A personal perspective
Abigail Birech has been part of the LIMBUA team for 10 years and works closely with Rapunzel Naturkost as a customer in Kenya – including in areas such as visitor management and operational processes. Together with Sales Manager Bettina Schley, she attended the Rapunzel supplier days in Legau for the first time and shares her impressions of the event.
LIMBUA team members Abigail Birech and Bettina Schley exchanging with other HAND IN HAND partners.
Image: Rapunzel Naturkost
Abigail, how did you experience Rapunzel Naturkost and the supplier days?
Abigail: "My very first impression was how familiar everyone at Rapunzel already was with LIMBUA. They recognized us immediately, which created a strong sense of belonging – I felt very welcome right away.
The events took place at the Rapunzel visitor center – a modern facility with a coffee roastery, a museum, several conference rooms and an organic store serving the entire region. A wide range of organic products is offered there, and it was impressive to see how consistently organic is not only produced but also lived in everyday practice – including the meals, which were entirely organic.
Inside the organic store at the Rapunzel visitor center. Image: Rapunzel Naturkost
The presence of founder Joseph Wilhelm and his family during the event – including young children – was very inspiring to me. The strong family culture was clearly noticeable and is also reflected in the way the company is managed.
Suppliers from all over the world were present, including from South America, Tanzania and the Comoros. At the same time, the Rapunzel team itself appeared very diverse and multilingual – communication took place naturally in German, English, French and even Chinese. Very impressive!"
What topics were discussed during the Rapunzel supplier days?
Abigail: "During the sessions, more in-depth insights into the HAND IN HAND certification were provided. This was particularly interesting for me, as I had mainly known the certification through its 34-year history – in reality, however, it is evolving into a platform that not only certifies but also makes the values, identity and stories of its partners visible. This also showed me how important it is for us at LIMBUA to communicate more clearly who we are and what we stand for.
Exchange during HAND IN HAND workshops with international partners and the Rapunzel team. Image: Rapunzel Naturkost
We were divided into groups for the workshops: in my group, for example, there was an Arabica coffee supplier from Tanzania as well as members of the Rapunzel team, including from procurement. One focus of the workshop was on regulatory requirements, particularly in connection with EmpCo (EU 2024/825 – a directive aimed at preventing misleading or unsubstantiated environmental claims in advertising within the EU) as well as ISO standards. It became clear that not only the requirements are increasing, but also that their interpretation is becoming more complex.
The distinction between certification bodies and label owners was also discussed. This means that the organizations carrying out audits are not the same as those responsible for the programs or labels. This separation is important for credibility.
Workshop on Living Wage and Living Income – discussion on fair incomes and sustainable livelihoods.
Image: Rapunzel Naturkost
A central topic was Living Wage and Living Income – in other words, how income for employees and farmers can be structured in a way that supports long-term livelihoods. Short- and long-term approaches were discussed intensively from different perspectives.
Another focus was impact monitoring, meaning how to measure whether actions actually have an effect – for example, how incomes or living conditions develop. In addition, there were discussions on how suppliers can be supported more effectively, for example through targeted advisory services."
International HAND IN HAND partners at the supplier days. Image: Rapunzel Naturkost
How did you experience the workshops and the exchange with other suppliers?
Abigail: "Connecting with people from different countries was very valuable for me. I met, among others, a Demeter-certified supplier from Egypt and exchanged ideas with him. This gave me many practical insights into working approaches and shared challenges along global supply chains."
Abigail Birech with Rapunzel Managing Director Margarethe Epple.
They already knew each other from Rapunzel Naturkost’s visit to LIMBUA in Kenya in 2024. Image: Rapunzel Naturkost
Were there any personal highlights?
Abigail: "From my perspective, the partnership is characterized by its clear focus on impact. Rapunzel Naturkost is not only focused on business, but also on contributing to social change. Through the HAND IN HAND program, farmers benefit directly, and many of these approaches also have an impact on their families and communities.
It was particularly meaningful for me to see how respectfully LIMBUA is presented in the Rapunzel museum – this shows how much our partnership is valued.
"The most emotional moment for me, however, was seeing the macadamia products on the shelves of the organic store that result directly from our work. Seeing how our raw materials from Kenya become part of finished organic products in Germany was a very proud and moving moment."
Rapunzel Naturkost products with LIMBUA organic macadamia.
What was your key takeaway?
Abigail: "The most important realization for me is that a company can be built across generations. Rapunzel demonstrates this through strong family involvement and genuine relationships with suppliers. This makes the model robust and is supported by a diverse team.
It is noticeable that the focus is not only on customers, but also very consciously on relationships with suppliers. This builds trust.
During my stay in Germany, I also had the opportunity to visit organic stores offering a wide range of Rapunzel products and actively promoting organic consumption. Seeing this market presence was very inspiring."
The Rapunzel Museum – insights into the company’s history and partner network.
What do you take away from the supplier days?
Abigail: "The time in Legau sparked new ideas on how our collaboration can be further developed – for example through new products, increased visibility for LIMBUA and more opportunities for knowledge sharing.
It was particularly valuable for me to see how LIMBUA is part of the Rapunzel ecosystem. I took these impressions and impulses back with me to Kenya – it was a very meaningful experience both professionally and personally.
Asante Sana!"
