Lubera® or Lubera Edibles? What is the difference between Lubera® and Lubera Edibles? The name is the same, but as similar as the name may be, the business fields of the two companies are very different. Lubera AG itself produces finished plants (particularly fruits and berries) and sends these plants directly to home gardeners. By founding Lubera Edibles GmbH, the breeding and variety know-how of Lubera® and the know-how in the propagation of young plants at Robert Mayer are bundled into one company in order to be able to produce and offer the best edible young plants.
What is Lubera Edibles?
Lubera Edibles GmbH is a joint venture and was founded in equal parts by Robert Mayer Pflanzenvertrieb GmbH and Lubera AG as a sales and marketing company, which distributes the young plants of the company Mayer in Strullendorf, Germany and also the innovative genetics of the company Lubera. The new company takes over all sales activities in terms of edible young plants from Robert Mayer Pflanzenvertrieb GmbH and is the European general licensee of Lubera AG in Switzerland.
Our customers are primarily and above all horticultural companies that produce pot or container plants for the hobby sector, i.e. the home garden. Our customer spectrum ranges from self-producing retail operations to producers and suppliers of garden centres and/or DIY chains as well as food retailers. Our customers are distributed throughout Europe, from Scandinavia to Italy and from France to Hungary, including the British Isles.
Lubera Edibles is therefore a pure business-to-business (B2B) company and has no direct business relations with end consumers or hobby gardeners.
What does Lubera Edibles do?
As mentioned: since 01.01.2019, Lubera Edibles GmbH has taken over all sales activities of the Robert Mayer distribution company in the area of edible plants. The companies Mayer in Bamberg, Germany and in Hungary and Lubera in Bad Zwischenahn, Germany and Buchs, Switzerland have already prepared the cooperation for 14 months: we have worked together the entire last year and even a little longer since autumn 2017 as if we were already a company, quite simply to make the transition with the new configurations go as easily and as smoothly as possible. After all, you, our customers, should be aware of the fact that Lubera Edibles is moving forward: there are many new varieties, new concepts, new types of young plants and completely new areas of young plants. The current catalogue shows how fruitful the collaboration is.
The revised label concept
Until now, picture labels of the respective varieties could be obtained from Robert Mayer Pflanzenvertrieb in addition to the young plants. This service will continue to exist and will be expanded even further. At the IPM 2019 in Essen, Germany, this new label concept will be presented to the general public for the first time.
So far, only neutral labels in the German language were available and this will change with the new concept. To complement the German-language variant, labels in English and French (bilingual) will now be available. In addition to the neutral version, there will also be a Lubera® brand label. With this brand label, the customer can benefit from the communication of the Lubera® brand. The brand label is also available in a German-language and a bilingual (English + French) variant.
How we counteract the information deficit
With the large number of varieties and novelties that are added every year, it will eventually be difficult to keep on top of things. All the more important here is a good flow of information from the young plant suppliers to the producers of the finished product and finally to the end user, in our case to the home gardeners. This is because the latter makes their purchase decision on the basis of the arguments that reach them.
To counteract the loss of information along the line of breeders – young plant producers – plant producers – distributors – end customers, we, the team at Lubera Edibles, decided to open a completely new B2B information channel. That's why our own YouTube channel will launch at the IPM 2019, both in German and in English. Right at the start there are already more than 20 videos online, to which new ones will be added every month. The first videos will cover more fundamental topics and they will be less product-specific, but that will change in the course of the year. In any case, the videos are worth taking a look at in order to get to know the Lubera Edibles team and to gain an impression of the products that we offer.
What is the difference to Lubera?
The Swiss company Lubera with its German branch in Bad Zwischenahn has been involved in the breeding of innovative fruit trees for more than 25 years. Lubera operates its own online store 'Lubera.com'. Here, new varieties, even before the market launch at Lubera Edibles, are evaluated by home gardeners by means of proof of concept testing. Through this direct access to the end customer, there is immediate feedback on new products, which will then be used to decide whether the novelty is also suitable for marketing the young plants Europe-wide. In addition, a strong awareness of the brand 'Lubera®' is created by a strongly increasing visibility with well over 30,000 websites and video users per day (1 million per month). This will also benefit Lubera Edibles' young plant customers since their finished plants will then already encounter a good brand understanding by both the end customer and the buyers and chains.
Are there other varieties besides ones from Lubera® at Lubera Edibles?
Of course, standards and novelties from other breeders are still offered. Thanks to the close collaboration between the variety breeding at Lubera® and the product development now at Lubera Edibles, our gaze is not narrower but even wider. The reason for this is quite simple: thanks to its own varieties, Lubera® also has excellent contacts with other breeders, and the trials in Buchs, Switzerland are also constantly testing out varieties from third-parties. Even if the start of a new breeding programme is being planned, e.g. for Lonicera or for the Saskatoon berry, this always starts with a very broad view of the existing assortment, from which Lubera Edibles can profit. However, we also have to realise that the acquisition of new varieties for the home garden market is becoming increasingly difficult on an international level because almost all breeding programmes are concerned exclusively with commercial cultivation and most recently no longer release their varieties for the home garden market. In this respect, we are of course in a good and happy situation with our own and extremely broad breeding pipeline.
Click here for more information
Would you like more information, an individual consultation or information about additional ranges?
Click here for the complete 2019 catalogue, which can be downloaded.
If you have specific questions, please do not hesitate to contact our customer service, where you can also spontaneously place an order.
And of course we are always there for you via telephone.
If you want to be regularly informed about news, etc., you can also subscribe to our gardener newsletter here, which we send out about once a month - it's worth it!