Normally at this time of year, tons of large caliber 'Blue Jumbo' brand peanuts are finding their way to consumers through local Christmas markets. But in this exceptional year full of Corona restrictions, only a few Christmas markets are actually taking place. Therefore, the purchase of the coveted peanuts has shifted almost completely to retail, says the management of the Seevetaler company Heinrich Pasemann GmbH, exclusive supplier and owner of the nut brand.
"Because of the lack of Christmas markets, the beginning of our main season was particularly sluggish," says Jan Wedermann, purchaser at Heinrich Pasemann LLC. After the hesitant start to the season, however, business then slowly started to get going. "Sales have shifted predominantly to food retailers as well as ambulant trade - i.e. weekly markets and specialist retailers." Therefore, there is no talk of major sales losses at the company.
The peanuts of the brand 'Blauer Jumbo' originate mainly from Israel and are distributed from there exclusively via Heinrich Pasemann on the German market. Despite Corona, there have been no significant problems on the part of goods procurement, he said. "There were shipping delays here and there, but that is nothing out of the ordinary."
Instead of the usual large wholesale containers, smaller packaging units - of 300-400 grams - tend to be needed in the food retail sector.
But the lateness of the season has led to other challenges, Wedermann said. "We can barely keep up with capacity in our roastery in some cases, because everyone needs their goods at once. In other years, we've had the peak before St Nicholas, but this year's season has seen a shift in volume."
The name says it all
For many years now, the 'Blauer Jumbo' brand has been appreciated and popular in German retail. The product has established itself in the premium segment in particular. "Surprisingly, western and southern Germany is our best sales market; north of Hanover, on the other hand, we have a hard time conveying the premium quality of our nuts."
With its finger on the pulse, the company is constantly developing the tried-and-tested brand. Two years ago, the well-known logo as well as their web presence were revised. "Further innovations are currently in progress."