MULTIVAC Group’s 3 keys to brand integration

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MULTIVAC Group’s 3 keys to brand integration

5 Feb 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

KANSAS CITY, MO — Since 1961, MULTIVAC has been a leading manufacturer of packaging equipment. With more than 80 subsidiaries worldwide — providing equipment and support to customers in 160 countries — the company has developed into a trusted provider of integrated solutions.

At the same time, the FRITSCH name has been known for dough forming and processing and high-performance equipment in the world of bakery technology. Founded in 1926, FRITSCH offers solutions for a wide range of products in all output categories, from manual sheeting machines to industrial-scale equipment.

In 2019, MULTIVAC purchased FRITSCH and integrated it into the company — now known as the MULTIVAC Group — to further expand the range of solutions for the food manufacturing industry. By acquiring the Germany company FRITSCH, MULTIVAC expanded its offerings to include specialized dough handling and processing equipment alongside its packaging solutions. While dough requires further processing, such as baking before packaging, this synergy allows bakeries to streamline their production process with a comprehensive range of equipment.

Building the team

True of any integration — especially with companies of this magnitude — the right team is essential.

Robert “Bob” Koch began his career with MULTIVAC in the 1970s. As a 44-year industry veteran, serving in various roles at different companies, he retired from MULTIVAC in 2020 where he served as director of sales, among other positions during his time at the company.

However, his retirement was brief.

“I stayed in connection with the company after I retired,” Koch said. “I was helping onboard the new sales managers to give them a quicker start. But MULTIVAC saw the opportunity for me to serve as a bridge for the integration.”

In early 2024, Koch left his retirement to rejoin MULTIVAC as director of bakery sales on the FRITSCH side of the business.

“We have to integrate FRITSCH into a packaging company because FRITSCH originally had nothing to do with packaging,” Koch said. “MULTIVAC is all about baking, and so my job is to get FRITSCH integrated and respected as an integral business unit in the company.”

Koch’s team is composed of regional sales managers David Hipenbecker and Jessica Davis, application sales specialist Randy Kelly, and newly hired associate sales manager Tucker Kennedy.

A small but mighty sales unit, Koch credits success at MULTIVAC to the team’s industry experiences in an array of positions.

Hipenbecker joined MULTIVAC from the bakery side, with prior leadership roles in engineering and manufacturing for various companies, including General Mills and Hostess.

After growing up in the baking industry, Davis began her professional journey in 2018 at Buhler Group, followed by Baker Perkins, where she served in various sales roles. Kennedy brings prior experience in process engineering and industrial maintenance.

“I intentionally sought younger people who understand the sales process but also know the baking world,” Koch explained. “That’s what we’re doing. That’s how we’re going to grow the business.”

Beyond young talent, MULTIVAC is not short on industry vets. In addition to Koch, Brandon White, VP of sales and marketing, has been with MULTIVAC for 22 years.

The integration of FRITSCH into MULTIVAC, according to White, was formed on a solid foundation and great leadership.

“Our goal is to bring reliable, innovative solutions to the marketplace and share our knowledge to help other businesses grow.” — Robert “Bob” Koch | director of bakery sales | FRITSCH

“It’s one thing to be a salesperson, but it’s also something to be a trusted advisor,” White said. “Bob’s sales team are trusted advisors to our customer base; they fully understand not only what our company can do but also what a partner of ours can do. It boils down to giving the customers the confidence that our solutions work.”

Building the product portfolio

MULTIVAC Group’s range of products offered globally encompasses an array of packaging technologies, labeling and marking equipment, handling and automation solutions, inspection systems, quality control systems, and packaging materials. Collectively, the company’s product portfolio provides line solutions from front to finish.

With new hires such as Davis and Kennedy, who bring fresh perspectives to the team, MULTIVAC Group is showcasing its forward-looking approach. The collaboration between younger talent and seasoned leaders has crafted a well-rounded MULTIVAC team able to go out and tackle the market.

“The new individuals bring energy,” White said. “Combine that with our trusted contacts and industry knowledge and we’re positioned for long-term growth.”

MULTIVAC has been a trusted packaging provider for the industry for decades. As its portfolio of solutions has expanded — whether with automation, pre-processing or processing — the company can quickly respond to the baking industry’s evolving landscape.

“Having a diverse sales team that is truly specialized in the craft makes us able to adapt to our customers’ needs very quickly,” White said. “Our people are specialized professionals, and that allows us to penetrate the market and focus specifically on our customer base.”

The company’s extensive, client-focused support team is dedicated to ensuring peak production efficiency and product quality, offering expert guidance through remote support, field support, spare parts and remanufacturing, and client-facing customer support representatives. MULTIVAC Group’s highest priority is to be known as a bakery line solutions provider in addition to its packaging and meat processing capabilities.

Building brand recognition

Preserving the FRITSCH name as part of MULTIVAC’s portfolio was crucial for this reason.

“We want to make sure that brand name that’s already well known out there is still in the marketplace,” White said. “We want to build the business further than it is today and be at the forefront of technology, pushing new designs and equipment with the manufacturing to support it, all under the MULTIVAC Group name.”

In March 2024, MULTIVAC Group purchased 18.78 acres of land to house the new FRITSCH headquarters in Iphofen, Germany. Upon completion, the more than 200,000-square-foot building will include assembly facilities, production halls and FRITSCH’s technology center, The World of Bakery, FRITSCH’s technology center. In addition to the expansive facility, MULTIVAC dedicated around 53,000 square feet to offices and social facilities for its almost 480 staff members.

As the integration leads to one seamless operation, White and Koch are confident that the business’ core values will deliver on its mission of becoming a comprehensive supplier to the commercial baking industry.

“We want to be the first name people think of when they’re looking for baking solutions,” Koch said. “Our goal is to bring reliable, innovative solutions to the marketplace and share our knowledge to help other businesses grow.”

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