REWE adds PENNY to rollout of hydroponic lettuce
A large greenhouse slowly densely populated rows of planted lettuce in a hydroponic system. The plants grow in long beds. Image: Endless Summer
PENNY will introduce hydroponically grown loose‑leaf lettuce mixes across Germany from early April, as parent company REWE Group accelerates its move into controlled‑environment produce with one of the sector’s largest retail deployments to date.
The rollout follows REWE’s own launch of the range in all Bavarian stores, with further regional expansion planned in the coming months.
The products are grown at a new four‑hectare hydroponic greenhouse in Kirchweidach, Bavaria, developed by long‑term supplier Gemüsebau Steiner under its “Endless Summer” project.
The site uses geothermal energy for heating — cutting CO₂ emissions by an estimated 3,000 tonnes a year — and operates a closed‑loop water system that reduces water use by around 90% while eliminating the need for pesticides.
The first product to hit shelves is a “Crispy Mix” salad blend cultivated in water basins rather than soil. REWE says the method produces cleaner, more consistent leaves that stay fresh for up to seven days longer than conventionally grown alternatives. Faster cultivation cycles of 22–32 days also support more stable supply, a growing priority as climate‑related volatility continues to disrupt traditional field production.
Florian Steiner, managing director of Endless Summer and Greenhaus Steiner, described the project as a “flagship” for modern vegetable production after four years of development. He said the system delivers “freshness, quality and reliability” that conventional methods struggle to match year‑round.
REWE Group positions the move as a major step in its sustainability strategy, combining lower‑emission production with improved product performance.
Elisabeth Promberger, chairwoman of the management board of REWE Region Süd, said the hydroponic range offers “products that convince today” while supporting more responsible consumption in the long term. PENNY’s regional leadership echoed the message, framing the rollout as a response to rising shopper demand for freshness and environmental responsibility.
The mixes will be sold under REWE Beste Wahl, REWE Regional and PENNY Marktliebe private labels. Additional variants, including a wild herb blend, will follow as production ramps up.
For Germany’s grocery sector, the move signals that hydroponic produce is moving from niche to mainstream, backed by major retailers betting on controlled‑environment agriculture to deliver freshness, resilience and sustainability at scale.
