Why baking expertise? What is baking expertise really? And why does this advertising
slogan define DÜBÖR’s public image? Some may have noticed that DÜBÖR has coined a new term in its public image. Baking expertise. This term appears again and again in a wide range of advertising
materials. What do we want to achieve? To whom do we ascribe baking expertise? Ourselves? Our customers? Or both, where possible?
Let us first take a philosophical look at this question. According to Wikipedia, in philosophy, understanding (“expertise”) is the ability to form ideas and to make judgements about them. The
modern usage of the term has been heavily influenced by Immanuel Kant, who frequently contrasts understanding with reason, while also differentiating it from sensibility. So are understanding and
reason the same thing? Clearly, NO! We are talking about a “menage a trois”, a constellation of three: understanding, emotion and reason. Understanding lets us view things logically. At the same
time, we evaluate things on an emotional level. And finally, reason is the overarching faculty that allows us to form a judgement. Reason examines, evaluates and categorises according to GOOD OR
BAD, BLACK OR WHITE, TRUTH OR LIE. The end result is a decision. This is a brief explanation of how we evaluate things and what influences our decision-making processes.
We develop products for our customers with our knowledge and experience. It is important to us that our customers are satisfied. The company DÜBÖR, a specialist for release agents and spraying
equipment, has focused on the manufacture of a wide range of products for the baking industry since 1961. Be it lubricant for moulds, tins, bowls or belts, or the release of baked goods or
confectionery from moulds: The company produces a choice of high-quality products for all baking industry applications and the most specific requirements. Gradually, DÜBÖR Groneweg GmbH & Co.
KG grew from a small family business into an internationally renowned manufacturer and supplier of high-quality products for baking companies of all kinds and sizes.
Over the decades, we have developed into a globally active company. We have grown, transformed and are always in a state of flux. But one thing has remained constant: We are a traditional family
company with the uncontested desire to be a reliable partner for our customers. We cannot talk anyone into working with us. And we’re not going to. But thanks to our many years of experience, we
can convince anyone with an understanding of baking and separating baked goods from moulds.
With consistent quality, reliability and the ability to meet virtually any customer requirement, we
can meet our partners’ emotional need for security and dependability. From the smallest to the largest, we trust everyone to recognise us for what we are:
Baking experts for baking experts.
It’s that simple.