Vision and Mission

In a world in which everything is in flux, we interpret change as an opportunity. We want to develop so that, together with our custom­ers and partners, we can make our food man­ufacturing processes more responsible and sustainable. In doing so, we are constantly on the lookout for convincing products and solu­tions that offer added value – open, curious and with a fine understanding of future needs and requirements. We love trying out new things and we take the lead – with great entrepre­neurial daring on the strength of a solid business foundation. We combine experience, finely-honed craftsmanship and a diverse skill set to turn both big and small ideas into reality. We make a difference everywhere we are engaged, further our customers as reliable partners and shape the future of our industry. Step by step, we are working to achieve our vision: together to the top.

Three missions designed to differentiate our company were defined for the Bell Food Group:

We love the good things.

Everything we do is good and has been a guar­antee for the best quality for more than 150 years. We accompany, support and inspire our custom­ers, partners and consumers with our broad-based skill set, finely-honed craftsmanship and solid financial foundation. This is why you can count on us – now as well as in the future.

We shape the future.

We do not simply accept things the way they are, but constantly challenge ourselves and our customers to make things better and to find solutions for known as well as new challenges. This is how we anticipate and energetically shape the future.

We take responsibility.

It is our responsibility to think and act sustain­ably. We know that there is much to do still, and we do everything we can to improve a little bit every day. We want to set a good ex­ample and contribute to a life in harmony with our environment.

Functional strategies 

Our functional strategies (superordinate cor­porate strategies) are derived from our vision, corporate guiding principles and missions. The missions apply to the entire Bell Food Group. In addition, every division formulates individ­ual, company-specific missions based on its performance characteristics, thus making its own contribution to the achievement of the superordinate vision.

The functional strategies serve as Group-wide guidelines when it comes to our sales markets, brands, production, procurement, finances, information technologies and employees while still providing sufficient leeway to accommodate company-specific and regional differences. As the basis of our corporate conduct, sustainabil­ity and quality form an integral part of all stra­tegic considerations.

Corporate profil

When it comes to achieving our vision, we are guided by the collected rules of conduct that define our binding corporate philosophy. The corporate guiding principles are rounded out by our Code of Conduct, the framework for our detailed internal compliance guidelines.


We appreciate and consistently promote a di­versity of cultures and skill sets. This diversity continues to inspire us and help us think outside the box.


We keep up with the times. We are familiar with the needs of our employees, customers and society, cultivate an open exchange of views and get involved. This is how we move forward, together.


We convince our customers with our competence and great ability to perform. In doing so, we always strive to provide the best quality while remaining sustainable. We set benchmarks in the production of food and guarantee a host of pleasurable experiences.


We do our work every day with much curiosity and entrepreneurial foresight. We recognise opportunities and tackle new things with cour­age, consistency and passion. This is how we inspire our customers and break new paths.


We invest in long-term, eye-to-eye relationships that challenge and promote us all. Trust, reli­ability and fairness are the key success factors in this respect, allowing us to make a difference, together.

Strategic focus

Joyful, competent and responsible, the Bell Food Group wants to be one of the best food companies in Europe. In a number of strategic projects, the former strategic thrusts were reviewed and developed further. The Bell Food Group has defined three strategic thrusts for its future activities.

Strengthening of its leading position in the traditional meat segments in the retail and food service channels

Over more than 150 years, the Bell Food Group has established a leading position in the tradi­tional meat, poultry, charcuterie and seafood business segment in Switzerland. We will sus­tainably expand this position in the Swiss retail and food service market. We want to achieve this with the further differentiation of our prod­uct ranges and services. For example, by increas­ing the degree of convenience, expanding the regional product ranges or launching product and packaging innovations. The product port­folio is supported by strong brand management and attractive marketing ideas.

In the international area, we are strength­ening our market position and profitability in the European market for air-dried ham. Our plant in Fuensalida, which was completed in 2019, is giving us more options for selling Spanish specialities. Additional plants in Spain, France, Germany and Poland support our strategically excellent position with intact perspectives. We use selected investments and ongoing process optimisation to focus on improving productiv­ity, adding value and efficiency. Operational improvements in the procurement of raw ma­terials and the expansion of our trading and export business round off our initiatives.

In the poultry segment, we strive for above-average growth for our sustainable product ranges and poultry convenience products. To achieve this, we are increasing the number of fatteners for production programmes that meet higher animal welfare standards. Securing the profitability of our entire value chain is an­other focal point. The planned commissioning of the poultry convenience plant in Marchtrenk (AT) is a step in this direction.

Expansion of the share of high-growth and high-margin convenience and vegetarian markets

The Bell Food Group primarily intends to exploit the opportunities for expansion offered by the high-growth and high added-value convenience and vegetarian segments. The focus falls on the DACH region and the strengthening of our position as category leader in the retail channel. Organic growth is achieved, among other things, by increasing the utilisation of the new plants in Marchtrenk (AT) and Bad Wünnenberg (DE). We generate new application possibilities for customers by developing new product solutions, increasing the degree of convenience and developing additional offers. For example, in the area of meat alternatives and vegetarian product ranges.

We also see opportunities for growth in the upcoming reverse integration in the food service segment. This development is driven by changed customer needs, growing cost pressure and an acute shortage of qualified staff. The “Smart Cuisine” project has been set up to develop new food solutions for the food service segment. We drive organic growth by introducing new production technologies and combining them with the culinary skill set of the Group. Inor­ganic growth is supported by targeted coop­eration programmes that also help us to expand our customer portfolio. The care sector in par­ticular offers new opportunities.

Productivity progress through progressive fresh chain logistics and growing efficiency

Secure and long-term performance capacity in its core business with meat products in the main market Switzerland is of high relevance to the Bell Food Group. We have therefore implemented an investment programme in Oensingen (CH) for some CHF 400 million that is of crucial importance to the company’s future operating success. The planned new facilities for the cutting, packaging and picking of prod­ucts in Oensingen will allow increased automa­tion of production processes, more efficient logistics services and improved sustainability with regard to resource consumption and food waste. Construction work on the new deep-freeze store in Oensingen has started. For some CHF 80 million, we are building a modern, fully automated store that will allow us to cen­tralise various logistics processes and improve their efficiency. Thanks to the latest technology, consumption of energy resources will also be cut by around 50 %, thus making an important contribution to sustainability.

The plans for further fresh convenience facili­ties in Schaan (LI) follow the same direction, also focusing on increased automation of pro­duction and logistics processes and thus secur­ing long-term satisfaction of customer needs. Hilcona’s good performance and the growing fresh convenience and vegetarian segments offer opportunities that we wish to exploit through the progressive expansion of the Schaan location. Investments for some CHF 120 million over several years are planned. Together with the Oensingen projects, these substantial in­vestments will make a sustainable contribution to ensuring our stable earning power in our core market in Switzerland.

The synergies and revenue potential with­in the Group have not yet been exhausted. Plans are afoot to supply Group companies with compounds and seasoning mixes and to launch more products in the retail and cash and carry segment.