In a bid to bolster local food systems and enhance the visibility of regional products, the REWE Group has introduced an innovative platform called Loql. This startup aims to connect local producers and food artisans directly with REWE markets, fostering collaboration under the guiding principle of “Local Food on Every Plate.”
Loql recently completed its initial pilot phase, garnering positive feedback from both producers and market buyers. Thomas Vidic, Chief Technology Product Officer of Loql, emphasized the platform’s goal: “Our drive is to make the processes around ordering and marketing as simple as possible digitally. This gives our users more time for the essential activities, such as the passionate production of food.” With the pilot’s success, Loql is now expanding its rollout to additional regions. Interested farmers, producers, and local food artisans can already register for free on the Loql registration page.
How It Works
Loql offers a user-friendly order processing system, easy communication, and quick networking capabilities through its app and web portal. The platform is already utilized by a diverse array of users, including farmers, winemakers, bakers, beekeepers, and butchers. Through the app, they can communicate directly with REWE markets, efficiently manage orders, and leverage digital marketing opportunities.
Producers can showcase their local products and update their offerings seamlessly via the app or web portal. The integrated search function allows producers to find nearby REWE markets and establish contact. For REWE retailers, Loql serves as a convenient shopping assistant, enabling them to add desired products to their carts and order from producers easily, as well as discover new local suppliers.
Loql not only provides an efficient tool for sourcing local products but also enhances transparency regarding product origins, reinforcing REWE’s commitment to regional sourcing.
Successful Launch Highlights Consumer Preference for Locality
According to the latest “Shopping Trend Report 2024” by Bing! and Statista, quality, locality, and seasonality remain the top priorities for German consumers when shopping for food. Loql addresses these trends by simplifying regional sourcing and supporting environmental sustainability. The platform’s core mission to strengthen regional structures has proven effective in practice.
Clemens Tsalikis, Chief Operating Officer of Loql, highlighted that the average distance between producers and buyers on the platform is just 20.3 kilometers. Approximately two-thirds of all orders are placed directly with farmers, significantly contributing to the expansion of networks for many food producers and promoting regional food availability.
The variety of offerings through Loql is extensive. Popular items among agricultural enterprises include fruits, vegetables, and eggs. Additionally, wineries, butcheries, distilleries, and apiaries are well-represented, offering a diverse range of products.
REWE retailers across Germany maintain long-standing partnerships with local businesses, some lasting over 20 years. Loql strengthens this approach, demonstrating that producers can supply REWE with just a single market. By doing so, the REWE Group supports regional structures as a reliable partner to German farmers.
The successful rollout of Loql illustrates the growing importance of local food systems and the benefits of digital platforms in enhancing regional product visibility and accessibility. By connecting producers directly with markets, Loql supports sustainable practices and strengthens local economies, ensuring that regional food continues to flourish on consumers’ plates.
