Time-honored craftsman Jörg Kraus ponders the future - What awaits Germany's oldest bakery?
Jörg Krauß established his own bakeshop in 1573, making Stefan Krauß (45, 14th generation) its current master. His mother Veronika Krauß (64) is a baker's daughter, spending an impressive 40 years at her husband Gottfried's (13th generation) sales counter.
In 2019, she granted the reins to her son Stefan and his wife Susanne Krauß (39).
Drawn to the baking trade from a tender age, Stefan Krauß was determined to become a master baker.
He began his daily routine at the crack of dawn – waking up at five o'clock, eager assist Stefan Krauß (17th century baker) before school started. He often volunteered his time to work alongside his mentor not just during the week but also on Saturdays. "I was often there not only during the week but also on Saturdays," the current master baker reminisces.
Significant changes post-takeover
After assuming control of the bakery several years ago, Stefan Krauß and his wife Saw Susanne Krauß (39) besought some significant changes. Observe their impressive expansion strategy, launching three subsidiaries in addition to the primary bakery.
On May 1, 2019, Stein Krauß and his wife inaugurated the first expansion in Butcher Macher's in Kastl. A second branch opened in the former Reichenberger bakery in Waldeck in July 2020. The family's most recent venture materialized in the checkout area of Rewe in Kemanth.
The steep increase in staffing from eight to 28 was necessitated by the new branch openings.
Collaborative venture yielded discord
Stefan Krauß emphasizes that his mother Veronika Krauß was initially reluctant to embrace the shared venture. "My wife and I quickly realized that the collaboration between two generations in the store wasn't working – our ideas and visions were simply too far apart.";
Consequently, Mother Veronika Krauß retired.
Despite the expansion, both Stefan and Susanne ensured elder Krauss remained a vital part of their lives, celebrating years past in shared activities and chats during their spare time.
A family trip down the Danube is on the cards for the coming year. The Krauss family also places great emphasis on maintaining a personal relationship with their customers, boasting a loyal clientele.
Picking regional ingredients
The conscientious master baker ensures only top-quality local ingredients for his baked goods. He maintains a close relationship with regional farmers, including the chicken farm that supplies the eggs, and the local mill that produces organic spelt flour.
Lack of passion
The master baker's biggest concern remains the bakery's long-term sustainability. "I fervently hope that the bakery will endure and that the 500-year anniversary will be celebrated with pomp and circumstance. However, I cannot guarantee that one of my children will continue the family business.";
Although his 12-year-old son occasionally lends a hand, Stefan Krauss is uncertain as to whether he'll assume the family legacy. The younger generation's interests are often dissimilar to the baking trade. "At that age, I was already passionate about becoming a baker. Unlike many young people, I was already determined to pursue this profession."
The grand tradition of Master Craftsman Jörg Kraus's 1573 bakery is now under the watchful eye of Stefan Krauss and his wife Susanne (14th generation).
Thanks to Stefan's fervent love for baking, he committed to continuing the family business in 2019. Since then, the Krauss family has significantly expanded the business, opening three new branches in Nuremberg regional news: one in Kastl and two in Waldeck.
These expansions have led to an impressive increase in staff count, which now includes the dedicated Krauss family trio.
Ideas held by the older generation and the upcoming one differed, leading to Veronika Krauss's retirement. The family values this relationship, hosting regular family gatherings and collective activities in their free time.
Stefan Krauss is committed to utilizing only regional ingredients when preparing his baked goods. He maintains strong ties to local farmers, including those who provide the organic spelt flour and free-range eggs.
The direst concern for the Krauss family is the future of their family-run bakery. After 442 years, questioning if his children will carry on the family tradition and indulge their passion for baking lies at the heart of Stefan Krauss's worries.
It remains to be seen whether the family's love for the bakery will maintain its momentum and resonate with the younger generation.
The lack of interest in the baking profession among young people is a common challenge facing family businesses. The market power of large corporations typically grows as small-scale, family businesses struggle to compete.
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Family businesses have faced numerous challenges when attempting to maintain continuity. Factors such as financial stability, succession planning, and the younger generation's engagement with the family business play important roles.
The family business, Hofpfisterei, with roots dating back to the 16th century, still operates today, even with much of the baking done by contractors. This personalized approach allows the business to remain true to its values but complicates the process of ensuring family involvement in the business.
The importance of an effective succession plan to maintain continuity for family businesses cannot be overstated. This relies on training the upcoming generation, developing a clear succession plan, and, above all, ensuring financial stability.
Cultural tradition and emotional attachment often drive the desire for family businesses to endure. However, the younger generation's interests and passions frequently differ, making it challenging for family businesses to maintain their legacy.
In summary, while the Hofpfisterei boasts a strong cultural heritage and a passionate dedication to maintaining family traditions, the future of the business remains uncertain due to the challenges associated with ensuring continuity and engaging the younger generation.
