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Case study<br />
TriWeb packaging – enables vertical presentation, as well as easy labelling and stacking.<br />
Упаковка TriWeb дает возможность вертикальной презентации, легкого наклеивания этикеток и укладки в стопы.<br />
an optimal cooling chain. To keep<br />
this under control, we own a fleet<br />
of no less than 60 trucks that drive<br />
all over Switzerland on a daily basis<br />
to provide fresh products to the<br />
retailers. This is cost-intensive, but<br />
product quality is our main asset to<br />
our customers. And we owe it to our<br />
quality commitment, which we have<br />
underlined again with our relaunch.”<br />
Convenience<br />
products<br />
Bigler will soon be opening a whole<br />
new building that allows the company<br />
to meet the ever-increasing demand<br />
for high-quality convenience<br />
products. In its new premises, Bigler<br />
will for example be able to process<br />
vegetables and produce its own<br />
sauces. Another example of keeping<br />
as many production steps as possible<br />
inhouse to meet the quality promise.<br />
Gérard Bigler: „Convenience is still an<br />
exciting topic in Switzerland. Here,<br />
from my point of view, especially<br />
those products have a future that are<br />
easy to prepare, but leave the end<br />
user enough space to add his or her<br />
own touch. By the way, I do not see<br />
a contradiction between our claim<br />
to offer traditional meat products<br />
to the best butcher's craftsmanship<br />
as well as convenience products,<br />
because the market knows different<br />
types of consumers. On the one<br />
hand, magazines and TV shows with<br />
regard to cooking are booming, which<br />
stimulate consumers to carefully<br />
select their meat. On the other hand,<br />
there are still plenty of people who<br />
are more interested in quick and easy<br />
preparation, yet value product quality.<br />
We simply want to address both.”<br />
Online sales<br />
With new players like Amazon Fresh,<br />
but also with existing retailers<br />
supplying this type of service<br />
more and more, online trading and<br />
home delivery of food products is<br />
increasing. Markus Bigler: „Of course<br />
we also observe this trend closely.<br />
But if you look at the food segment<br />
in Switzerland, you can see that the<br />
growth rates are comparatively low.<br />
I am sure this area is interesting for<br />
certain niche products, but meat is<br />
simply a matter of trust – and the<br />
trust of consumers must be gained<br />
by the online retailer first. We are<br />
currently not active online, but we<br />
will certainly adjust to the needs of<br />
our customers if necessary. As far<br />
as the future of supermarkets is<br />
concerned, they now have a great<br />
opportunity to show their added<br />
value compared to online services.<br />
They can offer consumers a true<br />
shopping experience by allowing<br />
them to see and feel every item. This<br />
is quite important for fresh products,<br />
and particularly meat. I believe<br />
the trend is moving away from<br />
megastores back towards shops<br />
that reproduce the traditional market<br />
setting in your local town square.”<br />
46 | <strong>MSP</strong> Magazine • April/May 2017
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