Suddenly empty shelves: You don't need to know distribution to have noticed at the beginning of the pandemic how much our daily supply depends on functioning supply chains. In the wake of digitalization and globalization in recent decades, the trade in goods has changed dramatically: Not only does buying and selling take place in a radically different way, but markets are also constantly changing at an ever faster pace.
In 2020, the stationary Swiss retail trade generated record sales of just under 30 billion Swiss francs with food, which corresponds to an increase of 11.3 percent compared to 2019.* Meat consumption has also not decreased statistically since the beginning of the pandemic - despite measures such as restaurant closures - but it has certainly changed: Meat and meat products, for example, have increasingly been consumed at home - which is not the same as the fancier cuts that tend to be served in restaurants.
Our interview partner of the month is a shrewd and very experienced negotiator. Meat is his profession. Heiner Birrer looks back on a long career in an industry where he learned the trade from scratch. His environment noticed early on that the enterprising butcher was a born salesman. Fascinated by the trade and with a good feel for market trends and people, he was given the opportunity to enter the international meat trade by his mentor Walter Schneider. He gained valuable experience in various family businesses in the meat industry, solved generational problems in crisis-tested companies, rigorously restructured, made more profitable, and worked day and night with great dedication and conscientiousness. Under his leadership also the Lucarna Macana Inc.which he took over operational management in 1992 together with the young entrepreneurs Alexander and Christian Ineichen, made a 180-degree turnaround in the years that followed. For Heiner Birrer, butchery is not just a profession, but a vocation, which he still pursues today as co-owner of Lucarna Macana AG.
At a time when awareness of animal welfare, sustainable meat production and a low-meat diet is on the rise, companies like Lucarna Macana these developments as an opportunity and are adapting their range. Meanwhile, sustainably produced label products of superior quality and taste account for up to 40% of the total volume of the Lucarna Macana from. In addition to innovative products such as Swiss Black Angus beef or herbed pork with optimized omega-3 fatty acids, which is achieved by adding a herbal feed mixture, the company also produces vegetarian meat substitutes.
Learn more about the multi-entrepreneur who always wears several hats but never loses sight of the big picture in our interview of the month.
Mr. Birrer, if you had taken a different path when you were younger, what would you have become?
"Since I was three years old, it was clear to me that I wanted to become a butcher. So at the age of 15, I learned the profession of butcher in Willisau. But I realized early on that I didn't want to remain just a butcher. I see myself as a born trader and I'm convinced that you can't learn it, but that it's in your genes, so to speak. I find the feeling great to develop ideas and to think about where to place which goods. If both parties earn from it and are satisfied, the trade is perfect."
What is your favorite way to start your day?
"Right after I get up, I drink a liter of non-carbonated mineral water, freshen up for the day, drink a fine jus. After about 20 minutes of gymnastics, it's off to the shower, where I always end up taking a 3-4 minute cold shower. 2-3 black coffees and I'm ready to call and deal with "my boys"."
What does success mean to you personally?
"For me, there are two levels of success. For me, private success is when you're happy - period. Conclusion. Business success, in my eyes, is generating enough margin so that a company can continue to develop."
What would you work for free for a week?
"As a board member of the Swiss Meat Association, I am very aware of my responsibility towards animals and the environment and have great respect for them. I have a Simmental cow at the farmer Ueli Germann in Adelboden. I'd love to go to the alp with them in the spring, immerse myself in nature and lend a hand with the work involved."
What was the best professional advice you ever received?
"Man needs air, the car needs gasoline, the animal needs food, the plant needs water, and the enterprise needs margin. Walter Schneider gave me this iconic piece of advice. For me, he remains by far the most successful entrepreneur in the industry, and this advice has greatly shaped my business decisions."
We would like to thank Mr. Birrer for his contribution to this article. This interview was conducted by telephone.
Editor: Neslihan Steiner
Batterman Consulting Basel AG
Executive Search,
Byfangweg 1a, CH-4051 Basel
T +41 58 680 55 55
basel@batterman.ch
