New GmbH takes over sales activities in the edible plants sector

Lubera Edibles GmbH starts its first year in business

As of January 1st, the Lubera Edibles company in Strullendorf has taken over the sales activities of the Robert Mayer distribution company in the edible plants sector, and the European general license of the varieties of Swiss breeder Lubera. This was reported by

Lubera Managing Director Markus Kobelt (l.) and Rupert Mayer, Managing Director Robert Mayer Pflanzenvertrieb. Photo: Lubera

The Lubera breeding team has continuously started new and additional breeding projects like that for blueberries and vegetables, which has extended their traditional breeding area of ​​apples and pears to strawberries, raspberries, currants and gooseberries. All of these are already well-known, but new breeding projects will literally bear fruit in the next few years. The new Lubera Edibles website will be launched at IPM, but the new 2019 catalog can already be downloaded from

Young plants with added value
Lubera Edibles operates exclusively in the B2B market. Managing Director Rupert Mayer explains: "It is our goal to produce the best edible plants' seedlings. Our customers are horticultural plant producers all over Europe. All the successes we have already achieved as market leaders in raspberries and blackberries, we would like to transfer to all other berry fruit varieties, but also to young fruit trees and vegetables. This will include a strong flow of new products coming from our sister Lubera, but also from other breeders.''
Another central element are the labs and augmentation capacities in Strullendorf and Hungary, which allow the company to reach customers' quantitative targets. Mayer: "The link between breeding and production is in-house product development and quality assurance." Only last year product development tested over 100 new plants and started multiplication trials. "The in-house quality control checks all plants and varieties coming in and going out of our propagation system."
Edible innovations for more success on the market
Company CEO Markus Kobelt adds: "We still have something to offer that does not yet exist in the field of seedlings: our new products, our innovations at Lubera Edibles already have a 'proof of concept'. The first quantities, which are naturally relatively small, are always tested through Subsequently we can very quickly separate the wheat from the chaff, because one can easily see what works in direct contact with the end customer. Lubera's own retail channel (B2C) certainly has an important function here. With these 'proofs of concept', with the rapidly increasing visibility and with well over 300,000 people coming into contact with our products and videos every day, we are also creating a strong brand awareness."

According to Markus Kobelt, Lubera unites breeders and the market, and even the hobby gardener. And thanks to the added value of Lubera's' edible innovations, all members of the marketing chain, can be supplied with the right product.

Variety and brand expertise
Customers of Lubera Edibles young plants now benefit from the enhanced variety expertise, clearly present in the first Lubera Edibles catalogue. But people can go a step further as well and benefit from Lubera's brand value with the help of the newly launched Lubera brand label. Starting from IPM 2019, Lubera Edibles will offer a label concept through which growers customers and their customers can freely choose between a new neutral label and a Lubera brand label for their fruit and berry plants.
The labels are available for all varieties on offer and they can be applied in 4 different ways on the plants and pots: With a thread, stuck on a stick, in the pot slot and stuck into the pot. Both the 'Neutral' and 'Lubera' labels are available in German as well as English/French.
The company will be present at IPM Essen 2019 (22.01.-25.01.2019) in hall 7, booth 7B23
For more information:
Lubera Edibles GmbH i.G.
an der Schleuse 8 - D 9629 Strullendorf
FON +49 9543 8414-0
Telefax +49 9543 3993  

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