Cactus Launches New Brand in Support of Local Farmers & Producers

Cactus has announced the launch of its umbrella brand “Cactus Vum Lëtzebuerger Bauer” (“From the Luxembourg farmer”), featuring a range of products from local agricultural supply chains developed with Luxembourgish and regional producers to be more visible and easier to identify.

The official launch for the new brand took place on Tuesday 16 June with a press conference in the presence of Martine Hansen, Luxembourg’s Minister of Agriculture, Food, and Viticulture; Josy Thill, Bio Green Beef; Véronique Schmitt, Marketing, Communication and CSR Director at Cactus; Tom Jungblutt, Poulet vum Lëtzebuerger Bauer; Cédric Gonnet, Director of Operations at Cactus; Franz Krumlovsky, Schofsfleesch vum Lëtzebuerger Bauer; Pol Reuter, Rëndfleesch vum Lëtzebuerger Bauer;  Michel Steichen, Bio Porc vum Lëtzebuerger Bauer; Jean-Claude Muller, Eist Uebst a Geméis; and Jean Kircher, Zesumme fir eis Bio Baueren.

Cactus said the initiative is a response to growing consumer demand to better understand the origin of the products they consume, make more informed choices and support local producers.

Behind the 335 products marketed under the Vum Lëtzebuerger Bauer banner are 188 producers who contribute every day to sustaining local agriculture, preserving essential expertise and supporting the economic vitality of their regions. Products from the Vum Lëtzebuerger Bauer supply chains are available in all 26 Cactus stores, subject to availability and the seasonal nature of certain agricultural products.

Véronique Schmitt, Marketing, Communication and CSR Director at Cactus S.A., commented: “For 30 years, Cactus has worked with its partner producers to build local supply chains that create value throughout the food chain. With the Vum Lëtzebuerger Bauer umbrella brand, we are reaffirming our commitment to making this engagement more visible to consumers. Beyond quality and proximity, these supply chains are a practical tool for strengthening Luxembourg’s food security and food sovereignty, securing supplies and sustainably supporting farmers’ incomes. In a context marked by geopolitical, climate and economic uncertainties, investing in local production is both a responsible and strategic choice for the future.”

To support the launch of Vum Lëtzebuerger Bauer, Cactus will roll out a national awareness and information campaign from June 2026. The campaign has three objectives: to better inform consumers, promote local producers and products, and encourage more responsible food choices. The rollout of this new identity will take place progressively over the coming months. 

In line with its commitments to corporate responsibility and waste reduction, Cactus said it is favouring a measured transition of packaging and communication materials. Existing stocks will be used until exhausted before being gradually replaced with the new Vum Lëtzebuerger Bauer packaging.

The launch of Vum Lëtzebuerger Bauer will continue at the Ettelbruck Agricultural Fair from Friday 3 July to Sunday 5 July 2026. Under the Cactus Tent, visitors will be able to discover the different Vum Lëtzebuerger Bauer supply chains, meet partner producers and sample a selection of products from local supply chains.