Shaping tomorrow today
Accordingly, we consistently align our decisions with our values – for example through our commitment to open-pollinated varieties and traditional orchards, as well as by reducing our CO₂ emissions.
Our business objective is not to maximise profits, but to create a value chain that benefits everyone. Although this understanding of our role goes back to the founding of our company, today – three generations later – it is more relevant than ever.
In the face of the climate crisis and global injustice, we want to show that economic success and responsibility can go hand in hand. We do this wholeheartedly and out of conviction, because the choices we make today help shape the future. With many small and large steps, we are continuing along this path..
“With our products, we want to do the right thing – for the people who grow the ingredients and for those who enjoy them.”
Jurek Voelkel
In our region, the rural Wendland in Lower Saxony, we are one of the largest employers. As a family business deeply rooted here, we have a particular responsibility towards local people, our partners and our employees – and equally towards the nature that surrounds us.
That is why, wherever possible, we favour regional partnerships and reinvest the majority of our annual profits in our company location. A significant share of these investments goes into specific measures such as more energy-efficient machinery or the creation of traditional orchards.
The term “organic” refers to food produced in accordance with the EU Organic Regulation. This means no use of chemical fertilisers, pesticides or genetically modified organisms to support soil fertility.
Wherever possible, however, we prefer raw materials from biodynamic agriculture. Demeter standards go far beyond the requirements of the EU Organic Regulation.
We have supported biodynamic farming from the very beginning and today are proud of our large and diverse Demeter range. On Demeter-certified farms, agriculture is based on largely closed cycles, without synthetic chemical crop protection products or fast-acting mineral fertilisers. Soil fertility and humus formation are considered just as important as the preservation of ecosystems and biodiversity in agriculture.
We like things colourful! And that applies just as much to nature as it does to our society.
The projects we support often make important contributions to preserving biodiversity and protecting nature. For example, we helped establish the organic traditional-orchard association for the Elbtalaue and Lüneburg region and have planted new traditional orchards throughout Germany.
Among our more than 200 products are not only juices made from traditional-orchard fruit, but also juices made from open-pollinated varieties. Supporting open-pollinated seed is directly linked to biodiversity in agriculture and to the independence of farmers.
Getting involved in the community
Caring for the people around us and for nature is a central part of our corporate culture. Our commitment to doing business for the common good is also legally anchored in our articles of association.
Through our products, we support open-pollinated varieties, traditional orchards and the preservation of biodiversity. As a company committed to the common good, we place great value on long-term partnerships with our customers, farmers, retail partners and employees.
For us, taking responsibility also means engaging with society – regionally, nationally and internationally.
„Economic success yes, but in a way that benefits everyone”
Responsible growth, now and in the future
Sustainability is something particularly close to our hearts. We do not strive to maximise returns; instead, we want to keep making a difference. That is why we consciously make decisions that are not always the most profitable from a purely financial point of view, but which support the common good.
As a family-run company that has deliberately chosen not to rely on the backing of profit-driven corporations, we can only afford this if we remain economically successful and continue to grow in the future.
However, this growth should not and must not come at the expense of the environment. That is why we continuously work to improve across all areas of the company – for example by reducing waste and resource use wherever possible and by steadily lowering our CO₂ emissions.
One important step along this path: since our new biomass heating plant went into operation in 2025, we have generated 75% of our heat requirements from biomass instead of natural gas. In 2025 alone, this reduced CO₂ emissions by around 5,250 tonnes.