Start-up Beetgold from the Hochland Group becomes part of Irodima


Founded in April 2019 within the Hochland Group, the start-up Beetgold emerged from an internal Hochland ideas competition with the sustainable idea of whole vegetable products. Since then, the young brand has gained many fans who rely on plant-based nutrition. In order to offer an even more diverse product range in a growing market in future, Beetgold will now become part of IRODIMA GmbH.


Since Beetgold GmbH was founded, the Hochland Group start-up has already received 230,000 kg of pomace from vegetable juice production as food and processed it into healthy food alternatives made from vegetables. With many good properties such as gluten-free or low carb, Beetgold products are now inspiring consumers who value plant-based products. The Beetgold range stands for incomparably fresh taste, valuable organic quality, short ingredient lists and a high vegetable content of up to 98%.

Hochland is now bringing the start-up Beetgold into IRODIMA GmbH as of 01.03.2024 in order to bundle expertise in the market for plant-based foods in the future and offer a diverse, high-quality product range for retailers and consumers. "Following the start-up phase, this is a strategically important decision for the further growth of the Beetgold brand in the area of purely plant-based nutrition. Our Beetgold team has put a lot of innovative spirit and passion into building the brand and its range," says Sebastian Schaeffer, CCO of the Hochland Group. At Beetgold, vegetables are the absolute focus - which is why the move to IRODIMA GmbH as an innovative hub and producer for sustainable nutrition is the logical step.

The founder of IRODIMA GmbH is Friedrich Büse, a pioneer in plant-based foods and alternative proteins with over 40 years of experience in the food industry. He co-founded endori Food GmbH & Co KG, Stegaurach, in 2015 as a pioneer of plant-based food based on peas and other plant-based proteins. He therefore shares a passion for developing and producing enjoyable, healthy and sustainable food with the Beetgold team. "For us, the brand offers great potential to really transform vegetables from a side dish into a complete meal that is varied, tasty and quick to prepare. In parallel to the current trading activities, we will initially set up a new production site in Bamberg, but we are already working on new recipes and products."

Hochland sees optimal development opportunities for the young brand at IRODIMA to tap into new mainstream target groups with further innovative plant-based products made from natural raw materials and alternative proteins. A comprehensive relaunch of the brand with new Beetgold products is expected as early as the fourth quarter of 2024.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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