Meinrad Oswald was fascinated by natural ingredients produced in faraway lands, even from his earliest days. Good taste was his passion, and so, at the age of just 20, he bought a small coffee roasting business in Zurich.
Since 1951, he has sold his products directly to his customers, without retail or wholesale intermediaries. This personal customer contact was his recipe for success.
In addition to roasting coffee, Oswald also devoted a great deal of attention to the exploration of unique spices. This resulted in spice blends, bouillons, and sauces, which, to this day, have aromas and flavours that set them well apart from conventional mixtures. Thus, “Oswald’s fine cuisine” was born. The one-man enterprise rapidly developed into a successful company with its own retail outlets and employees who visited and advised customers at home.
From its earliest days, Oswald has exemplified what today’s marketing experts call “customer proximity.” Home visits, customer discussions, attentive listening, divining wishes, then developing and offering products on this basis: he greatly enjoyed all these things.