Founder
Helmut Aurenz
Founder of the original ASB business in 1958 and the starting point of the group history.
ASB Group
Family-owned growing media expertise with international reach since 1958.
The group history starts with Helmut Aurenz and continues today as a family-owned, innovation-focused peat and growing media business serving professional horticulture in Europe and North America.
History
From Helmut Aurenz’s original company to ASB Greenworld’s global footprint.
ASB traces back to 1958, when Helmut Aurenz founded a specialist peat business in Germany. Over decades, the company expanded into one of the larger professional peat and substrate groups, while remaining family-owned.
Today the group combines raw material expertise, production know-how, and sales support through operations in Estonia, Canada, and the United States, with the German Helmut Aurenz family company shown separately as the ownership structure.
Founded in 1958
Started by Helmut Aurenz as a family business with long-term horticultural focus.
Production and processing
The group invests in sourcing, processing, and product consistency for professional growers and distributors.
International reach
Commercial and production operations support customers across Europe and North America.
Product development and sustainability
The company continues to invest in substrate performance, responsible sourcing, and long-term customer support.
Owners
Family ownership remains part of the company’s long-term direction.
ASB Group continues under Helmut Aurenz family ownership through the Germany-based Helmut Aurenz GmbH & Co. KG. This continuity supports long-term decisions across product development, sourcing, and market expansion.
MA
Chief Executive Officer
Michaela Aurenz Maldonado
Helmut Aurenz GmbH & Co. KG
Germany
KM
Chief Financial Officer
Karsta Mahler
Helmut Aurenz GmbH & Co. KG
Germany
DA
Chief Technology Officer
Daniel Aurenz
Helmut Aurenz GmbH & Co. KG
Germany