Cooking in Natural Clay „Made in Germany“

Since 43 year the name of Römertopf is standing for fat-free, low-calorie and health-conscious cooking in natural clay from the German region of Westerwald. In its brand communication, the company is committed to the location Germany. DIGEST spoke with Michel Rouland, Sales Manager and Commissioner of Römertopf Keramik GmbH.

DIGEST: The brand Römertopf is always communicated together with the label "Made in Germany". What makes you so proud of the location?
Michel Rouland: Since 1967, we produce with conviction and enthusiasm in Germany, in the beautiful area of Westerwald. At times, this has been quite a challenge. However we answer the question, whether the production of our roasters in Germany is worthwhile, with a clear Yes! - just "Yes to Germany!", same as the initiative supporting German manufacturers in a special way is called "Yes to Germany”. In 2008, the initiative has nominated us amongst others as Company of the Year. In the today's context a sheer production "Made in Germany" is and remains – in regard of the ubiquitous availability of goods from Far East - a conscious decision forcing us to improve constantly even in the smallest items and always
perceiving and exploiting the advantages of our location.

DIGEST: Despite your enthusiasm for the beautiful Westerwald, how you can meet the challenges from Far East and the world factory China?
Michael Rouland: Definitely our markets are dominated by import products from Far East. But for us quality "Made in Germany” means the empowerment of all advantages of the site: very short routes, freight free delivery to our retail trade starting from 280 euros of value, and also a constant, every time food-safe and result-safe quality of our products which is controlled in every way by government authorities in this country. Added is the loyalty to our unique material, the high quality Westerwald clay. The processing and shaping of high quality roasters made of natural clay requires a high degree of technology, know-how and experience as well as a strong quality management, for clay does not forgive any mistakes and so does certainly not a production focused on cheapness.

DIGEST: A brave strategy in a time when the suppliers all offer stainless steel, glass, aluminium and cast iron from one source.
Michael Rouland: Just in the last three years we have experienced our specialisation and focusing as very successful. In our specialised market with large clay roasters
we see that in the absolute value entry field there is no mass market to conquer, which is the result of Far East sourcing in many industries, Römertopf roasters are and remain, compared with metal or glass pots, competitive roasting pans that we produce and offer in a reasonable and acceptable price-performance ratio. Essentially, by the means of high premium rates we have never made possible Far East souring undercutting every price on a grand style. Through this balanced and deliberate pricing strategy, our roasters are always popular, traditional, stylish and linking generations.

DIGEST: Römertopf is a brand anchored in the consciousness of European consumers, this indicates that you have it easier.
Michel Rouland: Yes and no. For with such a traditional brand the consumer is right to expect a production in Germany, especially with our typically German-sounding brand name. Here a dedicated, long-term brand management is requested. Thus we consider the predicate "Made in Germany" in our communication as a brand that we market, sames as our own brand "Römertopf”, world-wide as a message for typical German attitudes in regard to cooking an enjoying.