Eat what grows around the corner

A tram covered in stickers drives through Hanover

Since mid-August, the message at Hanover’s streetcar and subway stations has been: Keep your eyes open for more sustainability!

A Üstra light rail car covered in decals and bags of herb seeds promote regional food and urban farming

Since August 15, an entire Üstra light rail train has been serving as a moving billboard until the end of the year for the “Eat What Grows Around the Corner” campaign and the “Regio Challenge.”

Organized by Hannover Marketing & Tourismus GmbH (HMTG), the eye-catching design makes the message “Local food is good for the climate, the environment, and your taste buds” highly visible—across the city center and into the neighborhoods. The campaign is part of a joint initiative by HMTG, the state capital, and the Region Hannover. It also served as a motivational campaign for the Regio Challenge in September—a competition that encourages participants to consume only locally sourced food for one month.

Urban Farming: Seed Packs for Sustainable Enjoyment
In line with the message, an accompanying promotional campaign took place in August and September: specially produced herb seed packets were given away at major subway stations, the main train station, and along Lister Meile. The small packets encourage people to plant, harvest, and enjoy the freshness straight from their own pots or gardens. In October, a poster campaign will draw attention to the numerous weekly and farmers’ markets in the Region Hannover.

Why eating locally is important
Shorter transport distances mean lower CO₂ emissions; seasonal products are fresher and often more nutritious; and every purchase from a local producer supports farmers and producers in the Region Hannover. This initiative makes sustainability visible, tangible—and even plantable.