Salad at Its Best
Interview with Bernhard Flößer, Managing Director of Nafa Feinkost GmbH
Fresh fruit, fresh vegetables, fresh salad – the epitome of a balanced diet. Ideally, one should create their own salad; if that's not possible, then the choice should be high-quality products, such as those offered by Nafa Feinkost GmbH from Neuhofen in the Palatinate. The company is a professional in all things salad, focusing on naturalness and freshness. That's exactly what you can taste.
Pfälzer Saumagen, Döbbekoochen, Dampfnudeln, Fleischknödel – traditional Palatinate cuisine is rustic and hearty. But it doesn't have to be. Nafa Feinkost GmbH takes a different path – that of salads. Since its founding at the end of the 1960s, balanced, fresh salads in various variations have characterized the history of the family business, which is now led by the third generation.
From salads in buckets to the fresh food counter
"The origins are in a retail market operated by the founding couple," says Managing Director Bernhard Flößer. "The initial offering included, among other things, shish kebab skewers and homemade salads, which were very popular. People would sometimes come to the market with buckets to get salads filled."
The company adapted to the increasing demand: a first sales cart was established in the parking lot, a new production building was built in Neuhofen in 1990, and investments were made in oil storage facilities, bottling plants and technologies at the beginning of 2000. From then on, the products were no longer filled in buckets, but also in portion containers. In 2019, the production building was modernized and a new shopping concept was implemented. Since then, salads can also be consumed on-site.
Freshness You Can Taste
Today, between 14 and 50 tons of salad are produced daily in Neuhofen; primarily the restaurant industry, but also wholesale and to a lesser extent, the retail grocery sector — a pillar that is intended to be further strengthened — are among the customers. "Currently, the retail grocery sector accounts for about 10% of the turnover," says Bernhard Flößer. "The goal is to expand this share in order to have various solid pillars and to compensate for fluctuations. In this context, we desire partnerships on equal footing. At present, we are pleased about a promising cooperation with Aldi Süd. Moreover, we can also count the retail chains Rewe, Netto, GLOBUS, and Edeka among our valued partners."
Metro, Edeka Food Service, hotels, and restaurants buy directly from NAFA. "Those who value quality and home-made taste come to us," summarizes Bernhard Flößer. "The vegetables we process mostly come from the Palatinate region, often delivered directly by the farmers. We are proud to offer salads that are so fresh that you can taste the difference."
NAFA not only focuses on regional products but also on seasonal ones. Asparagus salad is available during asparagus season – and only then. Today, NAFA offers over 100 different salads, distributed among others through five own salad counters. "The selection has evolved over time," explains Bernhard Flößer. "Much of it is driven by customers. Classics have always been potato, carrot, white cabbage, and radish salads, but exotic salads such as couscous and bulgur salad are also popular. Today, we employ over 100 staff members from various countries. This cultural collaboration is a defining aspect of our success. For instance, our Turkish colleagues have made a significant contribution to the creation of our oriental salads."
The production of balanced salads is NAFA's core business; another pillar is the production of dressings. All products are produced and bottled in Neuhofen – including as Private Label, which makes up 5%. NAFA also takes care of logistics within a 100 km radius.
Successfully facing challenges
"We have faced difficult times with the coronavirus pandemic," says Bernhard Flößer. "However, we did not have to lay off any employees and we have managed the turnaround. Currently, we are concerned with energy prices and the exceptionally high vegetable prices; overall, however, the supply situation is better than last year. Our focus today is on personnel. We stand for high-quality products and rely on skilled workers, as we are dealing with very complex processes."
Fixed working hours and open doors
Employees find in NAFA an employer with fixed working hours that allow a good work-life balance, a product that is based on high quality standards and is continuously being developed, and last but not least a pleasant working environment.
"NAFA is a family business in the best sense of the word," says Bernhard Flößer. "Together with my wife, I represent the 3rd generation. Our doors are always open – for employees, customers, and suppliers. This confidential, direct exchange is important to us. We have never let anyone down, but have found solutions to problems. Personally, I am particularly motivated to share our wonderful products with the world. We will work to deliver high quality and provide safe jobs. We take this responsibility very seriously."
A Journey from Delicacies to Naturalness
With fresh, seasonal, and regional salads, NAFA is on trend. "We have always operated regionally," emphasizes Bernhard Flößer. "But we never communicated it externally."
NAFA's former approach was to highlight the exclusivity of the salads through an attractive presentation. The focus was on the term 'delicatessen', which promised quality and enjoyment. However, time does not stand still, and NAFA has also changed. In 2023, the company underwent a thorough re-branding process. This change is reflected not only in the product photos but in the presentation of the entire company. The climax of this transformation is imminent: In October 2023, NAFA's new website will go live, accompanied by a revision of the online shop. NAFA's marketing strategy has been adjusted. Instead of delicacies, NAFA now focuses on naturalness and freshness.
NAFA now stands for 'Natural And Fresh Alternatives'. The range offers a wide variety of salads that impress with their natural freshness and contain no preservatives. The company aims to offer alternatives that support a balanced diet with high-quality nutrients. These changes are a response to the needs of our customers.