Beyond the Butcher: How Bell’s CEO Dived into Plant-Based Foods and International Expansion

As a Swiss meat processor, Bell has been at the forefront of diversifying its product range to include convenience foods such as sandwiches and salads. The CEO recognized the need for this change as meat substitutes became increasingly popular. While he believes that cultured meat grown in laboratories will eventually become a part of everyday life, he also acknowledges the challenges faced by the meat industry.

Looking back on his apprenticeship as a butcher 50 years ago, the CEO shared his experience with pursuing that career path and how societal perceptions affected his journey. However, 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 understands the challenges in terms of taste, naturalness, and price but remains optimistic about the future of these products. Despite these difficulties, Bell has continued to expand globally and is focusing on sustainable growth in the DACH region (Germany, Austria, Switzerland).

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. He remains optimistic about the future of the meat industry and believes there is potential for innovation and growth.