Rethinking Milk
Interview with Alwine Hemme, Sales and Marketing, Authorized Officer of Hemme Milch GmbH & Co Vertriebs KG
Milk is an important component of a healthy diet for many. However, the number of consumers opting for milk alternatives is increasing. The reasons are manifold; for example, because of lactose intolerance or because plant milk has a better climate balance compared to cow's milk. Hemme Milch GmbH & Co. Vertriebs KG from Wedemark serves a variety of consumer needs with its range of milk products. Tradition and innovation are not mutually exclusive for the family business - on the contrary.
Since 1589, agriculture has been practiced at Hemme Hof in the Lower Saxony region of Wedemark. Today, Jörgen Hemme, the 18th generation, is responsible; with his daughter Alwine Hemme, a trained business and cultural scientist, the 19th generation is already getting ready. "I was not originally intended to be the successor," Alwine Hemme explains.
"After studying in Lüneburg and gaining initial professional experience at a medium-sized company, however, it became clear to me that I wanted to shape things myself and make my own decisions to change and improve things." In 2022, in the post-Corona era, Alwine Hemme joined the family business. Since then, she has been running the traditional business with her father – using innovative technology and forward-thinking ideas. "My father took over the farm in 1992," says Alwine Hemme. "He not only increased the number of cows but also pushed for brand development and direct marketing of dairy products from our own farm, making the Hemme brand well-known beyond the region."
Growing Against the Trend
Hemme Milch GmbH & Co. Vertriebs KG today represents a group with two main pillars. In addition to the agricultural operation with 18 employees, there is a commercial enterprise where around 30 employees work in processing, logistics, marketing, and sales. The portfolio is dominated by fresh whole milk and natural yogurt as basic products, and iced coffee, chocolate milk, cocoa, pudding, and fruit yogurt in the indulgence line. All Hemme products are popular with consumers.
"Especially with the fruit yogurt, we have grown over many years," says Alwine Hemme. "And that is against the trend. The fact that we have gained market shares while the sale of fruit yogurt has generally declined due to its sugar content is due to our excellent yogurt base, good yogurt cultures, and a long maturation period. This makes the yogurt particularly digestible – and tasty."
As Alwine Hemme wants to meet various consumer needs with her own products, she changed the basic assortment – with competent support from her father and Mr. Carstens from product development. "The market for whole milk is rather declining. Therefore, I looked for alternatives and included lactose-free milk in our offer," she says. "With this, we are the only regional business in Germany."
With fresh whole milk, Hemme was well positioned, but there was a gap – a plant-based drink as a vegan milk alternative, which is trendy among young consumers. It took nearly three years for Hemme to develop the idea of creating their own regional oat drink. It is now available, in the usual Hemme freshness quality and in unusual packaging. "At the beginning, we decided to grow oats on our own fields," says Alwine Hemme.
"Together with partners, we developed a recipe and refined the technology. Today, we can offer an oat drink that, like fresh milk, needs to be refrigerated and stands for full-bodied taste and natural raw materials. With oats as a renewable resource, we can continue to grow without increasing the number of dairy cows."
The milk makes it. And the packaging
At the farm in Wedemark, Hemme Milk finds excellent conditions for the production and distribution of dairy products; the entire value chain is represented here – from milking the approximately 400 cows to filling the packaging. "We have not only ventured into new territory with lactose-free milk and oat milk but also in terms of packaging," emphasizes Alwine Hemme.
"We offer our oat milk in a visually appealing, lightweight milk bag that is stable due to its ergonomics and reseals itself air-tight." The oat milk, like other Hemme products, is available in retail grocery stores; customers include Edeka and Rewe among others. At the farm in Wedemark, there is hope that the vegan products will continue to establish themselves in the assortment – and someday the 20th generation will lead the farm into the future. Perhaps with porridge or other new products.