Agriculture in Transition: Efficient and Sustainable
Interview with Rudolf Behr, CEO of BEHR AG
Innovations, direct marketing, and the future of vegetable cultivation – BEHR AG is one of the leading producers of field vegetables in Germany. For over 130 years, the family-owned company has relied on self-marketing, technological advances, and sustainable farming methods. Rudolf Behr, CEO of BEHR AG, discusses market opportunities, challenges, and the role of automation, digitalization, and plant protection in a changing industry.
Wirtschaftsforum: Mr. Behr, BEHR AG has a history of over 130 years. How has the company developed?
Rudolf Behr: My great-grandfather founded the company in 1895. From the beginning, we focused on self-marketing and innovation. Some of our most famous products, like iceberg lettuce or mini romaine, were the first we introduced to the German market. Today, we cultivate 4,000 hectares of open-field vegetables, 600 of which are organic. With an annual turnover of 300 million EUR, we are among the leading vegetable producers in Germany.
Wirtschaftsforum: Why do you deliver directly to the retail food industry?
Rudolf Behr: While many vegetable growers use traders or cooperatives, we supply the retail food trade directly, ensuring quality and freshness. Our cultivation areas in Lower Saxony, Mecklenburg-Western Pomerania, Southern Hesse, and Spain allow for continuous delivery.
Economic Forum: What challenges are currently shaping your market?
Rudolf Behr: Our innovations are often one step ahead of the market - such as the ‘Bluccoli Tray’, ‘SalaRico’ or our ‘BEHR'S Steam Delight’ range with microwave-ready vegetables. Additionally, seasonal workers want to earn a lot of money in a short time. The hour limit imposed by the Working Hours Act hinders them in their endeavor.
Economic Forum: How do you address the shortage of labor and what opportunities do you see in digitalization?
Rudolf Behr: We optimize work processes with automation and AI - from crop planning to harvesting. At the same time, this reduces the dependence on seasonal workers.
Wirtschaftsforum: What role does sustainability play at BEHR AG?
Rudolf Behr: We integrate proven organic methods into conventional cultivation. Our goal: to economize resources without losing quality and efficiency.
Wirtschaftsforum: What significance does international business have for you?
Rudolf Behr: Our Spanish cultivation areas ensure year-round production. We have been more reserved about exporting – our focus is clearly on the German market.
Wirtschaftsforum: How important are trade fairs and events for your company?
Rudolf Behr: Very important. There, we present innovations like our 'Steam Pleasure' range. It is the ideal platform to set new trends.
Wirtschaftsforum: Where do you see the future of BEHR AG?
Rudolf Behr: Our motto is: Stay curious and don't miss developments. Conventional cultivation is increasingly approaching organic cultivation, and we are focusing on innovative cultivation methods.
Wirtschaftsforum: What do you expect from politics?
Rudolf Behr: Less regulation. Political declarations to support small-scale farms are a mockery when new bureaucracy is created. To feed eight million people, we need more flexible plant protection solutions instead of rigid regulations.
Wirtschaftsforum: What motivates you personally?
Rudolf Behr: The technical possibilities to make agriculture more efficient. There are always new challenges – and that's exactly what drives me.
Photos: BEHR AG_Thorsten Scherz