What is Sales and Marketing Strategy of Marel Company?

What is the Sales and Marketing Strategy of JBT Marel Corporation?

JBT Marel Corporation, formed by the combination of Marel and JBT Corporation on January 2, 2025, is transforming the food processing industry. The company offers advanced solutions across the entire processing chain for poultry, meat, and fish. Its strategy focuses on delivering integrated systems and software, leveraging technological innovation to meet evolving market demands.

The combined entity aims to provide unparalleled solutions, building on a legacy of automation and technological advancement in food processing. This strategic integration is set to redefine industry standards and customer value.

JBT Marel's sales and marketing strategy is deeply rooted in its comprehensive product portfolio and its commitment to innovation. The company emphasizes its role as a full-line supplier, offering solutions from raw material handling to final packaging. This approach allows them to build strong relationships with clients by providing end-to-end support and customized solutions. Their marketing efforts highlight the efficiency, sustainability, and technological superiority of their offerings, often showcasing successful implementations through case studies and industry events. The recent combination with JBT Corporation is expected to unlock significant cost synergies, estimated at $150 million within three years, further strengthening their market position and competitive edge. In Q1 2025, the company reported revenue of $854 million, with orders totaling $916 million and a backlog of $1.3 billion, underscoring robust demand for their advanced processing technologies and solutions like the Marel BCG Matrix.

Marel employs a diverse sales channel strategy designed to maximize global reach and customer engagement. This approach centers on direct sales, a robust service network, and strategic alliances to deliver comprehensive food processing solutions.

Direct Sales and Global Presence

Marel operates sales and service centers in over 30 countries across six continents. This extensive global footprint enables direct interaction with customers, facilitating localized support and tailored solutions for their food processing needs.

Service Network as a Sales Driver

The company's comprehensive service offerings, including maintenance, repairs, parts, and software services, are integral to its sales strategy. These services not only generate recurring revenue but also foster strong, long-term customer relationships.

Strategic Partnerships for Growth

Marel actively pursues strategic partnerships to expand its market reach and enhance its product offerings. These collaborations are key to providing integrated solutions and strengthening its position in specific industry segments.

Customer-Centric Approach

A core element of Marel's sales approach is ensuring an optimal customer journey characterized by speed, reliability, and clear communication. This focus on customer experience underpins the entire Marel business strategy.

The company's commitment to customer-centricity is evident in its continuous efforts to refine its sales and service channels. By maintaining a strong global presence and fostering strategic alliances, Marel effectively addresses the evolving demands of the food processing industry. The emphasis on after-sales service and support is a critical component of Marel's sales strategy, contributing significantly to customer retention and loyalty. In Q2 2024, recurring aftermarket revenues exceeded EUR 800 million, underscoring the success of this approach and highlighting Marel's market positioning as a trusted maintenance partner.

Key Sales Channel Components

Marel's sales and marketing strategy is built upon several key pillars that ensure comprehensive market coverage and customer satisfaction.

• Direct sales teams provide localized expertise and support.
• A global service network ensures efficient after-sales care and builds recurring revenue streams.
• Strategic partnerships, such as the alliance with MMC First Process, enhance product portfolios and market penetration.
• Long-term collaborations, like the one with Muyuan, drive industry transformation through advanced processing solutions.
• Understanding Marel's go-to-market strategy for their software solutions is crucial for clients seeking integrated operational improvements.
• Marel's approach to customer relationship management in sales focuses on building lasting partnerships.
• The company's strategy for after-sales service and support is a cornerstone of its business model, as detailed in the Growth Strategy of Marel.

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Marel employs a multifaceted marketing strategy, heavily leaning on digital channels to engage its audience in the food processing sector. The company's approach mirrors its technological advancements, emphasizing digitization, automation, and robotics. This integrated strategy aligns with its 'Focus First' operational model, which segments the market into distinct business divisions for tailored communication.

Digital-First Engagement

Marel prioritizes digital marketing, highlighting connectivity as central to its strategy. This includes promoting its software solutions that enable data collection and utilization for improved processing and traceability.

Industry Event Presence

The company actively participates in key industry events, such as IFFA 2025. These platforms are used to showcase automated protein processing solutions and allow for direct customer interaction with their innovative technologies.

Sustainability Messaging

Sustainability is a core component of Marel's marketing, positioning its solutions as environmentally responsible. This includes promoting reduced food waste, energy savings, and water conservation in its offerings.

Commitment to Net-Zero

Marel's commitment to becoming net-zero by 2040 and its five-year sustainability program launched in 2022 are leveraged in its marketing. These initiatives align with growing stakeholder expectations for environmental, social, and governance (ESG) performance.

Customer Education and Support

Through initiatives like Marel Academy, the company offers online training. This serves as a marketing tool by ensuring customers achieve production excellence and staff proficiency with their equipment.

Targeted Business Divisions

The company's marketing efforts are aligned with its dedicated business divisions, including Poultry, Meat, Fish, Retail and Food Service Solutions (RFS), Service, Software Solutions, and Plant, Pet and Feed. This allows for highly targeted messaging relevant to each sector.

