When the Wiesn 2020 was canceled for the first time since the Second World War, it was a disaster for the confectionery wholesaler Stefan Vogler.
During the pandemic, however, he reorganized his company - and could soon be in a better position than before.
Inning – The Wiesn and the Vogler company have belonged together for many decades.
About half of the candy stands at the world's largest folk festival, 50 to 60 in number, were supplied by the wholesaler from the Inningen industrial park.
The corona-related cancellation in April 2020 hit Stefan Vogler’s business accordingly hard: “We do zero business.
It's a huge catastrophe," he said in an interview with Starnberger Merkur at the time.
As is well known, the Oktoberfest was also canceled in 2021.
It should take place again this year, as Munich Mayor Dieter Reiter recently announced.
And how does Vogler react?
"The crazy joy didn't happen," says the 55-year-old on the phone.
That sounds surprising on the one hand, but not on the other.
Because if Vogler hadn't reorganized his company with around 20 employees, it might no longer exist today.
He went alternative ways and was rewarded for it.
The man, who has known the sweets and confectionery industry for more than 30 years and almost despaired in 2020 because of fears about the future, is in good spirits again today.
"We've never had such a good spring," he reports.
The reason: well-attended spring and folk festivals, whether in Munich, Nuremberg, Augsburg or Stuttgart.
"People have some catching up to do, there is euphoria," says Vogler.
He doesn't sound overly euphoric himself, rather factual and analytical.
Because Vogler can no longer and does not want to rely on the festive business, on gingerbread hearts and roasted almonds.
Vogler delivers apple rings by the pallet, chocolate is the trend
He tried to gain a foothold in the regional supermarkets.
"But that's too detailed for us." What works better?
For example, Vogler sells apple rings by the pallet to other large specialist retailers, who in turn supply retailers.
Sometimes he wonders where his products end up - that they are not only sold in so-called praline outlets, but also in all online shops.
"We are well represented in retail."
More than ever, Vogler's company can show its chocolate side.
Literally.
"We're selling more chocolate than ever before," says the confectionery specialist.
Dried chocolate fruit in particular is very trendy.
The year 2022 has been going so well so far that the company boss says: "We may end up doing better than we did before the pandemic." Vogler also has the impression that people with Belgian chocolate or Lübeck marzipan get along a bit in the difficult times of the crisis want to treat yourself to something fine.
Although things are looking up again: the Inningen sweets dealer has had a tough two years.
Overall, he posted a 50 percent drop in sales for the period.
If the Wiesn actually takes place, Vogler will probably no longer supply half of the dealers this year, "maybe 30," he estimates.
The Oktoberfest remains an important part of the business model, but not to the same extent.
Vogler no longer has gingerbread hearts for 300,000 euros pre-produced.
That would no longer work, he says.
"There's a lot of manual labor involved.
The producers have personnel problems, some heart painters have reoriented themselves.” Vogler’s assessment: “There will not be as much variety and perhaps not as much gingerbread hearts at the Oktoberfest this year as before the pandemic.”
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