Building Success Through Flexibility and Trust
Interview with Alexander Wolffers, Managing Director
Raimund Hofmann GmbH is one of those companies that grow quietly but steadily. Under the joint leadership of owner Jörg Hofmann and Managing Director Alexander Wolffers, the private-label specialist for spices and seasoning solutions has expanded its business significantly in recent years. In this interview with European Business, Alexander Wolffers talks about the company’s roots, its culture of trust, market launches, international production, and why flexibility remains its strongest asset.
European Business: Mr. Wolffers, Raimund Hofmann GmbH has developed very dynamically over the past few years. Before we look ahead, could you briefly outline the background of the company and your own path into it?
Alexander Wolffers: Raimund Hofmann GmbH is a family-owned company with a long tradition. The company was founded more than a century ago, and the values established back then still shape us today. I joined the company in April 2021, at a time that was anything but easy. We were right in the middle of the pandemic. Before that, I had been involved in other companies within the spice industry, including as a shareholder. At some point, however, my ideas about quality, flexibility, and positioning no longer matched the existing structures. When the opportunity with Hofmann came up, it felt like a natural step. The company stood for speed, pragmatism, and customer focus – exactly what I was looking for.
European Business: What defines Raimund Hofmann GmbH today in terms of its business activities?
Alexander Wolffers: We are a private-label specialist for spices and seasoning products. Our focus is not on building a consumer brand, but on developing, producing, and packaging tailor-made solutions for retailers and wholesalers. That includes classic spice jars, mills, refill packs, innovative packaging concepts, and seasonal or promotional items. We work closely with food retailers, discounters, and large customers across Germany and Europe. Our strength lies in offering reliable quality combined with a high degree of flexibility.
European Business: Flexibility is a term you use frequently. Why is it so crucial for your success?
Alexander Wolffers: Because the market demands it. Retailers expect fast decisions, short development cycles, and dependable delivery. At Hofmann, the owners and managing directors are directly involved in customer discussions. There are no long approval chains. If a customer has an idea today, we can assess feasibility immediately and give clear answers. That creates trust. As I often say: we are not a tanker, we are a speedboat.
European Business: The company has grown significantly in recent years. How do you assess this development?
Alexander Wolffers: When I joined in 2021, the company’s turnover was under 30 million euros. 2024 we were just under 40 million euros. What is important to me is that this growth is healthy. Even during challenging times – the pandemic, the war in Ukraine, rising energy and raw material costs – we remained stable. Margins became tighter, yes, but our structure allowed us to compensate well.
European Business: What role does internationalization play in this context?
Alexander Wolffers: A very important one. Our entire production is based in the Czech Republic, where we operate a sister company. This setup gives us cost advantages, scalability, and reliability. At the same time, all administrative functions, sales, quality assurance, and development are based in Germany. Germany remains our core market. We do supply other European countries, but our priority is to serve existing customers consistently well before expanding further.
European Business: Market launches and new products are essential in retail. How does Hofmann approach this topic?
Alexander Wolffers: Together with our customers. Many ideas come directly from retail partners. We translate trends into products that work on the shelf. Whether it is innovative mills, refill concepts, or seasonal items, our role is to make ideas market-ready quickly. We do not aim for complexity; we aim for solutions. That mindset has proven successful again and again.
European Business: Let us talk about corporate culture. How would you describe the working atmosphere at Raimund Hofmann GmbH?
Alexander Wolffers: Very personal and very direct. The founder, Raimund Hofmann, still lives on site and remains closely connected to the company. The family is involved, responsibilities are clear, and trust plays a central role. We have very little fluctuation, especially in key areas such as sales and product development. People stay because they feel seen and valued. For me personally, this environment was a decisive factor. This is the first company where I truly feel at home.
European Business: Finally, what drives you personally in your role as Managing Director?
Alexander Wolffers: The ability to shape things. Here, ideas can be implemented without endless discussions. We learn from mistakes, adjust quickly, and move on. That entrepreneurial freedom, combined with a strong team and a clear focus, motivates me every day. As long as we can continue developing together, I am optimistic about the future.