Introducing the new face and strategy of Service

Service in a B2B context 

In a way to clarify why Service is so important in JBT Marel, Lages considers how B2B relationships differ from B2C, or customer markets. “In our business, customers can, and will, jump on a plane from New Zealand to Europe to check what kind of company is behind the technology before they make an investment,” he says. This level of due diligence reflects the significant level of investment and importance of food processing equipment and software decisions.

When food processors evaluate technology partners, they’re considering more than just equipment or software; they’re making decisions that affect their operational risk. Equipment failures can disrupt productions schedules and impact customer deliveries, making service capability an important factor in the decision-making process when purchasing new solutions.

A Service strategy for better service delivery

While the full strategy is still being developed and finalized for the fourth quarter of 2025, the new focus is already clear. For the Service team working with our fish customers, the approach focuses on key areas to shift JBT Marel Service from reactive support to proactive partnership.

Customer-focused support

Offering more connection points with the customer, beyond utilization of only field service engineers. Focus on fixing the issue and staying until it is resolved.

Predictive maintenance

The approach aims to identify and address potential issues before they cause production problems. This involves data collection, remote monitoring, and predictive analytics helping customers move from a firefighting approach to preventative maintenance.

Digital tools and remote support

Investment in remote support technologies, including augmented reality and improved connectivity, will enable faster response and more efficient problem resolution. These tools also support customer education for routine maintenance while ensuring specialist support remains available for complex issues.

Sustainable service model

Recognizing talent challenges in the food processing sector – it is not always the first choice for engineering graduates – the new JBT Marel Service strategy focuses on creating a more efficient service model. By empowering customers with self-service capabilities, expanding digital tools, and building a strong company culture for talent retention, Diego sees a way to build a sustainable model that ensures the level of service our customers receive remains high, even when we face talent challenges.

Building trust-based partnerships

Diego Lages’s vision is to develop customer relationships that move beyond transactions toward genuine partnerships. The key objectives: 

• Becoming the trusted partner of choice
• Setting service standards for the market
• Reducing risk perception in customer operations
• Co-creating value through collaboration

“What I’d really love, is that when customers think about support, they pick up the phone and call us. They understand that our interest is their interest,” Lages explains. This represents the level of trust and reliability Lages believes we can achieve.

Consistent standards, flexible application

As a technology provider for the food processing industry, we operate across multiple sectors — poultry, meat, fish, pet food and plant-based — each with distinctive characteristics. Our Service strategy maintains consistent customer interaction standards while adapting to specific market requirements. This ensures that customers receive appropriate service regardless of whether they operate large, consolidated factories or smaller specialized operations.

Moving into the future

As Diego Lages develops the comprehensive three-year Service strategy for Fish, the focus remains on partnership. We recognize that in today’s food processing environment, supplier and customer success are interconnected. This means working with a partner who understands operational challenges and is committed to supporting business success through reliable service and continuous improvement.

The Service evolution under Lages leadership represents a commitment to understanding customer needs and adapting our service delivery accordingly. For food processors seeking a reliable service partner, this customer-focused strategy offers a practical foundation for long-term collaboration and success.