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4. Interview with Thomas Bischof: More Service - Worldwide

Switzerland’s Bühler AG is out to further expand its service. sweets processing spoke with Bühler’s Thomas Bischof, Product Marketing Manager of the company’s Cocoa, Chocolate & Coffee sector:

sp: Mr. Bischof, Bühler AG is expanding its service network in 2013, and the company’s latest acquisition of French company MSA is also aimed in the same direction. What are the countries where the service network will be reinforced and what is the objective of this initiative? Thomas Bischof: Our objective with this initiative is simply to have even closer contact with our customers and provide them with service that is even better, even faster and more localised. This will also ultimately benefit our customers on the cost side. For example, from the middle of this year we will also be offering roll grinding locally in India. This will translate into significant reductions in costs and downtimes compared with the transport and customs expenses that would be incurred if the roll grinding were executed in Germany or Switzerland, for instance. For Bühler’s chocolate and cocoa sector, aside from India the focus for the expansion of the service network additionally includes China and South America. But we’ll also be investing in the service network in our established markets, since this is where the installed basis is the largest. This is reflected for example in the fact that Germany was one of the pilot markets for the entire initiative.

sp: Another personality is involved in this service focus. Bühler is working with Tobias Lohmüller, an acknowledged cocoa expert. What will Mr. Lohmüller’s duties be within the group and how will your customers profit from his know-how? Thomas Bischof: Tobias Lohmüller is responsible for research and development in the cocoa sector. Bühler has developed from a supplier of machinery into a supplier of processes, which simply means that now the machinery is a result of the optimum process solution. Tobias Lohmüller’s expertise will benefit our customers with solutions and products ideally aligned with their production requirements.

sp: At the Pro Sweets trade fair in Cologne, you also introduced machinery for the first time that is aimed at attracting smaller manufacturers. Has this worked out for you and are you already receiving orders for the new machines? And how have your regular customers reacted to this new product range? Thomas Bischof: From the perspective of the reactions from our existing clientele and potential new customers, as well as from our competition, we definitely succeeded in sending out a clear signal that Bühler is now also fully capable of offering solutions in the smaller performance range. But we are also realistic about this topic and we know that our journey toward becoming the market leader in this market segment as well is only just beginning. We have already received our first orders for individual machines, although our sales start for total solutions in the 100-500 kg/h performance range will only begin in the third quarter of 2013.

sp: Bühler has expanded its portfolio with this new, smaller machinery. Give us some insight into your figures: Have you experienced reduced demand in your previous segment, or are you looking to develop additional markets? And what’s the next step. What plans are you following? Thomas Bischof: Demand and growth in the existing segment remain consistent. With new products for smaller performance ranges, we are clearly expanding our portfolio and are now able to focus on a market segment that we were previously unable to serve. In this regard, we are also placing a heavy emphasis on local market development. The expansion of the service network that I mentioned before also helps us to develop this new market segment in the most efficient, customer-orientated way possible. This distinguishes us clearly from our competition, since none of our immediate competitors can demonstrate the kind of close relationship we have with our customers.

Mr. Bischof, thank you for the interview!