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When the Press Visited DON DONKEY’S®
Die Westfälischen Nachrichten told our story – about two brothers from Lüdinghausen, an extraordinary idea and one of Europe's rarest foods.
Donkey herd from one of our European partner farms. Photo: DON DONKEY’S®
In September 2026, DON DONKEY’S® received a special visit: Die Westfälischen Nachrichten wanted to know what was really behind our brand.
Why are two brothers from Lüdinghausen particularly interested in donkey milk? How did DON DONKEY’S® come about? Where does our fascination with donkeys come from? And how do you develop your own brand from a food that many people no longer know about today?
The conversation resulted in a detailed report by journalist Heidrun Riese on September 12, 2026.
“Closer to breast milk than any cow”
Two brothers from Lüdinghausen sell donkey products
It all started at the kitchen table
DON DONKEY’S® did not come from a large food corporation. The first ideas began in a family environment and during conversations at the kitchen table at home.
Our father worked in the medical field for a long time. Because of this, we came into contact with topics surrounding nutrition, special foods and traditional applications at an early age.
At some point, we came across a food that hardly anyone in Germany knows about today: donkey milk.
The more we looked into it, the more fascinating the topic became. We read about the long history of donkey milk, studied the food intensively and spoke with various experts.
We noticed one contradiction in particular: A food with an exceptionally long history had almost completely disappeared from the everyday lives of most people.
Brian and Justin Netuschil – the brothers behind DON DONKEY’S®.
From tennis coaches to entrepreneurs
Before DON DONKEY’S® was founded, we both worked as tennis coaches for many years. At the same time, we had long wanted to build something of our own.
2020 was finally the starting shot for our entrepreneurial journey.
An idea first had to become a functioning company. Supply chains, food law, packaging, shipping, product development, online retail and brand building suddenly became part of our everyday lives.
Three years later, our products went to market under the name DON DONKEY’S®.
“Donkey milk was once highly valued, but it is now completely unknown here.”
Why donkey milk?
This is probably the question we are asked more often than any other.
While cow, goat or sheep milk seem like a matter of course for most people, many do not even know that donkey milk is available as a food.
A donkey gives very little milk compared to a dairy cow. At the same time, the foal comes first. That is why our partner farms do not milk the donkeys during the first few months.
Only later, when the foals are already eating solid food, can small quantities be obtained by hand. The small quantities available and the high effort make donkey milk an extremely rare food.
Mare and foal – the foal comes first when it comes to milk production.
From Europe to Lüdinghausen
Our company is located in Lüdinghausen in the Münsterland.
However, the animals themselves are not kept at our farm in Berenbrock. For our products, we work with specialized partner farms within Europe.
We attach great importance to the donkeys having enough space, being able to move around and living in social groups or herds.
From Lüdinghausen, we develop DON DONKEY’S® as a brand and bring our products to customers within Germany and beyond.
We also want to tell the story of donkeys
Over time, we have noticed that conversations about donkey milk almost inevitably turn to the donkey itself.
And that is exactly what we want to take advantage of.
That is why we visit donkey owners, spend time with the animals and create content for our social media channels. We want to show how different donkeys are and how much more there is behind these animals than the well-known prejudices.
This part of our work also found its way into the report by Die Westfälischen Nachrichten.
And what does donkey milk taste like?
Many people expect a strong or unusually “animal” taste when they first try it.
In fact, many of our customers perceive donkey milk as mild and slightly sweet. In the conversation with Die Westfälischen Nachrichten, Brian also described a slightly nutty note.
In the end, taste is naturally something personal. Perhaps that is exactly why the first sip is the most exciting moment for many people.
Suddenly, our own story is in the newspaper.
In everyday life, you work on products, answer customer inquiries, organize deliveries, develop ideas and are usually already thinking about the next step.
And then you suddenly hold a newspaper in your hands and see how far you have already come.
For us, the report by Die Westfälischen Nachrichten was therefore above all one thing: a special milestone on a journey that has just begun.
Thank you for taking a look behind the scenes
We thank Heidrun Riese, Ann-Christin Frank and Die Westfälischen Nachrichten for their interest in our story and the detailed report about DON DONKEY’S®.
“Closer to breast milk than any cow” · September 12, 2026
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