"A pharmacy today? we need to expand it or add something new to it." (Dr. Eduard Fresenius)
Eduard Fresenius runs the pharmacy in Frankfurt until 1934, when he relocates company headquarters to Bad Homburg. The company founder is full of ideas on how to gain recognition for his company. Often he is ahead of his time with these ideas. Early in the 1930s he begins distributing a Hirsch Pharmacy magazine for customers. A few years later he opens a diet pavilion in Bad Homburg. During summer months guests consume fresh fruit and vegetable juices. Fresenius employees also prepare special drinks for diet patients based on doctors’ prescriptions. Particularly popular were the milk mix drinks, an early form of the milkshake.
Realizing great ideas is expensive. In financial matters, Eduard Fresenius is unlucky. And the years to come are challenging ones for the businessman. During the Second World War he loses contact with a lot of important business partners. He does not join the Nazi party. Supplying the German army with medications like the Freka frostbite cream helps for a time to maintain company production.
The end of the war finds Eduard Fresenius standing before the rubble that was his existence: Allied bombs have completely destroyed the Hirsch Pharmacy. Raw material shortages make production in Bad Homburg impossible. In the midst of reorganizing the company, Dr. Fresenius dies suddenly in 1946. He names his foster daughter, Else Kröner, née Fernau, as benefactor of his estate.
Just 26 years old, she inherits the Hirsch Pharmacy and the leadership of the company. As a newly licensed pharmacist, Else Kröner (**suggest changing to Else Fernau**) knows her way around pharmaceutics, but when it comes to business management she soon reaches her limits. She obtains the needed skills by attending evening classes at a private business school in Frankfurt. She spends nearly 12 hours a day in the company and doggedly works to rebuild the firm during difficult years. Her efforts earn her a great deal of respect and admiration among the staff. She eventually turns over running the Hirsch Pharmacy to a fellow pharmacist. Her main focus now is running the company in Bad Homburg. With a lot of effort, she and her eventual husband, Hans Kröner, develop Fresenius over the following years into a global healthcare group.