Frutura boss Manfred Hohensinner on the fiercely competitive vegetable market

"Austria's agriculture came to a standstill 20 years ago"

Once a mountain farmer, Frutura boss Manfred Hohensinner now uses thermal water to cultivate 26 hectares of high-quality vegetables for Austria's domestic market. But the leading position in the vegetable market did not just come about on its own, he tells Dem Standard. "The market is problematic, but we produce something others can't. Using high-tech, because there's no other way. Farmers have to become more professional and produce according to demand. It's no use for politicians to denounce the traders when they don't offer solutions. Austria's agriculture came to a standstill 20 years ago."

Manfred Hohensinner at the start of the organic radish season  /
Image: Frutura

Many farmers need to rethink their position, according to Hohensinner. "What do they expect when they come out with average quality produce, along with ten other competitors? I don't blame them, as they are pushed into a corner. But far too few take the initiative. Our organic radishes in winter, for example: Until three years ago, they were imported. Now we grow them in our foil houses."

For more information:
Manfred Hohensinner
Frutura Obst & Gemüse Kompetenzzentrum GmbH
Fruturastrasse 1 
A- 8224 Hartl bei Kaindorf
Tel: +43 (0) 3334/ 41 800 – 115       

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