German supermarket chain REWE has launched a new store brand to support farmers transitioning to organic farming. Dubbed REWE Wegbereiter (pioneers), the initiative aims to help farmers during the critical conversion phase, when they produce according to organic standards but can't yet label their products as such.
Starting from the second year of conversion, farmers can market their products as Wegbereiter, generating additional revenue to offset conversion costs. The first Wegbereiter products are grown by Spargelhof Kügel, a Bavarian asparagus farm converting to organic. By participating in Wegbereiter, the farm is fetching higher prices for its not-yet-organic harvests.
REWE is partnering with the international organic association Naturland, which provides advice and guidance during the transition process, addressing farmers' concerns and ensuring compliance with organic standards.
