Gottfried Friedrichs embarks on 'aggressive' new strategy

 When Alexander von Reißwitz (pictured left) took over the helm at German firm Gottfried Friedrichs in October last year, he was faced with one major task: To take a century-old, extremely traditional salmon smoker and make it a profitable and viable 21st-century business.

On the agenda now are investments in state-of-the-art equipment, new markets, new products, new marketing ideas, as well as new target groups.

"The company is now more than 100 years old and we're preparing for the next 100," he told IntraFish during a visit at the company's headquarters in Hamburg.

The