Our story

1950

In the beginning, there was an idea...

At the age of 37, Heinrich Pickerd set the foundation for H. PICKERD GmbH & Co. in Hanover on April 1, 1950. His vision? To bring top-quality baking products to households, simplifying the baking experience while ensuring exceptional taste and convenience for all consumers.

1953

The Gugelhupf was born

Heinrich Pickerd's crowning achievement came with the introduction of the first household-sized icing packets. Packaged in the iconic shape of a Gugelhupf cake, its distinctive design was instantly recognizable. Recognizing the universal appeal and enduring popularity of this classic cake mold, Heinrich Pickerd wasted no time in securing its packaging as a registered utility model with the German patent office.

1956

Move to the new PICKERD headquarter

The company relocated to its new headquarters in Hanover's Vahrenwald district in 1956, where it benefited from larger and more modernized production facilities. Subsequently, in the 1960s, further expansion efforts were undertaken, incorporating new administrative and logistical areas.

1979

A milestone for PICKERD

A significant milestone for PICKERD unfolded with the installation of the first deep semi-automatic filling and packaging machine. This advancement revolutionized the production process, enabling the creation of large quantities of cake icings in diverse flavors for the very first time.

1993

PICKERD's Ongoing Expansion: New Headquarters in Burgwedel

In August 1993, the company headquarters shifted from Hanover to a modern administration and production facility in Großburgwedel. Subsequently, production and logistics witnessed significant expansion in the ensuing years.

2004

Acquisition of the company Rösch & Eggers

In 2004, PICKERD acquired Rösch & Eggers, a company specializing in almonds, hazelnuts, and walnuts. Their products seamlessly integrated into PICKERD's existing product range. The subsequent year saw the construction of a new logistics center and the integration of modern machinery for processing and packaging almonds and nuts into production.

2018 and 2019

Award-winning

In 2018 and 2019, PICKERD was honored as the premier brand for baking aids and ingredients by Lebensmittel Zeitung, a prominent trade publication in the consumer goods sector.

2020

Where we stand now

PICKERD is a growth leader, No. 1 in icings and No. 2 in leading baking and decoration segments.

2021

PICKERD is again a family-owned business

Change of ownership at H. Pickerd GmbH & Co. KG in Burgwedel: Managing Director Christoph Ludwig, who has led PICKERD since 2013, acquired 100% ownership of the company from the previous shareholders in April 2021. As the sole owner, he will continue to lead the company into the future.

With this transition, PICKERD returns to being a family-owned and operated business. Employees now feel an even stronger connection to the company and are delighted to be part of the PICKERD family.

2013 - today

Investments in the future

Investments in new, state-of-the-art production equipment for icing, decorative sprinkles, and fruit products, alongside enhancements in production processes, will guarantee our ability to meet the rising demands for quality, consumer protection, and food safety well into the future.