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The history of the family business

The history of the family business

During the past 90 years, Loacker has developed from a small regional patisserie in Bolzano's/Bozen's old town to a globally known brand. Nowadays, people in over 100 countries can enjoy Loacker's delicacies. Find out more about Loacker's history which is steeped in tradition, currently in the third generation.

Opening of the first Loacker Point at the Brennero/Brenner Opening of the first Loacker Point at the Brennero/Brenner
  • 2007: Opening of the first Loacker Point at the Brennero/Brenner

    With the opening of the first Loacker Point, the company returned to its origins: the patisserie and specialist confectionery. While many delicacies can be enjoyed in the Loacker Moccaria, all of about 200 products are available in the Loacker BrandStore as the only source - including seasonal special confectionery and merchandise.

The third generation joined The third generation joined
  • 1996: The third generation joined

    Ulrich Zuenelli, Christine Loacker-Zuenelli's son, as well as Armin Loacker's two sons – Andreas und Martin – successively joined the company. While Andreas Loacker took care of the entire development sector, Martin took charge as director of production development. Ulrich Zuenelli became the director of the sales sector as well as the president of the board of directors.

Internationalisation Internationalisation
  • 1979: Internationalisation

    Thanks to the intense work in the global markets by the visionary export director Manfred Kunold, new sales markets were opened up, mainly in the Middle East, China and Japan. Loacker's presence at important contact points such as airports and tourist island destinations helped to improve awareness of the brand and its products. To satisfy the requirements of the international market, a new packaging design was developed and the company logo was changed. Up to that point, the packaging was blue and white, with romantic depictions of landscapes and myths from South Tyrol. This is now part of the past, replaced by the modern, unique and now unmistakeable Loacker design.

Death of Alfons Loacker Death of Alfons Loacker
  • 1970: Death of Alfons Loacker

    After the death of Alfons Loacker, the business, which had grown into a large confectioner, was continued and constantly expanded by the two sons, Armin and Rainer, and daughter Christine Loacker-Zuenelli. Rainer left the business at the end of the 70s to become a winegrower, with Armin developing into a production and technology expert, and sister Christine into a successful sales and administration director.

The second generation joined The second generation joined
  • 1958: The second generation joined

    Son Armin Loacker joined the parental business after completing his education as a confectioner and gathering experience abroad. As the person in charge of production, he became the pioneer of the succeeding industrial phase. In 1968, his sister Christine joined with responsibility for administration and sales after her education and experience in the commercial sector. The youngest brother Rainer completed the successful team by the end of the 70s as a sales director.

Re-start after the Second World War Re-start after the Second World War
  • 1945: Re-start after the Second World War

    After the Second World War had significantly hampered production, Loacker started afresh in 1945 with 600 kg of cocoa beans and a bank balance of 0. Bit by bit, production could be increased and bigger machines could be acquired.

Site foundation in Heinfels Site foundation in Heinfels
  • 1999: Site foundation in Heinfels

    The second Loacker production site of the next generation was commissioned in 1999 in East Tyrol, Austria. In 1999, the site produced 20 tonnes per day, but for early 2000 operation in three shifts and a daily capacity of 30 tons was the plan.

Birth of the Nanetti Birth of the Nanetti
  • 1983: Birth of the Nanetti

    The extent of Loacker's fame was not just down to word of mouth but also thanks to the Loacker Nanetti. The happy, friendly and most of all likeable dwarves, taken from the world of Dolomite legends, have been brand ambassadors since 1983, present on TV in adverts as well as at the points of sale in Italy and many other countries. As popular figures, they have increased Loacker's market shares in different regions, reaching extreme popularity and even cult status in some countries.

Site opening in Auna di Sotto/Unterinn at the Renon/Ritten Site opening in Auna di Sotto/Unterinn at the Renon/Ritten
  • 1974: Site opening in Auna di Sotto/Unterinn at the Renon/Ritten

    Loacker opened a new site in Auna di Sotto/Unterinn at 1,000 metres above sea level which had to be expanded three years later. Thanks to six modern high performance ovens, 40,000 wafer packs could be produced per day.

Acquisition of the first wafer baking machine Acquisition of the first wafer baking machine
  • 1969: Acquisition of the first wafer baking machine

    Armin Loacker decided to buy a wafer baking machine which increased production by an astonishing 500 per cent.

Erection of a new building Erection of a new building
  • 1954: Erection of a new building

    After the new building was set-up in Bolzano/Bozen city centre, production continued to increase. New machines allowed for the required capacities.

Foundation of the Loacker patisserie in Bolzano/Bozen Foundation of the Loacker patisserie in Bolzano/Bozen
  • 1925: Foundation of the Loacker patisserie in Bolzano/Bozen

    In 1925, Alfons Loacker, a trained confectioner from Götzis, Austria, opened his small patisserie with his two helpers in Dominikanerplatz, Bolzano/Bozen. In addition to classic patisserie products, he started to create wafer specialities made from natural raw material according to his own recipes.

