Success stories

HACO’s recipe for success: Find the right business partners at a trade fair

Headquartered in Gümligen (BE), the HACO Group has been producing food for over 95 years. What started with soups and bouillon has now turned into tailored products for global customers. In order to market its individual food products globally and attract new customers, HACO regularly participates in trade fairs with Switzerland Global Enterprise (S-GE).

HACO as part of the Swiss Pavilion at the Anuga food trade fair
HACO as part of the Swiss Pavilion at the Anuga food trade fair

One example of this is Anuga in Cologne, the world's largest trade fair for food and beverages. “Our trade fair appearances allow us to meet existing customers and discuss current projects with them, but we also want to make new contacts and find new customers,” says Lukas Eggenschwiler, Sales Manager at HACO.

In order to be found by potential customers among the approximately 7,400 exhibitors, HACO is also part of the SWISS Pavilion, a collective booth of Swiss companies organized by Switzerland Global Enterprise. To appear under the umbrella brand of Switzerland is also worthwhile for us: Visitors continue to associate Switzerland with quality, which is a great advantage.” And not only that; Lukas Eggenschwiler also appreciates the cooperation with S-GE: “Our products are transported to Germany, the trade fair booth is built and we benefit from the experience of S-GE.”

Germany: a significant market

The USA, Canada, Malaysia, Holland or even Germany: HACO’s products are very much in demand internationally. How does the market in Germany differ from other target countries? “Nowhere has a higher share of discount stores than Germany,” says Lukas Eggenschwiler. This, he tells us, is why the market has also become significant for the HACO Group: In Switzerland, where we produce ready meals, we’re feeling the German sales market both in terms of quantity and value.”

The HACO Group has grown in recent years; it now employs around 1,200 people and sells products across different continents. However, being successful in export also means winning over customers with new innovations and meeting customer requirements. “That's why it's important for us to be represented with S-GE at Anuga. We can showcase our new ideas here and look for partners to bring our product to market.”

Messen - der zeitlose Erfolgsfaktor

Wollen Sie auf grossen internationalen Messen Ihre Produkte präsentieren und Ihren Absatz steigern? Wir verhelfen Ihnen dabei zum Erfolg! Bereiten Sie sich in aller Ruhe auf Ihren Messeauftritt vor und konzentrieren Sie sich auf Ihre Kunden. Die Messeprofis von Switzerland Global Enterprise (S-GE) übernehmen den Rest – während der Vorbereitung wie auch vor Ort.


Read more

Official program