“Genießen im Grünen - Groen genieten”

Gentle landscapes, pollard willows, fields and orchards – life is green in the Lower Rhine region. Agriculture is the most important economic factor for the Lower Rhine and as well for its neighbour, the Netherlands. Farms are currently undergoing major structural changes. Nutritionally-conscious consumers hold fresh food and quality standards in high regard and want to know the origin of their products. Regional food is thus becoming increasingly important. Farmers in and around Kleve and Nijmegen are facing the challenge of developing their holdings in an innovative way which also preserves their competitiveness for the future.

In the project “Genießen im Grünen” of Rhine-Waal University of Applied Sciences, sustainable strategies aimed at stabilising the agricultural region were developed. The focus was on creating regional marketing structures and establishing a cross-border brand for regional products: Oregional – natürlich aus unserer Region (‘Oregional - naturally, from our region’). ‘Oregional’ is a combination of the words original, regional and sustainable, and a reflection of the brand’s ideals. Products that are produced locally and traditionally and that respect nature and countryside can be certified as ‘Oregional’. In this marketing strategy, the region’s tourism potential is also taken into consideration. For the development of economic grassroots, many agricultural holdings extend their offer through services such as holiday homes, farm cafés or guided tours of a farm’s facilities and natural surroundings.

Both in Germany and in the Netherlands, farmers sell their products in their on-site shops and at farmers’ markets. These direct marketing structures are also supported and strengthened by the project. The emerging network of farmers and the holistic image of a cross-border region, supported by the brand ‘Oregional’, boost product sales. The project also aimed to extend the customer base. Restaurants, industrial kitchens and school cafeterias all benefit from fresh products and, at the same time, ensure a fixed quantity of sales for producers. The consumer is also able to enjoy fresh, regional products thanks to the development of a shop-in-shop system for retailers.

It’s clear that everyone benefits from strengthening the cross-border region: farmers find new channels for their products, the regional economy is strengthened and the shortened distribution chains are good for the environment. Just as importantly, the value chain of regional food is made transparent and the consumer can enjoy fresh, sustainably produced, regional products.

The following partners were involved in the implementation of the project:

• Katholisches Bildungszentrum Wasserburg Rindern
• Wirtschaftsförderung Kreis Kleve
• Stichting Landwaard

Within the framework of the INTERREG IV A-Programme Deutschland-Nederland, this project was financed in part through the European Regional Development Fund (ERDF) and the Ministry of Economic Affairs, SMEs and Energy of the State of North Rhine-Westphalia, and the Dutch provinces of Gelderland and Noord-Brabant. It is accompanied by the programme management at the Euregio Rhein-Waal.

Project flyer “Genießen im Grünen - Groen genieten” (in German)

Project partners:   

Funded by:

www.deutschland-nederland.eu