Hauert Manna

What Hauert Manna does

Hauert MANNA Düngerwerke GmbH is a privately held German specialty fertilizer manufacturer headquartered in Nuremberg, with production facilities in Ammerbuch (Germany, organic/bio fertilizers) and Suberg, Switzerland, where the company claims undisputed market leadership. Founded over 300 years ago (approximately 1663) and currently led by Managing Director Philipp Hauert as a family-owned GmbH, the company manufactures and distributes fertilizers, soil activators, and lawn care products across three customer segments: Hobby (home gardeners), Profi (commercial users including landscapers, golf courses, and sports turf), and Agrar (commercial farming across arable, horticulture, viticulture, and organic).

The product portfolio is organized around 12+ sub-brands including Plantiful (instant fertilizer with proprietary Solupearls® water-soluble granule technology and integrated bottle dosing system), WUXAL (liquid fertilizers for agriculture and horticulture), Hauert/Hauert Bio (organic and mineral fertilizers for hobby and professional use), MANNA (premium garden products), Agriplant (water-soluble NPK fertilizers for professional agriculture), Ferty and Fertiplant (nutrient salts for professional horticulture), Biorga (organic), Cornufera (lawn), Tardit (long-term nitrogen), and SWISS GREEN (golf/turf). Underlying manufacturing process technologies — Solupearls®, Tardit, Sphero-Granulate, Granutec, Kompaktor, and Würfelpresse — enable multiple product formats (granules, tablets, cubes, liquids, suspensions) from a shared production base. Plantiful's stated 40% efficacy advantage over conventional liquid fertilizers and its reusable bottle with refill SKUs are the most differentiated recent product concepts.

The revenue model is transactional one-time product sales distributed through a hybrid channel structure: direct-to-consumer e-commerce via hauert-manna.com (free shipping above €50 EUR), specialist retailers and garden centers across Germany, Austria, and Switzerland, agricultural suppliers and farm cooperatives for the Agrar segment, and dedicated field sales representatives covering German agricultural territories. Pricing ranges from premium consumer unit pricing (e.g., €9.99 for 250g Plantiful, €13.99 for 700g Plantiful) to quote-based bulk pricing (20–25kg bags) for professional and agricultural customers. The company is privately held with no external investment, no public listing, and no disclosed M&A or funding activity.

Name

Hauert Manna

Legal name

Hauert MANNA Düngerwerke GmbH

Website

https://hauert-manna.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hauert MANNA Düngerwerke GmbH is a 300+ year-old family-owned German specialty fertilizer manufacturer serving hobby gardeners, professional users, and commercial farmers across the DACH region via proprietary brands including Plantiful, WUXAL, Hauert, and MANNA.

Ownership category

akta.pro rank

Product category

Agricultural Fertilizers & Plant Nutrition

NAICS

Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253), Fertilizer (Mixing Only) Manufacturing (325314), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Custom Blending & Private-Label Specialty Fertilizers (AFABACAN)

Keywords

• Mineral fertilizer manufacturing
• Organic plant nutrition
• Water-soluble fertilizer granules
• Agricultural crop inputs
• Garden and turf care

Headquarters

HQ city

Nuremberg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Fertilizer Sales: Direct sales of fertilizers and plant care products to hobby gardeners through the company's e-commerce website and retail partners. Product categories include Plantiful instant fertilizers, WUXAL liquid fertilizers, and various specialty products for home and garden use.
2. Professional/Garden Center Sales: Sales of professional-grade fertilizers and plant nutrition products to commercial users, garden centers, and landscaping companies. Includes bulk packaging options (20-25kg bags) and specialized formulations.
3. Agricultural/Commercial Farming Sales: Sales of agricultural fertilizers and specialty crop nutrition products to commercial farmers and agricultural businesses. Includes products for arable farming, horticulture, fruit growing, viticulture, and forestry.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Hauert Manna manufactures and sells mineral and organic fertilizers, nutrient salts, liquid plant nutrition products, and specialty growing media for three customer segments: hobby gardeners, professional/commercial users (landscapers, golf courses, sports turf, horticulture), and agriculture (arable farming, orchards, vineyards, organic farming). The portfolio is delivered through multiple sub-brands — Plantiful (instant dosing fertilizers with Solupearls® technology), WUXAL (liquid fertilizers), Manna and Hauert (garden/soil products), Agriplant, Ferty, Fertiplant (water-soluble nutrient salts), Biorga and Hauert Bio (organic lines), and Cornufera (lawn fertilizers).

Product overview

Hauert Manna is a manufacturer of high-quality fertilizers and plant nutrition products with over 300 years of experience. The company operates a multi-brand portfolio strategy with distinct sub-brands targeting different market segments: Plantiful (innovative instant fertilizers with integrated dosing systems and Solupearls technology), Hauert/Hauert Bio (organic and mineral fertilizers for professional and hobby use), WUXAL (liquid fertilizers and suspensions for agriculture and horticulture), Manna (premium garden products including potting soils and slow-release fertilizers), Agriplant (water-soluble fertilizers for professional agriculture), Fertiplant and Ferty (nutrient salts for professional horticulture), Biorga (organic products), and Cornufera (lawn fertilizers). The product portfolio serves three main customer groups: hobby gardeners (Haus & Garten), commercial users (Gewerbliche Anwender), and agriculture (Agrar).

