Customers and society field of action

Our mission: Our public activities are characterised by credible social responsibility and ties to the community.

Real supports many social family projects as well as charitable relief organisations. To embed sustainability in society, extensive customer education is equally important. That’s why another focus is the provision of transparent and comprehensive consumer information concerning a healthy lifestyle.

UNICEF fundraising drive

Handing over of a check to UNICEF (photo)

During the 2017 pre-Christmas, season Real customers had the opportunity for the seventh consecutive time to purchase UNICEF greeting cards to do a good deed. The entire proceeds were donated to UNICEF health, education and child protection programmes in about 150 countries. Real sold more than 21,000 Christmas card sets, generating sales revenues of nearly €172,000 for UNICEF. Over the past 7 years of the cooperation, a total of more than €1 million in proceeds went to the United Nations Children’s Fund.

Donation campaign for Deutsches Kinderhilfswerk

On the occasion of the 10 year anniversary of the 2017 Real ‘Meistermetzger’ (Master butcher) concept, for 1 week €1 of every purchase of more than €10 at the master butcher counter went to Deutsches Kinderhilfswerk, the German Children’s Fund. The campaign collected €62,000. Most of this amount was used to promote healthy nutrition for children. For example, cooking classes in schools and associations are subsidised via the nutrition fund of the German Children’s Fund to teach the basics of healthy nutrition in a playful manner.

Wish tree campaign for children

"Wunschbaum" promotion (photo)

In 2017, the so-called wish tree campaign took place for the eleventh time already at all Real stores. In the context of this project, Real collects gifts specifically for children in such local institutions as children’s homes, children’s hospices and children’s food banks during the pre-Christmas season. The children paint their little Christmas wishes onto cards which are attached to the wish tree. Customers can then take them home and bring joy to the children with a gift. In financial year 2017/18, Real, together with its customers, fulfilled nearly 10,000 wishes.

Collaboration with food banks

Real has enjoyed a more than 10-year partnership with the national food bank organisation Bundesverband Deutsche Tafel e. V. The hypermarkets throughout Germany donate food items which have not yet reached their best-before date to local food banks. These pass the products on to people in need. The stores moreover regularly initiate campaigns to support their local food banks.

Too good to go

Since August 2018, at 10 Real stores food leftovers have been offered at a reduced price via the Too Good To Go app. Excess merchandise is packed in bags and offered at a price of €3 per bag via the app; the actual merchandise value is much higher. Customers who purchase a bag via the app can pick it up at the Real store within a specified time frame, thus actively combating food waste and saving money to boot.


Real has supported Trinkwasserwald® e. V. since 2018. The association underplants conifer monocultures with deciduous trees so that the forests can supply more groundwater and drinking water. Since 2018, Real has included a special mineral water in its portfolio from whose proceeds 10 ct per bottle are donated to the association. Customers moreover were able to support the association with their purchases at the fresh-food counters in the Real stores in May 2018. This campaign collected €55,000. Initially, the amount was used to plant some 2 hectares of forest.

Real is main partner of Deutscher Hockey-Bund

Since February 2018, Real has been the new main partner of Deutscher Hockey Bund e. V. (DHB), the German Hockey Federation. As official partner for nutrition and fitness, the company puts its expertise in freshness and food into the service of the elite sport and accompanies the national women’s and men’s hockey teams to all tournaments. With this partnership, Real intensifies its engagement for healthy nutrition and bolsters its position as a health-oriented company.

Better living – responsible purchasing, naturally

More and more customers attach great importance to healthy nutrition and a conscious lifestyle. To help them eat a balanced diet, Real provides information on the components of individual food items. Under the motto of ‘Besser Leben’ (Better living), the company regularly provides information on nutrition topics and trends via brochures, magazines, flyers, the company website and in the hypermarkets. In addition, customers can learn about a balanced diet and sports- and health-related issues on the ‘Besser Leben’ portal at

The packaging of all own-brand items contains nutrition information tables offering an overview of the energy and nutrient content and information about the percentage of the recommended daily allowance that the product supplies.