Germany: Regional is the new organic

Strawberries? They are on the shelves during the cold months of the year as well. But although they are the Germans' best loved fruit, they don't eat many of them during the cold months. Only seven percent of the Germans will not eat some foods during certain months of the year, as a recent inquiry by the opinion research institute YouGOv shows. The majority, however, is of the opinion that the origin of food is more important than a large variety. North Rhine-Westfalia or Baden-W├╝rttemberg instead of Peru or Israel.

"The consumers are attaching increasing value to regional products all the time," says Mirko Warschun, partner of consultancy A.T.Kearney. More than 70% of the consumers buy regional foodstuff a number of times each month - and very consciously so, as Warschun discovered in a recent investigation. The most bought regional foods are eggs, fruit and vegetables, but also meat and dairy products, as enquiries showed. "Regionality creates industry" as per the 'Deutsche Bauernverband' DBV. "One links the product to a picture of a landscape in one's head. A pleasant feeling of familiarity between product and consumer arises." With that the purchase is therefore good for the soul. In addition buying food is also always something emotional, as per consumer guardians. "The people, when eating, do not only want a good taste, but also a good feeling."



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