The new "Da komm' ich her!" potato variety "Benjamin" has been available on Billa shelves since the end of August. The market launch of this exclusive variety is the result of many years of collaboration between partners along the entire potato supply chain: from Austria, for Austria. The variety was bred by NÖS, grown and packaged by Lapro, and finally finds its way to consumers via Billa stores throughout Austria. In a three-part series of articles, all cooperation partners comment on this important milestone.
"The collaboration in this project and the idea behind it are impressive proof for us of how we can ensure domestic agriculture and supply consumers with regional products of the highest quality – and do so under fair contractual conditions for all parties involved along the value chain," explains Stefan Dangl (pictured below), Managing Director of Landesprodukte Handelsgesellschaft m.b.H. (Lapro), based in Stockerau, Lower Austria.
© Lapro
The exclusivity of this variety is a real flagship for the exclusive packager of the REWE Group (the parent company behind Billa) and symbolizes the excellent cooperation between all project partners, Dangl continues. "Thanks to REWE's support and marketing opportunities, this unique potato variety has been perfectly showcased – and its market success is impressive proof of this."
© Lapro
View of the Lapro company premises in the heart of the Weinviertel, one of Austria's leading potato-growing regions. In the modern service center, potatoes and onions from around 150 contract producers are sorted, packaged, and picked.
Year-round supply to the Austrian domestic market
It is not without reason that the Benjamin variety has made a name for itself in a very short time, emphasizes Dangl. "It is a true all-rounder in the kitchen thanks to its excellent cooking properties and, above all, its distinctive taste. The strong demand has shown us that this product has enormous potential. That's why we are already working intensively with our regional producers on planning to be able to supply the market with this excellent potato all year round in the future."
"Considering the current challenges in agriculture—such as the loss of important means of production and increasing regulations—projects like this are a clear commitment by the trade to promote and support domestic agriculture and give it the status it deserves in society," he concludes.
Want to learn more about Benjamin? Click here for the first part of our article series.
For more information:
Stefan Dangl
LAPRO
Landesprodukten Handelsgesellschaft m.b.H.
Grafendorfer Straße 18
2000 Stockerau
Tel: +43(0)2266 / 71550 55
e-mail: [email protected]
Web: www.lapro-stockerau.at
