Companies open their doors to the general public, offer guided tours, and provide behind-the-scenes insights into their production – this is the concept behind »Erlebniswelt Wirtschaft«. Based in Kalsdorf near Graz, Haindl Mühle joined the programme at the beginning of June as its 50th participating company.

»Erlebniswelt Wirtschaft« provides insights into production processes. Each company offers professionally designed experience tours – created by designers from the Creative Industries Styria network. The open factory tours offer fascinating insights – whether for children, young people, and future professionals or for consumers interested in sustainability and those who are enthusiastic about responsible production in Styria. “»Erlebniswelt Wirtschaft« is a format unique in Austria, offering captivating glimpses behind the scenes of Styrian companies,” said Regional Minister for Economic Affairs Willibald Ehrenhöfer at the event.

4.5 million visitors and a century of operation

More than 4.5 million people have taken part in »Erlebniswelt Wirtschaft« tours to date, with 385,000 participants recorded in 2024 alone. The aim has always remained the same – to create an experience that reflects the character and unique features of each company, explains Eberhard Schrempf, Managing Director of Creative Industries Styria. On the occasion of its 100th anniversary, Haindl Mühle, located in Kalsdorf near Graz, was welcomed as the 50th company into the »Erlebniswelt Wirtschaft« programme and received the corresponding certificate during the official ceremony. Regional Minister Ehrenhöfer and CIS Managing Director Schrempf presented the quality seal to junior managing director Daniela Haindl, followed by the ceremonial opening of the very first experience tour on the company’s premises.

CO2-neutral milling and traditional processing

Here, senior managing directors Alois and Johanna Haindl run the mill in the third generation. While the mill has had to be modernised over the years, the Haindl family business still relies on traditional methods when processing grain and pumpkin seeds. Special attention is paid to natural, regional raw materials, using exclusively products from local farmers and producers with whom Haindl Mühle cooperates. Production is entirely CO2-neutral, powered by the company’s own hydropower, and just as much emphasis is placed on sustainable packaging.

Long-term goals

For Haindl Mühle, joining the »Erlebniswelt Wirtschaft« programme marks another milestone in the company’s development. One of the goals associated with the experience tour is to raise awareness of the location beyond the borders of Styria – with the aim of establishing the business as a regional destination. “By taking part in »Erlebniswelt Wirtschaft«, we want to offer people insights into the milling trade and raise awareness for it,” said Daniela Haindl at the opening. The experience tour offers a behind-the-scenes look at the craft of milling – and with it, a 100-year-old grain mill and oil press that may be dusty and oily, but is anything but outdated. The Graz-based agency »ATELIER HAAS« is responsible for the design and concept of the tour. The agency has supported Haindl Mühle for years in building its brand – from logo and packaging redesign to the website and now the newly launched tour, all developed by the Graz creatives.

Impressions from the opening at Haindl Mühle