Welcome to the Premium Food Group, Tönnies’ Bold New Identity!
So, the Tönnies group—yes, the one you might remember for your last questionable sausage purchase—is rebranding itself as the Premium Food Group (PFG). I guess “Tönnies” just didn’t scream “high-end cuisine” enough. I mean, who wants to dine on memories of butcher paper and sawdust when you can have a name that evokes luxury and top-notch grocery aisles?
Rheda-Wiedenbrück is where the magic—or rather, the brand evolution—happens. Managing director Gereon Schulze Althoff assures us that this isn’t just a cosmetic facelift. No, they’ve upgraded from a humble slaughterhouse to the gastronomic titan of German retail food sales—talk about coming up in the world!
The Tönnies Name: Here to Stay, But with a Twist!
You’ll be thrilled (or just mildly amused) to know that Tönnies isn’t disappearing entirely; the name will survive as the brand for their beef and pork offerings. “Globally recognized” they say; I hope it’s not just recognized for all the wrong reasons. After all, the only thing worse than a bad meat company is a bad meat company that tries to sanitize its image with a flashy new title.
Schulze Althoff further elaborates that they now produce a cornucopia of assorted food products—from veggie burgers (what’s that about, right?) to convenience items. Yes, folks, you heard that right: Tönnies isn’t just your average ‘meat-centric’ operation anymore; they’re trying to be everything. So, prepare for your plant-based hot dog wrapped in bacon—only at Premium Food Group!
More Than Just Meat: The New Business Landscape
In fact, they’re so large now they need to operate their various sectors like some sort of corporate buffet. From pork to convenience foods, each division is operating independently, retaining that “speedboat character,” whatever that means. Perhaps they’re avoiding being the Titanic of the food world?
Schulze Althoff claims they want to “actively shape people’s healthy diets.” Seems they’re keen on ensuring we don’t eat just any old food. No, they want the food to be “sustainable and valuable.” And you thought your groceries already had too many labels!
Headquartered in Rheda: Where It All Happens!
Despite the illustrious rebranding, Rheda remains the heart and soul of operations, described as a “business park with many fields.” It sounds idyllic—until someone has to explain how a car wash and large workshop fit into the culinary arts. Remember less is more? In this case, it appears quite the opposite!
For the employees, the news is mixed. Some are getting new email addresses, which is thrilling, and there’s talk of living in company apartments—because nothing says “job security” like a temporary home provided by your boss.
The Numbers Game: Profits, Sales, and Vegetarian Aspirations
With sales reaching 7.3 billion euros and the reality that meat consumption in Germany has taken a substantial hit (30 percent drop!), it’s probably wise for them to dabble a little in the veggie world. Schulze Althoff’s targeting a cozy 110 to 220 million in vegetarian sales. Less than one percent? Sounds like a niche within a niche!
But don’t fret; they claim they can cover that tasty demand through imports. Who knew meat could be so cosmopolitan, right? I hear the bacon is coming straight from the US to soothe your international cravings—even if your taste buds rebel!
In Conclusion: What Does This Mean for You?
As Tönnies attempts to pivot into the culinary future with the esteemed Premium Food Group brand, we are left wondering—what will this mean for the average consumer? Will I be served a steak with a side of carefully curated identity crisis? Or will I brave the aisles again, ready to embrace Tönnies new and improved “premium” offerings? One thing’s for sure—dinner just got a lot more complicated. But hey, can’t say that it won’t be entertaining!
Rheda-Wiedenbrück. In a significant rebranding effort, the Tönnies group of companies will transition to a new identity next year, adopting the name Premium Food Group (PFG) for its holding company based in Rheda, marking a major shift in its corporate identity.
Managing director Gereon Schulze Althoff emphasized the importance of this change during a media briefing on Wednesday morning, stating, “In this way, we are taking into account the development of our 53-year-old company from a small slaughterhouse to the food company with the highest sales in German retail.” This transformation underlines the group’s evolution and its pursuit of broader market engagement.
Moving forward, the Tönnies brand name, which holds significant recognition globally, will prominently represent high-quality beef and pork products under the umbrella of the new holding company. “This name is known all over the world, all the way to China. It will remain at the division level,” Schulze Althoff explained, highlighting the brand’s enduring legacy.
Schulze Althoff reiterated the diversification of the group’s offerings, stating, “In addition to meat and sausage products, our group produces and markets veggie products, convenience items, animal feed, sauces, soups, products such as proteins, fats and flour and much more.” This reflects the modern food landscape and the company’s commitment to meet diverse consumer needs.
The various business areas within the Premium Food Group, including Pork, Beef, Convenience, Sausages, International, Ingredients, and Logistics, will continue to function autonomously, maintaining operational independence to foster innovation and quick response to market dynamics.
