Interview with Christian Egger of Hebofrut

Hebofrut is the newest member of the We-Care community. This third-generation, family-run business is based in Lana, South Tyrol, and specializes in marketing high-quality fruits and vegetables from Italy. Quality, reliability, and personalized customer service have been at the heart of their business for decades.

Why did Hebofrut choose WE CARE?

Christian Egger: Sustainability has been important to us for many years. WE CARE won us over because the standard combines environmental, social, and economic responsibility. In addition, fair working conditions, transparency, and the continuous improvement of our processes are important to us.

What are your expectations for WE CARE?

Christian Egger: WE CARE provides us with a solid framework for further developing our sustainability initiatives and documenting them transparently. At the same time, the standard helps us implement targeted improvements and strengthen the trust of our customers and partners.

What role do your employees play in implementing your sustainability strategy?

Christian Egger: Our employees are very important in this regard. Through their daily efforts, ideas, and sense of responsibility, they help put sustainability into practice in our day-to-day work. By sharing ideas within the team, we can continuously improve our processes.

What challenges do you see in communicating sustainability?

Christian Egger: Sustainability should be communicated honestly and clearly. It’s important for us to speak openly about our progress, but also to show where we can still improve. Transparency and credibility are key here.

Do you think that binding standards will play an even greater role in competition in the future?

Christian Egger: Yes , we’re convinced of that. Standards create transparency and trust. They make sustainability more measurable and comparable, and are therefore becoming increasingly important for companies and business partners.

Was there a specific reason that prompted you to focus more closely on sustainability?

Christian Egger: Sustainability has long been part of our corporate philosophy. The We Care certification, which we received as part of our collaboration with Alnatura, was another step toward systematically advancing our commitment and raising its profile.

Why is it important to you to communicate openly about your sustainability efforts?

Christian Egger: Open communication builds trust. We want to show what we’re already doing and where we still want to improve. This allows customers and business partners to understand our path toward greater sustainability.