Logisticians convinced

Those who are transparent are the successful ones

"Regionality is cool, but it needs reliability," says Manfred Kröswang, who employs more than 600 people.

(Bild: Krone KREATIV/Kröswang/Wakolbinger, Markus Wenzel, Daniel Scharinger)

Since September 2023, commercial kitchens and canteens have been required to label the origin of the food they use. Fresh food logistics company Kröswang not only wants to bring regional products to the plate with its fresh meat offensive, but also promote transparency in the catering industry.

From fruit yogurts, eggs and strudel dough to tiramisu in a jar: the logistics company managed by Manfred Kröswang supplies around 3100 fresh and frozen products to restaurants, hotels and canteen kitchens in Austria and Germany. The service is in demand: the Grieskirchen-based company increased its turnover to 374 million euros in 2023.

Partners from Carinthia and the Innviertel region
For its 50th anniversary this year, the company is shifting up a gear in terms of regionality. Thanks to the Wech poultry brand and Marcher Fleischwerke from Carinthia, as well as Rudolf Großfurtner GmbH from Utzenaich, from June all restaurants will be able to receive 100% fresh meat from Austria within one day.

"In the entire range - i.e. pork, beef, veal, chicken and turkey," says Kröswang, who also supports businesses with the regionality offensive in terms of origin labeling.

Recently, the food service industry has increasingly split into two camps in terms of purchasing behavior, he says: "On the one hand, the Austrian and animal welfare sector is growing, while on the other hand there are those who only buy the cheapest." Kröswang is certain: "The values of regionality and transparency will become even more important. Those who are transparent are the successful ones."