On June 1, 2023, Bischofszell Nahrungsmittel AG (BINA for short) will merge with Fresh Food & Beverage Group AG (formerly JOWA with a change of name in January 2023) to form a joint stock company called Fresh Food & Beverage Group AG (FFB–Group for short). The two companies, which began to move closer together around four years ago, are now taking the final step. The merger will create a new group under the umbrella of Migros Industrie. The transformation of the Group is taking place as part of the further development of the entire Migros community.
Strong Swiss company
In the future, the company will present itself as a strong Swiss company in the bread and bakery, convenience, ultra-fresh and beverage sectors. The FFB-Group offers a wide range of enjoyable products from breakfast to dinner.
The purpose of the legal merger is to simplify corporate structures. In addition, there is less effort for the management of similar companies. In addition, by moving closer together, the Group can exploit synergy potential, align processes and offer its employees better opportunities for further development within the company. The FFB-Group will continue to develop as an agile and learning organization over the coming years.
Investments in Bischofszell
The Bischofszell site is being upgraded with a major investment. The FFB-Group is the Swiss market leader in potato processing with a market share of 32.6%. Around 55,000 tons of potatoes are processed into a wide variety of products in Bischofszell every year. In order to secure market leadership in the long term, investments in the already aging equipment and processes are necessary. In addition to the construction of new potato peeling lines, investments are also being made in the replacement of the French fries line. A particular focus is on the digitization of processes, sustainability – and efficiency.
Other legally independent companies in the Group
Aproz Sources Minérales SA (Aproz for short), which also belongs organizationally to the Fresh Food & Beverage Group, will remain legally an independent company. However, the company in the beverage sector will also use the corporate design of the Fresh Food & Beverage Group in the future. Aproz will remain as a product brand. The group also includes Bäckerei Hug and Sushi Mania SA, which are also legally independent companies.
Backgrounds to the choice of the name and logo
The group has deliberately chosen an English name. This lends itself to a neutral solution for a company that operates sites almost all over Switzerland. “Fresh” stands for our freshly processed raw materials and for healthy, fresh products with as few preservatives as possible. As a “food” and “beverage” specialist, we offer a comprehensive service package ranging from ultra-fresh to long-lasting products for everyday enjoyment and needs. As a “Group”, we unite five companies as a unit under one roof. Our new name also nicely picks up on the Migros mission: we stand for fine foods that provide special moments of pleasure every day – fresh, at fair prices and always surprising.
Visually, the idea of the diversity of the company and its various products is taken up in the logo by the heart shape: parts of the logos of the previous companies form a harmonious overall image. The raw materials, which are important for the group, such as the apple, the spinach leaves, the broccoli, the wheat ear and the water drop symbolize the many ingredients of our diverse product range. In addition, the logo also features finished products, such as bread and pretzels, a beverage bottle, pasta and ready meals, French fries and sushi. Ultimately, the fork and spoon are symbolic of baking, cooking and eating. The variety and colorfulness of the symbols embodies our great diversity and the heart shape summarizes them as a unity.