In 1895, committed merchants in Styria founded a purchasing cooperative - the beginning of a success story that continues to this day. In 1929, 15 regional co-operatives united to form the ‘Arbeitsgemeinschaft der Einkaufsgenossenschaften’ - ADEG for short. What began with the aim of jointly creating better purchasing conditions developed over the decades into an indispensable pillar for local supply in Austria - and the oldest still existing purchasing cooperative in the country. Over the years, ADEG merchants have repeatedly demonstrated a pioneering spirit: they were among the first to include frozen food in their range, promoted self-service in retail and established innovative local supply concepts. Today, ADEG is represented throughout Austria with around 360 locations and around 2,300 employees - as a local supplier, social meeting point and centrepiece of many communities.
ADEG will continue to keep its finger on the pulse in the future. ADEG retailers are constantly demonstrating their innovative strength: they are rethinking retail, constantly modernising their stores and providing targeted impetus for greater sustainability. One example of this is the hybrid stores - a forward-looking step that does not come at the expense of jobs, but supports employees in their day-to-day work and enables more flexible opening hours for customers. ‘Our retailers are not only rooted in the region, they are also courageous shapers of change,’ says Florian Klein, Managing Director of REWE Wholesale. ‘Every day, they show how modern local supply works - responsibly, future-orientated and always close to the people.’
A campaign that provides surprises
For its 2025 anniversary, ADEG is putting the spotlight on the very people who have always characterised the company: its independent retailers. Under the motto ‘Tradition at the pulse of time - 130 years of openness to new things and tradition at heart’, a 360-degree campaign is being launched to thank the merchants for their daily commitment and make their work visible - in all its diversity, regionality and innovative spirit.
Because anyone who has been around for 130 years knows how to stay true to their roots and move with the times at the same time - by outgrowing themselves and constantly providing surprises: be it in the product range, in services or through social commitment in the community. The centrepiece of the campaign is a TV commercial in which three ADEG retailers are surprised - after all, it is also their anniversary. Alexander Maier, Tanja Ebersberger and Markus Stubauer are celebrated in the middle of their day-to-day work - accompanied by cameras, music and real emotions. The advert captures these unexpected moments in their authenticity and shows how deep the bond is within the ADEG community. Alexander Maier, for example, who opened his first store in 2021 at the age of just 27, is now a two-time ADEG retailer - courageous, ambitious and full of ideas. Tanja Ebersberger runs her ADEG store and café with close proximity to customers and employees - inspired by her father, who has spent his entire working life at ADEG. Markus Stubauer is also the fourth generation of his family to work behind the till at his family business in Maria Neustift - a place where the cheerfulness runs, people know each other and shopping with friends has long been a reality.
The TV advert is accompanied by numerous promotions in stores, eye-catching price campaigns and stories from the everyday lives of the retailers. In this way, ADEG is not only celebrating 130 years of company history, but above all those who bring it to life every day - with personal commitment, responsibility and genuine proximity to the region.
