Joachim Mann and Christian Liebsch, Heads of Marketing and Purchasing at Seeberger

For generations Seeberger has been growing with one raw material: natural products. Today they are market leaders for a wide range of foods relating to dried fruits and nuts. Sustainability is a tradition at Seeberger. Consistency in core values and a passion for innovation result in high product quality and quality of life. Seeberger’s unique processing stages for roasting, mixing and packing turn the first-class raw ingredients into the finest connoisseur's products, which are exported to 65 countries worldwide.
 
With over 175 years of history, how has Seeberger managed to maintain its reputation over such a long time?
Joachim Mann: It’s a pretty long time in the business and I think that what has kept us going on is always being hooked to top-quality products. Although we work with natural products, consumers rely on our brand. Also, we always establish long-term relationships with worldwide suppliers, doing business in a sustainable manner and always respecting nature. Sustainability is now a common word but for us, it has always been in our DNA.

What challenges are you facing nowadays?
Christian Liebsch: As a purchasing manager, the main challenge is definitely climate change. It means we have to accept less rain on some territories and floods and storms on others. The second challenge is trade policies and trade war. Currency and exchange rates sometimes make business quite difficult, but these are things that are not in our hands.

… and the protection of the planet?
CL: Without a doubt. The challenge is to find people that have also understood that we have to take care of the planet with agricultural practices. We have to prepare our world for the next generations.

We get the impression that sustainability is one of your core values.
CL: For us, sustainability is not only for the agricultural side of the business, it’s for all of it. It’s part of our agreement with our partners too.
JM: Next January, half of our assortment will be packed in a new material –21% thinner, with less plastic and 100% recyclable. Also, we are reducing food waste by trying to be as precise as possible with the volume estimations. We have already taken the first steps, but we will keep on moving to go for it.
CL: Sustainability is very important for us, it’s our self-understanding, our philosophy. We want to offer consumers quality and sustainable products and long-term cooperation with our suppliers with a fair partnership.

What are the main trends of the industry?
CL: The emerging main trends for consumers are healthy and high-quality foods that come from sustainable sources but, at the same time, enjoyable foods. Consumers want to enjoy what they eat.
JM: On the one hand, we have this sugar discussion, I would say. People really care about what they eat. They want to reduce their sugar intake and look for a more natural product, although they still want to enjoy a sweet product, and in some countries we have a demand for less salt.

How do you imagine Seeberger 5 years from now?
JM: I hope to be still there and still committed to our core business offering a natural and premium-quality product. We will keep looking left and right, up and down to satisfy new consumer habits, still being a reliable partner and being sustainable from farm to fork.