This year's open ground harvest is now gradually picking up speed on the Landfrisch AG member farms. Landfrisch AG was founded in 2021. "After a warm and wet April and a warmer-than-average May, the start of the open ground season has been an absolute success. So far, we have observed quality produce and great availability, so that we can start directly with all the regional programs for iceberg lettuce, romaine hearts, lettuce, colorful lettuces, kohlrabi, etc., and are able to meet customer demand in full," says Landfrisch CEO Labinot Elshani, commenting on the current supply situation.
In addition, he says, the good weather has led to an acceleration in growth in the vegetable fields. "Due to a simultaneous increase in demand and the placement of various advertisements, sales for our member companies and their products were secured accordingly," Elshani continues.
The explosion in material costs also had a massive impact on production at Landfrisch AG, he said. Meanwhile, he said, along the entire supply chain, one has to contend with a more difficult logistical market. "How the consumer will orient himself after the pandemic and various cost increases remains to be seen. However, we should do everything we can to ensure that consumers do not cut corners when it comes to food. Therefore, it is necessary to find the right price together in the market, so that we can find the balance between sufficient sales at prices in line with the market and the consideration of the increased costs. This is a challenge for production and trade alike," Elshani continues.
Romaine lettuce shortly before harvest
Consumer trends not yet discernible
In the field vegetable sector, crop diversity is the top priority, according to Elshani. "In principle, we produce the entire range of products grown in our home region, including cabbage, leafy vegetables, stem vegetables and root vegetables. Notable variety or consumer trends have not been apparent to date, as we are still at the beginning of the season."
Kohlrabi as far as the eye can see
Future formula for success
In addition to a total area of about 2,000 hectares of outdoor production, Landfrisch AG also has access to about 100 hectares of greenhouse production thanks to its close partnership with the Vitarom Group. Elshani: "From our point of view, the future formula for success, regardless of whether it is greenhouse or open ground production, will be production in line with the market and demand coupled with binding and continuous acceptance of this production. Especially because of the huge cost increases, we should operate with a partnership-based 'open book costing'."
Images: Landfrisch Inc.