The company Bio-Familia exports its muesli worldwide. CEO Daniel Lutz explains how this pioneering organic SME has conquered global markets while remaining true to its roots.
Founded in 1954 in the village of Sachseln (OW), Bio-Familia transformed Swiss Bircher muesli into an international success. A pioneer in organic production, the family-owned company with 200 employees has been able to establish itself in supermarkets in Asia and the United States, competing with the giants of the food industry in the premium segment. CEO Daniel Lutz describes how the SME combines innovation, sustainability, and local anchoring to build an international brand.
How important is product diversification for your business?
Daniel Lutz: Our original product was organic Bircher muesli. For several decades now, oven-baked crunchy mueslis have been our core business. Over time, we have diversified by adopting new technologies. This approach will remain essential in the future. It is the only way to stay true to our role as pioneers in the muesli sector.
Your company was committed to organic products from the outset. What does sustainability mean to you today?
Lutz: Sustainability is deeply rooted in our DNA. The founder of organic farming, Dr Hans Müller, delivered the first organic raw materials to Sachseln – where our company was established – as early as the 1950s. We also introduced climate protection measures at an early stage and supported social projects, for example, by sourcing nuts from socially responsible harvests. Today, sustainability remains an integral part of how the company is managed.
Can you describe your climate strategy in more detail?
Lutz: Since the end of 2022, we have been voluntarily committed to the Science Based Targets initiative (SBTi), aligning our climate measures with scientific standards. Based on a double materiality analysis, we have implemented various steps, such as converting a conveyor oven to run on green electricity and strengthening transparency in our supply chains, in order to move progressively towards our long-term goal of net zero emissions.
Another distinctive feature is your early expansion abroad. What enabled a small Obwalden-based SME to succeed internationally?
Lutz: Muesli is a Swiss speciality which, from the beginning, has been regarded as both natural and healthy – in line with the vision of its inventor, Dr Bircher-Benner. Our Swiss origin, product quality, and premium positioning were also decisive for our development. That is why we chose distribution partners who were already focused on premium brands. Another priority was our choice of distribution channels: being present in premium, specialized, and gourmet stores. In countries such as the United States, health food shops and organic retailers are also important for us.
What are your most important markets today? And the most promising?
Lutz: Asia, the Middle East, and North America are currently our most lucrative export regions. Together with our long-standing partners, we aim to continuously adapt our product range to changing consumer needs and further strengthen brand awareness. In June 2025, we entered the Canadian market, where we see promising opportunities for growth in the near future.
Do you need to adapt your products or strategy depending on the country?
Lutz: Yes, our distribution strategy is tailored to each country, as consumption patterns and purchasing power differ across export markets. Around 80% of Familia recipes perform well in most markets. In some countries, such as the United States, we also offer specific recipes.
What is the impact of U.S. tariffs on your company?
Lutz: Tariffs are a temporary challenge. We work with our business partners to find ways of managing the higher costs. The aim is to keep Familia mueslis affordable and to retain our long-standing loyal customers.
What advice would you give to an entrepreneur wishing to expand internationally?
Lutz: To start exporting, you need a product range that is both differentiated and relevant, as well as a solid understanding of the target market. Entering international markets also requires significant time, considerable additional resources, and new skills, such as customs clearance and distributor management. It is essential to find reliable, long-term business partners. Export is an exciting path to market, but one that can also be very demanding.
