Jochen Haubner took over his parents' vegetable farm in 2004. Among other things, the company is known for its 'SalaJoe' salad variations. "Demand is consistently good. German clients are loyal customers because they always go for regional produce, as long as the produce is offered accordingly," Haubner says.
The main customer for Haubner's hydroponic salads is Frankengemüse eG, although his customers include food retailers and, occasionally, restaurants in southern Germany. Haubner spoke, among other things, about the current SalaJoe production. He also criticized the distribution of EU funding to recognized producer organizations, which prevents smaller and medium-sized businesses from investing in innovations.
Eva and Jochen Haubner
SalaTrio: three for the price of one
"If someone needs lollo rosso, lollo bionda and oak leaf lettuce, our SalaTrio combines three products in one. Certainly for stores where space is tight, this is a good choice. Due to a high demand, we are now focusing 100% on the SalaTrio," Haubner said. "In the beginning, many had concerns about this product. But the customers with the biggest concerns are now among our most loyal customers. For our region in particular, this has been a good sign. Because everyone says they are innovative, but they really often shy away from new products. Of course, you also depend on retailers to support and go along."
New Babyleaf production with hydroponics, vertical farming and glasshouse
The company grows the lettuce on about 2.5 hectares of land. However, there are no plans to increase the area, he said. Instead, Haubner wants to devote himself to new projects: "Our future project will be baby leaf production, where we want to experiment with vertical farming, among other things, and sell the produce for both food retailers and restaurants. We will offer Baby Leafs year-round at consistent quality and quantity from hydroponic systems operating in both a Vertical Farm and Greenhouse. This is completely new territory for us. For this, we are still looking for new customers who want to break new ground with us."
Criticism of subsidy allocation
Haubner makes no bones about saying that the EU's allocation of subsidies to recognized POs is destroying the versatility of the entire agricultural sector. "EU funding should really be available to any farm that wants to develop." Haubner draws an exaggerated comparison here: "In the end, as a producer, you are a slave of the monetary system. In order to receive subsidies, you as a producer have to subordinate yourself to the producer organizations. That's a bit like serfdom or slavery, and in a Europe where freedom is writ large - I thought the Middle Ages were over." If things continued like this, Haubner said, a similar market gardening and farming die-off will set in, as seen in bakeries and butchers.
Unfair product and monetary system
"German customers actually prefer local goods. But now foreign goods are marketed in part for half the price, which in turn is due to the subsidies of up to 50% through cooperation with POs and larger agricultural countries." That being said, Haubner would actually have to raise his prices, however, he doesn't know if he can actually raise prices that easily. "If I could implement the price increases that are coming our way from upstream industries, I would be talking about 'Fair Trade Germany.'"
"The economic 
system in Germany is constructed in such a way that the larger companies profit from the money that small farms generate. What the broad agricultural sector needs, especially for CO2 reduction measures, are subsidies like those in industry and business enterprises. Otherwise, the economy is green and the green professions again have a negative image due to investments not made."
Vending machines
For some years now, customers have also been able to buy root salads on site from vending machines made especially for this purpose. Although these are more of a side project in the production operation, he says, the company is still working on new ideas. "We don't want to focus exclusively on that, though. Retailers must be aware that we are dependent on suppliers. We generally hope for more fairness throughout the supply chain."
Good cooperation with Frankengemüse
Haubner has words of praise for the cooperation with the Frankengemüse cooperative: "As a marketing organization and main buyer, Frankengemüse is also responsible for logistics for us. The cooperative brings together various farms. Frankengemüse is responsible for joint purchasing and sales as well as for quality management, so that the farms can focus completely on their production. For medium-sized companies in particular, this involves a disproportionate amount of work, especially when it comes to handling invoicing."
Images: Haubner Gemüse.
For more information:
Jochen Haubner
Haubner Gemüsebau
Untere Stadtgasse 43a
90427 Nürnberg
Tel: 0911-9346868
Fax: 0911-93893284
Email: [email protected]
Web: https://www.salajoe.de/
