How can high-quality organic meat from Brandenburg be marketed more regionally? This question was at the heart of the Market Information Talk "Value Chains for Organic Meat from Brandenburg," which took place on 18 November 2024 at Gut Hesterberg near Neuruppin. The event was commissioned by the Ministry of Agriculture, Environment and Climate Protection of the State of Brandenburg (MLUK, now MLEUV) and organized by the Ecologic Institute as part of the Brandenburg Organic Action Plan.

A total of 24 professionals from farming, processing, marketing, and producer associations took part in the exchange.

Event Purpose

The objective was to bring together key stakeholders across the organic meat value chain, highlight good practices, and jointly identify challenges and solutions to strengthen regional structures for organic meat in Brandenburg.

Practice-Based Insights

The morning session featured expert inputs from various points along the value chain:

• Laura Schönmeier (pro agro e. V.) demonstrated how targeted marketing strategies and storytelling can boost the visibility of regional organic products.
• Manuel Pundt (Gut Kerkow) presented an integrated approach combining on-farm slaughter, whole animal use, and dedicated organic butcher shops in Berlin.
• Anna Dal Grande (Demeter im Osten e. V.) addressed legal and organizational aspects of on-farm slaughter and the potential of semi-mobile systems.
• Reinhard Schmitz (Biopark Markt GmbH) showcased how producer cooperatives can facilitate efficient marketing of large volumes.
• Maria Mundry (Ostprignitz-Ruppin Farmers' Association) introduced the digital platform "DigiOekoRegio" aimed at strengthening digital networking within the sector.

Discussion: Between Niche and Scale

The subsequent plenary discussion highlighted that:

• There is no one-size-fits-all solution – diverse approaches, from direct sales to hybrid models are needed.
• Networking and cooperation structures are essential for robust regional value chains.
• The shift in consumer behavior – towards less but better meat – opens up new opportunities for organic meat from Brandenburg.
• Policy and legal frameworks on transport times, inspections, and funding need to evolve in support of these developments.

Workshops: From Concept to Practice

Two interactive workshops in the afternoon enabled deeper discussion on implementation:

• Workshop 1: On-farm slaughter – economic and logistical challenges, and cooperation models as success factors.
• Workshop 2: New marketing channels – from click & collect to institutional catering: How can organic meat reach consumers directly and efficiently?

Key Takeaways

• There is no single solution – a combination of models is most future-proof.
• Cooperation over competition – shared infrastructure and strong partnerships generate synergies. Platforms like DigiOekoRegio offer transparency.
• Changing diets offer opportunity – organic regional meat can play a role in a declining meat market.
• Markets and policy are shifting – targeted support and funding are key to harnessing these trends.

With a strong focus on cooperation, networking platforms, logistics and bundling, targeted investment, and a clear commitment to regionality and quality, Brandenburg has the potential to become a model region for sustainable organic meat value chains.

A Place for Exchange: Gut Hesterberg

The event concluded with a guided tour of Gut Hesterberg, where managing director Karoline Hesterberg illustrated the regional value chain “from barn to butcher’s counter.” The estate operates its own slaughterhouse and direct sales channels in both Berlin and Brandenburg, embodying a holistic approach to organic meat production.