Great Pleasure Squared
Interview with Mag. Wolfgang Stöhr, Managing Director of Ritter Sport Chocolate Company m.b.H.
The iconic Ritter Sport chocolate has long stood for more than just sweet pleasure. It is an expression of lived values: quality, sustainability, and a spirit of innovation. The German family business consistently focuses on responsibility towards people and nature. Mag. Wolfgang Stöhr, Managing Director of Ritter Sport Chocolate Company m.b.H. in Wiener Neudorf, Austria, talks about brand strength, bold decisions – and the drive to make 'good chocolate out of conviction'.
Wirtschaftsforum: Mr. Mag. Wolfgang Stöhr, Ritter Sport has a long history. What makes this family business so special?
Mag. Wolfgang Stöhr: Ritter Sport was founded in 1912 by Alfred and Clara Ritter near Stuttgart and remains family-owned to this day. This independence allows us to think long-term – in generations rather than quarters. Quality, sustainability, and innovation shape our philosophy. The iconic square, introduced in 1932 at the suggestion of Clara Ritter, is now legally protected and has become a trademark worldwide. Production is concentrated at two sites: The chocolate bars are primarily produced at the German headquarters, while specialties such as "Amicelli" are made at the Austrian plant in Breitenbrunn.
Wirtschaftsforum: So, innovation has a tradition at Ritter Sport?
Mag. Wolfgang Stöhr: Absolutely. The slogan "Quadratic. Practical. Good." has been embedded in collective memory since the 1970s. Shortly thereafter, the "Colorful Variety" followed – revolutionary at the time because each type was given its own color instead of the usual brown, white, or black packaging. A bold step that still defines the brand today. Even in our product range, we take innovative approaches: We were pioneers in vegan chocolate bars and have been the clear market leader in this segment in Austria since 2016. Our credo is: Those who want enjoyment must also have the courage to try new things – without losing sight of quality.
Wirtschaftsforum: Ritter Sport also stands for ecological responsibility. How is this manifested?
Mag. Wolfgang Stöhr: Already in the 1990s, we established long-term partnerships with cocoa farmers in Nicaragua. At that time, sustainability was hardly a known term. We now even own a plantation there: El Cacao. This has become a true model project combining social responsibility with ecological farming. Since 2018, we only produce with 100% certified sustainable cocoa, according to the standards of the Rainforest Alliance and Fairtrade.
Wirtschaftsforum: Is this commitment economically viable?
Mag. Wolfgang Stöhr: Yes, ecology and economy do not have to contradict each other. On the contrary: Sustainable economic practices increase long-term stability. Our supply chains are transparent, and through close cooperation with the farmers, we create a reliable basis for both sides. This is also reflected in our internal culture: We have an employee retention rate of twelve years on average in Austria, with hardly any turnover. This reliability, both internally and externally, is part of our recipe for success.
Wirtschaftsforum: How does climate change specifically affect your industry?
Mag. Wolfgang Stöhr: The impacts are enormous. The price of cocoa has literally exploded recently - partly due to climate-related crop failures. My assessment: The level will not return to what it was before. Fluctuations remain, but we are consciously preparing for them. Mental resilience is just as important as structural adaptation.
Wirtschaftsforum: How does the Austrian subsidiary integrate into the international Ritter Sport network? Mag.
Wolfgang Stöhr: We have been active in Austria since 1983, based in Wiener Neudorf, and see ourselves as a classic marketing and sales subsidiary. Our team consists of ten people, but we have de facto full distribution here – every Austrian knows Ritter Sport. We adapt the strategic orientation from Germany for the local market, create our own campaigns, social media presence, and also special editions. For the 40th anniversary, for example, there was a special "Austria bar".
Wirtschaftsforum: What drives you personally in your position?
Mag. Wolfgang Stöhr: I love this combination of strategic brand management and direct communication – whether it's with customers, trade partners, or my team. It's a fulfilling job in a company that truly lives its values. And honestly, selling chocolate almost automatically puts people in a good mood. When I started at Ritter Sport over ten years ago and regularly began bringing chocolate home, I suddenly became more popular with family and friends than ever before.
Wirtschaftsforum: Finally: where is the journey heading – for Ritter Sport in Austria and beyond?
Mag. Wolfgang Stöhr: Our goal is to continue being a pioneer in sustainability, quality, and innovation. We want to shape the confectionary category and set impulses, whether with new varieties, innovative packaging solutions, or responsible production. Ultimately, for us, our chocolate should not only taste good but also do good.