"Fruit processing is our passion"
Interview with Lutz Philipp, Managing Owner of iprona S.p.A.
Elderberries, strawberries, raspberries - fruits are more in demand than ever, whether in food, beverages, or health products. The iprona Group specializes in industrial fruit processing and supplies its customers worldwide with production sites in Germany, Italy, and Austria. Managing Owner Lutz Philipp spoke with Wirtschaftsforum about how iprona has been writing a success story for over 100 years.
Wirtschaftsforum: Mr. Philipp, could you please give us a brief overview of the company's history?
Lutz Philipp: Certainly! The company was founded in 1923 under the name Bayernwald Früchteverwertung and started with the processing of mushrooms and berries from the Bavarian Forest. In the 1980s, my father decided that canned goods had no future and focused on the production of juice concentrates. The acquisition of iprona in Lana followed in 1981, which established our core business today. The name iprona stands for 'Industrial Production of Natural Foods' and symbolizes our values: high-quality processing into juices, concentrates, extracts, and beverage bases. Today we operate five production facilities in Germany, Italy, and Austria. While I am responsible for the strategic direction, a managing director at each location takes care of the operational business. Together, we continuously develop iprona and supply customers worldwide with products that meet the highest quality standards.
Wirtschaftsforum: How did the Lana location develop into an important production center?
Lutz Philipp: The site in South Tyrol was initially less suitable for fruit processing, as the raw materials – mainly apples and grapes – are marketed by cooperatives and are rarely accessible for private companies. However, my father saw the potential and focused on red berries like strawberries, raspberries, and currants, which we source from Southern Europe, Eastern Europe, and partly from Spain. In 1988, we added the site in Trento, where we process yellow fruits like peaches and apricots. With the acquisition of a production facility in Burgenland in 2006, we were also able to specialize in the processing of elderberries, which has given us a significant competitive advantage to this day.
Wirtschaftsforum: What would you describe as the core product of your business model?
Lutz Philipp: Elderberry plays a central role in our portfolio. The best elderberries grow in Styria, where the climatic conditions are ideal for cultivation. For us, elderberry is not just a key product, but also an area where we have done pioneering work. Its antioxidant and coloring properties make it indispensable for the health industry and as a natural raw material in food products. Elderberry offers versatile applications, from immune boosters to dietary supplements to natural dyes for the food industry.
Wirtschaftsforum: What makes iprona special compared to other market participants?
Lutz Philipp: We do not see ourselves as mass producers, but as providers of tailor-made solutions and highest quality. We process the entire spectrum of fruits – from juices and purees to concentrates and beverage bases, to highly specialized extracts for the health industry. What particularly distinguishes us is our proximity to customers and our service-oriented approach: We listen carefully to what our partners need, and develop individual solutions. Our slogan ‘We make taste’ reflects this philosophy: Everything we do is aimed at creating a special taste experience.
Wirtschaftsforum: What is the significance of international markets for your business?
Lutz Philipp: Our main markets are Germany and Italy, which is obvious given our production sites in both countries. Nevertheless, we have managed to significantly expand our business internationally. Today, we make about 50% of our sales outside Germany and Italy. We are particularly strong in the USA, where our products are in high demand in the dietary supplement and health industry. We also see great potential in Asia, as the market for natural and healthy products there is growing rapidly. These international markets help us to further advance our diversification and to operate independently of regional fluctuations.
Wirtschaftsforum: How do you deal with current challenges like climate change?
Lutz Philipp: Climate change poses big challenges for the entire agricultural and food industry, and we also feel its impacts. The availability of raw materials like berries varies greatly, especially for delicate fruits that are affected by weather extremes. To minimize risks, we rely on a broad supplier base from different regions and countries. This allows us to cushion bottlenecks. At the same time, we invest in sustainable technologies to optimize our production processes and make them more energy-efficient.
Wirtschaftsforum: Does the shortage of skilled workers pose a challenge for iprona?
Lutz Philipp: Yes, the shortage of skilled workers is also noticeable for us. In the past, it was not uncommon for employees to stay with us for 40 years or more. Today, we experience a much higher turnover, especially among younger generations, who are much more flexible and willing to change. To counteract this, we focus on attractive working conditions and a family-like corporate culture characterized by appreciation and mutual respect. Being recently recognized as a Certified Top Company in the area of employee satisfaction shows us that we are on the right path.
Wirtschaftsforum: What role does the next generation play in the future of the company?
Lutz Philipp: Generational transition is a central issue for us, as the 5th generation is now on the doorstep. This consists of a total of ten children who are currently studying and exploring their interests for the future. As a family, it is important to us that everyone has the opportunity to join the company, but no one is forced to. At the same time, we are structurally preparing everything to ensure that iprona remains in family hands in the long term. Our goal is for a member of the Philipp family to lead and develop the company in the next generation.
Wirtschaftsforum: What goals do you have for the future?
Lutz Philipp: Our next big project is the creation of a holding structure that brings together all five locations under the iprona brand, thereby optimally utilizing synergies. With this, we want to create the conditions for the 5th generation to one day continue the company successfully. At the same time, we are focusing on the internationalization of our business and want to specifically open up new markets in order to establish iprona as a leading provider of high-quality fruit products worldwide. Customer retention is always at the forefront for us – we firmly believe that revenue comes by itself through trust, quality, and personal relationships. Values such as reliability, cooperation, and sustainable development are crucial for us. Furthermore, innovation secures our progress – through new products, sustainable technologies, and optimized processes.