On the occasion of its 25th anniversary and the official generational change, Kühling Fruchthandel KG carried out a comprehensive brand relaunch this year. With its new slogan 'FRISCH und VERPACKT' )'FRESH and PACKAGED') and an expanded portfolio, the company is already preparing for the PPWR packaging regulation. The company's unique overall concept and the synergy effects between the fruit trade and packaging branches remain in the foreground, emphasises Lena Kühling, who officially took over the reins from her parents a few months ago.
For many years, the Kühling company has been dedicated to both the procurement and marketing of regional asparagus and berries, as well as the supply of a wide range of packaging materials and harvesting accessories. At the modern company headquarters in the Emstecker ecopark, which has around 1,500 square metres of storage space, ten people are currently employed. According to Kühling, the two lines of business reinforce each other, and there are numerous synergy effects. "The fruit trade always gives us a precise overview of what is happening in the market, which is why requirements and quantities needed can be continuously estimated and adapted to current conditions even during the harvest season. Thanks to the packaging business, we are always able to fulfil special requests from our berry and asparagus customers at short notice, and at affordable prices. This close interlinking of the two business areas not only represents a unique selling point, but also makes us a strong and reliable partner in the German and international fruit and vegetable industry."
Lena Kühling at the company's stand at this year's expoSE in Karlsruhe. The daughter of the founding couple Helmut and Christa Kühling has officially been at the helm of the company as managing director since this year. Since 2010, the family-owned company has been based in the Emstecker ecopark. In the coming years, the company aims to further expand its producer network. Succession has already been secured with many long-standing producer partners.
Last year, a new packaging line was launched on the market, which, according to Kühling, has already been very well received. The sales figures exceeded expectations and the contemporary packaging designs were particularly well received by younger decision-makers. At this year's expoSE in Karlsruhe, another new product was presented. "Together with the company Omni-Pac, a regional and long-standing partner, we have developed a wooden bowl with which we want to offer the market a sealable alternative to the classic plastic bowl for raspberries, blackberries and blueberries. The basic requirement from the customer's point of view was that the existing systems did not need to be converted in order to avoid additional investments as far as possible. It is therefore a replica of the common plastic trays that are compatible with the existing sealing systems."
The first samples of the new wood pulp trays were presented in time for the expoSE. The new wood pulp tray is considered an addition to the already established Berigard line.
Prevention instead of running into the void
With the PPWR packaging regulation, which is to come into force on 1 January 2030, a new era is dawning for the fruit and vegetable sector and thus also for packaging suppliers. Kühling: "As long as PET is still popular and approved, sustainable alternatives such as our wooden trays will not be found in large quantities in food retailing. We are aware of this, but want to adapt to the changing circumstances at an early stage. The aim is to be ready for immediate delivery if there are further political changes that also prompt food retailers to switch to sustainable packaging in this area. Our solution is already an efficient alternative to clamshell trays or cardboard trays with lids, particularly in the organic sector, which in turn is reinforced by the positive influence on the shelf life of the soft fruit. It is important to mention that both the tray and the sealing film can be printed. In addition, we have optimised the ventilation of the trays compared to previous solutions."
Photo credit: Kühling Fruchthandel KG
For more information:
Lena Kühling
Kühling Fruchthandel KG
Phone: +49 (0)4473-92774-19
E-Mail: [email protected]
www.kuehling-fruchthandel.de