Some 800 German companies have joined an initiative called 'Bio mit Gesicht' (‘Organic with a face’) intended to bring the produce closer to home. Consumers can find out the item’s origin by typing in a number online.

Another initiative, 'Unser Land' in Bavaria, takes this a step further. Their produce features pictures of the growers on the label. It might read something along the lines of: ‘These eggs come from the Neumair Family in Fürstenfeldbruck-Lindach'.

“People want to know where their food comes from,” says Marianne Wagner. “This way we tie the customer directly to the grower. The growers don’t mind; they are proud to be on their product.”