There is currently much talk of the respectful use of natural resources, and large corporations in the food trade are also beginning to take responsibility in this context. Initiatives range from social commit-ment in foundations such as Blühendes Österreich – REWE International gemeinnützige Privatstiftung (Blooming Austria) to Heute für Morgen (Today for Tomorrow) at Hofer KG through to own brands that take regional and eco-friendly food production as the focus of their advertising. Examples of this include ‘Natur*pur’ by Spar Österreichische Warenhandels-AG, ‘Ja! Natürlich’ (yes! naturally) by Billa AG, and ‘Zurück zum Ursprung’ (back to the source) and ‘Heumilch’ (grass-fed milk) by Hofer KG. In partnership with nature conservation NGOs, these programmes are intended to express responsible action in dealing with resources. Their partners are farmers, nature conservation associations and, last but not least, the consumers who support the initiatives by buying these products.
Blühendes Österreich, REWE private foundation, from 2015
Heute für Morgen, Hofer KG, from 2020
Gemeinsam die Vielfalt retten, SPAR AG, 2021
Project partners: Blühendes Österreich
With thanks to Dagmar Breschar, Christoph Holzer, Richard Kaufmann, Ronald Würflinger.
