After an increase of 9 percent in the first quarter of 2009, it looks like Darbo, Austria's leading preserve and honey supplier, is going to break through the 100m euro sales barrier this year. The company, with its headquarters in Stans, is already celebrating the 30th anniversary of Darbo All Natural preserves. The brand has triumphed around the world: so far more than 210 million jars have been sold, 165 million of them in Austria.

 

The Austrian success story began in 1979, the year when Margaret Thatcher became UK prime minister, Shah Mohammed Reza Pahlevi fled into exile, Western hero John Wayne died and Mother Theresa won the Nobel Peace Prize. After the experienced master-baker Adolf Darbo had become the leading supplier to the local tourism industry with his portion packs of marmalades and honey, son Klaus started looking out for new outlets. The young graduate business manager, who within the family company had served simultaneously as buyer, factory manager, chief marmalade cook and boiler operator was thinking in particular of the food retail business, which he wanted to conquer with a branded Austrian product.

 

This eureka moment came to Klaus Darbo while studying the Austrian Food Code. "I discovered that use of the term "All Natrual" was allowed - as long as this really was the case and the preserves were made exclusively from fruit, preserving sugar and natural lemon juice. That's when I decided to bring to the market place all natural preserves, which would taste better than our competitors' products." The advertising agency came up with the right strap line: "There's only nature in Darbo's All Natural preserves."

 

The brand concept worked superbly. Within a few years, the large marmalade packs and pots sold by the global food producers had disappeared from the shelves of the local food retailers. In their place came the attractively designed jars of the Tyrolean family company, which had adopted premium quality as its philosophy. Market share, in 1981 about 12 percent, has now risen to almost 60 percent (in value terms). And as sales of preserves advanced, A. Darbo AG rose to become one of Austria's leading food manufacturers.

 

The local market leaders − housewives
Right up to the present day, Darbo's All Natural preserves are made exclusively from fresh and frozen fruit with no chemical preservatives, colourings or flavourings. Gentle heating and stirring retains the valuable vitamins and the natural flavour of the fruit. In 1979 5 million kilos of marmalade were sold in Austria. By last year that figure had risen to 8.3 million kilos. During this period the market has increased in value terms from 11 to 38.9m euros. Of course last year alone 10.4 million kilos of preserves were made in domestic kitchens. And this fact explains why Klaus Darbo always answers the question on market leadership in this way: "The market leader is the Austrian housewife, because she makes the most jam. But we come a close second."

 

Apricot still the favourite
In 1979 Darbo made 15 different varieties, now there are 22. The range is constantly being expanded with innovations - from diabetic to calorie-reduced (50% fewer calories) fruit spreads or double-fruit fruit spreads with a 70% fruit content. But in fact Austrian tastes have not changed that much. Apricot is still the preferred choice. It remains the undisputed leader with a share of 30%, followed by strawberry (18%), cranberry (10%), raspberry (9%), orange (5%), blueberry and plum (each 4%).

 

Europe is where future hopes lie
Klaus Darbo proudly boasts that the company has won a number of distinctions, not just national and marketing prizes, but also "Effie" awards and other accolades from trade papers. He is equally proud to point out that preserves from the Tyrol are today exported to 62 different countries and already have a 2 percent share (in value terms) of the huge German market. On this anniversary occasion, he has repeated the task facing the four sons, Matthias, Martin, Stefan and Klaus, who work in the company.  "You should continue at European level, what I have started in Austria: We want to be number one in Europe too."