Integrated solutions from Bühler

sweets processing: Mr. Bischof, is the integration of Hosokawa Bepex complete now?
Thomas Bischof: We set a very tight schedule. We focused on using the abbreviated fiscal year from October to December primarily to integrate the departments that are relevant for the customers. The result is that Sales, Customer Service, Marketing and Finance/Accounting are already fully integrated and the work together with our new colleagues is outstanding. In the second phase we are concentrating on issues like Manufacturing/Production, R&D and Process Technology. There is great potential for more added value here for our customers if we merge the personnel and technologies from Bühler and Bepex. I am certain that the customers have already noticed the benefits of this.
sp: How did this move affect the ­personnel structure at Hosokawa Bepex?
TB: Bepex has been integrated into Bühler’s Consumer Foods Business Area as the Countlines business unit. The Hosokawa Bepex company name has been changed into Bühler GmbH Leingarten and Hamburg. Thomas Künzli, a Bühler sales professional, has taken over the operative management of the Countlines business unit. Some of his previous positions include Sales Director for Bühler in Spain and Italy, and Branch Manager for Bühler Mexico. Along with Künzli, Christian Walter is the registered Executive Director of Bühler Leingarten and Hamburg. He has been with Bühler since 2009 and has led the Moulding business unit (formerly Bühler Bindler) headquartered in Bergneustadt with great success.
sp: What synergy effects have resulted from the acquisition?
TB: Lots! The strategic fit is primarily on the sales and distribution side. Bepex has great, high quality products and solutions, but has previously had difficulties building up global market access. Bühler has had worldwide market access, but we had a gap in our portfolio because we didn’t have any technology for coated products. In short, Bühler has the market access and Bepex has the products and solutions. In the chocolate market we have only been able to produce final articles manufactured in a single form up to now. Now we can also produce articles that are shaped and coated. When we look at the global market, around half of the articles are cast in a mould and the other half are shaped and coated. This means that prior to acquiring Bepex we were only able to address half of the final article market with our technology.
sp: What is the composition of Bühler now following the acquisition?
TB: We are now complete on the chocolate market and we have continuous, consistent solutions all the way from the bean to the finished bar, praline or tray. Bühler has the solution for every end product. No other competitor can support manufacturers with such a consistent portfolio from a single source. In addition, the acquisition also opens doors for us in other sweets segments such as sugar confectionery or even biscuits and baked goods. Especially when it comes to baked goods, this move now sees us coming full circle with other Bühler segments such as Milling – Bühler’s origins – or the Bakery Department. The acquisition of Bepex also opens up the market for us in the rapidly growing cereal bar market. For instance, with Bepex we have a leading market position in the USA, with some 40% of cereal bars made in the USA being produced with Bepex facilities. We are also already very successful here with another Bühler sector, our Nutrition Department, with which we offer solutions from corn to muesli. With Bepex, we can now also offer bars as “muesli to go”.
sp: What are Bühler’s expectations for the medium to long-term?
TB: Our medium-term target was to build up and form a team that is prepared to take on the challenges of the chocolate and sweets markets. As such, we’ve already achieved that. From the first minute on, our new colleagues were 100% committed to Bühler and the new opportunities emerging for Bepex as a result. In the long-term, the acquisition of Bepex will enable us to additionally offer solutions in the consumer foods segment extending beyond our classic chocolate market. The gate to enormous market potential is now open.
sp: What were the reactions like at the ProSweets Cologne?
TB: All of the customer feedback has been very positive. We’ve even been asked frequently why it took so long for Bühler to get involved in these technologies and solutions. Many customers are also very happy to have another global supplier now with Bühler. This was also evident at ProSweets Cologne. Our new Countlines business unit (Bepex) was responsible for generating very many of the inquiries we received at the trade fair. This is yet another confirmation for us that the acquisition was the right move.