Ebru has always loved hazelnuts. Inspired by oriental varieties, the Hamburg native develops vegan hazelnut spreads. In doing so, the short list of ingredients stands for quality and transparency. For Haselherz, doing without palm oil is a matter of course.

Conversation with Ebru from Haselherz

Ebru, your heart beats for hazelnuts. What is so great about hazelnuts?

Hazelnuts have many facets. For thousands of years, they have been an important part of Mediterranean and oriental cuisine. In terms of taste, they are incredibly versatile—roasted, ground, whole, in creams or baked goods. I love their nutty depth and the typical aroma.

How did you come up with the idea for Haselherz?

The invention of Haselherz has to do with my parents' home country. In Turkey, there was always a super delicious hazelnut spread during our summer vacation. It tasted just like my Crunchy Hazelnut Spread does today. In Hamburg's organic shops, I was always looking for something similar—but only ever found hazelnut spreads with little flavor. Then I asked myself: why doesn't my favorite hazelnut spread exist in Germany? That is how the journey with Haselherz began.

What motivates you in your work?

Initially, it was difficult to reach customers with the taste of my Crunchy Hazelnut product. Then I developed a chocolatey product that immediately thrilled customers. Since founding the company in 2015, demand has risen sharply. Today, I no longer produce in my home kitchen, but in larger quantities. For me, what counts most is: artisanal quality, short ingredient lists, and honest taste.