Kennedy's Bakery Production Cover Story


Kennedy’s, and something we never imagined would happen. What sort of response have you both had from the industry? I can imagine your customers thought it was big news too, right?


Thomas: It was. I am sure Daniel will agree too that we were both approached by many customers even the day after we announced the merger, but of course we had to say. “Sorry, you will have to wait”. Legally, both sides needed clear- ance from the authorities to move on from there.


Daniel: Yes, we had a similar position as Thomas identified. However not a huge amount has actually changed. For a Haas request you go to Haas, and for Bühler, to Bühler. In the next few months we will be aligning our processes and market approaches. The only thing customers re- alise for the time-being is that it is going to be easier to do business with Bühler when we have a common project.


Angus: What potential do you see in the synergies with developing some new types of equipment, perhaps? There must be some interesting things on the horizon!


Daniel: Yes, there are technical syner- gies. But we are not working on technol- ogy yet; we are working on the sales network, the sales and service support. There will be ideas (some of which we have discussed), including some ‘low hanging fruit’ which we can collect! – and we are going to work on that first, but not now. It’s coming later. The first step is integration, sales, service, mar- keting and to grow together – and then we develop the technical aspects.


Thomas: Yes, both companies have a clear vision of a common digital way, and here we see a massive impact from Bühler with their experience in such details, and a subsequent huge benefit for Haas. We will be able to find a common solution very quickly now with the new service network. These are the two areas where both of us ¬– and the customer – can win and see the added value.


14 Kennedy's Bakery Production Jan/Feb 2018 bakeryproduction.co.uk


Angus: That’s interesting Thomas, so will a Haas customer have a slightly different customer experience? Is there a network around the world from which they can benefit?


Daniel: This is exactly what is happen- ing right now Angus. There are already conversations about where and how we can integrate the local teams since they have their individual expertise. All to the best of our customers.


Thomas: We are investigating where Bühler can also benefit from the Haas organisation which as you know Angus, is very well established around the world. We are looking now at a new im- proved customer experience of a huge network of people available for custom- ers right across the global bakery and confectionery industries.


Angus: So, finally, what do you see the upcoming trends to be, and how is joining forces going to help you tackle these? Because the chocolate market always moves so quickly.


Thomas: A huge trend we are facing in the wafer industry is everything around snacks. We see the classic flat wafer is stable, but manufacturers are looking for new products. Here, we are thinking about changing to chickpea or different kinds of ingredients. There will be trends that require us to join forces and re- spond rapidly; because the market sees the benefit. We have a lot of develop- ments, product wise and raw material-


wise, where we see added value for our product. This is simple, dedicated and market-driven. The wafer and snacks topic is a real trend for us.


Angus: Yes, humans are ‘herding’ now like sheep! I don’t know if this is good or bad; but you are spot on. It’s like we are grazing in the fields all the time and missing out our meal times with kids! I read this is a trend too. That’s a wise move then gentle- men, and I am starting to understand the partnership and the truly exciting implications of your strategic positioning here. A wise one, an exciting one and a memorable occasion too. It’s been great to have Haas and Bühler as one, chatting together to join forces for the advance of the bakery and confectionery sectors. I predict some ground-breaking and interesting developments in the future with two such leaders. Gentlemen, the pleasure has been mine to have this fine occasion with you. I wish you both a great success (which I now see it already is!) and can’t wait to keep up with this great story.


Daniel and Thomas: Thank you Angus, it has been a pleasure too, you are very welcome.


- Bühler and Haas will once again be joining forces to present a united front at this year’s iba exhibition in Munich (taking place Sep 15-20). Look out for Kennedys Bakery Production huge bumper edition to read more on this merger later this year.


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