From Butcher to CEO: A Swiss Meat Processor’s Journey Diversifying Its Product Range and Pursuing Sustainable Growth

In recent years, the CEO of Bell, a Swiss meat processor, has been focusing on diversifying the company’s product range to include convenience foods such as sandwiches and salads. He recognizes the need to expand into new markets as meat substitutes become more popular. However, he believes that cultured meat grown in laboratories will eventually become a part of everyday life.

When reflecting on his apprenticeship as a butcher 50 years ago, the CEO mentioned the challenges of pursuing that career path, especially in terms of societal perceptions. Despite this, he emphasized the importance of promoting the trade and its potential for career advancement to attract more apprentices.

Bell has made significant investments in plant-based meat substitutes and other alternative products to cater to changing consumer preferences. The CEO acknowledges the challenges in terms of taste, naturalness, and price but remains optimistic about the future of these products.

While Bell has expanded globally, the CEO recognizes the importance of focusing on the DACH region (Germany, Austria, Switzerland) for sustainable growth. He remains confident in the company’s future success under the leadership of his successor, Marco Tschanz.

As he prepares to leave Bell, the CEO plans to start his own consulting company in the food sector and dedicate more time to his passion for motorcycling. Despite facing challenges from changes in consumer preferences and advancements in technology within the meat industry, he remains optimistic about its potential for innovation and growth.