From Butcher to Visionary: Bell CEO Reflects on His 50-Year Career in the Meat Industry and Looks to the Future of Cultured Meat and Plant-Based Alternatives

As a Swiss meat processor, Bell’s CEO has spent 13 years expanding the company’s range to include convenience foods such as sandwiches and salads. This diversification was driven by the recognition of the need to adapt to changing consumer preferences and the growing popularity of meat substitutes. While the trend towards plant-based diets continues, he believes that cultured meat grown in laboratories will eventually become a part of everyday life.

Looking back on his apprenticeship as a butcher 50 years ago, the CEO reflected on the challenges faced by pursuing this career path, especially in terms of societal perceptions. However, he emphasized the importance of promoting the trade and its potential for career advancement in order to attract more apprentices.

Bell has invested heavily in plant-based meat substitutes and other alternative products to meet changing consumer needs. Despite challenges related to taste, naturalness, and price, the CEO remains optimistic about their future and believes they have significant potential for growth.

While Bell has expanded globally, the CEO recognized that sustainable growth is crucial in the DACH region (Germany, Austria, Switzerland). He remains confident in Bell’s success under his successor Marco Tschanz’s leadership.

Upon leaving Bell, the CEO plans to start his own consulting company in the food sector and spend more time pursuing his passion for motorcycling. Despite facing challenges within the meat industry, he remains optimistic about its future and opportunities for innovation and growth.