As a butcher apprentice 50 years ago, the CEO faced challenges in pursuing his career path due to societal perceptions. However, he emphasized the importance of promoting the trade and its potential for career advancement to attract more apprentices. Over the course of 13 years as CEO of Bell, a Swiss meat processor, he focused on expanding the company’s range to include convenience foods such as sandwiches and salads. He recognized the need to diversify as meat substitutes became more popular. Despite this trend, he believes that cultured meat grown in laboratories will eventually become a part of everyday life.
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, he 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.
Upon leaving 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 animal welfare activists and environmentalists, he remains optimistic about the future and potential for innovation and growth within the meat industry.