Messner - die Wurstpioniere

What Messner - die Wurstpioniere does

Messner - die Wurstpioniere is an Austrian family-owned meat-processing company founded in 1934 and operated today in the fourth/fifth generation by the Messner family. Headquartered in Stainz, Styria, the company operates from two Stainz sites: the Hauptplatz 21 headquarters and Feinkostfiliale delicatessen retail store, plus the Lastenstraße 10 production facility. The core technology is traditional Austrian sausage-making craftsmanship combined with modern food production and Clean Label formulation (no artificial flavors, colorings, or unnecessary additives), supported by IFS, AMA Gütesiegel, Bio, and HACCP certifications and exclusive use of 100% Austrian quality meat.

The portfolio spans more than 300 products organized into four categories: Würstel (sausages such as Frankfurter, Krainer, Käsekrainer, Debreziner, Bratwürstel, Knacker, Berner, Teewürstel), Snacks & Rohwurst (including the SnackBag Fresh Bites range, Landjäger, Knoferl, Jausenstangerl, Salamistangerl, Hauswürstel, Haussalami), Wurst & Schinken/Aufschnitt (Extrawurst, Polnische, Krakauer, Braunschweiger, Hühner extra, Pikantwurst, Frikandeau, Pfefferkarree, Genuss Schinken, Beef Brisket), and Aufstriche (Leber Streichwurst, Kalbsleber Streichwurst, Zwieberl, Verhackert). New aroma-protected stand-up pouch packaging and individual recipe development support the contract-manufacturing offering.

The business model is dual-track. The B2C leg sells own-brand products through the Stainz delicatessen and via Austrian supermarket distribution (Merkur and others). The B2B leg provides contract manufacturing and private-label production of sausage, ham, and innovative snacks to food brands, retailers, HORECA, and specialty segments including pet food. Named B2B partners include Gate Gourmet, Hütthaler, Grillido, Maresi, Titz, Reiter, KnabberNossi, and Amore Loui Pizza. A local party service rounds out direct customer engagement. Marketing is primarily Austrian, using Instagram, Facebook, a Land schafft Leben podcast feature, recipe-driven cooking tips content, and seasonal SnackBox sweepstakes. The company has no disclosed funding, no M&A activity, and no subsidiaries.

Name

Messner - die Wurstpioniere

Legal name

Messner Ein- und Verkaufs GmbH

Website

https://messner-wurst.at

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

1–10 employees

Short description

Messner - die Wurstpioniere is a fifth-generation Austrian family-owned sausage and meat producer in Stainz, Styria, founded 1934, manufacturing 300+ Clean Label products for Austrian retail consumers and B2B private-label customers across food brands, HORECA, and pet food.

Ownership category

akta.pro rank

Product category

Processed Meat Products (Austrian Sausage and Ham Specialties)

NAICS

Food Manufacturing (311)

SIC

Sausages & Other Prepared Meat Products (2013), Meat Packing Plants (2011)

akta.pro industry

PRIMARYAFANAEAC

Sausage Manufacturing (Fresh, Cooked, Fermented, Emulsified)

Agriculture & Food Production/Meat, Poultry & Seafood Processing/Meat Further Processing (Cured, Smoked, Deli Meats, Sausages)

SECONDARYAFANAEAE

Fermented & Air-Dried Charcuterie (Salami, Pepperoni, Prosciutto-Style)

Agriculture & Food Production/Meat, Poultry & Seafood Processing/Meat Further Processing (Cured, Smoked, Deli Meats, Sausages)

SECONDARYAFAKALAD

Further Processing (Cooked, Smoked, Cured & Deli Meats)

Agriculture & Food Production/Food Processing & Manufacturing/Meat Processing (Beef, Pork, Poultry)

SECONDARYAFANAEAA

Cured Meats (Dry-Cured, Wet-Cured, Hams, Bacon)

Agriculture & Food Production/Meat, Poultry & Seafood Processing/Meat Further Processing (Cured, Smoked, Deli Meats, Sausages)

Keywords

• Sausage manufacturing
• Meat processing
• Delicatessen products
• Private label production
• Clean label food

Headquarters

HQ city

Stainz

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (B2C): Sale of own-brand sausage, ham, and delicatessen products through retail store and food retail partners. Includes wide product portfolio of 300+ items across categories: sausages, ham, spreads, snacks.
2. Private Label / B2B Manufacturing: Contract manufacturing of custom sausage, ham, and snack products for other brands. Partners include industrial brands, retailers, HORECA, and pet food manufacturers.
3. Retail Store & Party Service: Direct sales through Feinkostfiliale (delicatessen) at Stainz Hauptplatz. Party service for events including sandwiches, filled platters, and marinated meat dishes.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Messner - die Wurstpioniere is an Austrian family-owned meat processing company founded in 1934 that produces over 300 sausage, ham, spread, and snack products using 100% Austrian quality meat under Clean Label principles. The company sells these products to consumers through its own delicatessen retail store in Stainz and through Austrian food retail chains, and simultaneously operates a B2B contract-manufacturing business producing private-label sausage, ham, and snack products for food brands, retailers, HORECA, airline catering, and specialty segments including pet food.

