Röhnfried Courier ENG

A breath of fresh air
for the Röhnfried brand
Alfred Berger
Biologist | Managing Director
This is not just a very special year for the Röhnfried brand,
but also for me personally. In September we were able to
mark the 70 th anniversary of the Röhnfried brand with a festive
ceremony and celebrate the 60 th anniversary of Dr. Hesse
Tierpharma – and I personally look back with gratitude on 15
years at the head of this company.
When I came to Hohenlockstedt about 15 years ago, Röhnfried
had long been known to me as a breeder. Even as a
competitor – though not a direct one, since it rather focused
on the preparations and I was responsible for the Ovator
compound feed at the Muskator factories in Düsseldorf –
I already perceived the Röhnfried brand as a successful,
globally active brand.
The use of Röhnfried products by the reference breeder was
the main focus at that time. Many sport connoisseurs were
and still are on the search for a holistic plan and not individual
„fragments“. With our well-established Röhnfried brand,
we have developed a comprehensive care plan for you and
have since been giving you a precise explanation of why we
recommend what, when and how. Today, our focus is also
clearly on strengthening immunity, improving regenerative
capacity and reducing the infection pressure – a goal that
we have very successfully achieved with natural, functional
feed supplements.
But if you know the racing pigeon scene, you also know that
in Western Europe the number of breeders is strongly declining.
For our company, which specialises in racing pigeons,
this is quite an existential threat. A crucial turning point that
demanded new ways and solutions.
New ways and a new logo
In a first step, a few years ago we decided to concentrate
entirely on our core competence – pigeon racing – and to
expand our presence where pigeon racing is of great importance.
First it was Eastern Europe, then Asia (especially
China) where the world‘s largest marketplace has developed
today, and finally the Arab world, in which we are very active
at present. We thank the support of our great Röhnfried Racing
Team that represents our brand globally.
In a second step, we brought changes that become evident
in the transformation of our logo: alone for racing pigeons,
the flying pigeon symbol in the logo has worked very well.
With Röhnfried we also address other target groups, such as
breeders of pedigree pigeons, hobby poultry keepers, rabbit
keepers and others. Furthermore, we can see that ever greater
demands are being placed on individual approaches.
Reason enough to develop an „icon“ as a brand image that
will work in all media and for all animal species. Röhnfried as
a strong umbrella brand for a broader target group.
Stay with us!
Yours sincerely,
Alfred Berger