How Badischer Winzerkeller uses participatory culture to lead meaningful transformation:A look behind the scenes of “A Day Just for Us 2.0.“
Digital transformation, climate change, and the experience of the pandemic have fundamentally changed the way we work. Mid-sized companies across all industries are realizing the need for cultural and structural transformation. In Germany’s wine industry, Badischer Winzerkeller – one of the country’s largest wine cooperatives – is leading the way with a forward-thinking New Work initiative. Since 2022, vm-people has been supporting this transformation with tailored participatory formats that foster collaboration, shared ownership, and trust. One of the highlights of this journey: a special event titled “A Day Just for Us.”
Why New Work Matters for Medium-Sized Companies
External forces such as climate disruption, rapid digitization, and shifting societal values are reshaping markets. But transformation is not just for tech startups or global corporations. Traditional companies like Badischer Winzerkeller, rooted in local culture and craftsmanship, are just as affected – and equally capable of innovation. To remain competitive and resilient, these organizations must rethink not only processes, but also collaboration, leadership, and communication. That’s where New Work comes in – and where our work as transformation partners begins.
A Marketplace of Ideas: Celebrating Progress, Enabling Dialogue
On February 21, 2025, Badischer Winzerkeller brought together employees from all departments for a special internal event. Under the banner “A Day Just for Us 2.0,” the team reflected on a year of New Work activities and set the stage for what’s to come. The heart of the event was a Marketplace of Ideas, where various project teams presented the results of their work on topics such as artificial intelligence (AI), sustainability, and process improvement. These thematic booths weren’t just for display – they invited questions, dialogue, and cross-team learning. The setting fostered a culture of recognition and visibility. Progress became tangible. And curiosity was rewarded with insights into how New Work can look in practice.
World Café Sessions: Talking About the Future, Together
Following the marketplace, participants attended eight World Café sessions to delve deeper into New Work topics. The World Café format – designed to encourage inclusive conversation and peer learning – proved once again to be a powerful tool. Rather than focusing solely on output, it emphasized listening, sharing, and collective sensemaking. In times of uncertainty, such spaces can anchor transformation. They create alignment not through instruction, but through engagement.
Participation as the Foundation of Cultural Change
For a change initiative to succeed, it must resonate with people at every level of the organization. That’s why vm-people favors formats that activate dialogue, creativity, and co-ownership. Our role is not to prescribe answers, but to create the conditions in which people find them together. Badischer Winzerkeller’s approach demonstrates how a traditional cooperative can evolve into a dynamic, learning organization – without losing its roots. Through openness and transparency, even long-standing structures can become future-ready.
From Event to Ecosystem: Building a Culture That Lasts
“A Day Just for Us 2.0” wasn’t just an event. It was a milestone in a larger cultural shift. The feedback from participants was overwhelmingly positive: People felt heard, inspired, and motivated to continue the journey. And that’s exactly the point. Events like these aren’t about flashy presentations. They’re about empowerment, reflection, and real human connection. We’re proud to be walking this path alongside Badischer Winzerkeller, helping shape a work culture that is both meaningful and sustainable.
