Professorship Business & Marketing in Horticulture and the Food Industry
Dr Andreas Gabriel was appointed to the professorship „Business & Management in Horticulture and the Food Industry“ at Weihenstephan-Triesdorf University of Applied Sciences (HSWT) on 1 September 2025.
He succeeds Prof. Dr Stefan Krusche, who represented the „Business Administration“ department at the Horticulture and Food Technology department and retired on 1 October 2025.
Prof Dr Andreas Gabriel studied Horticulture at the HSWT and graduated in 2004 with a degree in Engineering (FH). After around ten years as a research assistant at HSWT - including in the fields of „Marketing and Management of Renewable Resources“ and „Technology in Horticulture“ - he took over the management of GreenSurvey GmbH. In 2018, he did a doctorate at the Technical University of Munich (TUM) at the Chair of Economics of Horticulture and Landscaping. He then worked as a PostDoc at the TUM Chair of Economics of Horticulture and Landscaping and, from 2019, in the „Digital Farming“ working group at the Bavarian Institute of Agriculture (LfL).
Scientific and didactic qualifications
With a Dipl.-Ing. (FH) in Horticulture and a doctorate, Prof Dr Gabriel has the relevant professional qualifications for his teaching area at the Department of Horticulture and Food Technology. At TUM, he taught courses on corporate management, organisational behaviour and strategy and sustainability in the agricultural and food industry. He also played a key role in a project at HSWT to develop an interactive e-learning tool on quality management and assurance in Horticulture.
Research experience
Prof Dr Gabriel has been continuously involved in research projects since 2006 and has acquired third-party funding from the public and private sectors on several occasions. His research interests range from Biotechnology and consumer behaviour to organisational and sustainability research and the adoption and acceptance of digital technologies in Agriculture and Horticulture. At the interface between science and practice, he places particular emphasis on application-orientated and interdisciplinary research that promotes innovation processes in the green sector.
Lectures at the HSWT
Initially, Prof. Dr Andreas Gabriel will teach courses on general business administration, human resources and labour management, adoption and acceptance of technologies and production processes as well as the Horticulture project laboratory in Bachelor's and Master's degree programmes at the GL department, including the Master's in Resilient Horticulture, which starts in the winter semester 2025/26.
