Milk in the Modern Mix
Interview with Günter Spiekermann, Head of Sales and Marketing at Münsterland J. Lülf GmbH
At Münsterland J. Lülf GmbH in Rosendahl, they have been offering the best of milk since 1889 – although the business looks very different today than it did back then. The former dairy farm has become a modern manufacturer of milk-based mixed drinks, meeting the taste of its customers with new ideas and creations.
When Josef Lülf founded the company more than 130 years ago, it was initially about 'pure' milk. Later, the company expanded into producing milk beverages that were delivered throughout the entire Ruhr region. The family business also started early on to supply gas stations. Simultaneously, Münsterland also manufactured margarine, fats, and oils, but this sector was later discontinued.
In 2017, the company underwent a restructuring during which the investor Lafayette Mittelstand Capital took a majority stake. With this decision, the restructuring was successfully completed, and "we are pleased to be able to employ a total of 69 staff members at our company headquarters in Rosendahl once again, thanks to growth and new hires," reports Günter Spiekermann, Head of Sales and Marketing.
Around the Milk
The milk drinks produced under the company's own CLASSICO brand, particularly known for their glass bottles, are available in cocoa, strawberry, banana, and vanilla flavors as well as a low-fat plain version. Furthermore, Münsterland offers three different types of iced coffee under the BARISTA line. The company has demonstrated its ability to innovate and embrace new ideas with the introduction of the I AM YOUR OAT oat drinks two years ago.
Vegan and protein products are now also part of the portfolio. Günter Spiekermann explains: 'New product families are always being added. We develop all products in our own in-house product development. The milk is processed by us, not produced,' he clarifies. In 2018, the co-packing segment was significantly expanded. 'For big brands, we offer everything from product development to packaging design to the finished product all from one source. By revenue, co-packing is our largest segment. At the same time, our own brand is also crucial; it is our face. With it, we demonstrate our competence and win new customers,' says the sales and marketing manager.
The products of the Münsterland brand are distributed through retail food stores as well as in food service, including kiosks, bakeries, and gas stations. "We export about two-thirds of our products. Our focus is the European market. Additionally, we also have customers in Israel and other countries," explains Günter Spiekermann.
Growing Together
He identifies several success factors for Münsterland: "We have many years of experience, possess high competence, and offer everything from a single source. We listen to our customers and are solutions providers for them. And we combine tradition and modernity."
Münsterland also has access to a good pool of suppliers and manufactures small series as well. The large assortment of proprietary recipes can be flexibly adapted upon request. Günter Spiekermann highlights another aspect: "Our partners can grow with us." Münsterland will continue to introduce new innovations in the future. "We want to develop new packaging made of glass and aluminum. Aluminum is very interesting in terms of sustainability. Once produced, it can be recycled infinitely without loss," says Günter Spiekermann, who is optimistic about the future: "Our positioning is good. We are confident that we will continue to grow and be able to tap into new markets in the future," he announces.