So Many Ideas from Corn
Interview with Joachim Tewes, Managing Director of Loick Trade GmbH
Sustainability to the utmost – It is quite extraordinary how Loick Trade GmbH thinks, lives, and implements this topic. The result is not only the unique creative toy PlayMais, but also a variety of packaging materials, promotional items, catering articles, as well as electricity, heat, and fertilizers, as Managing Director Joachim Tewes knows to report in conversation. And all this is primarily based on one raw material: corn.
Wirtschaftsforum: How did the success around corn begin?
Joachim Tewes: The company founder Hubert Loick is not only a farmer by origin but also a person with visions. He founded the company from a 450-year-old traditional agricultural business because he wanted to pursue new paths. The focus was on establishing a sustainable and economical branch of the business. The goal was to strengthen the original agricultural business, increase market performance per hectare, and find new marketing channels for the raw material corn. After Hubert Loick started producing biodegradable packaging materials and from 2000, the creative toy PlayMais, it quickly became clear that we wanted to consider the company's orientation holistically – contrasting with the traditional market. From the beginning, we focused on sustainable crop cultivation, utilizing the whole plant, and environmentally friendly disposal. This applies not only to the product PlayMais but also to the packaging material FARMfill and other products we offer around the theme of corn.
Wirtschaftsforum: Has this idea of sustainability grown?
Joachim Tewes: By now, we have formed a whole group. We not only produce our own energy with biogas plants and solar power, but we also offer products made from renewable resources that are very well received in the market. This applies particularly to FARMfill packaging chips, which are a sensible alternative to EPS chips. Here at our location, one can learn that nature can be used in a variety of ways. For us, this is a way of life. It's great to see that visions like those of Mr. Loick can be implemented. Lately, well-known companies are approaching us to ask if we have sustainable solutions for their future orientation. ‘Anything that is against nature will not last in the long run.’ With this guiding principle from Darwin, we started in 2000.
Wirtschaftsforum: You are most well-known for your successful product PlayMais, with which you have won all the important prizes and awards that one can possibly receive.
Joachim Tewes: PlayMais is our toy brand under the umbrella of the Loick Group. Developed in 1994 and ready for the market in 2000, we distribute this creative toy based on the natural resource maize internationally in more than 35 countries. It continues to be developed and produced in Germany, which is not something to be taken for granted these days. It carries the 'spiel gut' seal for particularly valuable toys, has won the 'Independent Toy Award' and the German Brand Award in the category 'Excellent Brand in Kids & Toys' and was named 'Sustainable Brand of the Year'. It is currently nominated for the 'Golden Rocking Horse'. However, we were particularly pleased with the 'Excellent Customer Satisfaction' award, which we received from the independent DEUTSCHLANDTEST by Focus Money. We could not receive a greater compliment from our customers! In addition to the classic PlayMais and Mosaic, there is also the educational program Eduline, which is aimed at kindergartens and schools. Eduline gives educators the opportunity to make teaching more creative and promote motor skills such as eye-hand coordination. PlayMais is the counterbalance to digital games and can creatively strengthen children's perception. We are constantly developing new products that show children new ways to better understand connections on a playful basis. An example is the anatomy puzzle: It brings the structure of the human body closer in a memorable and playful way. PlayMais is playing with all senses.
Wirtschaftsforum: What is currently planned?
Joachim Tewes: In our anniversary year, all signs point to growth: we plan to expand internationally and further develop Eduline from PlayMais. In addition, we want to strengthen the FARMfill brand with biodegradable packaging materials and catering items made from renewable resources. Online distribution is to be expanded further. This is a focus for us, as 43% of Germans now buy their toys online. The Corona crisis has confirmed that online trading is playing an increasingly important role. In addition, we are planning to build a new production facility at the main location in Dorsten and will present further innovations, such as starch-based, foamed molded parts that can replace petroleum-based products. In doing so, we conserve fossil resources. In the practical implementation of our ideas, our R&D department has been actively supported by the Fraunhofer UMSICHT Institute and various universities for years. The collaboration is always very productive and we are very much looking forward to implementing our many ideas in the future, such as a pioneering, cross-industrial system focusing on hydrogen. You can continue to be excited about us! There are still many ideas that we need to implement.