December 11, 2025 · Podcast
stefanundstefan | From fossil-free to digital – why HUG is not just making noise, but leading the way
HUG AG from Malters is not a traditional bakery company – it is a pioneer. While others talk about price wars and trends, HUG takes action: with Switzerland’s first fossil-free bakery, digital processes, and a brand strategy that redefines Swissness. stefanundstefan® wanted to find out how this transformation is succeeding, and therefore invited Anna Hug, co-managing director of HUG AG, for a discussion.
«HWZ on Air: stefanundstefan» – the podcast by HWZ with Stefan Eggenberger and Stefan Vogler. In their conversations with experts, the two hosts take a closer look at key topics in communication. They analyse, comment, and offer practical guidance. Real-world examples are combined with academic knowledge to provide ideal support for everyday communication challenges. Sharp commentary included.
Being a pioneer means more than just technology: it is about drive. How can you make the leap from 150 years of tradition into a radical future without losing the soul of the brand? Why does HUG focus on sustainability, even though consumers value it, but it is not the decisive factor in their purchasing decisions?
What does leadership mean in a sector that balances between indulgence and health trends, price pressures and a shortage of skilled professionals? In this episode, stefanundstefan® talk to Anna Hug about bold decision-making, the use of digital technologies in production and logistics, and the art of combining responsibility and innovation in such a way that the future is not something to wait for, but something to be created.
Special guest on this podcast from stefanundstefan®
Anna Hug
Anna Hug is co-managing director of HUG AG in Malters and leads the family business in its fifth generation. She is responsible for the markets division (marketing and sales) and relies on a co-leadership model to enhance agility. The marketing expert, who holds an MBA from the University of St. Gallen, brings many years of experience in brand management and export, and is also a board member of the Lucerne Economic Development Foundation.
