Inspiring our customers is what drives us

08/27/2026

Alexander Haselbach and Simon Trust talk in the interview about new production technologies, trends, logistics and the ambition to inspire customers with tailored product solutions.

What does it take to truly inspire customers in the baked goods market? For DEH, the answer is clear: a strong sense of the market, reliable quality, fast decision-making and innovatives products.

In the current interview with brot+backwaren, Alexander Haselbach, CEO, and Simon Trust, Factory Manager Heiden, discuss how DEH has evolved from a trading company into a European baked goods partner, the role production in Heiden plays, and why customer enthusiasm means far more than simply being able to deliver.

Discover in the video how DEH understands customer enthusiasm — and which ideas, technologies and goals are driving the company forward.

Watch the video now!
Note: The video is only available in German.

DEH started out with frozen baked goods from France — without any production of its own. Today, the company combines a broad European product range with targeted in-house production. The principle is clear: not every product has to be made in-house. Specialities such as baguettes, ciabatta, doughnuts or flatbread are deliberately sourced from the regions ours partners that know these products best. At the same time, DEH is expanding its own production wherever it strengthens quality, flexibility and economic efficiency.

This development is particularly visible at the Heiden plant. Here, DEH produces frozen rolls and fried baked goods. With the new laminating line, additional opportunities are emerging in the area of Danish pastry and puff pastry products. A newly developed „Franzbrötchen“ inspired by the Hamburg original is a particular focus: moist, distinctive and scalable for industrial production. With the new line, DEH can respond more quickly to trends and develop products.

This agility is one of the central themes of the interview. Trends such as protein or other health claims are changing demand. But DEH does not aim to chase every hype. Instead, the company carefully assesses which trends are truly relevant. What matters is finding the right product response at the right time – quickly, close to the market and with clear added value for customers.

At DEH, product development is not seen as an isolated laboratory process. Many ideas emerge from customer conversations, market observation and experience. Short decision-making paths, flat hierarchies and a direct view of the market help the company identify and implement opportunities.

Alongside product quality and innovative strength, logistics also plays a central role. DEH delivers nationwide five times a week and sees this as one of its core competencies. After all, good baked goods not only have to be developed and produced – they also have to be reliably available.

The interview shows that at DEH, customer enthusiasm is created through the interplay of product range, production, market proximity, logistics and people who want to make things happen.

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