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What is baking?

Dear Customers and friends of WACHTEL,

What is baking? For years we have been witnessing a legal dispute between the Central Association of German Bakers and German discounter markets. „All fresh“ is the newest marketing campaign of one big discounter, but it seems that this sector has a different understanding of baking and freshness. We took the decision not to offer our premium equipment to discounters in order to allow our clients not only to stand out by their high-class and fresh bakery products, but also by our bakery ovens which are provided exclusively to high quality craft bakers who still apply traditional techniques. This company philosophy may be to the disadvantage of our growth and surely to the benefit of our German competitors. However, we are convinced to have adopted the right strategy to help family owned and medium-sized companies to stay competitive against cheaper, industrial mass-produced goods.

 Top baked products, long service life and low energy consumption are the most important attributes of our bakery oven models R-EVOLUTION, PICCOLO, INFRA and COLUMBUS. Our cooling equipment score with the energy-efficient long dough cycle COOL RISING and COOL RISING PLUS. Hence, we noted a brisk demand for these products and fortunately, our company registered a double-digit increase in sales and order intake in the first half of 2015. In spring 2015 we finished the modernization and amplification of our production site in Hilden successfully. Furthermore, as to ensure that our growing team have enough space, we started to build a modern office building in August 2015.

Naturally, you can find us at the IBA exhibition in Munich in hall B5 at booth N° 110 where we will present some novelties. We would be pleased to meet you there and highly recommend you not to miss our traditional Bavarian White Sausage Breakfast on Sunday, September 13th from 10 am on.


Oliver Frey