The history of Lubera
Lubera is young, but still has its roots in horticulture.
In 1889 Burkhard Gasenzer, my great-grandfather, put his first advertisement in a newspaper. He advertised fruit trees. On their farm, the family Gasenzer kept running a small nursery as part of a dairy farm over three generations. In 1993 my aunt Anni Graessli-Gansenzer and myself, established the company Rhein Baumschulen, which continued with the family tradition of producing fruit trees
Now we searched for a catchy new brand name for our fruit trees and berries and for our main goal to make fruit and berry gardening easy and fun. Suddenly, while I took a train ride to Germany by the way, the name Lubera came to my mind. It is made up of the two german words lustvoll (with joy) and Beeren (berries).
That`s how the brand Lubera was born.
And ever since, this brand is growing each year because of our printed catalogue,
our website and especially because of our customers:
What Lubera is and does?
Lubera is producing
Because of Rhein-Baumschulen, which is the production part of our operation, Lubera is first of all a tree and berry plant nursery. We are convinced that a horticultural company loses its soul without production. A real gardener has to have soil on his hands. Only then he really knows what he is talking about, when he is selling plants.
Because of this we invested a lot in production over the last couple of years and built a new production center in Buchs in 2004. Here we have a 1200 square meter, up-to-date green house for production and consignment. We also have large outdoor fields where we produce all of our container and outdoor plants. And we also have our own fields for breeding. Alle our Container field are protected wit anti-hail-nets against hail since 2010.
Concerning production, we stay true to our roots and core competence: most of all we produce fruit trees, berries and roses, plus a small line of special plants.
By the way: The production manager of Lubera is Robert Maierhofer. You can contact him at firstname.lastname@example.org
Lubera is breeding
In our breeding ventures we try to find new varieties of raspberries, blackberries, currants, blueberries, gooseberries, cherries, strawberries and apples. This is one of the rational follies, which nobody knows how it started. But it keeps life and business exciting and fun. Breeding plants is a crazy thing to do because it takes an enormous effort and puts a big pressure on a small company. And we are almost the only ones doing this kind of breeding in whole Europe. We have by far the widest berry and fruit breeding programme for the private sector.
Breeding is crazy but still rational because first of all it provides our customers, our gardening friends, our hobby gardeners and last but not least us with new and better plants and fruits, again and again. At the same time our primary breeding fundamentals always stay the same and still are easy to define: We are looking for fruitful plants which are easier to cultivate, more resistant and have better tasting fruits. So it should not surprise you, that we also find a lot of varieties with additional good features for agronomic cultivation such as: high crops, long lifetime for transports. Some varieties already made it to commercial production. Like our Twotimer® raspberry SuganaŽ, which was planted over one million times in 2009.
Lubera is gardening - and talking about it
As breeders we are used to work with genes. And being a breeder and founder myself, I am convinced that every company has its own special genes. An own attitude and behaviour, an own way of solving problems (or not), just a special way of running the company. Maybe it is a long-term effect coming from my german literature study years, but Lubera does not just mean gardening. It also means to talk, discuss, communicate and write about fruit and berry gardening with passion.
The Lubera mission
To breed and produce better fruit and berry plants for all types of homegardens, to talk about it and to discuss it with you. For you, our customers and gardening friends, we just want to make fruit and berry gardening easier, more fun, more fruitful and more successful.