Product overview

Messner - die Wurstpioniere is an Austrian family-owned meat processing company (fifth generation) founded in 1934, producing over 300 products. The product portfolio centers on traditional Austrian and European sausage specialties organized into four main categories: (1) Würstel (sausages including Frankfurter, Krainer, Käsekrainer, Debreziner, Bratwürstel, Knacker, Berner, Teewürstel), (2) Snacks & Rohwurst (snack products including SnackBag with Bites varieties like Käsewurst-Bites and Extrawurst-Bites, Landjäger, Knoferl, Jausenstangerl, Salamistangerl, Hauswürstel, Haussalami), (3) Wurst & Schinken/Aufschnitt (sliced meats including Extrawurst, Polnische, Krakauer, Braunschweiger, Hühnerextra, Pikantwurst, Frikandeau, Pfefferkarree, Genuss Schinken, Beef Brisket), and (4) Aufstriche (spreads including Leber Streichwurst, Kalbsleber Streichwurst, Zwieberl, Verhackert). The company operates as a B2B production partner for Private Label products and offers a retail fine food store (Feinkostfiliale) at their Stainz location.

Differentiator

Problem solved

Functional benefit

Products and services

• Messner SnackBag with Fresh Bites Snack packaging format containing bite-sized sausage pieces (Käsewurst-Bites and Extrawurst-Bites varieties) for convenient at-home and on-the-go consumption; targeted at Austrian consumers seeking modern snack formats.
• Messner SnackBox (Jausnstangerl and Salamistangerl) SnackBox packaging format containing Austrian Jausenstangerl and Salamistangerl products for the Jause (cold cut meal) occasion.
• Frankfurter Classic Viennese-style frankfurter sausage; a core product line in Messner's Würstel category and a benchmark product for Austrian sausage quality.
• Original Messner-Krainer The traditional Austrian krainer sausage that started the company in 1934; flagship heritage product under the Messner brand.
• Käsekrainer Cheese-filled krainer sausage; awarded Gold at IFFW 2025 and a staple Austrian sausage variety.
• Debreziner Hungarian-style spicy sausage; part of Messner's Würstel product range.
• Bratwürstel Grilled bratwurst sausage; core Würstel category product.
• Knacker Traditional small, spicy sausage; part of the Würstel range.
• Berner Grilled sausage variety served in hot-dog style.
• Teewürstel Small 'tea sausage' for boiling in classic Viennese preparation.
• Extrawurst Extra sausage sold as a sliced meat (Aufschnitt) product.
• Polnische Polish-style sausage; also available as Polnische-Bites in SnackBag format.
• Krakauer Krakow-style smoked sausage.
• Braunschweiger Smoked liver sausage from the Braunschweig tradition.
• Hühnerextra Chicken-based sausage product.
• Pikantwurst Spicy sausage for slicing.
• Frikandeau Veal-based sliced sausage product.
• Pfefferkarree Peppered pork loin / carré specialty.
• Genuss Schinken Premium ham product recognized for taste experience from best ingredients and traditional craftsmanship.
• Beef Brisket (nach Art eines Rinderbrustschinkens) Beef brisket prepared in the style of beef brisket ham; gold medal winner at Produkt Champion 2021.
• Landjäger Traditional smoked raw sausage for snacking; shelf-stable product.
• Knoferl Small, spicy dried sausage specialty.
• Jausenstangerl Austrian-style snack sticks for the Jause (cold cut meal); awarded Gold at IFFW 2025 and available in SnackBox packaging.
• Salamistangerl Salami-style snack sticks; awarded Gold at IFFW 2025 and available in SnackBox packaging.
• Hauswürstel House sausage specialty.
• Haussalami House-made salami.
• Leber Streichwurst Liver spread sausage.
• Kalbsleber Streichwurst Veal liver spread sausage.
• Zwieberl Onion-based spread.
• Verhackert Minced meat spread.
• Private Label / Contract Manufacturing for B2B Partners Contract manufacturing of custom sausage, ham, and snack products for food brands, retailers, HORECA (hotel/restaurant/catering), airline catering, and specialty segments including pet food; includes individual recipe development (Individualrezepturentwicklung) from concept to market-ready solution and aroma-protected stand-up pouch (Aromaschutzbegaste Standbeutel) packaging. Named partners include Titz, Reiter, KnabberNossi, Amore Loui Pizza, Gate Gourmet, Hütthaler, Maresi, and Grillido.
• Party Catering Service (Partyservice) Prepared meats, sandwiches, filled platters, and marinated meat dishes for private events in the Stainz region.
• Feinkostfiliale (Delicatessen Retail Store) Company-owned delicatessen retail store at Stainz Hauptplatz 21 offering fresh-cut products, current promotions, and lunch menus; open Mon-Thu 07:00-13:00, Fri 07:00-15:00, Sat 07:00-13:00.

