Study Trip to Germany on Consumer Engagement

June 25-29, 2018 | Germany

Our Consumer Engagement program fosters discussion of best practices for engaging consumers and addressing the public’s questions about food production. We support farmers in improving communication with the consumer, because it’s every farmer’s commitment to provide safe, healthy food for every table.

This study trip led 10 US farmers to Germany to visit with their German counterparts on their home turf in North Rhine-Westphalia & Lower Saxony. They saw firsthand how German farmers engage with the consumer and how they deal with being in the focus of the public. They also met with relevant German agricultural associations and government institutions to learn about supporting regulations and the current legal status. The trip also included German culture, hospitality and cuisine, before the delegation returned home from a trip of a lifetime with valuable insights for their own business!

Outline of the trip

Sunday, June 24, 2018

  • Arrival in Düsseldorf, Germany
  • Cultural visit and free time in Düsseldorf, the state capital of North Rhine-Westphalia, where Europe’s most important river, the Rhine, flows through the city over a length of 26 miles
  • Welcome meeting
  • Overnight stay in Düsseldorf in centrally located hotel

Monday, June 25, 2018

  • Visit to the Ministry for Environment, Agriculture, Conservation and Consumer Protection of the state of North Rhine-Westphalia
  • Visit to a large diversified fruit/vegetable/hog and poultry farm, including their farm store with a full-range of products, on-site butchery and a bistro
  • Overnight stay in Düsseldorf

Tuesday, June 26, 2018

  • Visit to leading food wholesale and/or retail company, including warehouse tour and discussion with marketing representatives about how to engage consumers
  • Meeting with Westphalian Farmers Association and representatives of Germany’s leading agricultural magazine top agrar, discussion about consumer expectations, social license and regulations for farming, followed by lunch at historic estate Gut Havichhorst
  • Transfer to Billerbeck close to Münster, overnight stay in former estate situated in dense forest and rolling mountains

Wednesday, June 27, 2018

  • Meeting with founders of AgChat Germany, one of the nation’s thought leaders in consumer engagement, including farm tour
  • Tour of grain elevator and mixed feed mill, to learn about animal feed trade regulations and demands
  • Visit to one of Germany’s leading agricultural machinery manufacturers including production plant visit and discussion on how modern sustainable agricultural practices can lead to more consumer acceptance
  • Transfer to and overnight stay in Osnabrück
  • City tour of Münster

Thursday, June 28, 2018

  • Visit to manufacturer of animal housing systems for egg, poultry and pig production
  • Visit to a family dairy farm with thousands of annual visitors
  • Overnight stay in a Hanover

Friday, June 29, 2018

  • Meeting with the Farmers’ Association of Lower-Saxony, representatives of relevant associations such as Forum für Moderne Landwirtschaft and Tierhaltung modern und transparent, including discussion on how consumers drive their work and political decision making in Hanover
  • Store check to get an overview of German food prices and product placement
  • Overnight stay in and free time to explore Lower Saxony’s state capitol Hanover with its gothic churches and luscious gardens

Saturday, June 30, 2018

  • Individual departure from Hanover (we recommend individual transfer via high-speed ICE train, travel time to Düsseldorf ~2.5 hours)


Corinna Jess
Director, Consulting Services & Trade Missions
Tel.: +1 (312) 665-0976
Email: jess(at)

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