Austrian horticultural supplier Agrotech Gartenbautechnik is entering a new phase of growth following its rebrand to Plant Products Austria – part of BioFirst Group.
The rebrand to Plant Products Austria aligns the business more closely with BioFirst’s global Plant Products brand and vision – positioning the company as a one-stop-shop for technical support, consumables andsupplies to a broad range of specialty horticultural crops grower.
Coinciding with this transition, Agrotech founder Roman Kölbl has retired and Gregor Hoffmann has been appointed General Manager. With more than 20 years of experience across Central and Eastern European horticultural markets, Gregor Hoffmann brings extensive expertise in commercial crop production, cropprotection, input technologies, and technical advisory services.
The strengthened management team sees Andreas Halbauer (joined 2025) lead the development, sales and support of the technical supplies product line. Meanwhile Daniela Harb (joined 2007) heads up the biological crop protection and pollination portfolio and its associated highly skilled technical team.
“Plant Products Austria offers growers a comprehensive portfolio of proven solutions – from Biobest beneficial insects, bumblebees, and biopesticides to plant nutrition and growing media – enabling producers to optimise crop health, yield, and production efficiency,” says Hoffmann.
While continuing to serve the advanced glasshouse vegetable sector, Plant Products Austria has broadened its focus to include berries and high-value open-field crops. The expanded offer will incorporate new product ranges and technologies, including irrigation and water management solutions, supporting growers facing increasing pressure on input efficiency, sustainability, and crop resilience.
