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Edeka, the German retail group, has consolidated its regional fruit and vegetable offering under a new private label brand, Edeka Heimatliebe.
According to reports in Levensmiddelenkrant and AGF, the new label, which translates to “love for the homeland,” is being rolled out across Edeka supermarkets and its discount subsidiary, Netto Marken-Discount. By standardising its regional assortment, the company aims to provide a more uniform brand identity and clearer transparency regarding the origin of fresh produce. The range comprises seasonal fruit and vegetables sourced from producers within the vicinity of the respective stores.
Edeka stated that the move is a response to growing consumer preference for locally sourced goods. This development follows the retailer’s broader strategy to refine its private label portfolio and enhance its fresh produce segment.
Edeka, which is Germany’s largest supermarket group, noted that the rebranding would help eliminate consumer doubt regarding the provenance of agricultural items.
Source: Levensmiddelenkrant / AGF / Tridge / Groenten & Fruit Actueel
