Independent EDEKA Retailers Recognized for Funding Kenyan Forest Restoration via Loyalty Program

Independent EDEKA retailers, Deniz and Tobias Weiss, were honored in Hamburg on November 21, 2025, for their significant environmental initiative focused on restoring biodiversity across East Africa. Their program, aptly named the "Great Tree Planting Campaign," successfully demonstrated a tangible link between consumer incentives and crucial sustainability objectives. This effort establishes a noteworthy benchmark for corporate environmental stewardship within the retail sector.

A cornerstone of this successful project was the strategic collaboration with WWF Germany, which provided essential scientific expertise and organizational backing for the reforestation efforts in Kenya. The core mechanism of the initiative directly tied the funding for planting trees in Kenya's Chepalungu Forest Reserve to the purchasing habits of their customers. Specifically, for every 7,500 PAYBACK base points accumulated by shoppers at the EDEKA Weiss stores in Statzling, the planting of 25 seedlings was financed.

Through this direct customer-driven funding model, the EDEKA Weiss stores alone financed the planting of approximately 4,600 trees designated for the reclamation of areas severely impacted by deforestation. Markus Mosa, Chairman of the Board of EDEKA Zentrale Stiftung & Co. KG, publicly lauded this achievement, emphasizing that the 4,600 trees funded solely through the efforts of EDEKA Weiss represent a substantial and commendable outcome. This initiative showcases how localized retail action can translate into significant ecological impact.

The Chepalungu Forest, situated in the Bomet County and spanning roughly 5,000 hectares—divided into the Kapchumbe block (4,000 hectares) and the Siongiroi block (871 hectares)—has suffered decades of degradation. This environmental decline was driven by rampant illegal logging, charcoal production, and uncontrolled livestock grazing. Furthermore, a substantial portion of the forest was lost during the political unrest spanning 2007–2008, leading to soil erosion and disruption of the seasonal water flow into the Mara River, which is vital for the nearby Maasai-Mara Reserve.

WWF Germany has been actively engaged in this critical region since 2019, concentrating its efforts on rehabilitating this crucial watershed and safeguarding the habitat for numerous endemic plant and animal species. The EDEKA Weiss initiative is seamlessly integrated into the broader, long-standing partnership between EDEKA and WWF, which spans over 15 years and addresses four critical domains: climate protection, biodiversity, freshwater management, and resource conservation.

Beyond the Weiss stores' specific contribution, the wider EDEKA network has shown robust commitment. For instance, through other EDEKA programs, such as the "Tree Planting Card" utilized in the EDEKA Südwest region, a total of 158,350 trees had been planted by the close of 2024, including 60,113 funded through WWF projects. Additionally, EDEKA Minden-Hannover contributed financing for another 25,000 trees specifically for Chepalungu during the 2020–2021 period. These comprehensive efforts involve not only planting but also establishing necessary infrastructure, such as installing a 4.7-kilometer fence around the Siongiroi block to mitigate grazing pressure.

The recognition bestowed upon Deniz and Tobias Weiss highlights a growing trend within German retail: major players like EDEKA are actively involving consumers in achieving ambitious sustainability targets, such as the company's goal to reduce greenhouse gas emissions by 90% by 2045 compared to 2022 levels. The EDEKA Weiss program incentivizes eco-conscious choices, like using reusable packaging via loyalty points, thereby directly funding the restoration of an ecosystem once rich in cedar, African wild olive, and red stinkwood. WWF’s overarching goal for Chepalungu is the complete restoration of the 5,000 hectares by 2030, and these targeted, consumer-driven projects are proving to be invaluable contributors to that end.