Miller Magazine Issue: 116 August 2019

36 NEWS MILLER / AUGUST 2019 New claim for DeutscheBack: Together. Better Baking. DeutscheBack GmbH & Co. KG has significantly increased its network of regional locations in recent months and further extended its staff capacities. Thanks to significant additional investment in research and development, the Ahrensburg bak- ing experts can now accentuate even more their consulting expertise from “From Flour to Final” and their proximity to their customers. A new claim clearly expresses this partnership approach: with “Together. Better Baking.” the company has sharpened both its profile and its image. As part of the expanding Stern-Wywiol Gruppe, Deutsche- Back has markedly stepped up its international presence. In total, the company has access to a net-work of 16 affiliates abroad that have in-depth expertise in their respective regional markets and, in some cases, their own research or production facilities. Just last year it opened new production and devel- opment sites in Malaysia and Mexico and there are as well further plans for a new technology centre in Egypt. What’s more, the local staff capacities at the sites have been topped up and re-structured, enabling the company to focus on the baking goods industry. A new addition is the business development team. It has secured the services of Michael Pruss, an expert who is well-versed in the industry and its re- quirements and has many years of experience. “We see our- selves as partners of our customers and as problem-solvers on an equal footing. It is becoming increasingly important for cus- tomers to come up with individual formulations tailored to the specific require-ments of markets and regions. We have now carried this promise of a partnership approach over into our claim, too, because our broader regional base results in clos- er and closer personal relations with customers,” comments Lennart Kutschinski, CEO, DeutscheBack, when explaining the company’s new image. DeutscheBack boasts a global standard portfolio of baking concepts, baking pre-mixes, enzyme systems and, for instance, fresh and vegetable cream stabilisers and anti-staling agents. The company’s new positioning enables it to pursue its con- sulting approach “From Flour to Final” even more effectively. More than 100 technologists, masterbakers, millers and en- zyme experts work at the Stern-Technology Centre in Ahrens- burg near Hamburg. Thanks to this interdisciplinary approach in cooperation with its sister companies, Mühlenchemie, world market leader for flour improvement, and SternEnzym, spe- cialist for enzyme technology, DeutscheBack can cover all pro- duction stages of bakery goods. The decentralised structure lends itself to the development of specific solutions that meet the individual requirements of the baked goods producers, regardless of whether they are industrial companies, affiliates, retailers with in-house produc- tion or the growing away-from-home market. Knowledge about raw materials, their interactions and enzyme-based baking applications culminate in solutions that offer high add- ed value in terms of profitability and innovation. For this, the consultants can draw on the pooled specialist knowledge from the competence network of all the companies in the group.