Matjes, music and lots of Glückstadt feeling - Matjeswochen 2025!
From 12 to 15 June, Glückstadt will once again be transformed into a Mecca for matjes fans - with a harbour festival, live music, culinary delights and the innovative paper boat regatta. For Sandra Kirbis from Glückstadt Destination Management, the festival is a matter close to her heart: she has known it since her childhood and now organises the major event with a great deal of love for her home town. Kerrin Callsen from Plotz Spezialitäten and her crew also ensure matjes enjoyment at its best, in the midst of the hustle and bustle, but with a clear head and plenty of team spirit. It's about much more than a culinary happening: the Matjeswochen are a celebration with soul - full of encounters, anecdotes and surprising moments.
Four days of exceptional circumstances, four days full of enjoyment, tradition and a great sense of home - for Glückstadt, the region and all those who return home or land once a year for matjes. The Matjeswochen has long been more than just a culinary event. "This is of course the biggest event here in Glückstadt and in the entire region," emphasises Sandra Kirbis, Managing Director of Glückstadt Destination Management. She speaks not only as the organiser, but also as a true Glückstadt native: "I've known about the Matjeswochen since I was little. I just celebrated there." Today, she organises the festival - and practically on a continuous basis: "We start planning the next edition straight after the Matjeswochen. It's something you do all year round." For her, the event is more than just a job. It's a piece of identity. A unifying ritual. "Thursday evening is Glückstadt Day. Many people who used to live here come back to the city. It's like a class reunion - you see old faces, reminisce, laugh together." And she sums it up charmingly: "It's simply a very special feeling - and a gift to be able to organise it." For Kerrin Callsen, Managing Director of Plotz Specialitiesthe festival has long been a firm fixture in the annual calendar: "For us, of course, it's a challenge to supply such a large city festival with top-quality matjes at the start of the season." The manufactory then runs at full speed - with love for the product and respect for tradition. "That's just part of it for us." But it's also about networking and enjoying. "We also use the Matjeswochen to invite our business partners so that they can experience this special atmosphere," says Kerrin Callsen. "Four days full of fun, enjoyment, dialogue - and a whole lot of Glückstadt."
A festival with history and plenty of programme
And the story behind the festival? It is also deeply rooted. "It was first celebrated in 1968 - on the initiative of the mayor at the time, Dr Manfred Bruhn," explains Sandra Kirbis. A traditional highlight is the festive matjes tasting at the opening. This year with prominent support: "Claus Ruhe Madsen, our Schleswig-Holstein Minister of Economic Affairs, will be tasting the first matjes this year," reveals Sandra Kirbis proudly. And how does it work? "The fish master from Plotz comes onto the stage with the barrel, opens it and then the matjes is traditionally served by hand. Some people take a bite straight away, others take it in their own hands, but always with respect for the product," explains Kerrin Callsen. The whole thing is topped off by a varied supporting programme that delights visitors from year to year: live music on two stages, a maritime harbour festival with open-ship offers, a colourful matjes mile with arts and crafts, a flea market and activities for children. "The city comes alive in a very special way during these days," says Sandra Kirbis. "It's a festival for the whole city - and for all generations."
How one fish characterises an entire city
What culinary delights are on offer to guests? Kerrin Callsen goes into raptures: "Basically, we notice every year - the matjes in its classic form is simply the favourite," she says. "It's a bit like a currywurst - you know what you're getting." Seven flavours are on offer, but the focus is on the original. The preparation is really exciting: "Our catering partners show a lot of creativity - whether as a fine tartare, fried or as a salad. There's a lot to discover on the menus." The festival has long been more than just a culinary highlight, it is a real location factor. "The Matjeswochen are a flagship event for Glückstadt," says Sandra Kirbis. In the best years, there have been up to 70,000 visitors. The event has supra-regional appeal, even internationally. The Glückstadt matjes is in demand throughout Germany - and is even exported to Singapore and South Africa. But it's about more than reach, it's about attitude. "We are not a global brand, we belong here," emphasises Kerrin Callsen. The Glückstadt matjes bears the geographically protected seal and is produced exclusively in Glückstadt. "And we want to make a difference here together." This "together" characterises the entire festival. Many partners have been involved for 20 years, which creates trust. "You can feel that." Steinbeis Papier also stands for this attitude. "The company is rooted in Glückstadt - with the people, with the town," says Sandra Kirbis. Steinbeis has been a partner of Matjeswochen since last year, a clear commitment to the region. "It's not sponsorship, it's participation," interjects Sandra Kirbis. Here, people know each other, work together and think long-term. Or as Kerrin Callsen summarises: "We know each other through shared interests, the sports club, life - that makes the collaboration warmer."