     

    The operating capital merely included professional skills and real pioneering spirit, combined with a lot of enthusiasm and endurance - this helped the company to rise until the start of the Second World War.

Opening of the first Loacker Point at the Brennero/Brenner
  • 2007: Opening of the first Loacker Point at the Brennero/Brenner

    With the opening of the first Loacker Point, the company returned to its origins: the patisserie and specialist confectionery. While many delicacies can be enjoyed in the Loacker Moccaria, all of about 200 products are available in the Loacker BrandStore as the only source - including seasonal special confectionery and merchandise.

Site foundation in Heinfels
  • 1999: Site foundation in Heinfels

    The second Loacker production site of the next generation was commissioned in 1999 in East Tyrol, Austria. In 1999, the site produced 20 tonnes per day, but for early 2000 operation in three shifts and a daily capacity of 30 tons was the plan.

The third generation joined
  • 1996: The third generation joined

    Ulrich Zuenelli, Christine Loacker-Zuenelli's son, as well as Armin Loacker's two sons – Andreas und Martin – successively joined the company. While Andreas Loacker took care of the entire development sector, Martin took charge as director of production development. Ulrich Zuenelli became the director of the sales sector as well as the president of the board of directors.

Birth of the Nanetti
  • 1983: Birth of the Nanetti

    The extent of Loacker's fame was not just down to word of mouth but also thanks to the Loacker Nanetti. The happy, friendly and most of all likeable dwarves, taken from the world of Dolomite legends, have been brand ambassadors since 1983, present on TV in adverts as well as at the points of sale in Italy and many other countries. As popular figures, they have increased Loacker's market shares in different regions, reaching extreme popularity and even cult status in some countries.

Internationalisation
  • 1979: Internationalisation

    Thanks to the intense work in the global markets by the visionary export director Manfred Kunold, new sales markets were opened up, mainly in the Middle East, China and Japan. Loacker's presence at important contact points such as airports and tourist island destinations helped to improve awareness of the brand and its products. To satisfy the requirements of the international market, a new packaging design was developed and the company logo was changed. Up to that point, the packaging was blue and white, with romantic depictions of landscapes and myths from South Tyrol. This is now part of the past, replaced by the modern, unique and now unmistakeable Loacker design.

Site opening in Auna di Sotto/Unterinn at the Renon/Ritten
  • 1974: Site opening in Auna di Sotto/Unterinn at the Renon/Ritten

    Loacker opened a new site in Auna di Sotto/Unterinn at 1,000 metres above sea level which had to be expanded three years later. Thanks to six modern high performance ovens, 40,000 wafer packs could be produced per day.

Death of Alfons Loacker
  • 1970: Death of Alfons Loacker

    After the death of Alfons Loacker, the business, which had grown into a large confectioner, was continued and constantly expanded by the two sons, Armin and Rainer, and daughter Christine Loacker-Zuenelli. Rainer left the business at the end of the 70s to become a winegrower, with Armin developing into a production and technology expert, and sister Christine into a successful sales and administration director.

Acquisition of the first wafer baking machine
  • 1969: Acquisition of the first wafer baking machine

    Armin Loacker decided to buy a wafer baking machine which increased production by an astonishing 500 per cent.

The second generation joined
  • 1958: The second generation joined

    Son Armin Loacker joined the parental business after completing his education as a confectioner and gathering experience abroad. As the person in charge of production, he became the pioneer of the succeeding industrial phase. In 1968, his sister Christine joined with responsibility for administration and sales after her education and experience in the commercial sector. The youngest brother Rainer completed the successful team by the end of the 70s as a sales director.

Erection of a new building
  • 1954: Erection of a new building

    After the new building was set-up in Bolzano/Bozen city centre, production continued to increase. New machines allowed for the required capacities.

Re-start after the Second World War
  • 1945: Re-start after the Second World War

    After the Second World War had significantly hampered production, Loacker started afresh in 1945 with 600 kg of cocoa beans and a bank balance of 0. Bit by bit, production could be increased and bigger machines could be acquired.

Foundation of the Loacker patisserie in Bolzano/Bozen
  • 1925: Foundation of the Loacker patisserie in Bolzano/Bozen

    In 1925, Alfons Loacker, a trained confectioner from Götzis, Austria, opened his small patisserie with his two helpers in Dominikanerplatz, Bolzano/Bozen. In addition to classic patisserie products, he started to create wafer specialities made from natural raw material according to his own recipes.

     

    The operating capital merely included professional skills and real pioneering spirit, combined with a lot of enthusiasm and endurance - this helped the company to rise until the start of the Second World War.