The True Heroes at the Stove
Interview with Rudolf Schillheim, Managing Director of GEFU GmbH
For some, cooking is nothing more than an annoying duty, for others a pure pleasure and enjoyment: But for cooking to be really fun, good kitchen helpers are essential. Appliances with purpose that ideally combine functionality, quality, and design. GEFU GmbH does exactly that perfectly. The family business from Eslohe in the Sauerland is one of Germany's most famous manufacturers of kitchen utensils – and was recently awarded the 'Brand of the Century'.
At GEFU, the art of harmoniously combining what seems to be opposing elements at first glance — tradition and modernity, function and design, down-to-earthness and creativity — is mastered.
Founded in 1943 by the Funke brothers, the company has been led since 2004 by Rudolf Schillheim, who started as an apprentice at GEFU GmbH in 1977 and has been the owner since 2009. Today, nearly 50 years later, he is preparing to hand over the company to his sons. "GEFU GmbH has always been owner-operated," he says. "This associated continuity is very important to us. At the same time, we have always focused on innovation and change; developing new products is part of our DNA."
Flotte Lotte or X-Plosion Salt Mill
The portfolio exemplifies this power of innovation. The range includes more than 800 products and eleven product groups. Whether spiral slicers, fruit and vegetable dividers, storage containers, potato presses, cut protection gloves, mortars, nutcrackers, dumpling cloths, or funnels, each product stands for functionality, quality, and modern design — design that has been awarded renowned prizes such as the iF Design Award or the German Design Award. "In developing the products, we collaborate with a design office in Berlin," says Rudolf Schillheim. "This way, we have progressively expanded the range. Our goal is to be perceived as a full-line supplier."
Consistency in Change
GEFU products thrill customers in 80 countries worldwide. "We ship very quickly, stand for high quality, and are extraordinarily innovative," Rudolf Schillheim emphasizes. "Our customers appreciate this. It is important that we meet the needs of the market. The market is in constant flux, and stationary trade is becoming more emotional. We need to respond to all these developments." Trade fair visits are a regular part of the agenda, to introduce new products, maintain exchanges with customers, and feel the pulse of the industry. "We were recently at Ambiente in Frankfurt," says Rudolf Schillheim, "one of the best fairs we've ever had. It was evident that retailers again enjoyed presenting their products in specialty stores. The mood was overall better than before the pandemic, which also makes us optimistic." GEFU GmbH is among the top manufacturers in the market and aims to set trends with innovative kitchen devices in the future as well. The conditions for this are good. "For me, the job is not work, but brings me a great deal of joy," says Rudolf Schillheim. "That's why I can imagine continuing to work in product development even after the generational change."