Steinbeis Papier and the paper boat regatta
Steinbeis Papier's commitment to Glückstadt is reflected in a very special attraction: the paper boat regatta. "It quickly became clear to us that we wanted to support this event - it fits perfectly with our product, our philosophy and the region," says Veronika Warmers, Head of Marketing at the company. Steinbeis Papier Managing Director Marc Gebauer is sending out a strong signal in person: together with presenter Stefan Wolter, he will be commentating live on stage. "The fact that the Managing Director himself is on stage, cheering and cheering on, underlines the special connection between the company, the city and the event," emphasises Sandra Kirbis. The regatta took place for the first time last year - and surprised many. "At first, many thought it was about little paper boats that you blow through the harbour basin," says Sandra Kirbis with a grin. "But no - here, teams build real boats that at least two people climb into and paddle their way through the water." A challenge that requires manual dexterity, team spirit and improvisation. Steinbeis Papier provides the material for this. "Many combine it with cardboard, lots of paste and plenty of imagination," says Veronika Warmers. "The regatta shows in a charming way what is possible with paper - far beyond its traditional use. It makes us proud to contribute to the success of this special event with a sustainable product."
Between tradition and trend
In addition to all the tradition, it is important to the organisers to keep revitalising the format with fresh impulses. After all, audiences are changing - and so are their expectations. "That's exactly why we rethink every year: how can we develop the event further without losing its character?" says Sandra Kirbis. The answer: with new programme items, exciting collaborations and music that connects generations. "You can't do it without a shanty afternoon. That's a given. But at the same time, we have fantastic top 40 bands, Schlager power and artists with Loopstation on the harbour stage." The festival doesn't stop there from a culinary perspective either. "We sit down together every year, listen to the younger members of the team - and try something new," says Kerrin Callsen. "Two years ago, for example, we had the matjes pizza. When NDR got wind of it, they were there with a camera right at the opening." At the same time, Sandra Kirbis is interested in more - sustainability, regionality and authenticity are not just buzzwords for her, but tangible guidelines: "What I really hope for is that we can win over even more regional partners for the Matjeswochen. That will simply become more and more important in the future." So instead of focussing on expansion, the organising team is thinking more broadly. New accents could come from the surrounding area, for example - and not just in the form of fish specialities. "I could well imagine, for example, that we could involve other producers at some point. That would make Matjeswoche even more of a culinary festival for the whole region." Kerrin Callsen also sees the future of the festival in careful but continuous development: "It's about maintaining the appeal - for loyal fans as well as for new guests who may become aware of Matjeswochen through friends or social media," she says. "If this festival continues to connect people, revitalise the town and celebrate regional products - then we've done everything right."
Goosebump moments and logistical masterpieces
Anyone who thinks that organising the Matjeswochen in Glückstadt is routine after more than 20 years is mistaken. "It's like a bath of emotions every year," says Sandra Kirbis and laughs. "You really go through everything: Anticipation, stress, despair when something doesn't work out - but also great satisfaction." Because every year brings new challenges - be it due to current safety regulations, changes in the general conditions or spontaneous changes. "It's never like the year before. That puts us to the test every time." And despite all the effort, the enthusiasm remains. "When the stage is set up, I get goosebumps every time. Then everything is forgotten." Shortly before the event begins, preparations are once again in full swing. "We are currently in the hot coordination phase with the public order office, police, fire brigade etc.," says Sandra Kirbis. At the same time, talks are being held with service providers, marketing measures are being finalised, press enquiries are being answered and content is being updated. And: "The final surprises always come on the day of the event anyway," she says with a smile. "Improvisation is simply part of it." Kerrin Callsen is also excited: "Of course, we're also waiting for the new catch. As soon as it lands, everything has to be ready - tasting, stand presentation, everything has to be just right." The new matjes is more than just a symbol. "Even though the Matjeswochen herald the start of the high season, Matjes plays a role all year round. We produce continuously and deliver throughout Germany. Many people don't even know that."
Another highlight this year: ten newly purchased event huts are being used for the first time. "Thanks to funding and in collaboration with Steinbeis Papier, where they are also stored, we were able to realise the huts," reports Sandra Kirbis. The colourful wooden structures are based on the colourful facades of Nyhavn in Copenhagen - a reminiscence of Glückstadt's Danish roots. "The huts will be used for many events in the future and will become a new trademark of the city." The fact that there is often a lot of improvisation and coordination behind the scenes remains hidden from most guests - and that is precisely part of the magic. "What Sandra and her team organise every year is extraordinary," says Veronika Warmers from Steinbeis Papier. "It's an exceptional event at the highest level - professional, warm and full of passion." And all this for four days during which Glückstadt appears in the best light. "Now only one thing is missing: good weather," says Sandra Kirbis at the end.
Cover picture: Fairplay
Author
As a senior editor, Benjamin Seibring specialises in developing content on sustainability, mobility, technology and lifestyle. An editorial traineeship at a German media group and his many years of experience in corporate publishing form the basis. With a high affinity for trend topics and innovative AI tools, he implements cross-media storytelling.