Comprehensive Marketing Approach

Marel's marketing strategy is designed to build brand awareness, generate leads, and ultimately drive sales by showcasing its advanced technological solutions. The company's approach integrates digital marketing with a strong presence at industry events and a clear emphasis on sustainability.

• Leveraging digitization, automation, and robotics in marketing messages.
• Promoting Marel Software for data-driven processing improvements and traceability.
• Showcasing innovations at industry events like IFFA 2025 to demonstrate yield optimization and performance enhancement.
• Highlighting sustainability benefits such as reduced food waste and resource conservation.
• Utilizing investor relations materials to communicate ESG commitments and progress.
• Employing Marel Academy for customer training, reinforcing product value and operational excellence.
• Implementing targeted marketing campaigns for specific industry segments like poultry, meat, and fish processing.
• Focusing on connectivity as a key element of its digital marketing journey.
• Demonstrating how its solutions redefine industry standards through enhanced efficiency and value creation.
• Understanding Marketing Strategy of Marel provides insight into their go-to-market approach.

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Marel positions itself as a global leader and transformative partner in advanced food processing solutions. The company emphasizes innovation, efficiency, quality, and sustainability across the poultry, meat, fish, pet food, aqua feed, and plant-based protein sectors. Its core message focuses on empowering customers to increase yield, ensure food safety, and improve sustainability through cutting-edge technologies.

Holistic Solution Provider

Marel offers comprehensive solutions spanning the entire processing chain. This unmatched, holistic approach differentiates it from competitors in the global food industry.

Innovation and R&D Investment

The company invests approximately 5-6% of revenues annually in research and development. This commitment ensures technological leadership and the continuous introduction of new solutions.

Sustainability as a Core Value

Sustainability is deeply integrated into Marel's brand positioning, with a goal to be net-zero by 2040. Its solutions help customers reduce carbon footprints and improve resource management.

Synergy with JBT Corporation

The combination with JBT Corporation has strengthened Marel's position, uniting complementary technologies. This integration aims to elevate global equipment performance, line productivity, and operational efficiency.

Marel's brand consistency is evident across all customer touchpoints, from investor communications to industry events, reinforcing its identity as a trusted partner. The company's focus on advanced technologies like robotics, data-driven solutions, and automation is central to its market appeal. Understanding Mission, Vision & Core Values of Marel provides further insight into its strategic direction and operational philosophy.

Target Audience Appeal

Marel appeals to customers seeking advanced and reliable processing equipment. Its brand message highlights increased yield, food safety, and sustainability as key customer benefits.

Commitment to Sustainability

The company's commitment to becoming net-zero by 2040 and its participation in sustainability initiatives underscore its dedication to environmental responsibility. This aligns with growing consumer and regulatory demands for sustainable practices.

Technological Advancement

Marel's brand is built on providing cutting-edge technologies, including robotics and data-driven solutions. This focus on innovation is a primary driver for its customers' adoption of its processing equipment.

Industry Reach

The company serves diverse sectors within the food industry, including poultry, meat, fish, pet food, aqua feed, and plant-based proteins. This broad reach demonstrates its adaptability and comprehensive expertise.

Value Creation for Customers

Marel's brand positioning emphasizes its role as a partner that helps customers create value. This is achieved through enhanced operational efficiency, improved product quality, and greater sustainability.

Competitive Differentiation

The company differentiates itself through its holistic solution offering and significant investment in R&D. This strategy ensures it remains at the forefront of technological advancements in food processing.

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While specific, named marketing campaigns are not always publicly detailed, the company's strategic initiatives and industry event participation effectively function as key campaigns. These efforts define its brand and drive growth in the competitive food processing sector.

JBT Marel Integration & Value Proposition

A primary focus from late 2024 into early 2025 is communicating the combined strengths of the JBT Marel entity. This initiative highlights an enhanced offering of standard and modular solutions, increased customer focus, and a commitment to pioneering innovations for sustainable food and beverage processing.

Industry Trade Show Presence

Prominent participation in major industry trade shows, such as IFFA 2025, serves as a crucial 'campaign' to showcase advancements in automated protein processing. The objective is to demonstrate solutions that optimize yield, boost performance, and create value for customers in retail foodservice and quick-service restaurants.

Sustainability Initiatives as a Campaign

The company's ongoing commitment to sustainability acts as a long-term campaign, central to its brand message. This includes a goal of becoming net-zero by 2040 and a five-year sustainability program launched in 2022.

Partnerships for Sustainability

Strategic partnerships, like the one with MMC First Process announced in February 2024, reinforce the sustainability message. These collaborations emphasize responsible sourcing and demonstrate how improved resource utilization and reduced energy consumption benefit all stakeholders.

The success of the JBT Marel integration communication is evidenced by strong financial performance, with Q1 2025 orders reaching a record $916.1 million, a 16% year-over-year increase, and a backlog of $1.31 billion. This indicates positive market reception to the combined entity's value proposition. The company's sustainability targets, such as reducing carbon emissions by 20% by 2026 and increasing waste recycling to 90% by 2026, are consistently highlighted, aligning with customer values and positioning the company as an industry leader. Understanding these strategic pushes provides insight into the Brief History of Marel and its evolving market approach.

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