Agrotech Gartenbautechnik has officially rebranded to Plant Products Austria, marking a new phase of growth under the BioFirst Group. The transition introduces a broadened portfolio and a strengthened management team led by new General Manager Gregor Hoffmann.
Agrotech Enters New Growth Phase as Plant Products Austria
Austria — February 2026
Austrian horticultural supplier Agrotech Gartenbautechnik is entering a new phase of growth following its rebrand to Plant Products Austria. This transition reflects a broadened technical scope and an expanded portfolio designed to support a wider range of specialty horticultural customers.
Founded in 1998 and acquired by BioFirst Group in 2023, the company has long served as Biobest’s exclusive distributor in Austria. The rebrand aligns the business with BioFirst’s global vision, positioning it as a “one-stop-shop” for technical support and consumables.
- New Leadership: Founder Roman Kölbl has retired; Gregor Hoffmann (20+ years experience) has been appointed General Manager.
- Expanded Focus: Moving beyond greenhouse vegetables to include berries and high-value open-field crops.
- New Offerings: The portfolio now includes irrigation, water management solutions, and enhanced technical advisory services.
“Plant Products Austria is entering a new strategic chapter – expanding its reach while maintaining the same customer-focused approach,” said Gregor Hoffmann. “Existing customers can expect full continuity of service, with the same experienced team.”
Dirk Aerts, Regional Sales Director at Biobest, added that the collaboration enables access to new biological crop protection products and innovative consumables across the specialty horticulture value chain.
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