Fourth-generation food producer looks to the future

Since 1923, Bay View Packing Co. has produced pickled products, including herring, pork hocks, Polish sausage, bologna, turkey gizzards and pickled eggs, for a devoted following.

Reinhard Liebner, 52, is the fourth generation behind the small business, and there was a time when he wasn’t sure it had a future.

When his youngest sons, Eric and Andrew, joined the business a few years ago, they started digging in to social media. Working with wisconsinmade.com, the company now ships all around the world.

Products are still hand-cut, prepped and packed, and herring season is always the Liebners’ busiest time of year.

This February, they added their first automated line to allow increased production.

They offer a baker’s dozen of products, including four types of herring, two sausages, bologna, hocks, gizzards, and four eggs, plus processing for private-label clients.

They moved to their current location, 1906 W. St. Paul Ave. (next door to Sobelman’s) in 1976, where they also operate a factory outlet store where the public can purchase any of their products between 7 a.m. and 4:30 p.m. Monday through Friday.

Liebner lives in Menomonee Falls, with his wife, Shelle, and their German Shepherd.

Building the Bay View brand

Everybody always asks about the name. We have never been in Bay View. This is the farthest south we have ever been (at 19th and St. Paul). I think the original location was on Chestnut St.

My great-grandfather, Rudolph Liebner, had a pickling company called RM Liebner. They made similar products to what we do now, but more sauerkraut and other products that are mass-produced. His boys left the company and started Bay View Packing.

So my grandfather Bruno in 1923, with his brothers William and Walter, started Bay View Packing. I don’t know if they had a falling out or if they wanted to go out on their own.

His future in food

When I first started, I didn’t see a lot of potential in this business. I didn’t see it surviving after the older generation who loved this stuff is gone. I think there was a time when we bottomed out. There were a lot of people losing interest, but it has come roaring back.

The next generation

I have four children, a girl and three boys. My two youngest, Eric and Andrew, work here with me now.

Polish sausage

Klement’s makes our Polish sausage for us. My dad worked that recipe, with Boehme Sausage Company, a local Milwaukee company that used to make it for us. It was a recipe my dad worked out that wouldn’t get soft or mushy in the vinegar. He worked on that for a while.

When we moved here, we moved from a state plant to a federal plant. Then we needed to have a partner that was a federal plant as well. So Klement’s makes the Polish, and Usinger’s makes our bologna, knackwurst. Two quality companies partnering with us for the pickling.

Hand-cut, hand-packed

It is not mass-produced. We’re producing on a small scale. I’m very passionate. I’m a perfectionist. It has always been a family business. It is not just a job here, it is a passion.

Recipe for longevity

My mom is 94, and she is always asking for the pickled herring. That’s a staple for her.

Evolution of appetites

Instead of just the plain vinegar and a little mild spice, we’ve gone more in the hot direction. People are looking for spicier, hot foods.

His go-to snack

My favorite is herring in wine sauce. Our family is snowmobilers, outdoor people, and those are the types of people who like our product. It is a product you can take with you. Most of our line doesn’t have to be refrigerated after you open, except the herring (and pickled vegetables).

Great garnishes

I’m not a Bloody Mary guy, but I see the appeal. Sobelman’s puts our Polish in theirs. My go-to drink is a Manhattan, either brandy or whiskey with a garlic-stuffed olive.

Words of wisdom

My dad told me, “You’re never going to get rich in this business, but if you enjoy it you can earn a good living and I think you’ll do well here.” He was right.

By the numbers

Right now we’re at 10 employees. For a long time, it was my dad by himself, or a two- or three-man operation.

Fest fun

Every year we do an offshoot of our herring at German Fest. They do a Bismarck sandwich with a couple fillets and raw onions. It makes a good sandwich. We’ve been down there for years and years, and a lot of the German clubs come to us for those.

His Milwaukee meal

I love the old supper clubs where you get the full meal, salad bar, soup and it’s super cheap. Those are the places I seek out. One of my favorite places is out near Menomonee Falls, Mibb’s and Viv’s (7300 N. Lannon Road, Lannon). They have fish on Fridays and broasted chicken on Saturdays. It’s very small, and you have to be willing to wait a while, but it’s all you can eat.

Fork. Spoon. Life. explores the everyday relationship that local notables (within the food community and without) have with food. To suggest future personalities to profile, emailnstohs@journalsentinel.com.