Rye crackers
A snappy idea
The rye crackers illustrate just how our seed ends up delivering a delicious product. The baking mixture underscores our ideas of sustainability and regionality.
Philip Giersemehl applies the pizza cutter, pulling it through the thin, round sheet of dough on the parchment paper in front of him. First diagonally, then several times vertically until there are 18 long strips. He does the same with three other sheets, lets the dough rest again, and then slips it into the oven.
The owner of the family business Back mal! from Sievershausen near Einbeck had first prepared the dough using water, butter and the baking mixture “Rye Cracker.” It contains pure KWS rye flour, various herbs and spices.
Philip Giersemehl is visiting the Wiebrechtshausen monastery estate. He reveals tips about how to make the rye crackers and recalls the start of the project. The new product was developed for KWS in the second half of 2021, with a focus on regionality from start to finish: rye seed from KWS, drilled and harvested by the family business Hofemeister from Bad Gandersheim, ground by the Sack flour mill in Langelsheim, and given the final touches at Back mal! in Sievershausen. The towns are less than 50 kilometers from each other. “That gives us a wonderful overview of the journey our seed takes,” says Janina Kalinowski from the Marketing department of the BU Cereals.
Idea comes from a KWS colleague
The idea for the rye crackers was put on the table at the end of July – and was suggested directly by one of our workforce. Jochen Büscher had seen photos of Back mal! on social media and thought a baking mixture of KWS’ own would be in tune with the current times: Many people discovered their passion for doing things themselves during the coronavirus lockdown.
Janina Kalinowski then called Philip Giersemehl. The 29-year-old pounced on the idea. “He had already thought about working with us as it was.” He soon managed to obtain KWS rye for the product. His contacts in Direct Marketing helped in that. “Working together was an incredibly enjoyable experience. Everyone in the team was enthusiastic about the project, worked in concert and supported each other,” says Janina Kalinowski. “The flour mill even ground the KWS rye for the Rye Cracker mixture separately.”
Philip Giersemehl, Back mal!
Janina Kalinowski, Marketing department of the BU Cereals
Unbelievably good fragrance
However, the baking mixture had to undergo a few tests before it was ready. “The crackers were so hard to start with that you could almost have lost a few teeth eating them,” says Janina Kalinowski with a grin. Once the snack had been optimized so that it was easy to bite, yet still made a cracking sound, it was tried out among friends and colleagues. “The baking mixture has an unbelievably good fragrance,” states our project coordinator. “The scent of the herbs entices you to start baking right away.”
The rye baking mixture was launched on the market at the end of November. KWS itself ordered 1,000 bags, 200 of which were sold out in the canteen within two weeks. Back mal! sells the mixture in its own shops, as well as in farm shops and at the Einbecker Senfmühle mustard mill. “The next step will be to get in on the shelves of regional supermarkets,” says Janina Kalinowski. “That would be the icing on the cake for us.”
The cracking sound gives the mixture its name
Philip Giersemehl is also visibly delighted about the product. “It’s going down very well with our customers. Rye Cracker is testimony to how much potential there is in our region. Cooperating with regional companies can make a genuine contribution to healthy and sustainable nutrition.”
The egg timer rings. Philip Giersemehl looks through the oven door. The strips of dough have risen slightly and are light brown. “They’re ready,” says Philip Giersemehl with a nod. He takes the baking trays out of the oven, fills the crackers into a metal tin, and hands them around to KWS colleagues to try. The owner of Back mal! also takes a rye cracker, dunks it into a dip, puts it between his teeth and bites.
There’s a cracking sound. |
Products
Where you can also find KWS
KWS is also in many products that might surprise you. Here are some examples of everyday things.
Einbecker Tafelsenf
Since 2020, KWS has engaged the Einbecker Senfmühle mill to make a high-quality mustard from whole grains and mustard oils – organically and using a traditional method.
Our MARTIGENA, the only variety there is that’s low in bitter substances, is made into KWS Senfliebe, a white mustard with a small black mustard content, enriched with syrup from KWS sugarbeet.
Stauning Whisky
A group of enthusiasts founded a distillery in Denmark in 2005, where the much lauded Stauning Whisky has since been made. It is one of the first rye whiskies to be produced outside North America. A farmer who obtains his seed from KWS was the first to supply the rye and barley to the distillery: Stauning Whisky was initially made from our variety KWS PALLAZZO, then from KWS SERAFINO from 2019 to 2021. KWS TAYO is now used.
Further products
- The food company Rügenwalder Mühle now earns more money from meat-free products than from traditional meat ones. Protein from KWS peas is used in them.
- Glycosides and glucosides from sugar are contained in various cosmetics. Beauty products also have oats in them.
- Rapeseed is a constituent of detergents.
- Starch from corn is the basis for biodegradable trash bags and packing peanuts. Children play with PlayMais, a sort of plasticine.
- Medication often contains sugar.
© KWS SAAT SE & Co. KGaA 2025
