An innovation has recently been added to BILLA's produce section. Developed and grown entirely in Austria, the new "Da komm' ich her!" potato variety "Benjamin" is available for the first time this year in BILLA and BILLA PLUS stores. Initiator Johann Regner, Head of Fruit and Vegetables at REWE Austria, looks back on a successful market launch and sees great future potential for this innovative variety from local cultivation.
Regner points out that the entire breeding process for a new potato variety usually takes a good decade. In close cooperation with the Niederösterreichische Saatbau-Genossenschaft (NÖS), Austria's only potato breeding institute, several varieties with different characteristics were developed. After extensive tasting a few years ago, the Benjamin variety was the most popular with the experts, and it was decided to cultivate this variety commercially. The potatoes are named after BILLA buyer Benjamin Einfalt, who is passionate about the potato product group and puts his heart and soul into it.
© Billa
The cooperation partners behind the successful variety concept. (from left to right): Andreas Bauer (grower), Stefan Dangl (managing director of LAPRO), Elisabeth Mattes (grower), Thomas Mattes (grower), Benjamin Einfalt (BILLA buyer), Sarah Stöger (REWE product management private label fruit, vegetables, plants & flowers), Sarah Ruse (REWE brand & communications management "Da komm' ich her!"), and Johann Regner (REWE head of fruit and vegetables).
Fair relationships instead of speculation
In practice, the variety is grown by five dedicated family farms in Burgenland and Lower Austria. The potatoes are processed and packaged by LAPRO Stockerau. All cooperation partners benefit from the advantages of the exclusive concept, emphasizes Regner. "In every respect, we have created a unique selling point with this variety concept. Our producers are not exposed to the sometimes extremely volatile market conditions; instead, we work with fixed producer prices. It is very important to me that we focus on fair relationships instead of speculation so that in the end, both agriculture and trade benefit from the Benjamin concept and Billa customers get an Austrian potato of excellent quality."
The potatoes are harvested from the end of August/beginning of September, Regner continues. "The Austrian domestic market can usually rely on local produce twelve months a year. Nevertheless, supplies can sometimes run low at the end of the season. Accordingly, the main concern was to have our own production as early as possible, which we have achieved with the Benjamin variety." In the first official growing year, limited cultivation capacities and seed quantities are available. However, both are set to increase accordingly in the coming year. This year's harvest is expected to be sold out by the end of the year at the latest.
© Billa
The regional origin is indicated on the packaging.
Promising sales figures
Benjamin is a predominantly waxy variety that is promoted at the point of sale as an "all-rounder" in the mid-price segment. So far, the potato has been marketed exclusively in 1.5 kg bags. Regner: "The sales figures so far are promising. However, a final assessment will only be made after the end of the season."
Want to learn more about Benjamin? Click here for the first and second parts of our article series.
For more information:
Prok. Hans Regner
Head of Fruit, Vegetables, Flowers & Plants
BILLA Aktiengesellschaft
Halban Kurz Street 1
A-1230 Vienna
Mobile: 0664 / 620 97 08
E-mail: [email protected]
www.billa.at
