Fresh wind from the north
Mecklenburger Kartoffelveredlung GmbH is presenting a completely new and own brand concept at Anuga 2023, which has a national focus. With this major step, the Mecklenburg company wants to completely revitalize its range of dried potato products and, in addition to a fresh, modern design, focus more strongly on its own corporate culture. From the results of market research, it became clear that customers want regional products, which at best come directly from the farmer. The Emsland Group has a unique position here, as the potatoes come from the farmers who also own the processing factories. The added value thus begins in the field and remains with the farmer until the finished product. This also explains the brand name “Echt vom Feld” (“Genuine from the Field”), which, according to Christian Kemper, Managing Director for Sales and Marketing in the Emsland Group, describes the story behind the products very well in three words. This is also very well received by retailers, who can view the concept at Anuga. The first visitors were very interested and rated the new brand concept very positively.