After over six months of preparation, the new private label of T. Meissner company was launched in week 4. Under the name 'Regional Hessen', the Kassel fruit trading company now offers a colorful range of various regionally produced foods, including fruits, vegetables, potatoes, and mushrooms. "Our aim is to build a bridge between producers and consumers and to facilitate transparent access to high-quality, regional fruits and vegetables for the Hessian consumer," explains Tom Meissner, Managing Director of the company, upon request. The items of the new private label are made available to both regional retailers and customers in the gastronomy, hotel, and community catering sectors.
For over 30 years, the company has maintained close partnerships with Hessian fruit and vegetable producers. Meissner: "From this basis, the idea arose to market these regional products like a kind of cooperative. There will also be a map showing the respective suppliers. This way, the customer can decide for themselves what regional means to them. Otherwise, it is particularly important to me to be able to offer customers a certain variety of products from regional cultivation twelve months a year. We currently offer around 20 items under the private label, including lamb's lettuce, cabbage, and root vegetables. From February, we will then increase the number of products to approximately 30 items and also include forced rhubarb, leek, pointed cabbage, and possibly mushrooms in the range."
The product highlights of the new regional brand include forced rhubarb from the Böttcher house in Bürstadt, colorful tomatoes, cresses, various berry and asparagus varieties.
Every single EPS box is provided with a folding label including an information sheet. Both the buyer and the producer have responded positively to the concept, Meissner is pleased to report. "The good thing for the producers is that their good work is actively communicated and appreciated. The state of Hessen already offers so much: If we could manage to bundle this potential and market it uniformly in this first year, that would be a big step forward. In the near future, it would also be desirable to include convenience and organic products in the concept."
For several years now, Meissner has been successfully cooperating with Dutch packaging supplier 'Johannes'. In close cooperation, the two companies are now working on an appealing small packaging. "The goal is to be able to offer our berry fruit assortment at the beginning of the new season under a Private Label. I am convinced that we will open up new markets through the uniform look of our concept at the Point-of-Sale, possibly also with displays and secondary placements," he concludes.
Images: T. Meissner Fruit Trading Company mbH
For more information:
Tom Meissner
T. Meissner Fruit Trading Company mbH
Falderbaumstraße 5
34123 Kassel
Tel.: (0561) 78176-0
Fax: (0561) 78176-30
[email protected]
www.meissner-fruchthandel.de
https://regional-hessen.de/