After the promising test run in the 2017/2018 season and the great market success in neighboring Switzerland, this winter for the first time ever, there were Kalettes from Austrian soil.
Last week, the last harvest of the year was marketed and the 
winter vegetables now go into their summer break until the end of October. The interim results after the first full season are particularly positive, says Klaus Hraby, managing director of exclusive
marketers efko Frischfrucht and Delikatessen GmbH. 
The current response has surprised and impressed the efko fresh fruit and delicatessen company. Everything that was produced locally, would end up being marketed. Mr. Fritz Huemer from Eferding (Upper Austria) is the producer who grew these vegetables for efko's on just over one hectare. Despite the extremely hot and dry weather, quality was excellent. Kalettes require a nutrient-poor soil and an even water supply.
In order to further reduce chemical crop protection this year, the entire area was protected with an insect net. "We are in constant contact with Switzerland, where cultivation and consumption have progressed further. The quality of the Austrian goods was outstanding right until the end of the season and we will carefully expand the volumes with our producer," says Hraby.
Trade and Marketing
The goods are distributed in 125g cups in the refrigerated departments of the Austrian Maximarkt, Eurospar and Interspar branches. Currently, the contracts for next year are being negotiated. Part of the domestic production also ends up in the catering industry. The quality standard is about the same in both areas, says Klaus Hraby. "Our biggest challenge is advertising this new vegetable product. That also applies to the neighboring countries." 
Already in this first year of cultivation, a number of measures have been taken for the promotion of the Kalettes: Among other things, a new webpage went up (www.kalettes.at), as well as a Facebook page. In addition to this, the product was also advertised through the existing channels of the efko company.
Hraby: "We also actively introduced the Kalettes to customers within gastronomy. The next step, in the new season, is to present these vegetables in individual supermarkets and to organize tastings. We are also in the process of setting up an Instagram page."
For more information:
efko Frischfrucht und Delikatessen GmbH
Hinzenbach 38 
4070 Eferding l Österreich
Tel: +43 (0)7272 / 4285 – 614
Fax: +43 (0)7272 / 4285 – 690
Email: frischdienst@efko.at
www.efko.com