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The Viennese fine bakery Heberer from Mühlheim is relying on a new distribution channel and is promoting a new bond.
The Viennese fine bakery Heberer now also sells bread, rolls and sweet bits through the discounter Aldi. According to the family company from Mühlheim in the Offenbach district, most of the discounter’s branches in Frankfurt and Offenbach are now supplied by him. Almost a year ago, the large bakery had already taken over twelve Glockenbrot branches in the entrance areas of Rewe supermarkets, nine of them in Frankfurt and three in Offenbach.
Heberer also wants to collect up to six million euros with a bond for the third time. The security advertised by the large bakery as a “traditional bond” has a term of five years and bears interest of four percent, which is unusually high. The company wants to use the money it borrows in this way, as it reports to the Frankfurter Rundschau, “to modernize and optimize the production structure”. The income is also intended to “refinance the bonds that have already been issued”. The company, which was founded in Offenbach in 1891, published these in 2011 and 2016.
Even then, consumer advocates expressed their skepticism about the large baker’s bonds, which are not traded on the stock exchange. Now, for example, Hermann-Josef Tenhagen, editor-in-chief of “Finanztip”, warns that there is a risk of total loss with such systems. “The money can actually be gone,” he said recently in a program for the business magazine “Mex” on HR television.
Last year, Heberer achieved sales of over 61.6 million euros, which was a good 2.6 million euros above the previous year’s figure. The annual surplus rose to 423,600 euros. For 2018, the company reported only a minimal profit in its annual financial statements.
The company, which operates around 220 branches, has stated that it has not renewed some contracts with smaller branches and is relying on larger new locations in Berlin and in the Rhine-Main area, where the fifth generation of the Viennese fine bakery is operated by the Heberer family operates more than 100 branches. The company is also well represented at train stations, airports and in Thuringia. Heberer also operates a production facility there in Weimar, which the company, as announced in September, intends to close.
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