Thuringia celebrates its Green Heart: Focus on tourism and agricultural products!

Thuringia celebrates its Green Heart: Focus on tourism and agricultural products!

Thuringia returns to the slogan “The Green Heart of Germany”. This step was recently brought into play by Prime Minister Mario Voigt after the previous slogan “Discover Thuringia”, introduced under the red-red-green government, came under fire. Digital and Infrastructure Minister Steffen Schütz (BSW) expressed negative comments about the effectiveness of the old slogan and emphasized that it was time for a fresh approach to promote tourism and local agriculture. This return to the old slogan should now serve as a trademark for agricultural and tourism marketing.

This initiative also pursues a very specific goal: strengthening tourism and advertising agricultural products from Thuringia should be clearly in the foreground. The CDU parliamentary group leader, Andreas Bühl, was pleased with the decision and described the new slogan as positive and unifying. The Ministry of Economic Affairs is already working on plans to set up a company that will support the brand.

The menu of possibilities

An important aspect of this new marketing strategy is the planned inventory of over 3,600 agricultural businesses in Thuringia. The positive feedback from agriculture suggests that many companies are open to greater networking. Wolfgang Peter, the deputy president of the Thuringian Farmers' Association, has already supported the revival of the slogan and sees great potential.

In addition to this initiative, there is already the umbrella brand “My Region”, which was launched in 2023. This brand is intended to encourage all companies in the agriculture and food industry without licensing to present the Thuringian identity. The umbrella brand is part of a communication campaign that aims to strengthen regional value chains and promote awareness of regional products. It's about increasing knowledge about regional cycles and creating a sense of responsibility among consumers.

An awareness of the region

The consumer awareness campaign is based on the idea that a better understanding of regional processes leads to more conscious purchasing behavior and thus increases the appreciation for Thuringian products. The term “regionalism” is increasingly understood as the essence of identity, which cannot be fully grasped without knowledge of the networks in production and marketing.

In conclusion, the return to the slogan “The Green Heart of Germany” is not just a marketing move, but also sends a clear message to farmers and consumers that we can all pull together to strengthen our own region and at the same time advance our products. Tradition and innovation are brought together, a concept that definitely deserves an open ear.

For further information about agricultural marketing in Thuringia, visit the pages MDR, Thuringian Ministry and Agricultural marketing Thuringia.