Jörg Reuter explains how he chooses products in his Berlin store

Jörg Reuter's shops are named "Goodness in Simplicity." For a long time, gastronomy was primarily associated with international delicacies, such as balsamic vinegar from Modena, French terrines, or Spanish Serrano ham. Reuter, on the other hand, focuses on what is culturally fascinating in Germany: cheese, cured meats, and butter of exceptional quality.

At first, they avoided the term "deli" because they didn't want to be a place where people only shopped on Saturdays or looked for gifts. Their goal was always to be an everyday grocery store. Reuter admits that, for the sake of simplicity, he says "deli," but it's really a lovely place to enjoy good food.

The range focuses on the region. At first, it was difficult to find producers because so many samples arrived, and much of it was inedible. Today, the producers find them, and word of mouth is essential. If someone like Stefan, from the Heggelbach farm, says, "You have to meet the cheesemaker from Franconia; he has something special," then Reuter goes. He selects based on the breeding and origin of the animals and tastes the products if he's convinced. Many things happen by chance, like Matthias's raw milk butter in the Black Forest.

Reuter knows almost all the producers, as they operate on a foundation of mutual trust: either they've been there themselves, or someone they trust has. They have around 150 suppliers, which he describes as a business and organizational nightmare, but wonderful on a personal level.

The concept works particularly well in Berlin. Located in the heart of the metropolis, the shop is a kind of farmers' market where many customers come to take a break, to smell, to taste, and to chat, almost like a weekend getaway between the subway and the office. Reuter uses the word "resonance" to describe an experience where conversation and tasting take place: in a supermarket, one is anonymous, while here one takes their time, tries things, and talks to the staff. He sums it up as a sensory, aesthetic, and also human connection.

They are preparing themed gift baskets with cheese boards and other products that are delivered to any address in Germany. The physical store remains the main attraction.

When asked if enjoying these foods is also a form of well-being, Reuter replies: “Yes, absolutely. We are experiencing a renaissance of authenticity. Butter, raw milk cheese, kefir: these are living foods, not industrial products. Enjoyment and health don't have to be incompatible. When you eat well, you automatically eat better.”