"Giving up a large share of revenue in a thriving business all for a fly? Hans-Dietrich Reckhaus, the owner of the Reckhausen family-owned chemical company in Deppendorf, Germany, did exactly that. When the 59-year-old CEO took over his family's insecticide company from his father in 1995, he didn't pay much attention to flies or insects. Like his father before him, he was manufacturing everything needed to eliminate them bug spray, ant powder, moth paper and fly traps."
"One day, more than a decade ago, he designed a new fly trap for which he wanted to boost sales with an art project. But when he reached out to German conceptual artists Frank and Patrik Riklin, they politely declined, saying fly traps and the eradication of insects were unethical a rebuttal that would completely change Reckhaus's outlook on his business."
"This publicity stunt took place 13 years ago, but the impact continues to this day. It marked the starting point for Reckhaus's research into the importance of insects for nature and turned his business completely upside down. Today, the back of every product includes information on the importance and vulnerability of insects, as well as tips for keeping them out of homes without killing them. Some even carry a warning on the front: "Caution, kills valuable insects.""
Hans-Dietrich Reckhaus inherited a family insecticide company in Deppendorf and originally produced products designed to kill insects. He designed a new fly trap and sought a promotional art project, but German conceptual artists Frank and Patrik Riklin declined, calling fly traps and insect eradication unethical. Reckhaus refocused the project on saving insects, involving the local community in catch-and-release activities and lavishly pampering a fly named Erika. The event prompted research into insect importance and transformed company practices. Product packaging now warns about killing valuable insects and provides information and nonlethal tips for keeping insects out of homes.
Read at www.dw.com
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