As a breeding company for fruit, berries and vegetable plants, Lubera® knows no boundaries. It is in the very own interest of Lubera® and Lubera Edibles that new varieties and interesting cultivars help as many people as possible to become more successful in their gardens. While Lubera Edibles already delivers to all countries in Europe, the sister company Lubera AG has so far only been active in the German-speaking countries with Lubera.com. This is now about to change: Lubera à la francaise. This modification will then of course also help Lubera Edibles as well as the French young plant customers of Lubera Edibles when the visibility of the Lubera® brand increases.
Selling plants to different countries and language areas is not easy. There are barriers galore that actually have nothing to do with the plants themselves. For example, political, legal, monetary, logistical, even linguistic hurdles have to be overcome. Lubera®, for instance, has so far mainly oriented itself towards German-speaking countries for cost reasons. And Lubera® had to say goodbye to England because of Brexit, in which the business model was ruined for the time being due to the United Kingdom’s withdrawal from the European Union. As if the plants could help it...
As a Swiss company, it has long been a thorn in the side of Lubera® that inclined French-speaking Swiss had to be persuaded to speak German. Anyone who didn't join in was dealt a bad hand...but that's about to change. Lubera® is opening up the French-speaking market with Lubera.fr. Part of the online gardening blog (livre du jardin) has been live since 1 September, but the decision for Lubera.fr was already made at the beginning of 2022. Things just take time, good things also take a little longer, even at Lubera®. From now on, new articles that appear in the German Garden Book will be translated in parallel and also go live on Lubera.fr. This will bring the site up to date and breathe life into it. In 2024 the shop will be added, with its own French-speaking editorial team on board. Lubera is thus targeting the entire French-speaking market, which is the second largest plant market in Europe after the DACH region.
It is exciting to see how Markus Kobelt and project manager Lubera.fr, Raphael Maier, assess the French market. While Markus Kobelt assumes that the French tend to behave more according to the motto 'laissez-faire' in the garden and that the potential will therefore be slightly below that of the DACH region, because the French are less perfectionistic in the garden, Raphael Maier sees it more according to the motto 'savoir vivre': enjoyment in its very own sense of ingestion, the pleasurable consumption of the best fruits and vegetables – according to the two of them, of course from Lubera® and from their own garden.
Incidentally, the decision to open up a new market involves many big and small things that have to be overcome. This began, among other things, with the supposedly simple question of how the Lubera® slogan, fruitful gardening, could be translated accurately – and above all not insinuatingly – into French. But Lubera® would not be Lubera® if such tasks did not result in smart solutions. Therefore, from now on we joyfully call out to all French speakers: plantez le bonheur! - avec Lubera®, naturellement...