Differentiator

Problem solved

Functional benefit

Brands

• Plantiful: Innovative dosing system for plants with integrated dosing mechanism and Solupearls technology for instant water-soluble fertilizer. 40% more effective than conventional liquid fertilizers.
• WUXAL
• Hauert
• Manna
• Hauert Bio
• Manna Bio
• Ferty
• Fertiplant
• Agriplant
• Biorga
• Cornufera
• SWISS GREEN
• Tardit

Products and services

• Plantiful instant plant food line Instant plant food for hobby gardeners: 100% water-soluble Solupearls® granules with an integrated dosing cap that delivers a precise amount of fertilizer per bottle tilt for indoor plants, balcony plants, tomatoes, hydrangeas, flowers, citrus and orchids; refillable bottle format.
• WUXAL liquid fertilizer line Complete range of liquid fertilizers, suspensions and specialty nutrient products for agriculture, horticulture, and professional use, including WUXAL Universaldünger, WUXAL Top N (12-4-6 with micronutrients), Top P (5-20-5) and Top K.
• Manna garden fertilizer and growing media line Premium garden fertilizers for home and garden use, including Manna Blumenerde potting soil, Manna Cote Mega long-term fertilizers (3–4, 5–6 or 8–9 month effectiveness), and Manna Bio organic garden products.
• Hauert specialty garden fertilizer line Hauert-branded fertilizers for home and garden including Hauert CombiGran (organically-mineral lawn fertilizer in spring, summer and autumn formulations), Hauert Progress (professional lawn fertilizer for sports and ornamental turf), Hauert Rhododendron (specialty fertilizer for rhododendrons, azaleas and hydrangeas), Hauert Rose (three-effect rose fertilizer), and Greentime (organic and mineral garden fertilizers).
• Hauert Bio / Manna Bio / Biorga organic fertilizer line Organic and biological fertilizers, soil conditioners, horn meal, and lawn strengthening products for organic farming (Bioland) and organic gardening; Hauert Bio Biorganic Forte is listed in the organic farming inputs list for Germany.
• Agriplant water-soluble agricultural NPK line Fully water-soluble NPK fertilizers with micronutrients for professional agriculture and specialty crops, intended for fertigation and foliar application.
• Ferty / Fertiplant professional nutrient salt line Professional water-soluble nutrient salts for greenhouse and field horticulture, including Ferty EcoPhos (phosphorus-reduced) and Fertiplant specialty formulations for hard water and foliar application; Fertiplant covers phosphate-based nutrient salts and specialty fertilizers.
• Tardit long-term nitrogen fertilizer line Long-term nitrogen fertilizers based on methylene urea (Tardit technology), supplied without polymer coating and available in different granule sizes including MU 40 gross (2.5 mm) and MU 40 fein (<1.5 mm), as well as in liquid form.
• Cornufera long-term lawn fertilizer line Long-term lawn fertilizers with micronutrients for various seasonal applications.
• SWISS GREEN golf and turf care line Golf fertilizers and turf care products under the SWISS GREEN brand, distributed primarily in Switzerland.

Quantifiable outcome

• Plantiful is 40% more yielding than conventional liquid fertilizers

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Compo: Compo is a leading German-based consumer and professional fertilizer, plant care, and soil brand serving hobby gardeners, landscapers, and specialty agriculture across Europe. It is the closest direct peer to Hauert Manna in terms of product range, customer segments (Hobby/Profi), and DACH market focus.
• Haifa Group: Haifa is an Israeli specialty fertilizer company known for water-soluble NPK, controlled-release fertilizers, and plant nutrition solutions for horticulture, agriculture, and turf. It directly competes with Hauert Manna's WUXAL, Agriplant, Fertiplant, and Ferty product lines in fertigation and foliar nutrition.
• Cifo (Cifo Group): Cifo is an Italian specialty fertilizer manufacturer with a strong portfolio in liquid, water-soluble, and foliar plant nutrition for hobby and professional horticulture. It competes with Hauert Manna's WUXAL and Plantiful ranges and shares the European specialty fertilizer positioning.
• Neudorff (W. Neudorff GmbH KG): Neudorff is a German manufacturer of natural and organic gardening products, including fertilizers, plant care, and biocontrols, with a strong DACH retail presence. It directly competes with Hauert Manna in the hobby segment and in the organic/sustainable gardening subcategory (Hauert Bio, Manna Bio).
• Everris (ICL Specialty Fertilizers / Everris): Everris is ICL's specialty plant nutrition brand focused on controlled-release, water-soluble, and turf fertilizers (including Osmocote and Peters). It competes directly with Hauert Manna's Cornufera, Manna Cote Mega, and SWISS GREEN lines in the professional turf and ornamentals segments.
• Cuxin DCM: Cuxin DCM is a German-Belgian manufacturer of organic and mineral specialty fertilizers for hobby, professional, and agricultural markets. It competes with Hauert Manna across all three segments and is a direct peer in the DACH organic/specialty fertilizer category.

Broad incumbents

• ICL Group: ICL is a global specialty fertilizers and plant nutrition company with a broad portfolio spanning specialty plant nutrition, ornamental horticulture, turf and landscape, and agricultural solutions. It competes with Hauert Manna in the professional water-soluble, fertigation, and specialty plant nutrition segments (overlap with WUXAL, Agriplant, Fertiplant).
• K+S Aktiengesellschaft: K+S is a German-based potash and salt miner with a growing specialty fertilizers business serving agriculture, horticulture, and consumer markets. It overlaps with Hauert Manna in potassium-focused and specialty plant nutrition products and shares the DACH headquarters geography.
• Yara International: Yara is the world's largest nitrogen fertilizer producer with a growing portfolio of specialty and foliar crop nutrition products. It overlaps with Hauert Manna's Agrar segment products (WUXAL Top N, Tardit) and competes in the European agricultural plant nutrition market.
• Substral (Scotts Miracle-Gro Europe): Substral is the European consumer plant nutrition brand of Scotts Miracle-Gro, sold in DACH garden centers. It is a direct competitor in the hobby fertilizer segment against Hauert Manna's Plantiful, Manna, and Hauert consumer lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hauert Manna