Lubera and Robert Mayer create new distribution company
Two major European horticultural firms, Robert Mayer in Germany and Lubera AG in Switzerland have joined forces.
Starting on July 1, Lubera & Mayer will form a joint distribution company, Lubera Edibles GmbH, based in Strullendorf, Germany, which will take over the marketing of fruit and berry young plants to plant producers (B2B).
Lubera won’t change from the customer’s point of view, but as a result, the firm will be able to bring more varieties to the market.
The breeding of new edible plants at Lubera will be more closely integrated and coordinated with the product development and in-vitro propagation at Mayer.
Lubera CEO Markus Kobelt said: “What comes together here is what belongs together.
“The logic is crystal clear: the new plants bred at Lubera will be integrated immediately into the e-commerce platform at Lubera.com after a detailed test phase and with knowledge collated from customer feedback.
“There is nothing more honest and valuable than the response of home gardeners.”
Robert Mayer’s managing director Rupert Mayer added: “Fruit and berry plants, edible plants in general, continue to gain importance; Lubera often succeeds by combining the utility value and ornamental value of the plants. This makes for a whole array of winning products!”
A rapid expansion of plants is planned, including the current raspberry/blackberry plants, plus other soft fruit varieties, fruit trees, wild fruit and vegetables.
Largest producer for home gardeners
Robert Mayer Strullendorf is the largest producer of berry young plants for home gardeners in Europe.
The in-vitro cuttings are propagated in Hungary in their own laboratory and then are transferred to the parent company, where they are grown on.
Lubera AG in Switzerland and Lubera GmbH in Germany have been breeding innovative fruit for 25 years. The company supplies to 60,000 customers in the UK, Germany, Austria and Switzerland.
Robert Mayer will be present at the international trade fair for plants, IPM Essen, at the Lubera booth from January 23-26.