Bühler spin-off
The inspiration for an idea usually comes out of the blue. Turning it into a marketable product is hard work. Mary Olwal and Carsten Petry have spent the last five years bringing a food additive to market maturity with perseverance, cleverness, and passion. Legria is derived from a by-product of the beer manufacturing process and is therefore very sustainable. Time to review what has been achieved and look ahead.
Norbert Jenal, June 1, 2021
When Carsten first hears about the waste product of brewer's grains, he has no idea that he will one day be CEO of Circular Food Solutions AG, a Bühler spin-off. “Koni Kunz, a colleague and amateur beer brewer, told me how nutrient-rich this by-product from beer brewing is.” Mary also comes into contact with the product, which is sometimes only recycled for animal feed production, by chance.
Six years ago, she and Carsten took part in the Master of Bühler Management (MBM) continuing education program. Their project group wanted to invent a product that would make food healthier and reduce the sugar content in baked goods, and on the other hand sustainably use and upgrade existing resources. At the time, they both thought that it was just a project idea that was presented to the Executive Board during their MBM studies.
“I think we all assumed that our idea would end up in an archive or, at best, be further developed into a business field. Never in my wildest dreams did I think that it would turn into a company,” says Mary, who worked as Head of Customer Project Controlling at Bühler during the project phase. A job that comes with a big internal network across business functions, hierarchies, and countries.
“These connections were a great advantage for the Legria project,” says Mary. Carsten, the engineer, worked as Product Manager Nutrition until November 2020. Since then, he has been CEO of the Bühler spin-off Circular Food Solutions AG. “As a student, I often thought about founding my own company, but never put it into practice. That this idea has now come this far shows me how special and great Bühler is as a company.”
Never in my wildest dreams did I think that it would turn into a company.
Mary Olwal,
CFO Grains & Food
Since May 19, a new bread is available at all staff restaurants at the Uzwil site. Thanks to the Legria additive, the Bühler bread contains five percent fiber and twelve percent protein. By way of comparison, a conventional loaf contains only half the fiber and just under nine percent protein. Thanks to Legria, the bread is healthier, has a longer shelf life, is tastier and is also sustainable because Legria is a waste product of the beer-making process.
“There are many challenges to overcome in the food industry. With Legria, we are part of the solution,” says Carsten, “because Circular Food Solutions AG is upcycling with the product.” Based on barley malt, Legria is a light brown, very fine powder that is different from other plant-based ingredients. Five percent Legria is added to Bühler bread. Two Legria variants are used. The Legria variant, which is rich in fiber and protein, is also used in meat substitutes, snacks, or muesli bars.
Carsten sees great market potential in a second Legria variant, which makes it possible to reduce the sugar content in baked goods, wafers, hazelnut spreads or breakfast cereals, by half. “All this without compromising on texture and taste,” adds Carsten. The starch is washed out in the production of Legria, and the product is low in sugar and high in B vitamins, calcium, and micronutrients such as iron, magnesium, and zinc. In addition, the vegan supplement promotes intestinal health. During the early stages of the project, the team led by Mary and Carsten realized that such a product has good market potential in the changing food industry.
After the promising MBM stage, Mary and Carsten got the chance to participate in the MassChallenge Switzerland accelerator. They did not win, but they realized that their idea had great potential. The confirmation from Bühler, and in particular from CTO Ian Roberts and CEO Grains & Food Johannes Wick, encouraged the two to seek another external opinion. None other than Givaudan – a global leader in taste and well-being – agreed to test Legria.
“It was then when we knew that our idea was viable,” says Mary. “For me, that was the moment when I said to myself: now I want to see where this goes.” For Carsten, this was also the defining moment. “Givaudan confirmed to us that Legria would fill a gap in their range. This confirmation and the fact that Bühler was also behind the idea proved the business potential to us.” Another partner was found in the Dutch Royal Swinkels Familiy Brewers. Together with the brewery, Mary and Carsten succeeded in developing an innovative processing and application solution.
Today, brewers' spent grain has become an ingredient that contains 54 percent fiber and 20 percent protein. In retrospect, it sounds simple, but without the tireless efforts of the two, the project would not have taken off. It goes without saying that during the project phase, Mary and Carsten had to devote their full attention to their tasks at Bühler. They worked on their business idea and the business concept in their spare time. “Juggling back and forth between the two tasks was a great challenge that required a lot of energy,” Mary says in retrospect.
