History

One of the most successful producers of frozen bakery products

“Rolls taste best when they are fresh from the oven.”

That is Doris Entrup’s business idea in a nutshell.

The outstanding success story of Doris Entrup and the DEH business began in 1987 in a one-room office. A single mother after the sudden death of her husband, she started her career in the baking industry with capital of 50,000 Deutschmarks.Her business plan could be seen as forming a bridge between her childhood – her father was a master baker with his own bakery – and her extensive experience in sales management with large companies.

At first she simply sold imported long-life bakery products, but she was quick to foresee the coming boom in the market for frozen food products.The company changed its strategy and turned to frozen bakery products, which it distributes throughout the country.

The key factor in the company’s success is the philosophy that it still maintains – quality, innovative products, first-class service and production of individual frozen bakery products.

By 1992 steadily growing demand from both wholesalers and retailers led the company to purchase its own production facility in Hungary where lye products, doughnuts and Danish pastries are made.The high quality of the goods attracted bakeries, delivery services, caterers and filling stations with bakery sections in their shops – and soon capacity was again insufficient.

In 1999 DEH therefore decided to purchase an additional production facility in Heiden, near Borken in Germany, which operated from the start at full three-shift capacity.

With its pioneering spirit and entrepreneurial flair, the D. Entrup-Haselbach company is now a leading national supplier of frozen bakery products with a premium product range of more than 350 bakery items.

The key factor in the company’s success is the philosophy that it still maintains – quality craftsmanship, innovative products and a national policy of delivery within 24 hours.

Eight years ago Alexander Haselbach, the founder's son, joined the company. Heassumed responsibility forsales managementin 2005 and became managing director in 2009.He has now built up a national field sales service, thereby ensuring the long-term growth of DEH.

The expert field sales service is always available to support DEH customers with advice and staff training.

In addition, Alexander Haselbach has built up the export department of DEH.Today our top-quality bakery products – which have frequently received DLG (German Agricultural Society) awards – are available far beyond the borders of Europe.

With continuing vigour and an ongoing focus on first-rate quality and imaginative innovations, Doris Entrup and Alexander Haselbach look to the future of the family business with confidence