A pivotal milestone was the collaboration with New Zealand's Alliance Group limited. Together, we established the foundation for their platform in Germany, which paved the way for our success. Today, we import approximately 4,500 tonnes of high-quality meat from New Zealand each year alone. We were also able to establish valuable partnerships in Argentina. With two local companies, we developed our own brand, which has now become an integral part of our offerings. These partnerships and milestones form the foundation of our company – and the springboard for our continuous success.

Wirtschaftsforum: You operate with your products in an exceptionally high-quality segment. How do you assess the market for this?

Markus Wagner: Our focus is on marketing high-quality lamb and venison from New Zealand – both fresh and frozen – as well as top-notch beef from Argentina, Ireland, and the USA. We primarily serve the German market, which accounts for about 90% of our sales. Our customers are largely the large-scale consumer services, cash-&-carry markets, and retail food stores. From the beginning, it was our belief to offer only premium products. We did not want to just buy and sell meat, but to stand for genuine quality.

This claim poses a challenge in a price-sensitive market like Germany, where consumers are often more sensitive to higher prices than in other countries. Nonetheless, we are convinced that our path is the right one. While our margins may be lower compared to other importers, we make up for it with incomparable quality and a complaint rate that is nearly zero. Our goal is to not just deliver meat, but to fulfill a promise of excellence and reliability.
 

Wirtschaftsforum: What do you see as your USPs compared to the competition?

Markus Wagner: Quality is our top priority - it is the foundation of our success. To ensure these high standards, we invest specifically in strict controls and comprehensive quality assurance. In Argentina, we operate not only our own office but also rely on the expertise of a permanent veterinarian who oversees the production of our private label Alexander Eyckeler Argentine Beef. This allows us to ensure that our meat always meets the highest standards. In the lamb meat sector, we have established a real promise of quality with the brand Ashley. This brand has become indispensable for many of our customers, especially in the catering industry. Chefs and restaurateurs know that they can rely on consistently high quality from the Ashley brand - year after year. With our strong private labels Argentine Beef, Ashley, Irish Beef, and US Beef, we have created a portfolio that enjoys the trust of our customers and clearly positions us in the market. Each of these brands stands for excellence, reliability, and the values that we live by in our company.

Wirtschaftsforum: What are the main themes and changes that are currently concerning you the most?

Markus Wagner: In recent years, topics such as climate protection, balanced nutrition, and animal welfare have become increasingly important. Animal welfare, in particular, is the focus of many discussions - unfortunately often accompanied by the prejudice that meat production is necessarily equivalent to factory farming. But the reality is often different elsewhere. Here in Germany, there are remarkable advancements, and looking at the countries of origin of our products - New Zealand, Argentina, or Ireland - it is clear how much emphasis is placed on humane treatment. Our animals grow up on vast areas, feed on natural fodder, and live outdoors all year round. These conditions not only ensure the welfare of the animals but also a meat quality that is second to none. This is the crucial point for us: First-class meat quality and poor conditions are mutually exclusive. Choosing high-quality meat also means supporting sustainable and responsible agriculture.
 

Wirtschaftsforum: Finally, a personal question, Mr. Wagner: What motivates you most about your work?

Markus Wagner: The most beautiful moments in my professional day are those when I receive direct positive feedback. It greatly motivates me when chefs praise our products and appreciate the quality of our goods. It is especially pleasing when trade branches contact us directly – even bypassing their buyers – and ask how they can source our products. Such feedback shows that we are on the right track and that our work is appreciated.
On the other hand, what consistently causes frustration is the excessive bureaucracy that complicates our daily work unnecessarily. For each individual item, countless certifications are required – as if we were transporting dangerous chemicals. These disproportionate requirements not only cost time but also sap energy that we would much rather invest in our actual mission: to offer high-quality meat products.