Givaudan confirmed to us that Legria would fill a gap in their range. This confirmation and the fact that Bühler was also behind the idea proved the business potential to us.
Carsten Petry,
CEO Circular Food Solutions AG
“To present in front of a group that includes Calvin Grieder, the Chairman of the Board of Bühler and Givaudan, as well as the CEO and CTO of Bühler, is very special. I am very proud that Mary and I managed to present Legria in a convincing way,” says Carsten. Today, both look back very positively on the countless presentations they had during the five-year project phase.
Carsten remembers presentations where they were heavily challenged and where the feedback was negative. “It's in those moments that perseverance and resilience are essential.” The presentation to UBIF was preceded by an intense and nerve-wracking preparation period, recalls Mary. “There was a lot at stake for Carsten and me but standing in front of UBIF (Urs Bühler Innovation Fund) was definitely the highlight of my Legria journey. Expectations were high and their questions were challenging. Crucial to the success of any presentation is being prepared as best as you can, knowing the facts, identifying with the decision makers, and laying the groundwork in terms of stakeholder expectations.”
Adding a personal touch and getting the audience to experience the product is vital. At the very first presentation at the end of the MBM, the project group at the time brought homemade products with the Legria additive. “We did that the same way throughout the Legria cycle. We even created a three-course meal for the UBIF and served it to them,” Mary remembers and laughs. As we now know, the strategy worked. It is impossible to say whether the culinary arts were the decisive impetus for the support in founding the company. What is certain is that Mary and Carsten are two people who complement each other well.
When it became clear that the idea was to be turned into a marketable product, Mary and Carsten had to find their roles. Up to a certain point, these evolved naturally. However, there were always moments when the two had to be open with each other and consciously decide who could best perform a certain task – always with the goal of making Legria successful. Mary handled the finances, did PR work, managed stakeholders and was responsible for strategy.
“I saw myself as a rapper, a cook and, if you will, an advocatus diaboli,” says Mary. Of course, the two did a lot of things together and it took some time for them to find their roles. “I'm a team player and of the two of us, I'm also the calming influence. With my professional background, I'm interested in the technical issues and feel comfortable communicating with customers,” says Carsten. Mary and Carsten worked hard for five years to innovate Legria. They both see the product as their baby in which they invested a lot of time and effort.
I got to be part of this wonderful project and Legria will always be a part of me.
Mary Olwal,
CFO Grains & Food
For Mary, however, the time has come to take a new path. "The decision to leave Legria was not an easy one, but opportunities often come when you least expect them." Since March, Mary has been responsible for the finances of the Grains & Food division as CFO. "With this position, I get the chance to help shape things that are close to my heart. I was very happy to accept this challenge." Mary looks back at Legria with gratitude. “I got to be part of this wonderful project and Legria will always be a part of me.”
Carsten, the newly appointed CEO, had to find a person who would support him in the current challenge of market development. He found this person in Friedrich Witschi, Head of Global Technology CF. Fred, as everyone calls him, is perfectly qualified for this task. In his professional career, he has been active in product manufacturing for over 20 years, and he brings with him a great deal of experience in supply chain management.
Since May, he has been responsible for customer acquisition at Circular Food Solutions AG. Naturally, the engineer is also excited to work on the new technology and sees great potential in the product. “During the pandemic, eating habits and interest in nutritional values have changed. Foods are now being labeled with the voluntary Nutriscope label.” With the move to Circular Food Solutions AG, he also sees the opportunity to help shape the start-up's future. Legria however is much more than a business for Fred.
“With Legria, we are upcycling and therefore increasing sustainability in food processing. I have three children between 12 and 15. With the Legria product, I see an opportunity to actively protect the environment. I owe that to my children.” Carsten sees it the same way. As CEO, however, he must now also ensure that the company becomes commercially successful. “It's a bit like the chicken-and-egg phenomenon,” he smiles. “We have a healthy, vegan, nutritious and sustainably produced product. Now it's about producing the right amount of Legria and tapping into the market that will buy that amount.” In the next three years, Carsten, Fred, and their partners aim to bring about 8,000 tons of Legria to the market. Bühler Bread is a great example of how an innovative idea and a good partnership can add value to a by-product and reuse it in the food system.
Gupfenstrasse 5
Uzwil
9240
Switzerland
