It all started with a small chemist and health food company in Meran, South Tyrol. Ulrich Ladurner's parents ran the "A. Ladurner Chemist". After completing his education and gaining practical experience in Austria and Germany, Ulrich Ladurner joined his parents' company. As a young company, Sch√r had to try to reach consumers individually. The company got in touch with doctors, nutritionists and celiac societies, Ulrich Ladurner handed over his work as a retailer to his wife and concentrated on selling gluten free products.