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XtraBlatt Issue 02-2020

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ON-FARM<br />

HAY HEINRICH<br />

FARMING – CONSERVATION –<br />

ADDING VALUE<br />

It’s generally accepted that the content<br />

in small packages is often substantially<br />

dearer than that in larger containers.<br />

This applies to hay too. By text deadline<br />

for this issue of <strong>XtraBlatt</strong>, first-cut hay in<br />

large square bales averaged just under<br />

160 €/t. On his website, “Hay Heinrich”<br />

sells his organic mountain meadow<br />

hay for 1.50 to 3.00 €. Per kilogramme!<br />

Safe to say, this represents a more than<br />

respectable margin. But the business isn’t<br />

as straightforward as it seems. Until the<br />

hay lies ready for sale in the shop shelves,<br />

a lot of work has to be done. And a fair<br />

portion of know-how is needed, too.<br />

ECONOMIC<br />

CONCEPT<br />

Heinrich Meusel doesn’t come from a<br />

farming background. His grandfather was<br />

botany professor and while his father is, in<br />

fact, an agricultural engineer, his main activity<br />

for a long time has revolved around<br />

landscape conservation, his full-time post<br />

being managing director of the Naturpark<br />

Thüringer Wald e. V. (Thuringia Forest<br />

Nature Park). He is also honorary member<br />

of the board for the German Landscape<br />

Conservation Association and the Foundation<br />

for German Landscapes. So, a family<br />

connection is definitely present. “I’ve<br />

always been happy working with hay”,<br />

reports Heinrich Meusel. “Even as a kid,<br />

I improved my pocket money by cutting<br />

mountainside meadows with a single-axle<br />

mower and then making hay. This fired my<br />

ambition to be a farmer. The appropriate<br />

education I underwent in the Austrian<br />

uplands. Hereby, it became increasingly<br />

clear to me that my interests lay not only<br />

in nature conservation, but also strongly<br />

in the machinery aspects. And I aimed to<br />

apply this through an economically viable<br />

business concept. Even then, I didn’t want<br />

to rely on just farm subsidies. This is how<br />

I arrived at the production of hay for pets<br />

as an enterprise.”<br />

Heinrich Meusel registered his first company<br />

at 17 years of age. The beginnings<br />

were modest. Initial mechanisation was a<br />

single-axle mower, later joined by a small<br />

tractor, then a tractor of Russian origin.<br />

Finally, a “real” tractor could be bought in.<br />

The first specialised machine was a Metrac<br />

bought second-hand in Switzerland. “I<br />

started without any land and no capital<br />

either”, Heinrich Meusel remembers. “It<br />

wasn’t easy to get credit and was quite<br />

normal to sell off machinery at the end of<br />

the season so that starter capital would be<br />

available for at least part of next season’s<br />

purchases.” In the meantime, the implement<br />

fleet has substantially expanded<br />

Heinrich Meusel worked with hay even<br />

as a child, then as teenager. And he was<br />

brought back to hay later during his search<br />

for a viable farm business model. He sells<br />

his production as pet feed through grocery<br />

retailer chains.<br />

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