Traditional sausage from Bavaria sold: people angry about sales!

Traditional sausage from Bavaria sold: people angry about sales!

The mood is simmering in Bavaria. The traditional sausage production of the Wolf Essgenuss company from Schwandorf is on the brink. After almost a century in family hands, the company is to be sold to Morliny Foods Holding, a subsidiary of Hong Kong-based WH Group, the world's largest meat company. The news of the sale caused considerable waves among the population and triggered some angry reactions. Concerns about the “sell-out of Germany” and the future of regional businesses are widespread, as merkur.de reports.

Wolf Essgenuss GmbH, known for its Nuremberg and Thuringian grilled sausages, has been producing sausage products for 100 years and is one of the largest sausage manufacturers in Germany. Christian Wolf, the fourth generation to run the company, will remain in office as managing director. However, the takeover is subject to the approval of the antitrust authorities and could therefore still stall. In addition, production at the three German locations in Nuremberg, Schwandorf and Schmölln will continue “for the time being” without interruption, and around 1,800 jobs have been secured, as br.de adds.

A step into a new era

The purchase is seen as an opportunity for long-term growth and securing jobs in a difficult market environment. Morliny Foods aims to strengthen the company's international orientation while leveraging its existing network. Despite concerns about the quality of the meat that could be used in the future, market expert Josef Efken expresses confidence in regional producers. These are often able to deliver cheaper than imports from China - a point that can hopefully calm consumers' worries somewhat, according to the expert.

At a time when the meat industry is facing massive challenges, the acquisition of Wolf is part of a larger trend. The decline in meat consumption and rising producer prices are causing many companies in the industry to come under pressure. This year, several German sausage manufacturers have already filed for bankruptcy or been taken over. Geopolitical uncertainties and the rise in beef prices also play a role that should not be underestimated, as fleischbranche.de makes clear.

Sustainability and consumer preferences in focus

The meat industry will face fundamental changes in 2025. More and more consumers are attaching importance to sustainability and regional products. The industry is responding to these trends by investing in CO2-neutral production processes and transparent supply chains. Alternative protein sources are increasingly coming into focus, while the digitalization and technologization of production processes are becoming more important. Companies that want to survive in competition must rethink and adapt their business model.

While the takeover of Wolf Essgenuss is becoming apparent, it remains to be seen how the brand identity and production conditions will develop under new management. Nevertheless, both the staff and the loyal customers hope for the successful continuation of the traditional sausage brand.