World Grain - March 2006 - 58

WORLD GRAIN INTERVIEW: BRUNO MENDLER

"We want to be the leading technology
provider in China. Therefore, we will further build up our position in China with
manufacturing and services."

per, but if equipment problems force unscheduled down
times and you are unable to achieve the proper product quality, you don't get your return on investment.
WG: How does Buhler determine important consumer
trends?
Mendler: We have to anticipate where the market is going
and use it for directing our developments. There is some risk
attached to it, but it's the challenge of being the market lead- In 2005, Buhler completed the construction of the world's tallest
er and being successful in the future.
grain elevator, a 115-meter-tall structure in Ulm, Germany. Photo
We need to find out what the consumer behavior is and courtesy of Buhler.
what it can mean to our particular spot in the supply chain.
That's how we deduce the trends. It's clear there are fashion
trends that last two or three years and then they're over. Then
there are the mega trends that we are going to see for a long
time. We think healthiness is a mega trend.
A very important source of information is our worldwide
network. We have many people in the market that give us
feedback that identifies trends and we see what we have to do
to meet them. Also in this feedback we find what customers
demand and what the market values. So for us it's important
to offer the needed solutions.

::;

WG: To what extent is Buhler involved in ethanol?
Mendler: In the ethanol plants of today, we are involved
in the dry preparation of the various types of crops such as
corn, wheat or barley. We're also involved in handling the
byproducts that are coming out of the process and are used in
the feed industry or other types of non-food applications.
Many governments have adopted programs to bring ethanol up to 10% of gas consumption. We are looking at how
these processes can be optimized to provide better energy
efficiency and also to make more out of the byproducts.
WG: How has Buhler positioned itself in the feed industry?
Mendler: The animal feed industry globally has had quite a
number of setbacks because of diseases such as BSE, footand-mouth disease and bird flu. The feed and meat industry
has to reinstall confidence in meat products to be attractive and competitive with the other food products. Therefore, we believe in safe feed, sanitation, zero-contamination,
www.World-Grain.com / World Grain / March 2006

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www.Wor ld-Grain.com and you 'll find
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59



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World Grain - March 2006

Table of Contents for the Digital Edition of World Grain - March 2006

Contents
World Grain - March 2006 - 1
World Grain - March 2006 - 2
World Grain - March 2006 - 3
World Grain - March 2006 - Contents
World Grain - March 2006 - 5
World Grain - March 2006 - 6
World Grain - March 2006 - 7
World Grain - March 2006 - 8
World Grain - March 2006 - 9
World Grain - March 2006 - 10
World Grain - March 2006 - 11
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World Grain - March 2006 - 67
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