BILLA is also reinforcing this approach with concrete measures in Upper Austria. On 14 January 2026, BILLA and the Upper Austria Business Service invited numerous guests to the BILLA PLUS market in Steyr to discuss inclusive employment as part of the new ‘BILLA Be Inclusive’ format. After the opening remarks by Social Affairs Minister Dr Christian Dörfel, Martin Reidinger, peer advisor from the Competence Network for Information Technology for the Promotion of Integration of People with Disabilities, and Michael Strehling, accessible and (health) care designer, provided exciting insights into the opportunities and potential of inclusive working environments.
A special highlight of the morning was the participation of five BILLA employees with disabilities, who reported on their everyday working lives and thus impressively demonstrated how diversity and inclusion are lived out in the company. The event was rounded off with a joint lunch in the BILLA market kitchen, which provided an opportunity for personal exchange and networking. ‘An inclusive working environment is a win-win situation for everyone, both for those affected and for companies and Upper Austria as a business location. When companies take responsibility and break down barriers, sustainable prospects and genuine participation are created,’ emphasises Social Affairs Minister Dr Christian Dörfel.
Inclusion anchored in everyday life
A central component of BILLA's commitment in Upper Austria is the Inclusion Weeks, which are regularly implemented in cooperation with the Upper Austria Business Service. These weeks give people with disabilities practical insights into everyday working life in the food retail sector and enable them to learn about different activities in the market. The aim is to break down barriers, highlight potential and pave the way for training or employment. This programme is supplemented by targeted training and awareness-raising measures for managers.
In addition, BILLA is also sending a clear signal for greater accessibility in its direct contact with customers. With the so-called ‘quiet hour’, shopping in 13 BILLA and BILLA PLUS stores in Upper Austria is now deliberately made quieter. The offer is aimed in particular at people on the autism spectrum, but also benefits other groups, such as people with disabilities or older people who prefer a relaxed shopping atmosphere. During the ‘quiet hour’, there is no music or loudspeaker announcements, and the pace at the checkout is adjusted to ensure a stress-free shopping experience.
Diversity as a competitive advantage
Thomas Steingruber, BILLA Sales Director for Upper Austria, explains: "We are aware of our social responsibility and therefore create conditions that also open up opportunities for people with disabilities. In Upper Austria, we pursue this goal with a clear stance and reliable structures. The key factor here is that inclusion is not seen as an add-on, but is firmly anchored in our processes and decisions. This approach not only empowers individual employees, but also has a positive effect on the entire organisation."
The initiatives show that professional inclusion is not only feasible, but also beneficial for companies and teams: ‘From a recruiting perspective, it is very clear that inclusive approaches expand the labour market and reveal new potential. It is precisely this permeability that is crucial for attracting skilled workers and retaining them in the long term,’ says Sabine Petzold, Senior Specialist Recruiting at REWE Group Austria.
