The Partner for Horticulture
Interview with Simon Tabeling, CEO of HAWITA Gruppe GmbH
For almost 100 years, HAWITA Gruppe GmbH has established itself as a reliable partner for soils, substrates, and plastic products. In an interview with Wirtschaftsforum, CEO Simon Tabeling talks about combining tradition and innovation, the central role of sustainability and climate protection, the foundations for his company's success, and the ambitious future plans: A look behind the scenes of a company that equally embraces change and consistency.
The roots of HAWITA Gruppe GmbH go back to the 1920s when the company began peat extraction. "The first entry in the commercial register was in 1926, but the history goes back even further," says Simon Tabeling.
Initially, HAWITA focused on sales to nurseries and export, especially to Italy. In 1993, it strategically entered the substrate manufacturing market by acquiring the company Archut. "We started small - with one person in sales, a small laboratory, and the first mixes," says Simon Tabeling. Over the following decades, HAWITA continued to evolve. Entering the Baltic market in 2000 not only secured raw materials but also enabled the establishment of modern production plants. Today, with a broad product portfolio and international locations, HAWITA is well positioned. The merger with the Belgian Group DC in 2023 strengthened the resource base and created new opportunities for growth.
Everything for the Garden
The range of products from HAWITA includes high-quality substrates and soils for professionals and amateur gardeners, as well as plastic products such as sustainable reusable systems, hanging baskets, and flow pots. These are used both in professional horticulture and in the DIY and retail sectors. With approximately 450 employees, an annual turnover of 74 million EUR, and customers in 65 countries, HAWITA is internationally successful. "Germany remains our most important market with just under 50% of sales," says Simon Tabeling. "But Switzerland, Austria, Italy, and many Eastern European countries are also significant for us." Additionally, the company is entering markets in Asia and South America, which offer great potential, although they come with higher regulatory requirements.
Support from Ordering to Crop Care
In marketing its products, HAWITA focuses on quality, flexibility, and personal consultation. "We offer highly qualified, tailored products and literally accompany our customers from the order to the crop care," says Simon Tabeling.
An in-house logistics department ensures reliable and on-time deliveries – a key competitive advantage, as the CEO emphasizes. HAWITA maintains long-standing customer relationships and has very low employee turnover. The company advocates for a family-like work environment, flat hierarchies, and personal responsibility. "A word is a word – this attitude shapes our business and is the reason why customers trust us," Simon Tabeling is certain.
What applies to the customers equally continues internally: Trust and appreciation at all levels characterize the interactions.
"We have a good corporate culture and a family-like work environment with flat hierarchies and a lot of personal responsibility," says Simon Tabeling. "This is reflected among other things in that we have very low employee turnover." HAWITA also focuses on targeted incentives and personal outreach in the competition for skilled workers. This involves not only benefits, but primarily fair pay and respect in daily interactions.
Innovative and Sustainable
HAWITA addresses the enormous challenges posed by climate change, which affect the entire industry, with innovative solutions. "Peat extraction is not automatically environmental damage – we only cultivate areas that were previously used for agriculture," explains Simon Tabeling. After extraction, the bog is re-wetted, which allows peat moss to settle and a new CO2 store can be created. HAWITA invests heavily in peat substitutes such as wood fibers, coconut fibers, and composted shrubbery. "We have patents for peat-free soils and have been successfully offering them for years," says the CEO. Moreover, HAWITA relies on modern energy-saving technologies, uses solar energy, and reduces packaging waste in the plastics area through reusable systems. "Environmental protection and economic viability are not mutually exclusive – on the contrary, they can enhance each other."
Expanding Market Shares
In the coming years, HAWITA intends to secure and expand its market shares. Projects such as building a composting facility and developing innovative substitutes are central components. "We want to maintain our position among the leading providers and expand it through size and flexibility," explains Simon Tabeling. He is convinced that the market will consolidate and HAWITA will benefit from it.
People are the Focus
What motivates Simon Tabeling most about his job is the direct interaction with people: "I really enjoy talking directly with customers and employees. Each personal meeting is much more valuable to me than a digital meeting," he emphasizes. This spirit of passion for the profession and the joy of interacting with others, combined with a clear focus on quality, sustainability, and customer proximity, is felt throughout the entire company – it is the most important foundation for the ongoing success of HAWITA Group GmbH.