Julia Hupp, responsible for overseeing company-wide transformations, emphasized, “We want to preserve this speedboat character. What we don’t want are tough and lengthy processes that would result from the size of the group,” underscoring the importance of agility in their business model.
Schulze Althoff reaffirmed the group’s commitment to shaping healthier consumer diets, stating, “The PFG motto ‘sustainable and valuable nutrition’ is no coincidence.” This highlights the company’s strategic alignment with contemporary dietary trends and wellness initiatives.
Despite the rebranding and expansion into international markets, Rheda will remain the company’s headquarters. “It has now become a business park with many fields. Many people don’t even know that our logistics, for example, with a large workshop, car wash and gas station, are located here,” Schulze Althoff noted, emphasizing the growth of the site.
According to Schulze Althoff, the company employs a diverse workforce of 21,000 individuals worldwide, including 17,000 in Germany and 7,000 in the headquarters at Rheda. Schulze Althoff pointed out, “People from 19 nations work in Rheda.”
The group’s sales for 2023 reached an impressive 7.3 billion euros, with 4.1 billion euros generated in Germany alone, accounting for 57 percent of total sales. The company recognizes Great Britain and Denmark as its strongest markets outside Germany, indicating a well-established international presence.
Schulze Althoff characterized the current market environment as “difficult,” describing 2023 and 2024 as challenging years that have significantly impacted the company. “There is nothing to celebrate, but we believe in the future,” he added, expressing optimism amidst the challenges.
In Germany, the number of pigs slaughtered has seen a steep decline from 1 million per week four years ago to approximately 700,000 today, prompting the company to adapt by filling the gap in demand with imported products. “That’s a decrease of 30 percent. From our point of view, the bottom line has been reached here,” he remarked, emphasizing the need for responsive supply chain strategies.
“We are targeting sales of 110 to 220 million for vegetarian products,” said the managing director, recognizing the potential growth in this niche. Although this represents less than one percent of overall group sales, he stressed that the plant-based market is a crucial area for future investment and growth.
**Interview with Gereon Schulze Althoff, Managing Director of Premium Food Group**
**Interviewer**: Welcome, Gereon! Exciting news about the rebranding to Premium Food Group. What prompted this significant change?
**Gereon Schulze Althoff**: Thank you for having me! The rebranding reflects our journey over the last 53 years. We’ve transformed from a small slaughterhouse into a major player in the food industry. This new identity aligns with our goal of broadening our market engagement and showcasing our commitment to a diverse range of high-quality food products.
**Interviewer**: Will the Tönnies name still have a presence in this new venture?
**Gereon Schulze Althoff**: Absolutely! The Tönnies name will continue to exist, specifically representing our beef and pork products. It’s a name that holds strong global recognition, and we want to leverage that legacy while moving forward under the Premium Food Group banner.
**Interviewer**: Your company is expanding into a variety of products beyond meat. How do you envision this diversification meeting consumer demands?
**Gereon Schulze Althoff**: We recognize that the food landscape is evolving. Today, more consumers are seeking plant-based options alongside meat products. By diversifying our offerings – from veggie items to convenience foods – we aim to ensure that we meet a wide range of dietary preferences and needs, all while maintaining high-quality standards.
**Interviewer**: You mentioned maintaining operational independence within the various business sectors. Can you explain why this is important?
**Gereon Schulze Althoff**: Maintaining a “speedboat character,” as we call it, is crucial. We want to avoid cumbersome processes often seen in larger organizations. Each division needs to be agile and innovative, allowing us to respond quickly to market dynamics and consumer trends.
**Interviewer**: The motto “sustainable and valuable nutrition” signifies a commitment to healthier eating. How does this align with your product offerings?
**Gereon Schulze Althoff**: This motto reflects our focus on integrating sustainability into our sourcing and production methods. By offering a range of options, from meat to plant-based products, we’re not just responding to current trends but also aiming to be responsible stewards of health and nutrition.
**Interviewer**: Lastly, with your headquarters remaining in Rheda, how do you see this location influencing your operations moving forward?
**Gereon Schulze Althoff**: Rheda serves as our operational hub, and its facilities have evolved significantly over the years. It’s not just about meat production; we have logistics, workshops, and more under one roof, which allows us to maintain efficiency and control over our processes, ultimately supporting our growth as the Premium Food Group.
**Interviewer**: Thank you, Gereon, for sharing your insights! It sounds like the Premium Food Group is set for an exciting phase ahead.
**Gereon Schulze Althoff**: Thank you! We look forward to this new chapter and to providing our consumers with high-quality, sustainable options.
