Regional-Star 2018 award for the “SIMMENTAL PUR” beef programme

Simmental Pur

Buchloe, 24 January 2018 – A great success for Vion and its cooperation partners – trade journal “Lebensmittel Praxis” has honoured the “SIMMENTAL PUR” beef concept with the Regional-Star 2018 award. The expert jury awarded Vion the 3rd prize in the category “Cooperation”. Vion’s partners for “SIMMENTALER PUR” are three Bavarian producers’ associations and supermarket chain REWE Süd. The award was presented yesterday (Tuesday) evening at a large gala event held at Berlin’s Funkturm during the International Green Week exhibition.


"‘SIMMENTAL PUR’ has successfully combined and implemented relevant food trends for beef to create a sustainable concept,”
says Willi Habres, Director Sales Trade Marketing Beef at Vion. “Together with our partners we have developed a unique programme which sets standards for current societal trends in regionality, sustainability, animal welfare and premium quality.”


“SIMMENTAL PUR” stands for premium beef produced by medium-sized, family-run agricultural enterprises in Bavaria; slaughtered and processed in Waldkraiburg before being sold exclusively by REWE’s Southern Region division. The name references the traditional Bavarian ‘Simmental Fleckvieh’ cattle breed, which is characterized in particular by “2+1” multiple use comprising milk production, meat production and preservation of the region’s agricultural landscape. The meat of these animals is finely marbled and has an aromatic flavour.


The successful “SIMMENTAL PUR” concept received the award in recognition of its outstanding regional cooperation. This comprises a regional partnership spanning the entire value creation chain and including farmers belonging to three producers’ associations (VVG Oberbayern-Schwaben eG, EG Oberbayern eG, EG Südostbayern eG); Südfleisch Waldkraiburg and REWE South with two central depots in Eitting and Buttenheim and 450 supermarkets throughout Bavaria. “Geprüfte Qualität Bayern” (GQ Bayern) certification guarantees the product’s consistently Bavarian origin. The agricultural enterprises also undergo regular checks to ensure that special requirements such as cowshed climate, lighting, animal care and feeding are being complied with. Cooperation between all participants and the resulting regional proximity ensure that the majority of transport routes are less than 100 km.


Since commencing in October 2015, the exclusive “SIMMENTAL PUR” programme has been extended to include all 450 Bavarian REWE supermarkets and corresponding meat counters have been certified. Thanks to the great success of these counters, the product line has also been available in the premium self-service segment since May 2017.