Expat Entrepreneur: Georg Behrendt
In this new series of Expatica interviews, expat entrepreneurs in Germany share their experiences of setting up and running their businesses in Germany.
Name: Georg Behrendt
City of residence: Wietze
Name of company: Baron Georg, LLC
Date of company launch: 2008
Can you give us a brief description of your business and how it is going?
We make sauces which are unlike the sauces currently made in Germany. At the moment we make a great TEXAS 28 BBQ sauce. This year we come out with an ‘orange sauce’ and hopefully a ‘veggie sauce’.
What do you like about doing business in Germany?
That I am able to fill a void which was not covered by the market, in addition I can put some American ‘Umph!’ into it and market it a bit differently than the German way.
What do you find most frustrating about doing business in Germany?
The only consistency is inconsistency in government control or certification.
What hurdles did you encounter when setting up?
The small town attitude in Celle. The first thing out of their mouths is what you can not do—where, if I were in a larger town, it could be done.
How has the economic crisis affected your business?
Not at all. People still have to eat, and the Germans love their food.
What advice would you give to other entrepreneurs setting up business in Germany?
Research it, ask questions, and have plenty of time to jump the blockades and hurdles. They can be overcome.
How does running a business in Germany compare to running a business in other countries that you have lived in?
It is harder here because Germany is unaccustomed to an entrepreneur attitude…. they do not know how to handle it.
Joining your voice to Expatica's Expat Entrepreneur series
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