Quantifiable outcome

• 5x Gold medals at 25th IFFW International Competition 2025
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor.

• TitzminorOthersB2B partner for private label manufacturing. Company logo displayed on Messner B2B partners page.
• ReiterminorOthersB2B partner for private label manufacturing. Company logo displayed on Messner B2B partners page.
• KnabberNossiminorOthersB2B partner for private label manufacturing. Company logo displayed on Messner B2B partners page.
• Amore Loui PizzaminorOthersB2B partner. Company logo displayed on Messner B2B partners page.
• Gate GourmetminorOthersInternational airline catering company. Company logo displayed on Messner B2B partners page.
• HütthalerminorOthersB2B partner displayed on About Us page. Austrian meat/food company.
• MaresiminorOthersB2B partner displayed on About Us page. Austrian food brand.
• GrillidominorOthersB2B partner displayed on About Us page. Grill/sausage brand.
• SteirerblickeminorOthersPartner for SnackBox Gewinnspiel (sweepstakes), providing luxury chalet 'Kellerstöckl Steinreib' as grand prize for winners.
• CDM Incoming Schilcherland EventminorOthersPartner providing Segway tours as prizes in SnackBox Gewinnspiel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wiesbauer: Austrian family-run meat and sausage manufacturer producing frankfurters, hams, and snack sausages for domestic retail and foodservice. Most direct comparable: similar Austrian heritage, multi-product sausage portfolio, supermarket distribution, and Clean Label-style quality positioning.
• Handl Tyrol: Austrian regional sausage specialist (Puster Valley) with Speck, Kaminwurzen, and snack sausage range sold across Austrian and DACH retail. Comparable heritage brand with deep regional roots and broad sausage/snack portfolio competing for similar Austrian retail shelf space.
• Hütthaler: Austrian meat and sausage producer (Wels, Upper Austria) operating since 1898 with broad sausage and ham portfolio across retail and foodservice. Direct comparable in scale, heritage, and category mix; listed as a Messner B2B partner.

Regional players

• Wiltmann: German sausage manufacturer specializing in Knacker, Bierwurst, and snack-format sausages for German retail and discounters. Comparable product/process mix and snack-format innovation emphasis, but Germany-focused rather than Austrian-competition.
• Sutterlüty Handels GmbH: Vorarlberg-based Austrian regional grocer with strong own-brand sausage and meat range tied to local production. Regional competitor for premium Austrian sausage shelf space and a potential private-label partner in western Austria.
• Reinert: German Westphalian sausage manufacturer (Teewurst, Lyoner, snack sausages) selling into German and broader European retail. Comparable in sausage processing craft and product mix but operates in a different (German/DACH) market rather than competing head-to-head in Austria.

Broad incumbents

• HOFER (Aldi Süd Österreich): Austrian arm of Aldi Süd, a discount grocer with growing premium own-label ranges and active contract-manufacturing relationships with regional Austrian producers. Sets competitive pricing benchmarks and is a large-scale channel for sausage consumption.
• SPAR Österreichische Warenhandels-AG: Austrian grocery retailer with extensive own-brand sausage/meat ranges (Spar Natur*pur, Spar Premium) often produced via contract manufacturing. Incumbent competitor on Austrian retail shelves and a potential B2B private-label customer for Messner.

Emerging players

• Grillido: Austrian emerging snack-sausage brand targeting grilling and convenience occasions. Listed as a Messner B2B/private-label partner; comparable focus on the premium snack-sausage format Messner's SnackBag is also pursuing.
• KnabberNossi: Austrian snack-meat brand specializing in bite-sized, single-serve sausage and meat snacks. Listed as a Messner B2B partner and competes in the same Wurstsnacks / convenience-snack category where Messner won REGAL HIT 2025.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=zLMjGX5AR9c
• Facebookfacebook.com/MessnerWurst
• Instagraminstagram.com/messner_wurst
• LinkedInlinkedin.com/company/messner-die-wurstpioniere

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Messner - die Wurstpioniere