Why Customer Proximity and Service Are not “Add-Ons” — They are the Product

That’s the core of our short video interview with Oliver Hahn, CEO BAADER Poultry USA — recorded at the IPPE booth and shared now as a look-back on what customers asked for, what they expect, and what “value” means in the North American market.

Technology matters — but proximity wins trust

Visitors were drawn to solutions and integrated thinking, yes. But the decisive questions quickly moved from “What does it do?” to:

• How fast can we get back up if something happens?
• Who supports us locally?
• How stable is performance over weeks and months — not just in a demo? 

Oliver’s perspective is clear: in North America, where scale and throughput pressure are high, customer proximity is a performance factor. Being close to customers — with people, competence, and parts — reduces risk and increases confidence in day-to-day operations.

Service orientation = uptime orientation

In the interview, Oliver frames BAADER’s approach less as “service as a function” and more as service as a promise: staying close, staying responsive, staying accountable.

That mindset shows up in very practical outcomes:

• faster response times
• stronger operational continuity (uptime)
• more stable results across shifts
• a partnership dynamic that extends beyond installation

In short: service is what turns capability into reliable output.

Looking ahead: North America focus in 2026

Asked about priorities for 2026, Oliver points toward a simple direction: make it even easier for customers in the region to achieve predictable performance — backed by a strong local footprint and a service-first operating model.