【DE】PotatoEurope 2022: Special focuses on direct marketing

7th and 8th September in Bockerode/Springe – Attractive specialist program – Special “Processing and marketing on the farm”


(DLG). On the 7th and 8th In September 2022, PotatoEurope 2022 will take place at the Bockerode manor in Springe-Mittelrode in Calenberger Land (Lower Saxony). With the special “Processing and marketing on the farm”, the organizer DLG (Deutsche Landwirtschafts-Gesellschaft) in cooperation with the specialist partner Vereinigung Norddeutscher Direktvermarkter (VND) e.V. focuses on the topic of direct marketing.


Processing and marketing on the farm

The special “Processing and marketing on the farm” from the attractive specialist program deals with storage, cleaning, packaging, processing and marketing on your own company. Innovative ideas for marketing your own tuber up to the development of your own brand and the corresponding application are presented. The special is interesting for companies that offer the potato grower solutions for the farm for these areas – from sorting and cleaning technology, packaging and processing technology to vending machines and online platforms.


The past two years have once again shown how sales markets can change due to external influences. This makes it all the more important to keep parts of potato marketing in your own hands. For years and decades, many companies have chosen and professionalized the direct sales channel to the consumer. The solutions range from the simple potato box on the farm to highly specialized branches of companies that process potatoes in the company and bring them to the market directly or via the regional food retail trade, emphasizes Dr. Wilfried Wolf, project manager of PotatoEurope 2022.


Direct marketing offers significant advantages

Julia Klöpper, Head of Office Association of North German Direct Marketers e. V. (VND), explains: “Direct marketing not only has a long tradition, but also offers considerable advantages to many farms. Consumers want alternatives to the anonymous origin of products and shop directly from the producer because they have confidence in the products and the topics of health and nutrition play an increasingly important role in life. But a rethink is also noticeable among restaurateurs and food retailers. We are committed to securing the income of farms through regional marketing. In addition, we want to strengthen rural areas and make local supply possible in the long term.”


Farmers talk about their entry into direct marketing

The DLG special at PotatoEurope will be a live meeting place for professional exchange among direct marketing farmers. The member companies of the VND are available to interested visitors for advice.


Sina Severloh, direct marketer from Celle and co-chair of VND, can already report on her path to direct marketing and the prospects for the future in the run-up to PotatoEurope: “The potato has been part of the company crop rotation for several decades. At the request of the village population, about 25 years ago, the table potato was also started to be handed over directly on the farm to the consumer in different container sizes. Gradually, demand grew and sales took the form of a self-service stand. As a result, three varieties of potatoes were grown instead of one variety. In addition, laying hens for direct marketing were added about 15 years ago. Starting with 50 hens and “a few rows of potatoes” over the years, three hectares of potatoes with over eight potato varieties and 1,200 laying hens were made.


In 2012, a partial building was expanded into a farm shop. Since then, the selection of specially manufactured and produced products has expanded and professionalized. Direct marketing has thus become a separate pillar for the company – and all this only with and through the potato, which still has a large share of sales in direct marketing.


The direct marketer adds: “The added value through marketing directly to the customer is greatest in direct marketing. In combination with other – also own – products, an entire foothold is maintained here. The potato has always been the flagship of the company, especially since the other operational requirements, such as technology, storage, irrigation, suitable soils and know-how, have long been part of the company. The investment threshold was therefore very low and the development of direct marketing did not come by leaps and bounds, but adapted to demand. The potato is still a good reason why customers come to our farm. We often benefit from the fact that other products are therefore purchased in the farm shop. In this way, the company was able to grow on and with the potato and was able to form a stable operating focus in direct marketing and the associated self-produced products.”


Sina Severloh continues: “So far, cultivation and marketing have remained stable. Thus, we hope that the “simple” marketing of the potato as a table potato in different container sizes will remain an important part of the company. Gastronomy often asks for peeled goods. So far, the hygienic requirements have been too high and cumbersome for us. Otherwise, an attempt should be made to integrate the potato into the farm shop as a further processed product, for example in the form of soups, salads, etc. An online shop supports direct marketing with the distribution of vegetable boxes and the possibility for the customer to order and have goods packed together in order to be able to pick them up contactless or low in contact.”


Interested visitors can expect more success stories and practical tips for getting started with direct marketing at the DLG special “Processing and marketing on the farm”, Zelthalle Z, Stand A24.


Information about PotatoEurope 2022

PotatoEurope 2022 will take place on the 7th and 8th. September 2022 at the Bockerode manor in Springe-Mittelrode in Calenberger Land (Lower Saxony). More than 220 exhibitors from the fields of breeding, fertilization, plant protection, agricultural technology and processing have registered for the meeting place of European potato professionals, announces the DLG. The DLG organizes the open-air fair together with the Union of the German Potato Industry (UNIKA), the technology partner CASE IH and the Lower Saxony Ministry of Food, Agriculture and Consumer Protection.


Admission and opening hours

PotatoEurope is open daily from 9 a.m. to 6 p.m. on the two days of the event. A day ticket at the box office costs 24 euros, online 19 euros (reduced 12 euros). Children up to and including 12 years are free. Further information on admission (groups, DLG members) can be found at www.potatoeurope.de/de/besuchen/tickets.


Interested parties can obtain further information from DLG. Contact person is Dr. Wilfried Wolf, Tel. 069/24788-272 or e-mail: w.wolf@DLG.org.


Current specialist articles on the subject of potatoes are available for editorial use at www.potatoeurope.de/de/fachbeitraege.

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