Organic & Sustainable Hospitality

• Austria is an organic leader: In 2024, 698,590 hectares of farmland were cultivated organically (+5% year-on-year). That equals 27.3% of total farmland. There are 24,099 organic farms – about 23% of all farms.
• Demand in hospitality: Guests increasingly scrutinize origin, production methods, and sustainability. For hotels and restaurants, this means that sourcing, menus, storytelling, and traceability must go hand in hand.

Why it matters: Clear proof of organic, regional, and responsibly sourced fish builds guest trust, justifies price points, and enhances loyalty – especially in upselling (menus, pairings, breakfast, banquets).

The campaign “Check Your Fish!” provides consumers with recipes, guidance on ASC/MSC certifications, and shopping tips. Its message: sustainable fish consumption is “double delicious” – good for the oceans and for flavor.

What does “sustainable” mean here?

• MSC-certified wild catch: protecting fish stocks, certified fisheries, transparent supply chains.
• ASC-certified aquaculture: responsible stocking, feed sourcing, animal welfare, environmental and social standards.

“Our culinary journey begins with the origin of the ingredients, not just in the kitchen.” – Florian Zerbst, Fischkochstudio Bremerhaven

Practical relevance for hospitality:

• Product choice: Familiar species like salmon/cod, plus alternatives like responsibly farmed seabass or North Sea herring.
• Pairing with regional produce: seasonal vegetables, Alpine herbs, fermented sides – short transport routes and strong storytelling.
• Communication at the table: visible seals on the menu, one-line sourcing notes under each dish, QR codes linking to certification info.

“Fish provides easily digestible protein, Omega-3s, and Vitamin D – ideal for healthy, quick meals.” – Julia Steinberg-Böthig, FIZ Hamburg

Dish ideas (from “Check Your Fish!”):

• Pulled salmon (ASC) with rye buns & herb salad
• Pan-seared MSC white fish on pea purée with sugar snap salad
• Seabass (responsible aquaculture) with black cumin & lemon yogurt
• Bremerhaven-style matjes salad (MSC herring) with apple vinaigrette

Current range:

• 1,800 organic products across all categories (meat, fish, fruit, vegetables, dairy, coffee, chocolate, wine).
• 3,725 “Regionah” products – 100% Austrian origin and processing, sourced within ≤100 km of each METRO store.
• New labeling: “Fresh Quality from Austria” for ultra-fresh categories such as fish, meat, fruit & vegetables, dairy.

Why it matters: METRO provides wide availability and traceability (EU organic, AMA, ASC/MSC, internal quality checks) within a wholesale system – crucial for menu consistency and guest communication.

Angela Wider, Director Offer Management & Supply Chain, METRO Austria:
“We are expanding our organic and regional assortment to strengthen sustainable and socially responsible production while meeting growing demand for conscious eating and short transport routes.”

• Menu architecture with organic anchors (“Organic Alpine Breakfast,” “Regionah Day’s Catch with seasonal vegetables”).
• Purchasing lists: staple organics (flour, eggs, milk, oils), hero products (Bregenzerwald cheese, Styrian pumpkin seed oil), Regionah meats (Triestingtal beef, Duroc pork).
• Banqueting concepts: scalable “regional-organic” packages with seasonal pricing.
• Retail corners: “Take Home Austria” – organic jams, pickles, wines – adding margin and brand storytelling.

1. Plan by product group: Which top 10 items will be converted to organic/regionah/ASC/MSC first?
2. Document supply chain: Store certificates, batch numbers, delivery notes – centralize for compliance and storytelling.
3. Menu & pricing strategy: Good-Better-Best model (regional → organic/regional → premium organic + ASC/MSC).
4. Train staff: 15-minute briefings per season on new products, seals, and “one-liner” guest explanations.
5. Communicate clearly: Menus with sourcing notes, table cards, QR links; reels showing farm-to-table journeys.
6. Measure KPIs: % certified purchases, food cost, contribution margins, guest feedback/NPS. Target: +15% certified share within 12 months.

• Kitchen: Weekly “Organic Lunch Line,” Friday ASC/MSC fish special.
• Bar: Low-ABV cocktails with organic herbs, Regionah syrups, fish-pairing flights.
• Breakfast: “Organic Austria Corner” (bread, cheese, yogurt, fruit, ferments) with sourcing map.
• Banquets: Clearly labeled menu building blocks (organic veggie dish, ASC-certified fish, Regionah meat).

• Austria (2024): 698,590 ha organic farmland (+5%); 27.3% share; 24,099 organic farms (23%).
• METRO Austria: 1,800 organic products, 3,725 Regionah products (≤100 km, 100% Austria).
• Fish seals: MSC (wild catch), ASC (aquaculture).
• Nutrition: Fish provides protein, Vitamin D, Omega-3s; supports cardiovascular and cognitive health.

• At least 1 organic + 1 regional option per product group
• ASC/MSC-certified options for 2+ fish dishes on the menu
• Origin/label statement under every dish
• Team briefings with ready-to-use guest responses
• QR info pages (suppliers, certifications, seasonality)
• Quarterly KPI tracking (certified share, food cost, DB, guest feedback)

Combining organic, regionality, and responsibly sourced fish creates a triple win: credibility for guests, predictabilityin procurement, and profile differentiation in the market. With “Check Your Fish!” as a communication toolkit and METRO’s broad organic/Regionah range as a sourcing backbone, hospitality businesses can implement sustainability visibly, measurably, and profitably – today.