Press Release 28th August 2025

BILLA develops the new “Da komm‘ ich her!” potato variety “Benjamin” – named after a dedicated team member

A new innovation enriches the vegetable department of BILLA. Developed and grown 100 percent in Austria, the new “Da komm‘ ich her!” potato variety “Benjamin” is now available in BILLA and BILLA PLUS stores. The project was initiated by Johann Regner, REWE Category Manager for Fruits and Vegetables. The potato is named after BILLA Buyer Benjamin Einfalt, who passionately manages the potato product group.

Four people smiling and posing in a lush green field under a clear blue sky. One person holds a shovel, and another crouches holding soil revealing roots. They all wear casual attire.

(From left to right): Michael Buxbaum (Managing Director of the Lower Austrian Seed Cooperative NÖS), Benjamin Einfalt (BILLA Buyer), Susanne Kirchmaier (Breeder at NÖS), and Johann Regner (REWE Category Manager for Fruits and Vegetables) are excited about the new “Here I come from!” potato variety “Benjamin.” / Copyright: © BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

Potato “Benjamin” now available at BILLA and BILLA PLUS
The new variety was developed in long-standing collaboration between BILLA and the Lower Austrian Seed Cooperative, named after BILLA Buyer Benjamin Einfalt
Originating from 100% Austrian breeding, the seed is grown by five producers in Lower Austria and Burgenland
Primarily firm-boiling and nutty in flavor, the potato variety is suitable for all kinds of side dishes

Together with the Lower Austrian Seed Cooperative, the variety has been developed through many years of collaboration. Currently, five farmers in Lower Austria and Burgenland are responsible for the cultivation. As primarily firm-boiling table potatoes, “Benjamin” with its nutty flavor is ideal for casseroles, crispy fries, pancakes, and salads, and also tastes excellent as oven and parsley potatoes.

Johann Regner, Category Manager for Fruits and Vegetables at REWE International AG: “Developing new potato varieties requires time and a lot of expertise. The demands are incredibly high: they must meet the taste preferences of consumers, withstand increasing heat and drought, and provide good yields. We are very pleased to bring a delicious new variety to market after many years of intensive collaboration with the Lower Austrian Seed Cooperative, which exceeds these expectations. ‘Benjamin’ is proof of quality, regionality, and cooperative collaboration throughout the entire value chain.”

Joint effort with excellent results

Developing a new potato variety is a complex process that can take up to ten years: out of 60,000 seedlings, only one or two stems remain that meet the high standards of taste and resilience. The entire breeding process for “Benjamin,” from the idea through countless field trials to the final variety, involved Johann Regner and Benjamin Einfalt from BILLA, alongside Susanne Kirchmaier from the Lower Austrian Seed Cooperative. The result of this long-term commitment is a future-ready seed that is robust, well-storable, and impressive both in its taste and cooking properties. Grown regionally, harvested at the optimal time, and brought to stores via short supply chains, “Benjamin” embodies everything that the BILLA private label “Da komm‘ ich her!” stands for: regionality, seasonality, freshness, and a close connection to local agriculture.

Benjamin Einfalt, BILLA Buyer: “After a long and exciting development process, a great dream is now coming true. With ‘Benjamin,’ we have developed a potato variety that comes entirely from Austria, from breeding to harvest. It fills me with pride to finally see this variety in the stores. ‘Benjamin’ has the potential to become the favorite potato, and I am very excited that our customers can now discover its versatility in the kitchen.”