Press Release 22nd April 2026

ADEG Forum 2026: A gathering place for business professionals, trends, and innovations in Wels

The ADEG Forum 2026, held at the Wels Exhibition Center on April 18, was once again dedicated to networking, innovation, and personal interaction. As an annual gathering, the ADEG Forum brings together retailers from all over Austria with the specialist departments of REWE Wholesale and numerous suppliers. More than 100 exhibitors presented their products, provided insights into current trends, and offered retailers the opportunity to gather comprehensive information, sample products, and place orders directly.

Three men in business attire stand in front of a stage with a large screen displaying the text "#ADEG Forum 2026." The setting appears to be a conference or corporate event.

From left to right: Brian Beck (Head of the “Wholesale and Retailers” Division at BILLA), Peter Filz-maier (political scientist), and Florian Klein (Managing Director of REWE Wholesale). / Copyright: REWE Großhandel GmbH/Max-Louis Köbele.

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At a glance

Nearly 100 suppliers and REWE’s private-label brands showcased their products and new offerings at the ADEG Forum 2026
Businesspeople used the trade show as a central platform for networking, gathering information, and placing orders
Political scientist Peter Filzmaier, speaking as a guest speaker, emphasized the important role of businesspeople in rural areas
The merchandise on display at the ADEG Erlebniswelt, with a total value of over 25,000 euros, was subsequently donated to Caritas Linz and the Wels Zoo

Experience Zone Showcases the Market of the Future

A special highlight this year was the newly designed ADEG Experience Zone. REWE Wholesale’s specialist divisions set up an ADEG store in the exhibition hall featuring modern store design elements, innovative deli modules, digitalization options within the store, and efficient checkout solutions. This gave retailers a practical impression of what modern local retail could look like in the future, from product presentation to efficient day-to-day operations in the store.

Exchange, Trends, and the Role of Retailers

In addition to new products and concepts, the ADEG Forum focused primarily on personal exchange. Retailers took the opportunity to coordinate directly with the specialist departments, provide feedback, and network with one another. Political scientist Peter Filzmaier also provided insights, emphasizing the importance of rural areas and the central role of retailers. “Especially in rural areas, merchants are far more than just local suppliers. They create jobs, ensure local ec

A Strong Platform for ADEG Retailers

For ADEG, the Forum is a key component of its collaborative partnership with independent retailers. Florian Klein, Managing Director of REWE Wholesale, emphasizes: “The ADEG Forum is a very special opportunity for exchange every year. Here, our retailers, partners, and our specialist departments come together to work collaboratively on the further development of our stores. I am particularly proud of the innovative spirit on display here, as well as the strong sense of community that sets ADEG apart. It is precisely this combination that makes our retailers so successful and our stores such important gathering places in the regions.”

Social Commitment Beyond the Trade Show

The ADEG Forum also made a strong statement beyond the trade show itself: The goods displayed in the ADEG Experience Zone were donated after the event. Some of the products went to Caritas Linz, while the fruits and vegetables from the shelves of the ADEG Market at the Forum were donated to the Wels Zoo. In total, the donation had a total value of approximately 25,000 euros. In doing so, ADEG once again underscored its commitment to actively living up to its responsibilities not only in everyday market operations but also beyond.