We are the ones with good taste
The Tirolean firm Darbo has achieved tremendous success. For many years, the company has been the market leader for premium marmalades and honey and also a successful fruit syrup provider.
88% brand awareness, 71% slogan awareness – these are values of which most brands can only dream. On 26.11.2019, Managing Director Martin Darbo invited over 140 guests to FH Kufstein Tirol and provided insights into the history of the company while also addressing current and prospective challenges.
“In Darbo Naturrein kommt nur Natur rein.” [Darbo pure nature is purely made from nature.] This has been the well-known slogan of the Tirolean family company for many years. Darbo sees the reason for its broad acceptance in the consistent focus on company and brand management: “We stand for enjoyment! Of course, we also produce sustainably. However, we see this as a basic requirement and therefore do not primarily display this on our banners.” This is how a very credible brand image was created over the years. Underscored, of course, by the dominant focus on product quality. “Others state a price and then develop a suitable product.” Darbo does it exactly the opposite way: “We develop a great product and then calculate the appropriate price.” This has always worked and led to the company’s quick and consistent growth over its 140-year history, a progression that deliberately remained without sudden leaps: “We win over our customers step by step,” said Darbo. This attitude has tradition within the family company as Darbo quotes his father: “Anyone who tries us once, usually stays with us.”
Martin Darbo also entertained the public with funny anecdotes like how the company vision was formulated: Over the course of a quality audit, the demand arose to state a definitive vision. Darbo casually exclaimed: “Tell them that we are the ones with good taste!” However, this was not sufficient for the quality audit agency, and so an effort was made to formulate a consistently lived-out vision with respect to quality and taste in a succinct vision statement. Since then, the vision statement has been the following: “The highest enjoyment of fruit and honey!” Today, he values this brief sentence. “Our vision tells us, firstly, what to do and, secondly, what others can expect from us and, thirdly – which is very important – what we should not do!” Martin Darbo is sure: “This uncompromising focus on quality and taste has been the reason for the company’s success over 140 years and will continue to be our guarantee for success in the future.”
“People behind the brand” is an event series of the study program “International Business Studies” at FH Kufstein Tirol. Thus far, the following entrepreneurs and brand experts have been guests: Josef Zotter, Peter Schöffel, Georg Oberrauch (Sportler) or Hans-Georg Häusel (among others).