"We want to be a bit cheeky with the Scharfen Maxx!"
Interview with David Jost, Managing Director of Käserei Studer AG
It was actually a mishap: a production employee accidentally added too much cream to the cheese maker. But when the cheese finally matured, it tasted much better than the original recipe. Thus, the 'Scharfe Maxx' was born, which has since become a staple in European refrigerated shelves. In an interview with Wirtschaftsforum, Managing Director David Jost explained the innovations the company is currently working on and how it aims to position itself sustainably in the market.
Wirtschaftsforum: Mr. Jost, true to your claim, the Studer Cheese Dairy wants to be 'originally different' - what is this claim based on?
David Jost: At its core, it's based on a happy accident, which actually started with a mishap: One of our cheesemakers accidentally poured too much cream into the cheese maker. But instead of discarding the product, it was decided to let it mature normally and afterwards to taste what would come out with such a deviation from the recipe. The result was a bit of a surprise to everyone – because this cheese suddenly tasted much better. The consumers later agreed when we finally introduced it to the market as 'Sharp Maxx'.
Wirtschaftsforum: The beginning of a long success story that continues to this day.
David Jost: It definitely reinforced our approach to be 'originally different', to explore new avenues, try new things, and position ourselves boldly – even in brand management. We see ourselves unwaveringly as a premium manufacturer and use only the best milk from 40 regional suppliers for our products. We check the quality of our raw materials daily in our in-house laboratory. Moreover, we have over 150 years of experience in cheese making; this process know-how is ultimately the indispensable basis for our ongoing development. It is clear to us that tradition and innovation must go hand in hand if we are to successfully navigate the next 150 years.
Wirtschaftsforum: What emotions should Scharfe Maxx evoke in customers?
David Jost: We like to see Scharfe Maxx as the shining star on the cheese shelf, standing out not only in taste but also in its appearance at the counter or in self-service stores, starting with the packaging design with a bit of courage in the colors red and black, a little cheeky and ideally unforgettable. When the customer sees our cheese and buys it, there should always be a small smile on their face.
Wirtschaftsforum: Der Scharfe Maxx has likely achieved a significantly higher recognition than Käserei Studer.
David Jost: That's true! When I am asked where I work and I reply with Käserei Studer, only quite a few people know this name. However, when I counter that our company makes Der Scharfe Maxx, I often receive enthusiasm: "It’s a staple in our refrigerator!", "Oh, my daughter's favorite cheese!" and so forth. It shows how strongly this brand is already entrenched in Switzerland and Germany — this is something we want to build on in the coming years. Because a brand is also a promise. Therefore, consumers expect from us as a premium manufacturer not only a product of uncompromising high quality but also that we as a company go the extra mile: in terms of employment conditions, corporate culture, further education and development opportunities for our employees, and sustainability. I am pleased that we can already convince with a high-quality offering in all these aspects and are also consistently improving further: For instance, we now produce almost half of our electricity needs with our own photovoltaic plant and generate the thermal energy needed in our production with a wood chip heating system. Next year, we are already aiming for a completely CO2-neutral cheese production. We will also be expanding our product range soon – including a new grill cheese product that convinces with a natural cheesy taste even after grilling and offers a high-quality taste experience in all facets without being squeaky during consumption.
Wirtschaftsforum: You recently took over the management of Käserei Studer. What excites you about this task?
David Jost: My father and my grandfather were cheesemakers, and I myself trained as a cheesemaker before studying food science at ETH Zurich. Therefore, a genuine cheesemaker's heart beats in me, and it was a great honor for me when the opportunity arose to lead one of the best cheesemakeries in Switzerland. People know our craftsmanship, they are familiar with our quality promise, and I am extremely excited to be able to continue this tradition sustainably.